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Form handlers are the best option if you want to integrate with a third-party system, such as a payment gateway, a survey tool, or a webinar platform.Form handlers allow you to post data to more than one location, so you can send the prospect information to Marketing Cloud Account Engagement and to the external system at the same time1.You can also use form handlers to connect Marketing Cloud Account Engagement to your existing forms on your website or other platforms

Form handlers are also the best option if you need to maintain your current lead flow, such as using your own CRM or lead management system.Form handlers allow you to keep your existing forms and processes, while still capturing the prospect data in Marketing Cloud Account Engagement1.You can also use form handlers to avoid changing the look and feel of your forms, or to comply with any regulations or policies that require you to use your own forms

Form handlers give you total control over your form's appearance, since you can use your own HTML and CSS to design and style your forms1.Form handlers also allow you to use any custom or advanced features that Marketing Cloud Account Engagement forms may not support, such as file uploads, conditional logic, or complex validation3.Form handlers are ideal for web developers who want to have full flexibility and customization over their forms

Marketing Cloud Account Engagement forms are the best option if you need data de-duplication in the CRM, such as Salesforce.Marketing Cloud Account Engagement forms can automatically match and update existing records in the CRM based on the email address or other unique identifiers4.Marketing Cloud Account Engagement forms can also create new records in the CRM if the prospect does not exist yet4.Form handlers, on the other hand, do not have this functionality, and may create duplicate records in the CRM if the prospect already exists

Marketing Cloud Account Engagement forms are the best option if you want to use progressive profiling to personalize your form. Progressive profiling is a feature that allows you to display different fields on your form based on what you already know about the prospect. This way, you can avoid asking the same questions repeatedly, and instead collect more relevant and valuable information over time.Form handlers do not support progressive profiling, and will always show the same fields on your form

Marketing Cloud Account Engagement forms are the best option if you need to be able to edit and change your form directly. Marketing Cloud Account Engagement forms are built and managed completely in Marketing Cloud Account Engagement, and you can easily modify them using the form builder or the layout template. You can also preview and test your changes before publishing them.Form handlers, on the other hand, require you to edit and change your form on the external platform where it is hosted, and you may need to regenerate the code snippet if you add or remove any fields

A reCAPTCHA is displayed when you did not choose to display it because Marketing Cloud Account Engagement pings a database of known spammers and when a match is found automatically displays a reCAPTCHA. This is a security measure that helps prevent spam bots from submitting your forms and creating fake prospects. You can also choose to always display a reCAPTCHA on your forms or form handlers, or to never display a reCAPTCHA on your forms.

Completion actions are not retroactive and will only apply to prospects who complete the chosen action moving forward.Completion actions will fire each and every time a prospect takes the chosen action, except for when changing the prospect's Marketing Cloud Account Engagement score

Form handlers allow you to use your own forms to post your data to Marketing Cloud Account Engagement. A form handler is a great alternative to use instead of Marketing Cloud Account Engagement forms. They allow you to fully customize the look of your form and submit data to more than one database. However, form handlers do not support progressive profiling, which is a feature that allows you to display new fields for known prospects and collect more information about them.To use progressive profiling, you need to create a Marketing Cloud Account Engagement form and enable it in the form settings

Automation rules and segmentation rules are both types of Marketing Cloud Account Engagement automation that allow you to perform actions based on criteria. However, the main difference between them is that automation rules run continuously and segmentation rules run once. Automation rules are always on and listening for changes or activity, and they can apply actions to prospects that match the criteria now or in the future.Segmentation rules are designed to pull a one-time list of prospects, then apply the set actions, such as adding them to a list or a Salesforce campaign.Once run, segmentation rules have to be copied to run again