Create or Update Intercom Leads from Webflow Forms

Learn how to easily send Webflow form submissions directly to Intercom as leads.
Written by
Jennifer Chu
Published on
January 15, 2024

Webflow is a powerful web design tool that allows you to design, build, and publish websites without coding, whereas Intercom is a conversational relationship platform that helps you build better customer relationships through personalized, messenger-based experiences. Unfortunately, the two systems don't yet support a native integration. In this guide, we'll walk you through how to get your Webflow submissions into Intercom using Zapier.

Before you begin

Here are the basic requirements for Sending Webflow Form Submissions to Intercom:

  1. Webflow form
  2. Zapier account
  3. Intercom account

For this article, we’ll assume that you have a Webflow form already setup.

Step-by-Step Guide to Sending Webflow Form Submissions to Intercom Leads

Step 1: Create a Zap in Zapier

Zapier is an automation tool that allows different apps to connect and work together. To integrate Webflow and Intercom, we'll be using a Zap, which is essentially a set of instructions that connects these two apps.

  1. Log in to your Zapier account (or create one if you don't have one yet).
  2. Click on "Make a Zap" in the top right corner.
  3. In the search bar, type in "Webflow" and select it from the list of apps.
  4. Choose "New Form Submission" as the trigger event, then click "Continue".
  5. Next, you'll need to connect your Webflow account by entering your API key (which can be found in your Webflow dashboard under Integrations).
  6. Follow the prompts to select the specific form on your website that you want to connect.
  7. Finally, click on "Test Your Trigger", select a Submission Record to test with and click “Continue with selected record”
  8. Once your Webflow account is connected, it's time to select the action app – in this case, Intercom.

Step 2: Connect Intercom and Set Up the Action

Now that we've selected Intercom as the action app, we need to set up what happens when a new form submission is detected from Webflow.

1. In Zapier, select "Find Lead in Intercom" as the action event for Intercom and click "Continue".
2. Select your Intercom account from the list of options (or connect it if you haven't already).
3. For the action, select “Find Lead”, which uses "email address" as the identifier.

  • Specify email as the lead identifier and pass in the email address captured in the Webflow form. 
  • You’ll also want to check the box for “Create Intercom Lead if it doesn't exist yet?” 
  • Below this checkbox, you’ll be able to pass any other properties to Intercom during the lead creation process. 
  • Follow the prompts to select the form fields from Webflow that you want to map to your Intercom lead capture form.
  • For Custom Attributes in Intercom, the Custom Attribute name must match exactly the attribute name with the same capitalization in Intercom.  Otherwise, duplicate properties will be created in Intercom. 

4. Test the Zap, then turn it on.

  • If the lead did not previously exist in Intercom, you should be able to validate that a new lead was created in Intercom.

Note that the above Zap will NOT update a lead if a lead is found.  To update a lead that already exists in Intercom with the most recent Webflow form submission, you’ll need to modify the above.

Step 3: Modifier to Create OR Update Intercom Leads from Webflow

1. In Step 2, “Find Lead in Intercom”, change the following selections:

  • Uncheck the box “Create Intercom Lead if it doesn’t exist yet?”
  • Select “No / False” for “Should this step be considered a ‘success’ when nothing is found”

2. Add another Action to create / update the lead

  • Search for and select Intercom. 
  • For the action, select “Search / Update Lead in Intercom”. If a lead was found in the previous step, “Find Lead in Intercom” step, you’ll now have a “LeadID” that can be used to update any existing leads
  • Specify the remainder of the attributes you’d like pass to the newly created or updated Intercom lead.

Step 4: Turn on Your Zap

Finally, it's time to activate. If you're using Webflow to power your website and Intercom for customer engagement, integration between these two can supercharge your lead management. By auto-logging each submission from your Webflow forms as leads in Intercom, you save time, reduce the risk of data entry errors, and reduce the time to engage with potential customers instantly, whether it’s triggering an email drip or sales outreach. This approach has been proven to increase activations and conversion rate.

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