Prerequisite:
🔗Add the Leadsources script to your website
🔗Add hidden fields to your form
We collect leads, alongside lead source data (channel, source, campaign, etc.), with our form builder.
Our goal is to push all this data from the form builder to a CRM.
This helps us track which leads convert into paying customers and identify the channels, sources, campaigns, etc. driving our sales.
With this insight, you can better allocate your marketing budget by investing in the marketing efforts that generate revenue and cutting out underperforming ads.
We are going to use Zapier to send our leads, alongside their lead source data, to our CRM.
We will do it in 2 steps:
- Create custom fields in our CRM that will store the lead source data
- Send the lead source data from the form to the CRM using Zapier
Step 1: Create custom fields in our CRM #
What is a custom field?
To store the lead source data within each lead in our CRM, we need to create custom fields.
In our CRM, you currently use fields to populate additional information about your leads (address, name, company, etc.).
With custom fields, we will allow our CRM to store the lead source data in each lead: channel, source, campaign, term, content, landing page, and landing page subfolder.
The steps vary depending on the CRM that you use. But in general, what you want to do is to create the following text fields (commonly called Custom Fields) in your CRM:
- Channel
- Source
- Campaign
- Term
- Content
- Landing page
- Landing page subfolder
We have created a guide to add custom fields for the following CRMs:
Next, we are going to connect our form with our CRM to push our leads from form to CRM.
Step 2: Send leads to CRM using Zapier #
Zapier is a workflow automation software that creates workflows between different tools. In our case, we will create the following workflow:
When a new lead is captured in our form ➡️ Create a new Lead in our CRM
To illustrate, we are going to send leads:
- from Typeform (form builder)
- to Close CRM
Let’s start:
Sign up to Zapier.com (it’s free).
Create a new Zap.
The Zap editor opens.
Click in the Trigger box.
Our trigger will be: a new lead is generated in our form builder.
In our case, we use Typeform to collect leads. But you can connect another form builder instead.
Search for your form builder in the search bar. Select it.
Set the Trigger Event as “New entry” – wording can vary.
Under Account, link your form builder account with Zapier.
Click Continue.
Under Form, select the form you want to connect.
Click Continue –> Click Test Trigger –> Click Continue with selected record.
The pop-up for the Action box opens. Here we are going to define the Action event you want to occur in your CRM when a new lead is generated in our form builder.
In our case, we want to Create a new Lead in our CRM.
Let’s go through the steps:
Search for your CRM. Select it.
Under Action event, select Create Lead – wording can vary, but you want to select an action that creates a lead in your CRM.
Under Account, connect your CRM with Zapier.
Click Continue.
The Configure section opens. Here we want to map the data captured by our form builder (name, email, channel, source, etc.) with the custom fields of our CRM.
Feel free to map the data the way you prefer.
Simply make sure to scroll down to find the lead source fields: channel, source, campaign, term, content, landing page, landing page subfolder.
Let’s map the Channel field: click the + icon, and select the Channel hidden field from your form.
Map the rest of the hidden fields (from your form builder) with their associated Custom fields (from your CRM):
- Source
- Campaign
- Term
- Content
- Landing page
- Landing page subfolder
Click Continue. You enter in the Test step. Click Test step.
If the test data is properly pushed to your CRM, the test is successful, and a green check is added next to the Test title.
Click Publish.
You are all set!
Step 3: Test the automation #
To test the automation:
- Empty the cache of your browser
- Visit your website from the channel of your choice
Example: You can use the link below to emulate a Google Ads click:
🔗 https://yoursite.com/landing-page?gclid=123456789&wc_clear=true&UTM_source=Google+Ads&UTM_campaign=Your+Campaign+Name&UTM_term=Keyword+Clicked&UTM_content=Ad+Name
➡️ Replace the italic URL with your landing page URL
Fill out your form and submit it.
Head back to your CRM –> to the Leads dashboard.
You should see your newly added lead appear, open it.
Identify the section containing the Custom Fields we created (Channel, Source, etc.).
The custom fields should be populated with the lead source data captured in your form (channel, source, etc.).