Loading tutorials…
Loading tutorials…
Unbounce captures leads. CRM closes them. Without integration, leads die in the Unbounce admin no one checks. Most DIY integrations are partial — leads sync but fields don't map, UTMs are lost, lead routing is manual. Here's the full integration.
Who this is forMarketers running Unbounce landing pages who need leads synced to HubSpot, Salesforce, Pipedrive, Klaviyo, Mailchimp, ActiveCampaign, or other tools.
What you'll need
Step 1
List every system that needs lead data: CRM, ESP, marketing automation, Slack, sales triggers. Plan integrations accordingly.
Common targets: CRM (HubSpot, Salesforce, Pipedrive, Close), ESP (Klaviyo, Mailchimp, ConvertKit, ActiveCampaign), Marketing Automation (Marketo, Pardot, HubSpot Marketing), Notifications (Slack, email).
For each: what data does it need (just email, full contact details, custom fields)? What does it do with the lead (send email, route to AE, trigger nurture)?
Decide: is the CRM your source of truth, or does the ESP get data directly? Most B2B: CRM is source of truth. Most ecom: ESP (Klaviyo) is source of truth.
Plan integrations: Unbounce → source of truth → other tools (synced from source of truth, not directly from Unbounce).
Avoid duplicate syncs: if Unbounce syncs to both HubSpot AND Mailchimp, and HubSpot also syncs to Mailchimp, leads get added twice with conflicting data.
Step 2
Integrations → browse native integrations. Native is faster + more reliable than Zapier where available.
Unbounce native integrations include: HubSpot, Salesforce, Mailchimp, ActiveCampaign, Marketo, Pardot, Constant Contact, Campaign Monitor, AWeber, Zoho, Pipedrive.
For native: Integrations → click tool → OAuth login → grant permissions → map fields.
Map every field: Unbounce form field → target tool field. Critical: email, name. Optional: phone, company, custom fields.
Map hidden UTM fields too: utm_source, utm_campaign, utm_term, utm_content. Target tool needs custom fields to receive them.
Test: submit a test form on a live page. Within 60 sec, lead should appear in target tool with mapped fields populated.
Step 3
Tools without native integration (Notion, Airtable, Slack, custom backends) use Zapier or Make.
Zapier: zapier.com → New Zap → Trigger: Unbounce New Form Submission → Action: target tool.
Unbounce integrates with Zapier natively. Zapier supports 5,000+ apps.
Use Zapier for: Slack notifications, Notion databases, Airtable, Google Sheets (for backup), Trello (lead routing as cards), custom webhooks.
Cost: Zapier free tier covers 100 zaps/month. Paid: $20-50/mo for typical small business volume.
Alternative: Make (formerly Integromat) is cheaper for high-volume + supports more complex logic.
Webhook fallback: if a tool isn't on Zapier/Make either, Unbounce can POST form data to any URL. Build a custom webhook receiver.
Step 4
Hidden form fields capture UTMs. Map to CRM custom fields. Without UTMs, attribution is broken.
On every Unbounce form: add hidden fields for utm_source, utm_medium, utm_campaign, utm_term, utm_content.
Hidden field → Field Type: Hidden → Default Value: insert URL parameter.
Unbounce auto-populates hidden fields from URL params: visitor arrives at yourpage.com?utm_source=google → hidden field utm_source gets 'google.'
In integration mapping: Unbounce utm_source field → CRM utm_source custom field. Repeat for all 5 UTMs.
Result: every lead in CRM has the originating campaign + source + keyword attached.
Use for: per-campaign lead-quality reporting, per-keyword conversion attribution, sales team prioritization.
Step 5
Once leads are in CRM, route them: assign to AE, add to nurture sequence, trigger Slack alert.
In HubSpot: Workflows → trigger on contact property 'utm_campaign' = X → assign owner = Y → enroll in sequence = Z.
In Salesforce: Process Builder → trigger on Lead created → assignment rules → workflow rules.
In Pipedrive: Workflow Automation → trigger on Lead created → conditions → actions (assign, add note, etc.).
Common routing patterns: by deal size (lead score from form fields), by geography (utm_term or country field), by lead source (utm_source).
Slack notification: most CRMs can post to Slack on key events. Or use Zapier: Unbounce → Slack channel (in parallel to CRM sync).
Step 6
Lead enters Unbounce → confirmation email + nurture sequence triggered automatically.
Auto-reply: Unbounce can send a confirmation email from the form itself. Form Settings → Auto-Responder → enable → write email copy.
