Route form submissions into your CRM (and start marketing)
The Routing tab is a list of actions run in order on every submission: match or create the contact, create a deal, ticket or task, notify, auto-reply. The Marketing tab starts automations and adds submitters to a list.
Where it is
Settings for this
- Form → Routing tab — What each submission creates and who is told.
- Form → Marketing tab — Form submitted automations and the mailing list (Marketing add-on).
- Audiences → Lifecycle stages — Stages a Set Lifecycle Stage action can use.
Routing tab
Open a form from Forms and go to Routing. The Submission Routing Pipeline runs top to bottom on every submission.
- Pick actions from Add Action on the left:
- Matching: Match Existing Contact, Match Existing Company.
- Create Records: Create Contact, Create Company, Create Deal (Pipeline), Create Support Ticket, Create Follow-up Task.
- Update Records: Update Contact Properties, Set Lifecycle Stage.
- Assign & Tag: Assign Owner, Notify Contact Owner, Tag Record.
- Notify: Send Internal Notification, Send Email (Autoresponder) to the person who submitted.
- CRM: Log Activity, Push Deal to Pipeline Stage.
- Fill in each action (who to assign, task title and due days, email subject and message, and so on). Messages can use tags like {{first_name}}.
- Press Save Changes.
Put Match Existing Contact first so a repeat customer isn't created twice.
Marketing tab
What happens in Marketing when someone submits. The form works either way.
- On / Off: on, submissions start every switched-on automation with the Form submitted trigger.
- Also start this automation: an extra automation for this form only.
- Add submitters to list: a mailing list in Audiences.
Automations and lists need the Marketing add-on.
Marketing consent
Add a Marketing Opt-In field (Workshop group on the Fields tab), choose its Legal basis and write the text beside the tick box. It's never pre-ticked; when ticked, the contact's consent is recorded. See Consent, unsubscribes and suppressions.
Submissions
Forms → Submissions (or Submissions on a form) lists every entry with views, submissions, conversion and top source. Open one to see the data, the records it linked to, the routing result of each action, and where it came from (page, UTM source and campaign).
If something's not right
- Status Failed or Partial: open it, read the error under Routing results, fix the action on the Routing tab, then press ↺ Retry Routing.
- New contacts called "Unknown": no field is mapped to a name. Map first and last name on the Fields (or Capture) tab.
- Duplicates: map an email field and put Match Existing Contact first.