Data enriched forms can be one question long (and still outperform) 

As Head of Education at Clay, Yash Tekriwal applies one simple principle to B2B lead generation: stop forcing people through boring, extractive experiences. Earn trust first, ask questions later. 

That’s why Clay’s intake forms are often (wait for it) only one question long. 

“Everyone’s forms are too long,” says Yash, speaking from the wizened POV of someone whose watched way too many prospects abandon at question three. “You’re asking me five questions that should be one. What are you hoping to get out of this?” 

Why is everyone so obsessed with “extraction?” 

It’s B2B not medieval dentistry.

Yet still, many of us are still stuck in an antiquated mindset: pulling maximum information from every prospect. Without bothering to earn trust first. 

“It's very easy to overanalyze and think about leads like a funnel in a science,” says Yash, “but you have to remember that the process of getting people to use your software is about building increasing fun, trust, and relationships.” 

From Yash’s perspective, every new question you add to a form is an attempt to extract value from a potential relationship before anyone’s had the chance to decide whether that relationship is worth pursuing.

The numbers back this up: 

Forms with 5-6 fields lose 60-70% of potential leads, yet most companies still ask for name, email, company, role, industry, budget, favorite pet name, flossing habits…

Put down the pliers

Clay’s one question form asks for a single data point: “What’s your LinkedIn URL?” From there, they use data enrichment in Clay to gather dozens of qualification points. 

Though data enrichment tools are easy to overcomplicate, Clay’s commitment to education and clarity has made them a favorite among GTM teams. They consolidate and uplevel enrichment data, increasing accuracy by combining 180+ different data providers, and automating the last mile of that data enrichment with just-in-time AI web scraping (Claygent). Then, Clay uses that data to automate and personalize outreach and follow-up at scale, making every message feel 1:1.. 

Because of their dogged focus on building tools for growth that don’t bog down prospects in the process, they’re often able to gather more data from a single input than a person would ever willingly provide in a lengthy form. 

But the secret sauce isn’t “ease,” it’s trust. With only one question, you start the relationship with your prospect on the right foot. 

Extraction asks: “Prove you’re worth my time.”

• The multiple fields feel like homework
• Prospects do all the upfront work 
• The company seems like a humorless auditor

A one-question form says: “Let me learn more about you.” 

“The shorter you make your form,” Yash says, “the more it feels like you’re meeting people where they’re at.” 

One question shows respect for the prospect’s time, and the psychological difference is huge. It mirrors how good relationships actually form. You don’t meet someone at a party and demand their salary, relationship history and five-year plan. (Though we’ve all met that guy.) No, you get their name and take it from there.

That’s the invitation: “tell us who you are, and we’ll show you we paid attention.” 

How to build trust, get leads, and NOT be the annoying guy at the party

Of course, not every form can be one-question long. But, “for anything where I just need to follow-up and qualify,” says Yash, “one question is magical.” It’s better for prospects, and it enables fast follow-up. 

“I automatically send everyone a LinkedIn message that has a custom meme and a research doc about them and their company,” Yash explains, “and it’s always accurate.” 

Industry research shows the chance of qualifying a lead drops 80% after five minutes. Automation makes this speed actually achievable. Here's Clay's proven system:

Design the one-pointed form

Start by creating a form that asks for just one high-value data point. A LinkedIn URL is ideal, as it contains qualifying information and its data prospects are proud to share. 

Use Typeform’s interface to create a clean, single-question experience. When in doubt, remember: you’re starting a conversation not an interrogation.Cut questions ruthlessly.

Set up automated data enrichment‍

With automated data enrichment, the LinkedIn URL captured in your single-question form becomes the foundation for gathering 20+ additional qualification data points. 

With Clay, Yash can pull data points that “tell me everything I need to understand who you are and where you work in order to score you.” 

Configure your tool to automatically pull any and all relevant data points. These might be: 

• Company size
• Industry
• Current role
• Recent job changes
• Company funding status
• Technologies used

With enriched data flowing automatically, next you’ll need logic to score and route leads fast, and without human intervention. 

Build automated lead scoring and routing

The automated scoring from enriched data often leads to better qualification than human review ever could. “We enrich it with 180+ providers + AI, then figure out what other databases have information about your company above a certain size.” Says Yash. 

And even when they miss something, qualified prospects who have been inadvertently disqualified will message Clay directly: “I have six figures in budget, I really want this.” 

Create rules based on company size thresholds, industry relevance, role seniority, and growth indicators. 

Then learn as you go (especially from those DQs in your DMs): build mechanisms to catch high-value prospects who don’t fit standard criteria. In today’s AI era, you have companies like Cursor and Loveable have <50 employees but are worth billions, so they need enterprise solutions despite startup headcounts. 

Make it personal, make it fun

The scoring determines follow-up type. The enriched data enables personalization impossible with traditional forms. With automated outreach, follow-up can happen in that crucial window where response rates are highest.

"When someone doesn't know anything about your brand," Yash says, "the first step isn't 'let me solve all your issues.' The first step is, why should you trust us?"

That's why Yash's team creates delightful, memorable experiences. A custom meme and research doc? "People's minds are blown by that."

When you need more: gamify, don't interrogate

Sometimes you need data that can't be enriched. That’s when you gotta take a cue from Yash and make it irresistible.

When AI copywriting debates were raging, Clay created a quiz: "Can You Spot AI Copy?" The challenge tapped into people’s ego about their ability to “spot a fake,” while subtly collecting lead data.

According to Yash: "Everyone who tells me they're pros at recognizing AI copy is probably wrong. They think they are, after getting reverse gratification from seeing something they said was AI actually is AI. But I've seen some pretty bad human copy."

The quiz went viral. People who'd never fill out a lead form were suddenly competing for perfect scores, qualifying themselves in the process.

The framework: Find a skill people think they've mastered. Challenge their assumptions. Make it fun. "When others zig, you zag,” or so says Professor Yash. 

One question, infinite trust 

Clay’s system is proving you can create follow-ups that are personalized AND at scale. 

The results:

• 60-70% improvement in completion rates
• 20+ data points from one question
• Prospects qualifying themselves IN when rejected
• Trust compounding "almost infinitely"

Most B2B companies are still teaching calculus the old way: through forced memorization and painful extraction. Meanwhile, Clay's teaching it through fun, delight, and the age-old power of “less is more.”

Turns out the secret to better lead generation is the same as the secret to good education, good friends, and good ideas: people participate when you stop making things so damn hard.