Website Lead Capture & Form Configuration - Project Details / Task List
Tag: lead-capture-forms
Total Hours: 12.5h
Structure: Single Milestone (<=50h)
Milestone: Website Lead Capture & Form Configuration
Description: A technical implementation project that optimizes how leads are captured through website forms, ensuring proper data collection, MAP/CRM integration, UTM attribution tracking, and automated follow-up workflows.
Task List: (Lead Capture) 1. Audit & Form Configuration
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Inventory Existing Website Forms | 1h | Document all current website forms, their locations, field configurations, and submission volumes. End state: Complete form inventory spreadsheet with baseline performance metrics. • Pull list of all forms from MAP (HubSpot/Marketo form library) • Document each form's page location (landing pages, blog sidebars, pricing page, demo request, etc.) • Record current field configurations for each form (name, email, company, phone, etc.) • Note submission volumes and conversion rates for the past 90 days • Flag any forms with unusually low conversion rates (<2%) for priority optimization |
| 2. Map Data Flow from Form to CRM | 1h | Trace the data path from form submission through MAP to CRM, identifying sync failures or data loss points. End state: Data flow diagram with identified gap points documented. • Submit test leads through each major form type • Track data arrival in MAP, field mapping to CRM, and lead record creation • Identify any fields that are not syncing or are mapping incorrectly • Document sync frequency (real-time vs. batched) and any delays • Note any data transformation or enrichment happening between systems |
| 3. Gather Stakeholder Requirements | 1h | Interview Marketing and Sales stakeholders to define required lead data fields and follow-up expectations. End state: Approved requirements document with field list and SLA expectations. • Meet with Sales leadership to define what lead data they need for effective follow-up • Meet with Demand Gen to understand form placement strategy and conversion goals • Document lead routing rules (who gets assigned which leads by segment/territory) • Confirm response time SLAs (target: under 5 minutes for demo requests) • Get sign-off on final field requirements from both teams |
| 4. Assess UTM and Attribution Setup | 0.5h | Review current UTM parameter tracking and identify gaps in lead source attribution. End state: Gap analysis showing what attribution data is being captured vs. lost. • Review UTM taxonomy or campaign naming conventions in use • Test UTM parameter passing from ad platforms through form submissions • Check if hidden fields are capturing UTM values (source, medium, campaign, content, term) • Verify UTM data is persisting to CRM lead records • Document which sources show as "unknown" or "direct" in current reporting |
| 5. Design Form Field Strategy by Funnel Stage | 0.5h | Define field requirements for each form type based on funnel stage and conversion optimization principles. End state: Form field specifications document with progressive profiling plan. • Define TOFU form fields (lead magnet downloads): 2-3 fields max (name, email) targeting 15-25% CVR • Define MOFU form fields (demo requests): 4-5 fields (name, email, company, role) targeting 8-12% CVR • Define BOFU form fields (pricing/trial): 5-7 fields (add phone, company size, use case) targeting 5-8% CVR • Plan progressive profiling rules (what fields to ask on repeat visits) • Document validation rules for each field (email format, phone format, required vs. optional) |
| 6. Build or Reconfigure MAP Forms | 1.5h | Create optimized forms in the MAP with proper field structure, mobile responsiveness, and UX best practices. End state: New/updated forms ready for deployment. • Build forms in MAP using approved field specifications • Configure field validation and error messaging (clear, not frustrating) • Set up multi-step forms for demo requests to boost start rates • Optimize button text (use action-oriented copy like "Get My Demo" vs. generic "Submit") • Ensure mobile responsiveness (large touch-friendly buttons, minimal scrolling) • Add social proof elements where appropriate (G2 rating, customer logos) |
| 7. Configure Hidden Fields for Attribution Tracking | 1h | Set up hidden fields to automatically capture UTM parameters, page URL, and referrer data. End state: All forms capturing full attribution data without user input required. • Add hidden fields for UTM parameters: utm_source, utm_medium, utm_campaign, utm_content, utm_term • Add hidden field for original page URL where form was submitted • Configure hidden field for referrer URL • Set up JavaScript or native MAP functionality to auto-populate hidden fields from URL • Test hidden field population across different traffic sources (direct, organic, paid, email) |
