How to Instantly Improve Your B2B Form Conversion Rates With Enrichment and Shortening

If you’re still relying on long lead forms to collect data from high-value B2B prospects, you’re leaving conversions—and quality leads—on the table. Reform's new built-in Form Enrichment and Shortening features can help you fix that.

These tools now available in Reform reduce friction for users while actually improving the quality of the data that reaches your CRM. It’s a win-win for growth marketers, startup founders, and product managers who need high-performance forms without the heavy lift.

In this post, we’ll break down exactly how form enrichment works in Reform, how to set it up in minutes, and how shortening those forms can dramatically boost your conversion rates—especially for high-value leads.

What Is Form Enrichment?

Form enrichment enhances lead forms by automatically pulling verified contact details from a third-party database like ExactBuyer based on the visitor’s email address.

Instead of asking users to manually input all their information—name, company, job title, etc.—Reform identifies known leads in real-time and fills in those fields automatically. That means less typing for users and more consistent, high-quality data for your CRM.

Key Benefits for B2B Marketers:

• 🔒 Verify lead data with real-time contact lookup
• 💡 Reduce manual entry errors from your lead forms
• ⏱ Shorten time to conversion with pre-filled form data
• 🚀 Improve lead scoring with richer profile data
• 📉 Lower form abandonment rates

Setup Is Simple (No Dev Required)

Reform’s setup process is designed for speed and simplicity. You don’t need a developer on standby — all it takes is a few clicks inside your Reform dashboard.

Here’s how to enable automatic enrichment:

1. Go to your Form Settings → Enrichment tab.
2. Select your data source. Reform uses ExactBuyer by default, or enter your own API key if you have an existing ExactBuyer plan.
3. Map the form fields — like First Name, Company, or Title — to the properties you want to enrich from the data provider.
4. Click Save.

That’s it. Now any known lead that enters their business email address will trigger a real-time API call that populates form fields instantly.

Take It Further With Form Shortening

Once you’re enriching form fields, the natural next step is shortening them.

Form Shortening hides form fields that can be enriched automatically—so users only see the fields they actually need to fill out. If Reform can auto-fill four out of six fields, the form only shows the remaining two to the visitor.

Now you’ve got a leaner, higher-converting form that’s personalized in real time.

Why Short Forms Matter:

• ✨ Less friction = more form completions
• 🎯 Only request what's necessary based on available data
• 📊 Maintain full lead records in your CRM without showing full forms

Turning on Form Shortening is just as easy:

• Head to the same Enrichment tab.
• Enable the "Form Shortening" toggle.
• Save.

Done. You just optimized your lead capture flow without sacrificing data quality.

What Happens If Reform Can’t Enrich a Lead?

Great question. If Reform can’t find matching data—for example, it’s a brand new lead with no data on record—the form will simply display all mapped fields. That way, the user can provide the missing info manually.

This fallback ensures you capture every opportunity—even when enrichment isn’t possible—without breaking your flow or risking blank fields in your CRM.

Works with Multi-Step Forms Too

Whether you use a single-step or multi-step form flow, Reform’s enrichment and shortening tools work seamlessly. Every step is optimized to reduce friction and preserve data completeness—without compromising your UX design or brand consistency.

Transform Your Lead Generation Today

Form Enrichment and Shortening in Reform were built with one goal in mind: to help you get more qualified leads with less effort—whether you're managing a tight startup budget, scaling a team, or streamlining an enterprise product flow.

✅ Higher conversion rates
✅ Cleaner CRM data
✅ Simpler user experiences

If you’re tired of long, outdated forms hurting your performance, it’s time to upgrade.

👉 Try Reform today and experience form enrichment that actually converts.

Want to see it in action? Watch the full walkthrough video here.