How an Interactive Document Generator Became a Powerful Lead Qualification Tool

Built with Jacket Form Builder

The entire tool was built using our Jacket CMS form builder module — demonstrating the sophisticated applications possible with well-designed form infrastructure beyond simple contact forms.

Conditional Logic and Calculations

Complex conditional logic shows relevant questions based on previous answers, while automatic calculations generate budget estimates, timeline projections, and requirement summaries.

PDF Document Assembly

User responses dynamically populate a comprehensive PDF template, including personalized content sections, calculated values, prioritized tables, and relevant educational material.

No-Code Content Management

Marketing team could update educational content, question text, budget calculations, and document sections without developer involvement — critical for a marketing tool needing frequent refinement.

💼 Genuine Value for Users

Rather than just capturing lead information, the tool provided real value — a professional business case document prospects could actually use internally. This motivated completion and sharing.

🎯 Qualification Through Engagement

The questions naturally qualified leads based on:

• Organization size and user count
• Budget expectations and timeline
• Executive sponsorship level
• Required features and priorities
• Current process maturity

📚 Educational Content

Each document included relevant educational material about PPM benefits, implementation considerations, and ROI framework — positioning KeyedIn as a helpful expert.

⚡ Immediate Gratification

Users received their personalized document instantly — no waiting for sales follow-up or manual document creation. This instant value increased completion rates.

🔄 Marketing Team Autonomy

The marketing team could refine content, update budget calculations, add new questions, and adjust document sections without developer involvement — essential for an evolving marketing tool.

Form Builder as Application Platform

The project showcased how our Jacket form builder could power sophisticated applications beyond simple forms — handling complex logic, calculations, and document generation.

Conditional Logic Engine

Advanced conditional display rules showed relevant questions based on previous answers, creating a personalized experience while keeping the form manageable.

Dynamic Calculations

Budget estimates, user counts, and timeline projections calculated in real-time based on user inputs, providing instant feedback and realistic expectations.

Template-Based PDF Generation

Professional 16-page documents assembled from templates, user data, conditional sections, and dynamic tables — all generated server-side for consistent, high-quality output.

Data Capture and Integration

All form submissions captured to database for sales team follow-up, with potential for CRM integration to automatically create qualified leads.

The Business Case Builder was "absolutely loved" because it solved multiple problems simultaneously:

For Marketing

Generated highly qualified leads with detailed information about needs, budget, timeline, and stakeholder alignment — far beyond typical form submissions.

For Sales

Prospects arrived pre-educated and already working on internal buy-in. The sales team could focus on qualified opportunities rather than educating every inquiry.

For Prospects

Received a professional, personalized document they could actually use to build internal consensus — genuine value rather than just another marketing asset download.

For the Company

Demonstrated technical sophistication while providing measurable marketing ROI — the tool itself was proof of their development capabilities.