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6 min read

Automate your lead generation funnel

By Elena Alston · April 18, 2025
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Every business has their own way of collecting leads. Do you use a landing page or a form? Social media ads or webinars? What about chatbots? 

But lead generation doesn't stop at the most obvious choices. You're probably also collecting prospects through free trial signups, that "subscribe to our newsletter" box on your website, or even in unlikely places like support tickets. And without a system to capture and route those leads to a centralized place, it's all too easy to lose track of where they came from, how qualified they are, and who should follow up. 

That's where automation comes in. Not just to move leads into your CRM or spreadsheets after they're captured, but to help you organize and act on them in real-time. From grabbing UTM details from ads to routing high-intent prospects to the right sales rep, automation can become the front line of your lead generation strategy.

Zapier is the most connected AI orchestration platform—integrating with thousands of apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated, AI-powered systems for your business-critical workflows across your organization's technology stack. Learn more.

Skip ahead

  • Capture leads from forms and landing pages

  • Track leads from webinars and newsletters

  • Extract key details from emails

  • Pull leads from ads

  • Use AI to classify lead data

  • Identify sales opportunities in tickets

  • Use webhooks to get the most out of your data

  • Advanced tips for automating your lead funnel

Capture leads from forms and landing pages 

Forms and website embeds are a tried-and-true method of gathering information from people interested in your business.

And keep in mind: people who take the time to reach out this way are often serious buyers—decision-makers or business leaders actively looking to talk to sales, request a demo, or explore pricing. These are high-intent leads, and they shouldn't sit unnoticed in an inbox or form tool. But manually exporting and importing them into the right tool slows down your response time and increases the chance of a lead slipping through the cracks. 

Instead, you can use these Zaps (our word for automated workflows) to send every incoming form submission straight to your CRM or a Zapier table for tracking: 

Add new Unbounce form submissions to Pipedrive as deals

Add new Unbounce form submissions to Pipedrive as deals
  • Unbounce logo
  • Pipedrive logo
Unbounce + Pipedrive

Create Salesforce leads with new Gravity Forms submissions

Create Salesforce leads with new Gravity Forms submissions
  • Gravity Forms logo
  • Salesforce logo
Gravity Forms + Salesforce

Add new Squarespace Forms form submissions to Zapier Tables as records

Add new Squarespace Forms form submissions to Zapier Tables as records
  • Squarespace Forms logo
  • Zapier Tables logo
Squarespace Forms + Zapier Tables

Add contacts to Hubspot from new Gravity Forms entries

Add contacts to Hubspot from new Gravity Forms entries
  • Gravity Forms logo
  • HubSpot logo
Gravity Forms + HubSpot

Not every lead should be entered into your CRM or database the same way (or at all). A multi-step Zap can save your team from wasting time wading through unqualified leads to get to the gold.

For example, a filter step can send only the right kinds of form activity to your CRM. Or, you might even add an extra step to verify the identity of each lead before they're submitted. That way, you're not wasting time on unqualified leads.

Create Salesforce contacts verified by Lead Identify Check from new Gravity Forms submissions

Create Salesforce contacts verified by Lead Identify Check from new Gravity Forms submissions
  • Gravity Forms logo
  • Salesforce logo
Gravity Forms + Lead Identity Check + Filter by Zapier + 1 more

Verify new Typeform responses via Emailvalidation and add new Pipedrive leads

Verify new Typeform responses via Emailvalidation and add new Pipedrive leads
  • Typeform logo
  • Pipedrive logo
Typeform + Emailvalidation + Filter by Zapier + 1 more

Pro tip: Want to create a custom form that actually knows what it's doing? With Zapier Interfaces, you can quickly whip up lead capture forms that, when submitted, automatically feed data straight into Zapier Tables. Get started with one of these templates:

Contact us form

Automate the way you handle incoming messages using a customizable contact form template.

Try it
Person add icon with a night colored background
AI Form Template

Streamline data collection with an AI-powered form.

Try it
Person add icon with a night colored background
Lead Capture Template

Easily capture new leads and email them from within the connected table.

Try it

Track leads from webinars and newsletter subscriptions

Not every lead starts with a form fill. Some raise their hand by signing up for a webinar or subscribing to your newsletter—signals that they're already engaged and looking to learn more.

These touchpoints often sit with brand or events teams, using tools that don't always feed cleanly into your CRM. That disconnect can leave sales teams out of the loop. With automation, you can bridge the gap—automatically capturing signups, syncing them to the right tools, and triggering follow-ups while interest is still fresh.

This is how you turn passive interest into a pipeline and make sure your best leads don't get stuck in someone else's spreadsheet.

