If you follow inbound best practices, you already know that your premium

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The hard part is building effective forms to correspond with each piece of content. Luckily, you can take the guesswork out of form creation by adhering to an inbound form strategy that aligns with your buyer's journey and sales funnel. Making forms with the buyer's journey and funnel stage in mind can streamline operations and drive lead generation.

Top-of-funnel content lives in the very first stage of the buyer's journey, the awareness stage. Examples of top-of-funnel content are offers like guides, e-books, whitepapers or checklists. These are primarily educational assets that can help the buyer in their research process.

Because the user is only in the very first stage of the buyer's journey, self employed database you don't want to overwhelm or alarm them with a lengthy, overly-personal form. Nobody wants to share a ton of personal information right off the bat.

Top-of-funnel forms should be thorough enough to give your sales and marketing teams adequate information to pursue the lead, but broad enough to make the lead feel comfortable with sharing. Details like name, company, company size, email and industry are usually safe bets for TOFU form fields. These elements provide enough information for your marketing and sales teams to follow up, without being too personal.

Next is the middle-of-funnel content. This is the "consideration stage" of the buyer's journey. This content usually takes the form of templates, checklists, calculators, product webinars, case studies or demo videos. These pieces of content show that the buyer is deciding whether or not your solution could be a good fit for their business.

Because the buyer is showing a more high-involvement interest, you can ask for more personal details without being too invasive. Phone number, for instance, is a MOFU detail that allows your team to follow up with the lead in a more personal way. Gathering details like "biggest challenge" allows your team to better understand the problems of the lead and how your business can be a potential solution to that problem. By capturing this type of information, your team can better tailor their sales conversions and build rapport.