Why and How You Should Auto-Send Sales Leads from WordPress to Your CRM

For many years, I relied on a customer relationship management (CRM) system that I custom-developed in Filemaker Pro. But when I wanted a tighter integration with web-generated sales leads, I realized it was time for a change. In this article, I use the Gravity Forms WordPress plugin and a web-based integration tool called Zapier, to send leads to a CRM called Insightly. However, the process is basically the same for most popular CRM’s.

WordPress Sales Leads to CRM

Why You Should Use a CRM to Manage Your Sales and Marketing Process

Remember when all you needed to keep track of was a customer or prospect’s name, title, address, phone number, and maybe a few notes?

Then, it was an email address or two, and a website. And then, a blog. And now, it’s at least two or three social network profiles (Facebook, LinkedIn, Pinterest, Twitter, etc.).

Oh, and we need access to this database 24/7— from our desktop, tablet, phone, and wrist watch! And so do our colleagues!

Today, even the simplest of web-based CRM’s can help you streamline your sales and marketing process— more than you may realize. If you’re not using one, it’s time to reconsider.

CRM’s for small businesses have evolved dramatically during the last 5 years, and many are reasonably priced— some even offer free plans (e.g., Insightly and ZohoCRM).

Why You Should Automatically Send Web Leads to Your CRM

If you’re like me, leads from your website forms are delivered to your email inbox. Then, you have to manually enter the information into your CRM… whch means, it rarely gets entered! And yes, I receive phone calls, documents, and business cards— all of which end up in various locations in my office and in various apps on my computer. There is definitely a better way.

The Integration Process— Using Gravity Forms

Simply put, there is nothing better than the Gravity Forms plugin for building web forms on a WordPress website. If you have a developer’s license, as I do, you will have access to many Add-Ons that make it well worth the price.

Our Mission: Auto-Create an Opportunity in Insightly CRM When a Form is Submitted

What You’ll Need for the Integration

Here’s what you will need:

  1. A Gravity Forms Developer License;
  2. Gravity Forms’ Zapier Add-On (included with the Developer License);
  3. A CRM account (again, in this case, Insightly); and
  4. A Zapier account.

Important Note: If you’re using Agile CRM, Capsule CRM, Highrise, or Zoho CRM, you won’t need to bother with Zapier at all. And incidentally, while I don’t classify the following as CRM’s, you might like to know that the same is true for ActiveCampaign, AWeber, Campaign Monitor, Emma, iContact, and MailChimp integrations.

Step 1: Create a Form with the Gravity Forms Plugin

  1. If you haven’t already created a form and/or do not know how to create one, this tutorial will help you get started.

Step 2: Install the Gravity Forms Zapier Add-on

Gravity Forms Zapier Add-On

  1. Download the Add-on from your Gravity Forms dashboard; and
  2. Add the New Plugin to your WordPress Website.

Here is more information about this Add-On (if you need it).

Step 3: Make a New Zap from Your Zapier Dashboard

Zapier Steps One and Two

  1. Log into your Zapier dashboard; and Make a New Zap;
  2. For Zapier Step 1 (“Choose a Trigger app…”), search for and select “Gravity Forms” and for “Choose a Trigger…”, select “New Form Submission”;
  3. For “Choose an Action app…”, search for and select “Insightly” and for “Choose an Action…”, select “Create Opportunity” as shown in the screenshot above; and
  4. Continue to Zapier Step 2 and “Copy to clipboard”.

Step 4: Create a New Zapier Feed for Your Form

Gravity Forms Zapier Feed

  1. Go back to your WordPress Dashboard;
  2. Go to: Forms and Click on the Form Title;
  3. Go to: Form Settings -> Zapier and “Add New”;
  4. Paste the Webhook URL (that you copied from Zapier) in the appropriate field;
  5. Create a Zap Name (e.g., “GF to Insightly Contact – Sales Form”);
  6. Save Zapier Feed; and
  7. Go back to Form Editor and Update Form.

Step 5: Go Back to Zapier Dashboard and Continue

Matching fields on Zapier

  1. For Zapier Step 3, be sure the correct Insightly account is selected (if you have multiple Insightly accounts);
  2. Click on “Test this Account”; confirm that “Account is working”;
  3. For Zapier Step 4, leave as is (i.e., do not Add a custom filter), and Continue;
  4. For Zapier Step 5, match up Gravity Forms Form Submission fields to Insightly Opportunity fields and Continue; and
  5. For Zapier Step 6, name this Zap.

Step 6: Test the Form

  1. Go to website and submit form; and
  2. Check Insightly Dashboard to make sure it worked.

All done!

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  1. Jake

    So as you explained that if we used Zoho we would not have a need for Zapier. However, there is no instruction on applying this leads to CRM function to Gravity forms. Can you explain?

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