Understanding form audiences

Marketing forms in Customer Insights – Journeys can target contacts, leads, or both. The audience you choose depends on the purpose of the form and your organization’s sales and marketing processes.

When working with a Lead + Contact audience, there is some additional setup required to ensure your fields are mapped appropriately between the two record types.

Working with Lead + Contact field mappings

When you select a Lead + Contact audience, you can use fields from either record type or fields that have been mapped between both record types.

To work with these mappings, navigate to:

• Settings
• Form Settings
• Marketing Form defaults
• Lead-Contact Mapping

From there, you can generate the mappings. You can also edit mappings manually in Power Apps.

After the mappings are available, you can add Lead + Contact fields such as first name, last name, and email to the form and review how each field maps to the corresponding fields on the two records.

Not every field maps one-to-one

Some lead and contact fields don't map directly to each other. Company is one example. On a lead, Company exists as a text field, while on a contact it exists as a lookup field. Because the underlying field types differ, Company does not have a Lead + Contact mapping by default.

Other fields simply may not make sense to carry across both record types. Lead Topic and Lead Description are examples of information that may not need to flow onto a contact record.

You can still add record-specific fields to a form that uses a Lead + Contact audience.

Configure what happens to submitted records

Form Audience Settings give you control over how submissions are handled. Depending on your needs, consider:

• Whether new leads should be created or submissions should match existing leads
• Whether contacts should be created or matched
• Whether a new record should be created when no matching record is found
• Whether an existing record should be updated

These settings determine how information submitted through your form interacts with your existing lead and contact data.

Key takeaway

Lead + Contact audience forms require field mappings so information can work appropriately across both record types. Some fields can be mapped between leads and contacts, while others are better kept specific to an individual record type. Understanding those differences, along with your form's create, match, and update settings, helps you configure forms around the way your organization manages lead and contact data.