Form Enrichment and Shortening with Reform

Pro Plan Only


Optimize your forms with Reform’s integrated data enrichment feature. By enriching forms, you can shorten them, reduce cognitive load, and significantly improve lead generation.


Why Use Enrichment?

  • Shorter Forms: Minimize user fatigue and improve completion rates.
  • Accuracy: Automatically populate fields with accurate, up-to-date information.
  • Qualification: Assess leads in more detail to prioritize high-value opportunities.
  • Routing: Direct leads to the right teams or automated flows based on enrichment data.

For example, high-value leads can go straight to sales, mid-tier leads can enter nurturing programs, and low-fit leads might get automated follow-ups or on-demand resources.

A/B testing consistently shows that enriched forms outperform longer ones by simplifying the user journey and reducing time spent filling in fields. This feature helps populate form fields automatically and accurately saving time and driving better results.

How to Set Up Form Enrichment


Reform now has a two-part enrichment setup: Team-Level and Form-Level. Here's how it works.


Step 1: Team-Level Enrichment (Required)

Only Team Owners can manage this setup.

  1. Log in to your Reform dashboard.

    Navigate to Team Settings > Enrichment.

    Connect your enrichment provider by selecting a data source:

    • Reform (powered by ExactBuyer) – Uses Reform’s shared API key. Note: This option now requires a paid subscription.
    • ExactBuyer (Your API Key) – Use your own ExactBuyer key for a customized integration.

This team-level setup is required. It replaces the previous method of adding API keys on a per-form basis.


Step 2: Form-Level Enrichment (Per Form)

Once enrichment is set up at the team level, you can enable and configure it for individual forms:

  1. Open the dashboard and select the form you want to enrich.
  2. In the sidebar, click on Enrichment.
  3. Select a data source for that form. This connects the form to the provider configured at the team level.
    • If you're using your own ExactBuyer API key (as configured in Team Settings), it will apply here automatically.

  1. Map enrichment fields to form blocks:
    • Use the Add Mapping button to connect specific enriched data fields to form inputs
    • You can set up multiple mappings per form to tailor the experience.


Enable Form Shortening

Form Shortening is an optional (but highly recommended) toggle in your form settings. You will find it below the mapping section.

  • Shorten Forms: Automatically hides fields that can be enriched. Only fields that can’t be enriched will be shown to users.
  • Benefits: Reduces form length, lowers cognitive load, and boosts completion rates.

Note: This setting is enabled by default, but you can disable it if you prefer to show all fields.


Recommended Fields to Enrich

Choose fields that add the most value to your lead qualification and personalization efforts:

  • Company Info: Company name, size, industry
  • Personal Details: Name, occupation, gender, birth date
  • Geographic Info: Country, address

The more relevant fields you enrich, the more powerful your form becomes without extra friction for the user.

Using Hidden Fields

To collect enrichment data without displaying it to users:

  • Use hidden fields for backend processes like routing or scoring.
  • These fields are populated automatically and remain invisible during form completion, keeping the experience clean and simple.
  • This lets you gather important data behind the scenes without adding visual complexity to the form.

Form Shortening vs. Hidden Fields

While both features reduce what the user sees, they work in different ways and serve different goals:

Form Shortening (Smart Hiding)

  • Dynamic: Hides a field only if enrichment provides a value.
  • Fallback-ready: If enrichment fails, the field stays visible for manual input.
  • User-facing: Improves the user experience by removing unnecessary fields during submission.

This feature is controlled by the “Shorten Forms” toggle in the form-level enrichment settings and is enabled by default.

Hidden Fields (Always Hidden)

  • Static: These fields never appear in the form, regardless of enrichment results.
  • Backend use only: Ideal for workflows, routing, CRM sync, and segmentation.
  • Invisible to the user: Always filled in behind the scenes.

✅ Use Both Together

For the best results, use both features:

  • Shorten Forms keeps the visible form minimal and dynamic.
  • Hidden Fields collect additional data users don’t need to see.

This combination gives you maximum control over the form experience and the data you collect.

Preview and Test

Before going live:

  1. Save your changes and preview the form.
  2. Submit test entries to verify that enrichment is working and data is being populated correctly.

You’ll see different results depending on whether the lead is known or unknown to your data provider.

By using Form Enrichment & Shortening, you can streamline the user experience, increase conversions, and gain higher-quality leads with less effort.

Need help or have questions? Reach out anytime at [email protected].

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