Enhancing Your B2B Company’s Request for Quote (RFQ) Form to Generate More Leads

Oct 9, 2023

In the ever-evolving world of industrial B2B marketing, lead generation is a vital component of sustained growth and success. One powerful tool in your arsenal for capturing high-quality leads is the Request for Quote (RFQ) form. However, simply having an RFQ form on your website isn’t enough; it must be optimized to maximize lead generation potential. In this article, we will explore strategies and tips to improve your company’s RFQ form and boost lead generation.

Simplify the Form

One of the most common mistakes in RFQ forms is making them overly complex. B2B buyers are often busy professionals who don’t have the time or patience to fill out lengthy forms. Simplify your RFQ form by removing unnecessary fields and requesting only essential information. Keep it concise and user-friendly to encourage more submissions.

Mobile Optimization

In today’s digital age, many users access websites from mobile devices. Ensure your RFQ form is fully optimized for mobile users. A responsive design that adapts to different screen sizes and touch-friendly elements can significantly improve the user experience, making it more likely for users to complete the form.

Clear and Compelling CTA

Your call-to-action (CTA) should be crystal clear and compelling. Use action-oriented language that conveys the value of filling out the form. Phrases like “Get a Free Quote” or “Request Your Custom Solution Now” can be more effective than generic terms like “Submit.”

Offer Incentives

Consider offering incentives to encourage users to complete the RFQ form. This could be a discount on their first order, a free consultation, or access to exclusive industry insights. Incentives can provide the extra nudge needed to convert a visitor into a lead.

Progressive Profiling

Progressive profiling is a strategy where you collect information from leads gradually over time. Instead of asking for all details upfront, start with a few essential fields. As you nurture the lead, you can request more information. This approach reduces friction and encourages more users to start the process.

Provide Real-Time Support

Include options for users to seek assistance or clarification while filling out the RFQ form. Live chat or a dedicated customer support hotline can be valuable in addressing questions and concerns promptly. This personal touch can increase user confidence and improve conversion rates.

Trust Signals

Incorporate trust signals into your RFQ form. Display security badges, industry certifications, and customer testimonials to establish credibility. Trustworthy websites are more likely to capture leads, as users feel safer sharing their information.

A/B Testing

Regularly conduct A/B testing to refine your RFQ form. Experiment with different layouts, colors, CTA text, and form fields to identify what works best for your audience. Analyze the data to make informed decisions and continuously improve the form’s performance.

Integration with CRM and Marketing Automation

Integrate your RFQ form with your Customer Relationship Management (CRM) system and marketing automation platform. This streamlines lead management, ensuring that each submission is promptly followed up with personalized communication and nurturing sequences.

Follow-Up Strategy

Finally, having a solid follow-up strategy is crucial. Promptly respond to RFQ submissions with personalized messages and information tailored to the user’s needs. Regularly nurture leads with valuable content, such as newsletters, industry updates, and product information.


A well-optimized RFQ form can be a powerful lead generation tool for industrial B2B companies. By simplifying the form, and incorporating useful tools that today’s visitors want, you can increase the likelihood of capturing high-quality leads. It’s important to continuously monitor and refine your RFQ form to adapt to changing market dynamics and evolving customer preferences, ensuring that it remains a valuable asset in your lead generation efforts.

Looking for a Marketing Partner?

If you’re like other Industrial B2B companies, you’re looking for the right marketing partner to help you reach your goals. Consider reaching out to RedMoxy to schedule a review of your objectives and let us help light your path.