New and improved Forms

Get more value from every form 

The B2B buying journey is long, and most of your audience isn't ready to buy yet.  

According to Professor John Dawes of the Ehrenberg-Bass Institute, only about 5% of your potential buyers are actively in the market at any given time. The other 95% are not in the market at all. (Marketingscience)  

That doesn't mean they should be ignored, but that they need to be nurtured and kept warm until they are ready. 

Forms, combined with relevant content, are one of the most effective ways to engage both existing and potential customers throughout this journey. Whether it's a newsletter signup, demo request, event registration, or support inquiry, the experience starts here. 

A clunky, generic, or off-brand form can undo the trust you've built across dozens of prior interactions. That is why we've made a series of powerful improvements to SuperOffice Forms, designed to help you: 

• Collect more relevant and accurate data 
• Create professional, on-brand experiences 
• Build forms that are easier to use and more flexible 

In this article, you'll learn what’s new in SuperOffice Forms and how to get started with the new features.  

What’s new in SuperOffice Forms? 

1. More fields - more flexible forms 

You can now add custom fields (from company and contact persons), access more standard fields directly in the form editor, and search across all available fields when building a form. 

Forms are not only about collecting email addresses. Used strategically, they support the full customer journey: from lead generation and event registration to support requests, customer onboarding and surveys. More fields mean you can ask the right questions at the right moment, give your sales and service teams a better context, and capture higher-quality CRM data from day one. 

✅ Result: more relevant data, less manual follow-up 

2. Better admin control = higher data quality 

More fields also mean more risk of important information being overwritten by mistake. That's why administrators now have more control over how form submissions update CRM data. 

Admins can decide which fields can be overwritten via forms and prevent specific fields from being used in forms at all. This reduces the risk of accidental or incorrect data updates, which is especially valuable when multiple teams are running forms simultaneously. 

✅ Result: Flexibility for users, control for admins. 

3. Improved styling = forms that match your brand 

Forms are a customer-facing touchpoint, and they should reflect your brand and website. We've introduced CSS styling for more advanced styling customization. 

You can write custom CSS directly, use predefined CSS classes for guided styling, and add effects such as hover states, focus frames, gradients, and backgrounds. 

✅ Result: Branded forms that match your website and create a professional, consistent experience across channels. 

4. Google Fonts for consistent typography  

Typography is a core part of brand identity, and it now extends to your forms. Google Fonts are available across all form-related pages in SuperOffice. 

You get access to 1,200+ fonts, with search and preview built in. Fonts can be applied to forms, thank-you pages, double opt-in pages, and inactive form pages. Admins can manage the available font list centrally. 

✅ Result: A more polished, on-brand experience from first click to confirmation. 

→ Manage fonts in SuperOffice 

5. Subscription page styling 

The subscription and unsubscribe page is an important - but often overlooked - touchpoint for trust and compliance. 

You can now: 

• add your company logo 
• adjust styling, as applying brand colors 
• Overwrite the standard texts 
• preview changes before publishing 

✅ Result: A seamless, trustworthy experience at every stage of the customer relationship, also when contacts manage their own preferences. 

→ Style your subscription page 

Turn small changes into big impact 

Small improvements to your forms add up quickly: better user experience, higher conversion rates, more accurate CRM data, and stronger customer relationships from the very first interaction. 

All features described in this article are available to SuperOffice customers with a Marketing license.