A form completion is an important way to get your proverbial foot in the door with a new contact, but in the end, it’s only one point of engagement – one data point. Legitimate purchase intent is only one of hundreds of reasons a contact might complete a form. A form completion on its own gives us no ability to separate the flecks of gold from the sediment.
Traditionally, it’s been the role of nurture to solve this problem. Our answer has been to run more and more campaigns, collect more data points, and build our own history of engagement. Though ultimately effective, nurture can also be time-consuming when suboptimal.
Why fight to create something that’s already there? Contacts have a behavioral history outside of our ecosystem. Why not tap into this rather than build it from scratch?