Add new Eventbrite attendees to Salesforce as leads

Add new Eventbrite attendees to Salesforce as leads
  • Eventbrite logo
  • Salesforce logo
Eventbrite + Salesforce

Create or update HubSpot contacts from new Mailchimp subscribers

Create or update HubSpot contacts from new Mailchimp subscribers
  • Mailchimp logo
  • HubSpot logo
Mailchimp + HubSpot

Create Google Sheet rows for new registrants in GoTo Webinar

Create Google Sheet rows for new registrants in GoTo Webinar
  • GoTo Webinar logo
  • Google Sheets logo
GoTo Webinar + Google Sheets

Extract key data from emails

If you get new leads delivered straight to your inbox, set up an automation so that information is tracked whenever you add a specific label or tag to that email or it matches a specific search term.  

This is especially useful for capturing inbound interest—without relying on manual tracking or forwarding.

Update HubSpot contacts from new Gmail emails matching searches [Business Gmail Accounts Only]

Update HubSpot contacts from new Gmail emails matching searches [Business Gmail Accounts Only]
  • Gmail logo
  • HubSpot logo
Gmail + HubSpot

Save new Gmail emails matching certain traits to a Google Spreadsheet

Save new Gmail emails matching certain traits to a Google Spreadsheet
  • Gmail logo
  • Google Sheets logo
Gmail + Google Sheets

Share new labeled Gmail emails in Slack [Business Gmail Accounts Only]

Share new labeled Gmail emails in Slack [Business Gmail Accounts Only]
  • Gmail logo
  • Slack logo
Gmail + Slack

Pull leads from your ads

When your advertising team invests in paid ads, you need a way to make sure every lead is captured, attributed to the right campaign, and routed to the systems where your team works—like your CRM or team chat app. Without that visibility, it's nearly impossible to track ROI or justify further investment.

With these Zaps, you can send that information straight to a spreadsheet or CRM whenever someone fills out your advertising form. That way, your team can follow up quickly and evaluate performance across campaigns. 

Add new Facebook Lead Ads leads as leads in Salesforce

Add new Facebook Lead Ads leads as leads in Salesforce
  • Facebook Lead Ads logo
  • Salesforce logo
Facebook Lead Ads + Salesforce

Add new LinkedIn Lead Gen Form submissions as HubSpot form submissions

Add new LinkedIn Lead Gen Form submissions as HubSpot form submissions
  • LinkedIn Ads logo
  • HubSpot logo
LinkedIn Ads + HubSpot

Create records in Zapier Tables from new lead form entries in Google Ads

Create records in Zapier Tables from new lead form entries in Google Ads
  • Google Ads logo
  • Zapier Tables logo
Google Ads + Zapier Tables

Enrich your TikTok Lead Generation data with info from HubSpot and post it to Slack

Enrich your TikTok Lead Generation data with info from HubSpot and post it to Slack
  • TikTok Lead Generation logo
  • Slack logo
TikTok Lead Generation + Slack

But here's the catch: Ad platforms often format data differently than the tools you're sending that data to. One tool might list dates in MM/DD/YYYY, while another uses a timestamp. Job titles may come through inconsistently, or name fields might need capitalization before your CRM can use them effectively.

That's where formatter steps come in. You can format lead data automatically—so it lands in your CRM or database ready to go, without manual cleanup or broken fields.

Create HubSpot leads from formatted LinkedIn Ads submissions

Create HubSpot leads from formatted LinkedIn Ads submissions
  • LinkedIn Ads logo
  • Formatter by Zapier logo
  • HubSpot logo
LinkedIn Ads + Formatter by Zapier + HubSpot

Add new leads from Facebook Lead Ads to Chime

Add new leads from Facebook Lead Ads to Chime
  • Facebook Lead Ads logo
  • Formatter by Zapier logo
  • Lofty logo
Facebook Lead Ads + Formatter by Zapier + Lofty

Create Pipedrive leads from formatted Google Ads leads

Create Pipedrive leads from formatted Google Ads leads
  • Google Ads logo
  • Formatter by Zapier logo
  • Pipedrive logo
Google Ads + Formatter by Zapier + Pipedrive

Use AI to classify lead data

Some leads arrive with incomplete or messy data—job titles that vary wildly, missing company details, or no clear signal of intent. Instead of sending that raw input straight to another app, you can add an AI step to enrich and even classify leads automatically.

Use tools like ChatGPT or AI by Zapier to standardize job roles, identify company names, or gauge buying intent from form responses or emails. That way, your sales team only receives structured, sales-ready data—so they can focus on qualified leads, not cleanup.

Classify lead data based on emails with ChatGPT and add to Pipedrive

Classify lead data based on emails with ChatGPT and add to Pipedrive
  • Gmail logo
  • ChatGPT (OpenAI) logo
  • Pipedrive logo
Gmail + ChatGPT (OpenAI) + Pipedrive

Enrich new Typeform entries with ChatGPT and add a note in HubSpot

Enrich new Typeform entries with ChatGPT and add a note in HubSpot
  • Typeform logo
  • ChatGPT (OpenAI) logo
  • HubSpot logo
Typeform + ChatGPT (OpenAI) + HubSpot

Enrich Intercom companies with AI-generated information

Enrich Intercom companies with AI-generated information
  • Intercom logo
  • ChatGPT (OpenAI) logo
  • Salesforce logo
Intercom + ChatGPT (OpenAI) + Salesforce

Add new LinkedIn leads to HubSpot and standardize data with AI

Add new LinkedIn leads to HubSpot and standardize data with AI
  • LinkedIn Ads logo
  • AI by Zapier logo
  • HubSpot logo
LinkedIn Ads + AI by Zapier + HubSpot

Identify sales opportunities in support tickets

Not all leads come through marketing channels—some are hiding in your support inbox. When a customer asks about upgrading or expanding usage, that's a signal your sales team should see. But that ultimately depends on clear communication between sales and support—and high-intent leads could easily slip through the cracks without automation. 

