Marketing Analytics Blog for Growth Hackers | Popcorn Metrics

Zapier CRM & Email Marketing Automation - Why We’re building a Zap to Send Leads from any Website

Paul Boyce -

We’re building a Zapier Integration to Push Web Leads to your CRM / Email Marketing Automation Tools - Here’s Why.

We want to help automate your Sales & Marketing Processes. Especially automating getting leads data INTO your Email Marketing and CRM tools.


We’re pretty sure if you take Sales seriously, then you’ll be using a CRM tool like Salesforce, Sugar CRM, Zoho CRM, PipeDrive, or with your email marketing automation you’re likely using tools like Hubspot or Mailchimp (depending on your needs).

We see our a Zapier Integration giving you an edge - in letting you push Leads direct from your Website/Landing pages to your CRM tools, or email marketing automation tools - or possibly both.

Some of the problems/use cases we envision resolving:

Managing LEADS:

  • Automatically Subscribe New Users/Trial Users to your Blog in your Email Marketing Automation tool (e.g. New Subscriber in Mailchimp or Hubspot)

  • Automatically track User Onboarding in your CRM Tool (e.g. New Lead in Salesforce, or Close.io) - again this could be to manage users on Trial, when they signup to push them direct into your CRM tool so you can manage the Onboarding Process for individual (high value?) users.

  • Automatically create a Contact in your CRM Tool (e.g. New Person in Pipedrive)

  • Automatically create a Deal in your CRM Tool (e.g. New Deal in Pipedrive)

  • Automatically add an Email to Additional Lists in your Email Marketing Automation tools. Suppose you have a signup form for a Free Email Course or a PDF/Ebook Download. That will probably put the lead into an Automation process for the Course/Download - but you may ALSO want to send that lead to your Main Emailing List. So we’d hope to make it easy to Send the Lead to additional lists.

  • Move an email from One List to Another List in your Email Marketing Automation tools. Say you have separate lists as you nurture or segment your leads. You may want to move that email from one list to another. For example, we have a List of Blog Emails and a List of Users. When a user signs up for a Trial, we want to move them from the Blog List to the Users List, so they don’t exist in multiple places. This keeps our Mailchimp costs down and prevents the same user getting multiple copies of the same email when we publish a new Blog post. (Probably there are better ways to manage lists, but that’s how we currently manage our lists, and I’m pretty sure lots of others do the same.)

  • These are just some initial use cases we’ve encountered. What challenges do you have that we could solve?

To get Priority Access to the Invite Only Beta - please signup here.

Here's just some of the email marketing automation tools you could be using.

Email Marketing Automation Work Flow:

In brief we want to make it easy (i.e. AUTOMATE) the process of getting Leads into the right Email Marketing Automation tools so you can manage them effectively.

Our Goal remains consistent with Popcorn Metrics. We’ll send the data to the right place, so you can use and get the best from your data in those tools.

CRM Tools Work Flow:

Getting a little more advanced, we’d like to also help you automate more tasks, for example in your deals/leads pipeline.

Here are some of the 90 or so CRM tools you could be using in Zapier.

For example, let’s say you work in a B2B SaaS business and when someone signs up for a Webinar or Trial, they might automatically enter your deal flow in what ever process matches inside Saleforce, PipeDrive etc.

But we’d like you to be able to AUTOMATICALLY update/segment Deals/Leads/Prospects as they take more action, say moving from Download a Case Study to Start a Trial. (A lead starting a Trial may be more valuable and hence this wuould be valuable inside your CRM tools) Or a Lead/Deal/Prospect could AUTOMATICALLY close when they enter their Payment Details online.

The Vision - a Zapier Integration to Push Web Leads

Most Zapier integrations connect two existing apps. We want to go further, so your Website or Landing Page can be like an "app" and push data directly into CRM & Email Marketing Automation tools.

OK, so that’s the broad vision. We’re pretty sure there’s 00’s of other uses we haven’t even thought of!!

To get Priority Access to the Invite Only Beta - please signup here.

We’d really love to understand better how we can make your Sales Pipeline & Marketing Automation processes run more smoothly.

We know a bit about inbound, but don’t have a heavy sales focus at them moment, being more focused on Inbound, so we’d especially like to talk with you about that.

From the CRM tools/email marketing automation side, we’d really love to understand better how we can make this technology work to make your Sales Pipeline & Marketing Automation processes run more smoothly, without the expense and tedium of manual entry tasks.

If you are a Digital Agency that generates leads for Clients, we think we can possibly be REALLY helpful so you can put leads direct into your clients’ CRM tool.

To get Priority Access to the Invite Only Beta - please signup here.

To get Priority Access to the Invite Only Beta >> [signup here].