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How to use automations for lead follow-up

A lead fills out a form, and the automation handles everything that follows: creating a contact record, sending a follow-up email sequence, assigning a task to the sales team, and spacing follow-up emails with delays. Here's how to build that workflow.

1. Create a lead capture form. From the Forms page, build a form with the fields needed to qualify a lead: name, email, company, budget range, service interest, and any qualifying questions. Multiple-choice fields with set options keep answers consistent and easier to filter or report on later.
2. Create the automation. Go to Automations and choose "When Form is submitted", selecting the lead capture form. Every submission runs the automation.
3. Add a "Create contact" action. Map form fields to contact fields so the lead's name, email, and company are saved in your CRM automatically. The contact record links to the form submission and any future projects, invoices, and conversations.
4. Add a "Send email" action. Add a follow-up email action that sends immediately after submission. The email body can include dynamic values from the form, like the lead's name and the service they selected. The email confirms receipt and sets expectations for next steps.
5. Add a delay. Insert a delay action between email steps. A two-day delay, for example, pauses the automation before the next action runs. Delays allow time-spaced follow-up sequences without manual scheduling.
6. Add additional follow-up emails. After the delay, add another email action for a second touchpoint. Multiple delay-then-email steps create a follow-up sequence that runs entirely on its own.
7. Add a "Create task" action. Create a task in a sales project, assigned to a team member, with the lead's details in the task description. The task ensures someone on the team reviews the lead personally, beyond the automated emails.
8. Add condition branches. Conditions check form submission metadata (such as which form was submitted or which contact is associated) before running actions. Individual question answers from the form are not available as condition values. Conditions let a single automation handle different scenarios based on the available metadata.

The automation runs the full follow-up sequence from the moment the form is submitted, so leads get a response within seconds and the sales team gets a task with the lead's details, all without anyone manually processing the submission.