When to Use: Smart Form Fill or Data Workflows?

hayleapadgett

Hi 6sense Community! One of the most common topics I discuss with customers is how to best leverage data enrichment - especially when it comes to capturing accurate information at the right time.

When it comes to enrichment, two popular approaches often come up: API-based form enrichment and automated data workflows. Both methods serve unique purposes, and understanding the differences can help you choose the right strategy for your business needs.

Quick Summary

• Workflows → Best when you want fully enriched records in CRM.
• Smart Form Fill → Best for streamlining visitor experience, reducing mandatory fields, and enriching MAP leads at the first touchpoint.

Smart Form Fill with API

API Benefits

• Enriches at the point of capture (form submit) for instant MAP enrichment.
• Supports pre-populating fields or reducing mandatory fields, improving conversion and user experience.
• Light lift; configurable per form (different enrichment sets for different MAP forms).
• Matches on email, with IP fallback for better success.
• API documentation on returned values

API Considerations

• As of Q4 2025, this requires People Enrichment API credits for people-level field enrichment (job title, email, phone, etc).
• Does not push data directly to CRM (sync happens via MAP ↔ CRM).
• Currently, only Marketo, HubSpot, Eloqua, and Pardot created forms are supported and API response-based enrichments currently do not have a custom mapping 

Automated Data Workflows

Workflows Benefits

• Canvas UI with decision nodes to define what records to enrich with filter logic.
• Supports a variety of automated enrichment use cases beyond form submissions, including account and contact acquisition of in-market buyers identified through 6sense. This ensures the entire buying committee is represented in your systems with validated, accurate data for prospecting, so your team spends less time manually sourcing.
• Uses data credits; no extra API credits required.
• Mapping Profile and Field Values details are linked here on our Knowledge base.

Workflows Considerations

• Enrichment occurs post-submission → visitor still sees full form, so there are no UX or conversion improvement gains.
• (Specific for form fill use case): If you do not sync 1:1 between MAP and CRM, there can be some additional manual overhead for configuring enrichment for each individual MAP form in the data workflows canvas.

When to Use Each

• Choose Smart Form Fill if your priority is conversion optimization and immediate enrichment at the first touchpoint.
• Choose Data Workflows if your priority is comprehensive enrichment for CRM records and advanced segmentation.

Final Thoughts

Both options can coexist in your GTM strategy:

• Use Smart Form Fill for top-of-funnel lead capture and better visitor experience.
• Use Data Workflows for deeper enrichment and CRM alignment.

Accurate data is the foundation for delivering reliable insights and driving meaningful engagement – 6sense provides several enrichment methods that best fits your goals.