Gorilla IP: Salesforce Marketing Cloud Form Builder

Regardless of the marcom tech stack you’re using, capturing and maintaining customer and subscriber data can be time-consuming, error-prone, and costly ongoing undertaking. There are numerous elements that need to be accounted for and managed, including data collection and standardization, event-triggered confirmations and notifications, campaign management, creative design and third-party platform integrations, as well as web development needs for each form used.

Typical processes might look something like this:

Looking for a way to address these ongoing customer pain points, our solutions & engineering teams took a novel approach to building a flexible and dynamic solution. The result is Gorilla Group’s Form Builder for Salesforce Marketing Cloud.

Form Builder enables businesses running Salesforce Marketing Cloud to create dynamically populated web pages by mapping to and populating a spreadsheet with information that describes the data you would like to capture. These forms pages can be configured to perform a number of tasks, such as triggering confirmation/welcome emails, updating subscription preferences and managing campaign subscriber status.

The process underlying Forms Builder is simple:

  1. Configuration data is loaded from the Form Config tables and loaded to the landing page
  2. Data is written to the configured tables (Master Audience and/or Subscriber Campaigns)
  3. Triggered communications (Email or SMS) are sent to new subscribers
  4. Data can be passed back to 3rd party platforms to maintain data consistency

What makes this solution even more useful is that reproducing campaign pages can be as simple as a few clicks and easy updates.

Let’s take a quick look at some of the common challenges that Salesforce Marketing Cloud Form Builder addresses.

Challenge: Standardization of Subscriber Data

Multiple data sources introduce a variable into data warehousing that complicate processes for creating and maintaining data across multiple platforms. Some data sources are still simple spreadsheets or in some cases even handwritten sign ups, which require human intervention to input, to distribute to each platform, and then manually send batch messaging to new signups.


Form Builder can be easily configured as a fully designed landing page or as a mobile form that allows reuse and easy mobility. Data can also be sent back to 3rd party platforms via an API connection, thus maintaining all data points for customers. Standardized data greatly simplifies email and web development, not to mention overall MDM governance.

Challenge: Confirmation Messaging

Manual and automated processing of new data requires a batch processing method. Subsequently, this causes a delay in sending confirmation messages or requested data.


Form Builder is plug-and-play ready to trigger messaging. This removes the need for API developer involvement.

Challenge: Web Development – Information Capture

Web development for information capture forms requires both development and QA resources for each form configured.


Form Builder uses simple field types to build web forms and writes to a single data point, which simplifies both creative and logic when creating info capture forms. It is also very easy to reproduce existing forms, and then modify settings to rebrand the forms for new campaigns. QA resources would still be necessary, but the effort involved is greatly reduced.

The potential uses are broad, but below are some of the use cases we have been able to meet with Form Builder:

  • Preference Centers
  • Email Sign Up/Campaign pages
  • Triggered Welcome Emails
  • Individual Campaigns
  • Multilingual Forms Support
  • Existing pages easily copied/updated and reposted to the configuration table
  • Confirmation pages

A number of additional Form Builder enhancements are currently in development, including support of SMS triggers and customer journey mapping, which will extend the tool’s functionality.

Salesforce Marketing Cloud is a powerful tool to help businesses acquire and engage with their customers. The Salesforce Marketing Cloud Form Builder adds even more value for business users by simplifying complex processes, reducing/eliminating manual error, and cutting down the need to lean on development resources to address a range of issues.

Should you have additional questions or want more information on the Salesforce Marketing Cloud Form Builder, send us a note at