75% less time managing Account Engagement forms

For almost 40 years, Roland DG has helped transform businesses. Renowned globally for reliability, versatility, and unsurpassed print quality, when true professionals want to stand out for their high-quality products, they go to Roland.

Project goals and objectives

When Roland approached MarCloud, they were facing significant challenges in managing their website’s high-intent forms. With over 1,000 Account Engagement forms serving multiple purposes – such as Contact Us, Talk to an Expert, Find a Dealer, and more - spread across numerous pages and languages, the process to update these forms was complex and time-consuming for the marketing team. With so many forms to manage, the fragmented approach left Roland open to inconsistencies and errors.

What’s more, tracking and aligning form submissions with specific campaigns was challenging, as each form operated independently without a cohesive structure. This hindered the marketing team’s ability to confidently track their campaign activity, leaving questions around true campaign ROI.

The goals were:

1. Consolidate individual high-intent forms into one, still serving the unique purpose of each.

2. Develop a process to dynamically populate the product field based on form website placement.

3. Ensure prospects are correctly identified upon submission for each form purpose, and aligned to appropriate CRM campaigns.

The keys to success:

MarCloud Consulting implemented a streamlined and scalable solution to consolidate Roland’s Account Engagement forms into a single dynamic form for each language. We simplified form management while providing a consistent user experience.

Key steps:

1. Dynamic form consolidation:
   A single high-intent form (per language) was developed to replace the multiple forms previously used. This form dynamically adapts based on the webpage it is embedded on, ensuring contextually relevant options for users.

2. Custom JavaScript integration:
   A bespoke JavaScript file was created to work with Account Engagement. This script detects the page URL the form is placed on and customises the form’s product dropdown fields to match the content of the page.

3. Effortless website integration:
   The forms were embedded using iframes with unique campaign IDs and form type values. This setup ensured precise tracking of form submissions and alignment with relevant Salesforce campaigns.

4. Automated CRM workflows:
   Form submissions were seamlessly synced to Salesforce, triggering workflows that automatically assigned leads to campaigns, added prospects to targeted lists, and ensured data accuracy for follow-up efforts.

The payoff:

By merging high-intent forms, Roland transformed their website and operational efficiency:

1. Simplified form management:
   Roland’s team no longer has to maintain and update hundreds of forms across different pages. This change has saved time, reduced errors, and enabled the team to focus on higher-value tasks.

2. Improved tracking and insights:
   Unique campaign IDs and form type values allow for precise tracking of user interactions, helping Roland gain better insights into customer behaviour and campaign performance.

3. Consistent user experience:
   Users now interact with a single, contextually relevant form, reducing confusion and friction. The streamlined journey encourages higher engagement and improves the likelihood of successful conversions.

4. Scalable and future-proof solution:
   The dynamic JavaScript solution is easily adaptable to new products, applications, or pages, ensuring that Roland’s system remains efficient and scalable as their business grows.

Through MarCloud’s strategic and tech-savvy solution, Roland has significantly reduced wasted hours spent on managing tedious form updates, improved their ability to measure ROI, and positioned themselves for long-term success.