Workflow: Marketing to Lead

Modules involved: Marketing Campaigns · Marketing Automation (MA) · Lead Forms · Facebook Leads · Leads
Who uses it: Marketing manager, Growth, SDR, CRM admin
Typical duration: Ongoing (always-on campaigns) + 1–30 days nurture per lead

Overview

The demand generation and qualification workflow: how prospects enter the CRM (from web forms, Facebook Lead Ads, email/SMS campaigns, automations), how they are nurtured through automated sequences, and when they become qualified leads ready to be picked up by sales. This feeds Workflow 1 (Lead → Cash).

Flow diagram

TRAFFIC SOURCES
  │
  ├── [WEB FORM (MA Forms / Lead Forms)]
  │     │  submit → Lead created automatically with status + source from form settings
  │     │  mapped fields; duplicate check
  │
  ├── [FACEBOOK LEAD ADS]
  │     │  webhook → mapped fields → Lead created automatically
  │     │  source: "Facebook Lead Ad"
  │
  ├── [EMAIL / SMS CAMPAIGN (Marketing Planner)]
  │     │  tracked links → lead opens / clicks
  │     │  behavior recorded in email logs
  │
  ├── [WHATSAPP CAMPAIGN (WhatsApp Campaigns)]
  │     │  messages sent to CRM segment via WABA templates
  │     │  replies received in WhatsApp inbox → log on lead record
  │     │  WhatsApp Bot → automatic response 24/7 → initial qualification
  │
  └── [MARKETING AUTOMATION (MA)]
        │  trigger on CRM event → automatic sequence
        │  lead enters segment → receives timed email/SMS
        │
        ↓
[LEAD in CRM]
  │  status: configurable (New → Contacted → Qualified)
  │  MA score: accumulated from interactions (open, click, submit)
  │  ↓ Score threshold or manual action
  │
[QUALIFIED LEAD]
  │  assigned to sales agent
  │  ↓ Converted to Opportunity → continues Lead→Cash Workflow
  │
[OPPORTUNITY ✓]

Step by step

1. Web Form — Capturing from the website

Where: /admin/ma (Marketing Automation forms) or /admin/leads/forms

Creating a form:

1. Create the form in MA or in the Leads → Forms module
2. Copy the embed code to your website
3. Configure: what status the new lead receives, what source, which fields are required

Key form fields:

On form submit:

1. System checks for duplicates (if allow_duplicate = 0)
2. If duplicate: creates follow-up task OR ignores (per configuration)
3. If new: creates lead with fields mapped from the form
4. The from_ma_form_id field on the lead indicates the originating form
5. MA triggers activate automatically if the lead enters a segment

2. Facebook Lead Ads — Capturing from ads

Where: /admin/facebookleadsintegration

Setup:

1. Configure App ID + App Secret + Page Access Token for Facebook
2. Register the CRM webhook URL in the Facebook App (endpoint excluded from CSRF)
3. Map Facebook form fields to CRM lead fields

Facebook → CRM field mapping:

Automated flow:

1. Prospect completes the form in the Facebook ad
2. Facebook sends a webhook POST to CRM in real time
3. CRM creates a lead with mapped data + source Facebook Lead Ad
4. Lead appears instantly in /admin/leads — no manual export needed

3. Email / SMS Campaign (Marketing Planner) — Active outreach

Where: /admin/marketing_planner

Campaign types:

Behavior tracking:

Segmentation:
The campaign is sent to a Segment defined from CRM data: active clients, leads with no activity for 60+ days, leads from a specific industry, etc.

4. Marketing Automation (MA) — Automatic nurture

Where: /admin/ma

Key concepts:

Lead scoring system (Lead Scoring via MA):

Leads accumulate points automatically from:

• Email opened → ma_point_triggers → adds X points to leads.ma_point
• Link clicked → additional points
• Form submitted → high points (most valuable signal)
• Website page visit (if tracking is active)

When a lead exceeds the configured threshold → ma_point_triggers fires an action: agent notification, status change, task creation.

A lead's journey through an automation:

1. Lead created (from form / import / manual)
   ↓
2. Lead enters segment (criteria met)
   → added to ma_lead_segments + ma_lead_stages
   ↓
3. Active MA campaign on that segment
   → trigger activated → lead enters flow (ma_campaign_flows)
   ↓
4. "Wait 2 days" node → delay
   ↓
5. "Send Email" node → email sent
   → recorded in ma_email_logs
   ↓
6. Lead opens email → ma_email_logs.open = 1
   → score increased on leads.ma_point
   ↓
7. "Condition: open = yes?" node → branch
   → Yes: send email 2 with offer
   → No: send SMS reminder
   ↓
8. Lead completes form in email
   → submit → maximum score → trigger "Notify sales agent"
   ↓
9. Agent picks up the qualified lead → continues Lead→Cash Workflow

5. Qualified lead — Handoff to sales

Qualification signals:

Handoff to sales:

1. Agent receives the notification / sees the lead in their queue
2. Checks the interaction history from the MA tab on the lead
3. Converts the lead to an Opportunity (see Workflow 1)
4. Lead remains in the MA segment but no longer receives nurture messages (condition in workflow)

What is created automatically

Points where the workflow may stall

Relevant reports

• MA Analytics — per campaign: delivery rate, open rate, click rate, conversions
• Leads Report — /admin/reports/leads — sources, statuses, agents
• Segment members — from MA → Segments → View members
• Lead scoring — leads.ma_point visible in the leads list

Modules involved — detailed documentation

• Leads · Lead Forms · Lead Sources
• Marketing Automation
• Marketing Planner
• Facebook Leads Integration
• Marketing Campaigns
• WhatsApp
• Lead Scoring
• Workflow Automation

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