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As you gather this information and provide them with valuable content that helps solve their needs (or even open their eyes to a need they didn't know they had), you can start asking for more information from them. Consider making some fields required; usually these fields are identifying information and information you need to categorize your leads. Other fields make optional; these fields are the nice-to-haves but aren't required to help you segment. In conjunction with smart fields and progressive profiling, your ability to remove fields of known data and replace it with new data makes form submissions easier for your existing contacts.

For example, let's say you're organizing a field trip and want everyone to send in their permission forms electronically. To simplify the process, you could create a form in Microsoft Word. A form allows you to create placeholders for different types of information, such as text, dates, yes_no questions, and so on. This makes it easier for everyone to know what type of information to include, and it also helps ensure all of the information is formatted the same way.