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If a visitor is cookied (known person who provided an email address in the past), then why bother with the form? Just give them the download button. Here's how.

FYI

Marketo is now standardizing language across all subscriptions, so you may see lead/leads in your subscription and person/people in docs.marketo.com. These terms mean the same thing; it does not affect article instructions. There are some other changes, too. Learn more.

1. Go to Marketing Activities.
2. Under Marketing Activities, select your form and click Edit Form.
3. Under Form Settings, click on Settings. 
4. Set If Known Visitor, Show: to Custom HTML.
5. Click the -- to edit the Custom HTML that will be shown to known people.
6. There's some default content, but feel free to change it up.

Available tokens:

TokenDescription
{{lead.FirstName}}This will display the person's first name.
{{lead.LastName}}This will display the person's last name.
{{form.Button:default=Download}}This will display the form button. Replace the area after the = to change the button text.
{{form.NotYou:default=Not you?}}This will display a link in case the person is someone else. Replace the area after the = to change the link text.

Caution

Only the four tokens above can be used. Any other token will not work here.

7. Click Finish.
8. Click Approve and Close.

Note

The form must be approved to be used on landing pages.

Reminder

Remember to approve the landing page draft created by the form changes.

Piece of cake! Check out what a person would see if they came back to the same form:

 

Tip

You can direct the click of the button to the asset by setting the form follow-up page to the file's URL.