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How To Generate B2B Sales Leads Using Web Forms

To generate B2B sales leads, you should know how to use web forms. 

Web forms are an essential part of any effective B2B lead generation strategy. They allow your business to collect information about potential customers. You can use that data to qualify leads and create a sales pipeline. 

In this article, we will discuss B2B sales lead generation, web forms, the best practices for creating qualified B2B sales leads and show examples of companies using web forms to attract leads.

What Is B2B Sales Lead Generation?

B2B sales lead generation strategies to include identifying and qualifying potential customers for your products or services. It is a critical part of the sales process, as it helps businesses find a new customer base and grow their revenue. 

Qualified potential customers, or business leads, are people you identify as a good match for your products or services. 

The advantages of a B2B sales lead generation campaign that increases your contact database include the following.

  • It helps uncover new customers for the sales team
  •  allows one to qualify leads before contacting them
  • It helps create a sales pipeline of potential customers

Generating new email address leads helps to increase sales and grow your business. As well, it’s time-consuming to find new customers without putting a proper lead generation process into place. A well-thought-out lead generation strategy helps save time by automating lead flow. From there, your sales team can invest more time talking to the correct prospects.

The Process of Generating B2B Sales Leads Using Web Forms

B2B businesses will get the biggest benefit from lead generation by understanding how to use web forms. 

A web form is a digital tool that allows businesses to collect information from potential customers. They are typically used to capture the email addresses of qualified leads. However, you can also use them for customer surveys, event registrations, and contact forms. Take the following steps to use web forms to build your email list.

Create Your Lead Generation Web Form

The first step is to create your online form. You can use a form builder like Google Forms, your email service provider, or landing page software to create the type of form that matches your needs. Include fields for the lead’s name, email address, and company name. You can also include additional fields such as job title and phone number. 

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Optimize Your Landing Page

A landing page is where you will send traffic to fill out your signup form. The goal is to get people to take action and get on your contact database as they submit their information to your sales reps.

Your landing page should have a clear and concise headline that tells prospective buyers what they will get by filling out the online lead generation form. For example, “Download our free e-book on how to use the cloud for increased productivity.” 

The page should also have a strong call-to-action (CTA) that encourages people to submit their information. Place the CTA above the fold, so it’s visible when people first land on the page. Make sure the form is easy to find and fill out. Include clear instructions on how to complete the form. The fewer steps there are, the more conversions you’ll see to your contact list.

Segment Your Leads

As you collect sales-qualified leads, segment them into different groups based on their needs and how they found you. It will help you customize your marketing messages and improve your conversion rate. 

For example, if you’re a B2B software company, you might segment your leads into the following groups.

  • “Free Trial Signups” – people who sign up for a free trial of your software
  • “Downloads” – people who download a white paper or e-book from your website
  • “Contact Us” – people who fill out a contact form on your website

Reach Out To High-Quality Leads

Now that you’ve collected business leads, it’s time to reach out and turn them into customers. You can do this by sending them targeted email campaigns, setting up a meeting, or giving them a call. 

The best way to qualify a lead is to score it based on a lead’s engagement. You can do this by looking at factors such as how many times they’ve visited your website, what pages they’ve viewed, and whether they’ve signed up for a free trial.

Make the Sale

The final step of your B2B lead generation strategy is to make the sale. Here is where you close the deal and turn the lead into a paying customer. 

The most effective way to close a sale is to have a conversation with the lead. You can do this over the phone, via Zoom, or in person. During the conversation, you should take leads through the following steps.

  • Discover their needs
  • Address any objections they have
  • Offer a solution that meets their needs
  • Ask for the sale

Make sure you’re keeping track of your sales metrics so that you can see just how effective your sales processes are.

By following these steps, you can generate high-quality B2B sales leads using web forms. 

11 Best Practices for Creating B2B Sales Lead Generation Web Forms

Use the following tips to continuously improve your B2B lead generation strategy and generate qualified leads. 

Keep It Short & Sweet

Get to the point when creating an online form in your form builder. B2B leads are busy people and don’t have time to fill out lengthy forms for your B2B company. 

