Long forms reduce conversions. Short forms reduce data quality.
Lusha solves this with automatic enrichment from 280M+ verified profiles.
Operationalize by enriching forms → pushing to CRM → routing instantly.
Use cases include demo requests, webinar signups, and free trials.
Measure success by conversion lift, ICP coverage, and pipeline generated.
Every marketer and RevOps leader knows the tension: ask too many questions on your forms, and prospects bounce. Ask too few, and reps are left chasing incomplete leads. Either way, revenue gets stuck.
Form friction leads to:
- Incomplete or fake submissions.
- Low conversion rates.
- Missed opportunities because critical fields (role, seniority, company size) are blank.
RevOps needs a way to capture accurate data without creating friction.
How Lusha solves the form challenge
With Lusha’s form enrichment, you don’t have to choose between short forms and complete data. The workflow is simple:
- Shorten the form to just essentials (name + email).
- Enrich automatically with Lusha’s 280M+ verified profiles.
- Append missing fields like role, seniority, company, region.
- Route instantly to the right rep with full context.
Prospects get a frictionless experience. RevOps gets the data needed to qualify and route leads.
Operationalizing form enrichment with Lusha
Here’s how RevOps sets it up in practice:
Define required fields – decide what reps actually need (e.g., role, department, location).
Enable Lusha enrichment – every submission gets verified against Lusha’s database.
Push enriched data to CRM – leads arrive in Salesforce/HubSpot complete and ready.
Route automatically – territory or vertical rules assign leads based on enriched fields.
No more manual research before follow-up.
Playbook examples
- Inbound demo requests: User enters only name + email → Lusha enriches with title, seniority, and company → routed to AE within seconds.
- Webinar signups: Registrants enriched automatically → marketing segments by function (sales vs. marketing leaders) → tailored follow-ups.
- Free trial flows: Trial users enriched on signup → RevOps assigns reps by region and vertical → faster activation campaigns.
Measuring success
RevOps leaders should track:
- Conversion rate lift after shortening forms.
- % of leads enriched with full ICP coverage (role, company, region).
- Speed-to-lead after enrichment vs. pre-enrichment.
- Pipeline generated from enriched inbound vs. unenriched inbound.
When you can show a 20%+ form conversion lift with no data loss, form enrichment pays for itself.
Next in the series: Waterfall enrichment — building redundancy into RevOps data coverage with Lusha.
FAQs
Because every extra field increases drop-offs. Short forms + enrichment convert more while keeping lead data accurate.
Lusha validates emails in real time. Leads without verified emails can be flagged before hitting the CRM.
Yes. Lusha covers 280M+ contacts across all major markets, fully GDPR/CCPA compliant.
Yes. RevOps can route by territory, seniority, or department based on Lusha-enriched fields.
Instantly. Leads hit the CRM enriched and routed in seconds.
