Keap Max Classic (formerly known as Infusionsoft) has been in the running for more than 20 years. As one of the first CRMs out there, it's a popular choice for small businesses thanks to its comprehensive approach to email marketing and sales platform functionalities.  

And while Keap Max Classic has plenty of native automation features that help streamline parts of your sales funnel, Zapier connects with thousands of apps. That means you can automate workflows—what we call Zaps—that pull in all your business-critical apps. From automatically managing your contacts to adding leads to your marketing campaigns, here are the best ways to use our Keap Max Classic integration.

Table of contents

• Automatically create new contacts

• Back up important contact information

• Get notifications for lead activity

• Keep your leads engaged with email

Add and update contacts from anywhere

Are you manually downloading lead information to upload into Keap when someone clicks on an online ad or fills out a form? Not only is this process inefficient and unreliable—it's also error-prone.

Managing your leads manually is a big time-waster, and this problem multiplies with the more leads you have. Save time and increase efficiency by automating lead data sharing—building a faster and more scalable lead management program.

From ads

Adding leads from ads to your marketing funnel is an essential step in lead management. After all, advertising is expensive—don't waste any of those important ad dollars. With the Zap below, you can make sure new leads are added to Keap as contacts instantly so you can send them to the next step in your funnel as quickly as possible.

From a form

When reaching out to new leads, it's important to strike while the iron is hot. That is, it's important to reach out while they're still actively engaged. And if someone just filled out your form, now is the time.

Using the automated workflows below, you can create new contacts (or update existing ones) automatically each time someone fills out your form. This way, there's no lag between getting a customer's information and adding it to your CRM.

From a purchase

When a customer makes a purchase, you need to make sure that data is reflected in your CRM. This is how you can create better audience segments and re-market to them more effectively.

With the Zaps below, you can create new contacts for first-time customers or update contacts for existing customers, ensuring your customer data stays up to date.

From events and appointments

If you're using a tool like Zoom to host lead-generating webinars or a tool like Calendly to book appointments with potential customers, you can use automation to make sure none of that lead information gets lost in the shuffle.

From anywhere else

If you're gathering leads using a tool that doesn't have a Zapier integration, that doesn't mean you can't use Zapier to automate your lead management process. Using Webhooks by Zapier, you can still pass your lead information along to Keap by setting up a custom webhook. 

Or, if you have lead information going into a Google Sheet, you can connect that Sheet to Keap to add or update contacts for each new spreadsheet row.

Back up important contact data

One of the best things about using automation is that it eliminates the need to manually reformat and upload data into your CRM—it all just happens in the background.

That said, it can still be a good practice to back up important customer data somewhere in case an accident happens—spreadsheets are a great place to do it. With the workflows below, you can add tagged contacts to a Google Sheet or Airtable—giving yourself a reliable backup on the off chance something happens.

Get notifications for lead activity

The R in CRM is probably the most important letter of all. It stands for relationship, and that relationship is exactly what your CRM is here to help you build with your prospects and customers. Even if you're automating parts of it here and there.

With the Zaps below, you can keep your sales and marketing teams in the know on new lead activity by either sending them a Slack message or an email. This way, your team can act on activity when prospects are engaged, increasing the likelihood that you'll take that relationship to the next level.

Turning them into customers, that is.

Keep your leads engaged with email

New leads can go cold fast, so you'll want to make sure you're reaching out as soon as they show interest. One way of doing this is by subscribing your new prospects to your email newsletters and other email campaigns. 

But doing this manually isn't scalable when you're dealing with dozens of leads everyday—even if you do have a big sales team. 

Automation can help bridge that gap. These Zaps will automatically add leads straight to your campaigns so you can start marketing to them right away. You could even send welcome or transactional emails before your sales team have a chance to reach out:

Power up your lead funnel with automation

A CRM is only as good as the data that's in it. By automating how data gets into Keap Max Classic, you can have confidence that leads are being added to Keap quickly—enabling your team to follow up and sell more effectively.

This article was originally published in March 2016, with previous contributions by Carlin Sack and Will Harris. It was most recently updated in March 2024 by Elena Alston.