Capture, qualify, and enrich every lead automatically

In this guide, you’ll create a single lead capture form, that not only collects contact details but also scores each lead and enriches it with AI insights in real time.
Perfect for sales teams wanting to route high-value leads faster, eliminate manual qualification, and centralize lead intelligence inside one app.
📘 Learn more: Create your first form, app, or portal in a flash

Why this helps

• Automatically qualify leads with variable-based scoring, no spreadsheets or manual review.
• Enrich submissions instantly with AI insights, such as ICP fit, urgency, or personalization.
• Route high-value leads using On Submit logic to send emails, assign teammates, or redirect to Calendly.
• Visualize lead quality trends inside your built-in analytics dashboard.
  📘 Learn more: Build personalized and time-saving flows with logic and automation

Step 1 – Create your lead capture form

You can start from scratch or use a template from our Template Gallery (e.g., Lead capture form, Sales qualification form).
Or use Magic Create try this prompt:
“Lead capture form with contact fields, pain points, timeline, budget, and automatic scoring logic.”

Add these fields:

• Full name
• Work email
• Company name
• Company size (single choice)
• Industry (single choice)
• Budget range (single choice)
• Urgency / timeline (single choice)
• Biggest challenge (long text)
• Lead score (variable) — hidden
• AI enrichment (long text or content block) — hidden or admin-only

💡 Tip: Use multi-page layout to keep conversion high: Contact info → Qualification → Additional details.
📘 Learn more: Form editor and field types

Step 2 – Add automatic scoring using a variable

Your Lead score field should be a variable that increments based on answers.

1. Open Advanced logic → On Submit
2. Add logic rules, for example:
   • If company size = “100+” → Add 20 to @field_leadscore
   • If budget = “$10,000+” → Add 30
   • If urgency = “Within 30 days” → Add 25
3. Save the rule.

💡 Tip: Always reference your variable using @field_ID, not @score or @email.
📘 Learn more: How to add and calculate scores using variable fields

Step 3 – Enrich each lead with AI Analyze

AI Analyze generates an instant summary or recommendation based on the user’s answers.

1. Add an AI Analyze block on a page.
2. Write a prompt like:
   “Analyze this lead and summarize ICP fit, urgency, potential objections, and next recommended action based on @field_companysize, @field_budget, @field_timeline, and @field_challenge.”
3. Map the response to your AI enrichment field.

💡 Tip: Add “Generate a sales-ready summary in ≤700 characters.” for consistent outputs.
📘 Learn more: (Use AI Smart Content / AI Analyze article)

Step 4 – Trigger automated follow-ups & routing (On Submit)

Use On Submit logic to trigger different actions based on the final lead score.

Examples:

• High-score leads (>60)
  → Send email to sales rep
  → Assign the submission to “Account Executive”
  → Redirect user to Calendly for instant booking
• Medium-score leads (30–60)
  → Send nurturing email
  → Redirect to a thank-you page with next steps
• Low-score leads (<30)
  → Store in CRM only
  → No immediate follow-up

💡 Tip: Redirect high-value leads to Calendly using “Send form data to redirect URL.”
📘 Learn more: What is On Submit logic and how it works

Step 5 – Build your real-time scoring dashboard

Formaloo automatically generates charts and insights to help your team understand lead quality patterns.

Add to your dashboard page:

• A table of all leads filtered by score
• A set of charts (doughnut, bar) showing industry, budget, or timeline
• A number widget showing “Average lead score”
• A gallery or card view showing AI-generated summaries

📘 Learn more: How to showcase charts based on form responses

Step 6 – Embed your lead form anywhere

Share your form directly or embed it into your website.

Options:

• Use the public form link
• Add it to your existing app or CRM portal
• Embed via iframe or portal page

📘 Learn more: Customize your form/app layout and design

Pro Tips

💡 Pro Tip 1: Add a Calendly redirect only for high-intent leads to avoid overwhelming your team.
📘 Learn more: Calendly integration in Formaloo

💡 Pro Tip 2: Turn your scoring form into a mini CRM by adding a table, kanban board, and labels for “New, Qualified, Follow-up.”
📘 Learn more: How to create or edit an app

Real-World Example

A SaaS startup built a simple lead capture form with automatic scoring (budget + timeline + company size). High-scoring leads were routed to the sales calendar instantly, reducing their average response time from 12 hours to under 15 minutes.
Their AI enrichment block summarized pain points, giving reps context before each call.

📈 See more examples: Formaloo use cases

FAQ

1. Can I change the score after a sales rep updates the record?

Yes, use On Update logic to recalculate scores when sales reps edit fields or add notes.
❓ Learn more: What is On Update logic and how it works

2. Can I assign leads automatically based on the score?

Absolutely. Add an On Submit rule: If lead score > X → Assign to [team member].
🔒 Learn more: Build personalized and time-saving flows

3. How do I hide internal scoring fields from the user?

Set the variable field’s visibility to Admin only.
🛠️ Learn more: Form editor and field types

4. Can AI Analyze be used only internally?

Yes, place it on a hidden or admin-only page to keep enrichment private.
❓ Learn more: (AI Analyze article)

5. Can I redirect high-scoring leads to different URLs?

Yes—use ending pages or direct URL redirects based on score thresholds.
🔀 Learn more: Redirect to multiple ending pages

Build a smarter, automated lead workflow

You now have a complete lead capture system that scores, routes, and enriches leads automatically, ready for your sales team to take action.
Next, explore how to turn this into a lightweight CRM app.

🎉 Learn more: Customize your app and build dashboards

Last updated November 2025