With these workflows, Zapier automatically scans incoming support tickets for keywords, intent, or product signals that may indicate a sales opportunity. An AI step using ChatGPT can summarize or score the conversation, and based on that insight, Zapier routes the ticket to your sales team—via Slack, your CRM, or another follow-up channel.

By turning support insights into sales actions, you not only reduce churn—you uncover new revenue opportunities already within reach.

Create HubSpot deals from Zendesk tickets with ChatGPT

Create HubSpot deals from Zendesk tickets with ChatGPT
  • Zendesk logo
  • HubSpot logo
Zendesk + AI by Zapier + Filter by Zapier + 1 more

Analyze sales interest in Zendesk tickets with ChatGPT and send a Slack message

Analyze sales interest in Zendesk tickets with ChatGPT and send a Slack message
  • Zendesk logo
  • ChatGPT (OpenAI) logo
  • Slack logo
Zendesk + ChatGPT (OpenAI) + Slack

Pro tip: To avoid cluttering your sales team's workspace with constant notifications, you can use conditional logic in a paths step to route different leads to the appropriate sales rep based on certain criteria.

Screenshot of paths workflow

Want to see how our team at Zapier implemented a similar workflow? Click on the pre-made template below to set up this Zap and start identifying high-value sales opportunities automatically.

Interfaces Template Icon Free Offer
Increase sales leads from support tickets

Identify whether support tickets contain buying signals so you can easily route new leads to sales.

Try it

Use webhooks to get the most out of your lead data

Not every lead can be as easily tracked as the above use cases. Some might sign up for free trials, take action on your website, or do something specific within your product without ever contacting your team directly. And it might just be that you're using a custom app or a tool not supported by Zapier.

When this happens, you can use webhooks to capture lead data from virtually any platform (that supports webhooks) and send it where it needs to go. Here are a couple of Zap templates to get you started: 

Create Salesforce leads with new webhooks

Create Salesforce leads with new webhooks
  • Webhooks by Zapier logo
  • Salesforce logo
Webhooks by Zapier + Salesforce

Add info to a Google Sheet from new Webhook POST requests

Add info to a Google Sheet from new Webhook POST requests
  • Webhooks by Zapier logo
  • Google Sheets logo
Webhooks by Zapier + Google Sheets

You can also use webhooks to send information from your lead capture tools (including UTM campaign details) to another platform that doesn't have a Zapier integration, like a custom CRM.

POST new LinkedIn Lead Gen form responses to webhooks

POST new LinkedIn Lead Gen form responses to webhooks
  • LinkedIn Ads logo
  • Webhooks by Zapier logo
LinkedIn Ads + Webhooks by Zapier

New Typeform entry to Webhook post

New Typeform entry to Webhook post
  • Typeform logo
  • Webhooks by Zapier logo
Typeform + Webhooks by Zapier

Pro tip: Collecting and organizing lead data can be overwhelming. Simplify the process with our lead capture template, which gives you a scalable, centralized system that collects your leads from multiple sources and adds it to your CRM.

Interfaces Template Icon Free Offer
Unified lead capture

Easily channel leads from multiple sources into your CRM.

Try it

Advanced tips for automating your lead generation funnel

As we've established, the best way to streamline your lead capture workflows is to go beyond a simple two-step Zap. When you start with the bigger picture, you can find even more opportunities for scaling while improving efficiency.  

For example, here's a visualization (using Zapier Canvas) of how a sales ops team might build an automated lead capture system that collects leads from multiple sources, organizes that data, and funnels them into the sales pipeline. (Click to see a larger image in a new tab.)

Screenshot of unified lead capture

Supercharge your lead capture process

When your tools are disconnected or your data is messy, even the most promising leads can get stuck in limbo. With automation, you can build a system that collects, organizes, and routes leads exactly where they need to go.

Whether you're pulling in leads from ads, forms, support tickets, or anywhere else, Zapier gives you the power to streamline your entire sales process, reduce manual work, and help your team move faster on the opportunities that matter most.

And if you're looking for even more inspiration for streamlining and supercharging your sales operations, we've rounded up the best ways to automate your lead management:

  • How to enrich your lead data and qualify your leads

  • How to manage your leads

  • Streamline sales with AI and automation

  • Automate your CRM with Zapier

  • Optimize your ads with automation

  • Automate your forms with Zapier

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A Zap with the trigger 'When I get a new lead from Facebook,' and the action 'Notify my team in Slack'