Automate without limits

Scaleable advertising lead capture

Capture and format advertising leads with ease with this scaleable lead capture system.

Impact

Metrics influenced: Speed-to-lead, time-saved, number of leads, ROAS (return on ad spend)

⬆️ Operational efficiency: Decrease in time spent managing this system

⬆️ Decreased risk: Less duplication and complexity means less risk of something going wrong

⬆️ Scalability: It's easy to add new channels or campaigns.

About this workflow

Problem

Zaps that add leads from advertising platforms to CRMs need to be updated frequently for a variety of reasons, from new properties being added to the CRM, to launching a new campaign, or changing UTM parameters. Like many teams, we had a Zap for each channel or campaign (when new lead → add formatting → add to CRM).

There were two problems:

Not scalable: Every time we made an update to the CRM step, updates needed to happen in every Zap. This took a long time, and changes were at risk of falling through the cracks.
Not efficient: Advertising leads often have challenging formatting that is specific to the channel. For example, LinkedIn company size definitions don't nicely align with how we track company size. In a system where there's a Zap for each campaign, this formatting is duplicated many times, making updates challenging and creating more risk of error.

Solution

A system of individual Zaps (one per campaign or channel) that funnel into a single catchall. Shifting to a system approach for advertising leads ensures that when updates need to be made, they can be made in one place, instead of potentially dozens. By reducing the effort to update how advertising leads are processed and the number of places that things can go wrong, this system also makes us feel confident that leads aren’t slipping through the cracks.

How it works

When

A new lead comes in on a variety of channels

Then

Do any custom formatting for the campaign and UTM, then send it to a webhook.
A central catchall Zap catches the webhooks.
Each lead goes down a channel-specific path, where channel-specific formatting is added.
Leads are routed and added to the CRM.

Other CRMs: This system works regardless of which CRM you use, whether it's Salesforce, Microsoft Dynamics, or something else!

When

A new lead comes in on a variety of channels

Then

Do any custom formatting for the campaign and UTM, then send it to a webhook.
A central catchall Zap catches the webhooks.
Each lead goes down a channel-specific path, where channel-specific formatting is added.
Leads are routed and added to the CRM.

Other CRMs: This system works regardless of which CRM you use, whether it's Salesforce, Microsoft Dynamics, or something else!