Capture and email website leads with ActiveCampaign

The Economic Development team for the Town of Collingwood had just signed onto ActiveCampaign to start building out their email marketing.

But they were running into some problems with implementing a lead funnel:

While we knew what we wanted to do big picture, we lacked the technical knowhow with ActiveCampaign to implement it properly. We wanted leads to enter an intake system and gather data on them as we built a meaningful relationship.

Brennan Kenny, Manager of Economic Development at Town of Collingwood

In short, they wanted leads who signed up on the website to receive a series of emails about the town, including an invitation to schedule a call for further information. But they also wanted to send different emails depending on the interests and demographics of the lead.

This required some more complex ActiveCampaign integrations and automations, which is where I was able to step in and help:

1. I worked with their web development team to link their website form (Gravity Forms) to ActiveCampaign

2. I set up an ActiveCampaign automation that took new website leads, and sent them a series of emails including a link to book a consultation call

   • The automation sent different emails depending on what was filled out in the webform

   • It also created a deal for that lead in ActiveCampaign’s CRM

3. I linked Calendly (their consultation booking tool) to ActiveCampaign, so new consultations were fed back into the system:

   • stopping further drip emails for that contact

   • updating their deal status

4. I also integrated their Eventbrite and Facebook ads accounts to ActiveCampaign so new leads from those sources would also flow through this automated series

For a further dive into how the automation worked, see the image below.

With these automations in place, Brennan and his team didn’t have to worry about constantly keeping up with new leads.