Whether capturing new Leads, creating customer support Cases, or both, it can be hard to determine the best approach for creating and configuring forms that integrate with your Salesforce instance. In this article, we’ll take a look at some of the main options available along with key considerations and pros and cons of each.
If Cases are what you want, Salesforce’s standard Web-to-Case functionality is relatively easy to set up and allows for the automatic creation of Salesforce Cases through form submissions on your website. The Web-to-Case HTML Generator provides an easy way to create code that can be copied and pasted in order to expose the forms. Web-to-Case forms don’t require much technical knowledge to create, but the forms are pretty basic, so validation and styling require additional web development.
If Lead generation is the priority, Pardot offers great ways to create forms, easily add them to a website, capture Prospects in Pardot, automate marketing qualification if needed, and automatically create Leads in Salesforce. Lead creation does require that your Salesforce-Pardot connector is set up, but once Pardot and Salesforce are integrated, Lead creation in Salesforce is a snap. Just assign the Prospect with a Completion Action on the form or with the use of an Automation Rule if your company has a MQL process based on criteria. The ability to style your Pardot forms declaratively (without code) is somewhat limited, but Jenna Mobly has created a great Form Style Generator for Pardot Forms to make form styling much easier without advanced technical knowledge.
Pardot Form Handlers are a great solution for those that would like to keep their existing web forms, but also take advantage of Pardot features. Form Handlers essentially pass a copy of the data submitted through the form to Pardot. This allows companies to submit the form data to more than one database, retain the look and feel of existing forms, and leverage Pardot functionality without affecting existing processes tied to the forms.
Form Handlers don’t work with all forms, and there are a number of Considerations for Using Form Handlers that should be reviewed before implementation
If your company website is built with WordPress, Gravity Forms offer a great solution that checks all the boxes. Forms can easily be created and managed within WordPress. With the use of a Pardot Form Handler, Gravity Form submissions can create Pardot Prospects and utilize all the standard Pardot features related to forms. But, what if you want to have the ability to create Cases too? No problem! With the free Gravity Forms Salesforce Add-on, you can create/update Contact, Account, Case, Opportunity, or Order Objects in Salesforce when anyone submits a contact form on your site. This is a great solution for these standard Objects and their associated standard fields. If your use case requires a bit more customization, there is also a Pro Version of the Add-on that allows you to create/update standard and custom objects, custom fields, synchronize picklist value sets, and much more.
Whether your needs require a more basic approach or something more custom, there is an integrated web form solution for your company that can keep your Salesforce instance up-to-date.
If you’d like assistance with your integrated form solution setup or any other Marketing Automation needs, don’t hesitate to Contact Us for a complimentary evaluation with one of our experts!