No Forms

No Forms is a sales and marketing approach that substitutes conventional lead capture forms with the practice of tracking a buyer's online intent, actions, and interactions. This data-centric method enables teams to recognize and connect with potential customers based on their observable behavior, rather than waiting for them to express interest through a form. This strategy responds to contemporary buyers who prefer to research anonymously before engaging with sales representatives.

The 'No Forms' method arose from a significant change in B2B buyer behavior. Buyers now perform extensive anonymous online research, rendering traditional lead forms less effective. This evolution, along with advancements in AI and big data, necessitated a new strategy that discerns intent without depending on forms.

In practice, the 'No Forms' strategy transforms how go-to-market teams function by shifting the emphasis from passive lead collection to active engagement. It utilizes technology to pinpoint and target high-intent accounts with accuracy, fostering a more efficient and effective revenue generation process. Key applications include:

While both strategies empower modern business teams, 'No Forms' and 'No Code' tackle fundamentally different operational issues.

A common misunderstanding is that 'No Forms' implies a complete abandonment of lead generation. Rather, it redirects the focus from passive form submissions to active engagement. The strategy employs intent data to identify high-value accounts that are already in their purchasing journey.