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    In the not-too-distant past, all the embedded forms available to us only came with their own landing pages or embedded iframes. Unfortunately, neither option allowed complete control of how the form was displayed. To make matters worse, since the advent of responsive design in 2010, things like iframes make most people in the web industry shudder a little bit. However, Marketo’s “Forms 2.0,” which is now two years old, helped solve this problem.Marketo Landing Page using forms 2.0

    Seamless Integration

    Unlike many other options for embedding forms, Marketo’s “Forms 2.0” uses a script to create an actual form on your webpage. There’s no need to use iframes because the form is right there on the page. This provides many benefits, including that forms can easily be styled to look like they belong on your website.

    “Forms 2.0” allows the same type of lead tracking and information gathering as offered by traditional forms, which is great news since the ability to seamlessly integrate forms into your site means you can support more devices and ultimately see more conversions.

    Same Functionality, Different Wrapper, but Wait… There’s More…

    Just as “Forms 2.0” allows the same lead tracking, it also allows multiple ways to work with the web form it created, giving it even more functionality. You can set up options for tracking including pay-per-click specifics, source and all UTM parameters.

    In terms of personalization, you can take “Forms 2.0” one step further and start collecting even more information. Because you can auto-fill form inputs, it is possible to collect information about users’ browsing habits and interests through your website and pass them through any conversion from a form. This can be an extremely powerful marketing tool because it gives you the ability to tailor the customer experience and gather information based on any channel you specify.

    The Big Picture: Landing Pages on Your Own Site

    With all the power and flexibility of Marketo’s “Forms 2.0,” the possibilities are only limited by your imagination. Since the form seamlessly integrates with your site with a little bit of styling and becomes part of it, you can easily use it to create powerful landing pages that are built for conversion. The form can also be set to allow access to files or documents, such as whitepapers, just like older landing pages created on the marketing software’s site. However, the landing page is now integrated on your own website, requiring one less click, creating a much-less disjointed experience for customers, and leading to more conversions.

    What is your experience with Marketo’s “Forms 2.0”? Let me know your thoughts in the comments.