| 8. Set Up MAP-to-CRM Field Mapping | 1h | Configure proper field mapping from MAP forms to CRM lead/contact records with correct data types. End state: Clean data sync with all fields mapping to correct CRM fields. • Map each form field to corresponding CRM lead/contact field • Verify data types match (text, picklist, date, number) to prevent sync errors • Configure picklist value mappings where needed • Set up default values for fields that may be empty • Test end-to-end sync with sample submissions and verify data arrives correctly in CRM |
Task List: (Lead Capture) 2. Automation & Launch
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 9. Create Lead Assignment and Routing Rules | 1h | Configure automated lead assignment based on defined routing rules (territory, segment, round-robin). End state: Leads automatically routing to correct owner upon form submission. • Build lead assignment rules based on stakeholder requirements (geography, company size, industry) • Configure round-robin assignment for demo requests to distribute leads evenly • Set up fallback assignment for leads that don't match any rule • Test assignment logic with sample leads from different segments • Document assignment rules for client reference |
| 10. Configure Submission Notifications for Speed-to-Lead | 0.5h | Set up instant notifications to Sales when high-intent forms are submitted to ensure 5-minute response. End state: Sales notified in real-time for demo and pricing requests. • Configure email notifications to lead owners on demo/pricing form submissions • Set up Slack or Teams notifications for sales team channel (if applicable) • Include key lead data in notification (name, company, form submitted, UTM source) • Test notification delivery timing (target: under 1 minute from submission) • Configure escalation notification if lead not contacted within SLA |
| 11. Build Automated Follow-Up Email Workflows | 1h | Create automated confirmation emails and nurture sequences for form submitters. End state: Leads receiving immediate confirmation and follow-up content automatically. • Build thank-you/confirmation email for each form type with relevant next steps • Set up Day 0 confirmation with download link or meeting booking link as appropriate • Configure nurture sequence: Day 2 (case study/social proof), Day 5 (demo invite if not converted) • Personalize emails based on form data (company name, use case if captured) • Set up exit conditions (remove from nurture if they convert or reply) |
| 12. Execute Cross-Device QA Testing | 0.5h | Test all forms across devices and browsers to verify functionality, mobile experience, and data capture. End state: QA checklist complete with all forms validated. • Test each form on desktop (Chrome, Firefox, Safari) • Test each form on mobile devices (iOS Safari, Android Chrome) • Verify field validation works correctly and error messages display properly • Confirm mobile UX (buttons tappable, fields easy to complete, no horizontal scroll) • Document any issues found and fix before launch |
| 13. Perform End-to-End Submission Testing | 0.5h | Validate complete data flow from form submission through CRM with full attribution data. End state: Confirmed that all integrations, field mappings, and workflows are functioning. • Submit test leads with UTM parameters through each form type • Verify lead appears in MAP with all field data captured correctly • Confirm lead syncs to CRM with correct field mapping and assignment • Validate hidden field data (UTMs, page URL) is present on CRM record • Test notification delivery and automated email triggers • Confirm nurture workflow enrollment works as expected |
| 14. Build Form Performance Dashboard | 1h | Create reporting dashboard to track form submission rates, conversion rates, and lead source breakdown. End state: Live dashboard for ongoing form performance monitoring. • Build dashboard in MAP or BI tool showing form submissions by form name • Add conversion rate metrics (submissions / page views) for each form • Include lead source breakdown from UTM data (paid, organic, email, social, direct) • Set up weekly automated report delivery to Marketing Ops stakeholders • Document where to access dashboard and how to interpret metrics |
| 15. Conduct Training and Complete Handoff | 1h | Train Marketing Ops team on form management, field updates, and troubleshooting common issues. End state: Client self-sufficient with documentation and admin access. • Schedule 30-45 minute training session with Marketing Ops team • Cover: how to edit forms, add/remove fields, update field mappings • Review workflow logic and how to pause/update nurture sequences • Walk through troubleshooting common issues (sync failures, missing data) • Deliver documentation package (form configurations, field mappings, workflow logic) • Schedule 30-day check-in to review performance and optimize based on data |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 15 (one per Step)
- Total Hours: 12.5h
- Generated from: playbook_website-lead-capture-and-form-configuration.md
- Generated on: 2025-12-31