Make Some Fields Optional

Don’t make all form fields required, as this will frustrate potential leads. Create required fields for essential information to help your sales reps contact leads and close sales. For non-essential data, make the fields optional and allow your leads to self-select whether they want to fill those additional fields.

Make the Form Stand Out Visually

Use different color palettes or add an image to help your signup form stand out from the rest of your webpage. Help your leads understand that it’s a web form they can benefit from as they take action with it. 

Use ‘Smart Forms’

With “smart forms,” you can automatically pre-fill certain fields based on the information you already know about the lead. It makes it easier for leads to complete the form, increasing your conversion rate. 

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For example, your prospect may have filled out a contact form previously. By linking your email service provider with your website and its forms, you can detect this person, pre-fill the email address into this form, and more easily generate a new lead.

Place the Form Where Visitors Will See It

Put your web forms in a prominent place on your website so visitors can easily find them. The first place to test forms is above the fold, meaning they’re visible without having to scroll down the page.

You can also experiment with placing forms in different places on your website and track how leads interact with them. Use this data to determine the best place for your web forms.

Gate Your Content

Using gated content is a common lead generation tactic that allows you to trade quality content, like an e-book or white paper, for contact information. To gate your relevant content, simply add a web form to the page where your downloadable content exists. When visitors want to access the content, they must fill out the form and submit their information. 

Optimize for Mobile Devices

With more people accessing the internet on mobile devices, it’s important to optimize your web forms for mobile. Make sure the form is easy to fill out on a small screen. Aid the process by using a submit button that’s visible and easy to press.

Don’t Ask For Unnecessary Information

The more fields you have in your form, the lower your conversion rate. Only ask for information that’s necessary to generate a lead. The less work you make your visitors do, the more likely they are to submit their information. 

Get Those All Important Contact Details

When considering the type of information to collect, always include fields for a person’s name, email address, and phone number. Without this data, you can’t contact the lead and continue the sales process.

Use a Clear CTA

Using a clear and concise call-to-action (CTA) is one of the most effective strategies for the lead generation process. Tell visitors what they need to do and why it’s in their best interest. For example, “Enter your information below to receive our free whitepaper.”

A/B Test Your Web Form

Testing different versions of your web form play a crucial role in B2B lead generation. Try changing the CTA, the placement of the form, or the number of fields. You can determine what works best for your website and visitors by testing different versions.

Four Great Examples Of Lead Generation Web Forms 

There are plenty of successful B2B lead generation examples, but what about lead generation examples using web forms? Seeing web forms in action can help cement your understanding of how to create forms that help your business. We have included four examples below for your inspiration.


You’ll notice that LogMeInRescue uses a concise headline with bullet point benefits to using its services. They place their web form next to the informative headline and bullets, so visitors know their next step for starting a free trial.

What makes this web form so effective is the clear call to action, which stands out in bright green against the white background.


Tapfiliate uses a demo page, landing page, and web form. It allows visitors to try the platform for free by submitting an email address and their name only.

The best thing about this lead generation web form is that it doesn’t ask people signing up for any personal details they may not want to share. They make it as easy as possible.

If you need to set up sales meetings (demos) for your sales reps, take a look at way flair. hr does it. It asks for five pieces of required data from potential customers.

  • Name
  • Email
  • Company name
  • Company size

What I love about this web form is that the people signing up are getting something in return – a free demo of the tool.


From its home page, Persistent uses an above-the-fold button to direct potential leads to its contact form. You’ll notice both required and optional fields for prospects to fill out when attempting to contact the website. 

One aspect of this web form that I love is the “Sign In with LinkedIn” button. This means that people can easily contact the website without having to type in all their details repetitively.


Generating B2B sales leads is no easy task. Creating qualified leads that will turn into paying customers requires effort and strategy. However, using web forms can be an effective way to attract potential customers and convert them into leads. 

By following the best practices for creating web forms and targeting the right audience, you can generate more leads and increase your chances of making a sale.