Just sure all the possible ZoomInfo fields are on the form (they won’t be dynamically injected, so they need to be in Form Editor explicitly). No need for anything too fancy in Form Editor. Their pricing, I believe, is based on how much firmographic/technographic info you want, so in this case we’ll start with the most basic tier: First, Last, Phone, Title, and Company. The setup within ZoomInfo - you have to be at least a trial customer - involves getting a unique formId for their embed code (that ZoomInfo form ID is not related to the Marketo form ID) and telling them which fields you want to return. So I set out to reverse-engineer the ZoomInfo logic (since it’s sparsely documented, to put it kindly) and hook it into the Marketo Forms 2.0 JS API and came up with something pretty good. So all fields other than Email are hidden to start, and only those that remain empty after the lookup, if any, are unhidden: Much better would be having fields that are populated by FormComplete/DiscoverOrg not show up at all. (The inverse relationship between creepiness and friction can extend to activity tracking as well.
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