A lead is only useful if it lands where your team works. This recipe captures the lead on-site, stores it on the visitor’s profile, and routes it into your CRM or marketing tool — then personalizes the follow-up.
The path at a glance
- Build the capture form.
- Decide what happens on submit.
- Route the lead to your CRM / ESP.
- Personalize the follow-up.
- Measure capture and downstream conversion.
1. Build the form
Use the Lead Form template — email plus whatever qualifying fields you need. Show it as a popup or inline banner depending on how assertive you want to be.
2. On submit
Map the submitted fields to profile fields so the data is remembered and usable in targeting. Optionally add the lead to an audience segment as they submit.
3. Route to your CRM / ESP
Send the new lead where your sales and marketing flows live. With the Klaviyo integration you can add them to a list and fire an event; other CRMs and marketing tools connect the same way from Settings → Integrations.
4. Personalize the follow-up
Once the lead is known, target them differently on return — skip the form, greet them by name, advance the next step. Use content variations to tailor messaging by what you captured.
5. Measure
Define a form-submit goal for capture rate, and a downstream goal (demo booked, purchase) to see which leads convert.
Variations
- Gated content — require the form before revealing a whitepaper or pricing.
- Progressive profiling — ask for one more field each visit instead of a long form up front.
- Sales handoff — route high-fit leads (by company or attribute) straight to a sales queue via integration.