Better: trigger from your ESP (Klaviyo, ActiveCampaign). More flexibility, branded templates, tracking.
Welcome / nurture sequence: 3-5 emails over 14 days delivering on the lead magnet promise + setting up the sales conversation.
Sequence structure: Email 1 (immediate) — deliver the asset. Email 2 (Day 2) — context + case study. Email 3 (Day 5) — invitation to call. Email 4 (Day 10) — social proof / testimonial. Email 5 (Day 14) — final ask.
Trigger sequence from CRM property (e.g., 'utm_source = google → enroll in Google Ads nurture'). Or trigger from list addition in ESP.
Step 7
Submit test leads, verify they flow through every integrated tool, monitor for sync failures.
Test: submit a real form (with real email you can check). Verify lead appears in: CRM, ESP, Slack channel, AE inbox.
Check field mapping: every field you mapped should be populated.
Check UTMs: utm_source, utm_campaign, utm_term, utm_content all present in CRM.
Check timing: leads should sync within 60 seconds. Longer = integration is broken or queued.
Monitor weekly: integration tools log success/failure. Investigate any failures.
After 30 days: review lead volume. If lead count in CRM != form submissions in Unbounce, you have a sync gap. Audit.
Common mistakes
Connecting Unbounce to CRM but not mapping UTM fields
What goes wrong: Leads arrive in CRM without source attribution. Sales asks 'where did this come from?' — no one knows. Per-campaign ROI is impossible to measure.
How to avoid: Always map 5 UTM hidden fields to CRM custom fields. Test by submitting a form via a URL with UTM params.
Duplicate sync paths (Unbounce → HubSpot → Mailchimp → HubSpot loop)
What goes wrong: Leads get added twice with conflicting data. Sales team confused which is canonical. Bounce rates wrong. Unsubscribe rates wrong.
How to avoid: Pick ONE source of truth. All other tools sync FROM source of truth, not directly from Unbounce. Document the data flow.
Sync failures going unnoticed
What goes wrong: Integration breaks (token expired, API limit hit), leads stop syncing. Marketing keeps spending; sales gets no leads. Discovered 2-4 weeks later via revenue drop.
How to avoid: Set up failure alerts: Zapier emails on Zap failure, CRM logs integration errors. Audit lead count vs form submissions weekly.
No lead routing rules in CRM
What goes wrong: Leads land in CRM but unassigned. Sit untouched until AE manually claims them. Hot leads cool, follow-up cycle elongates.
How to avoid: Set up auto-routing in CRM: by territory, by deal size, by source. Slack alert for highest-priority leads.
No confirmation email or nurture sequence
What goes wrong: Lead submits form, sees thank-you page, then gets... silence. Doesn't remember in 3 days. Sales call goes unanswered.
How to avoid: Trigger immediate confirmation email (deliver the lead magnet) + 3-5 email nurture sequence in your ESP.
Not testing end-to-end after every change
What goes wrong: Change form fields, add a new integration, modify CRM workflow. Forget to test. Half of leads disappear before discovery.
How to avoid: After every integration change: submit a test form, verify all systems receive it correctly. Make this a documented checklist step.
Recap
Done — what's next
How to build a high-converting Unbounce landing page
Read the next tutorial
Hand it off
Most Unbounce integrations are 60% configured: leads sync but attribution + routing + nurture are missing. A vetted integration specialist at $14-16/hr can audit + ship the full integration stack (CRM + ESP + Slack + nurture) in 1-2 weeks, typically $400-800 total. Pays back via faster lead follow-up + accurate ROI attribution.
See specialist rates
Native: built by Unbounce or the target tool. Faster, more reliable, supports more fields, no per-zap cost. Zapier: third-party. More tools available but each Zap costs (subscription-based), syncs slower.
Technically yes, but risky. Multiple CRMs = duplicate data + sync conflicts. Best practice: pick ONE source of truth, sync other tools from it. Unbounce → HubSpot → Mailchimp (not Unbounce → both).
Three fallbacks: (1) Zapier — covers 5,000+ tools. (2) Make/Integromat — cheaper for high volume. (3) Webhook — Unbounce POSTs form data to any URL; you build a receiver.
Capture UTMs as hidden Unbounce fields → map to CRM custom fields → CRM passes them when deal closes → BI tool joins deals + UTMs for per-campaign revenue reporting. Requires data warehouse setup for clean attribution.
Unbounce supports consent checkboxes on forms. Map consent field to CRM. Don't auto-add to email lists without consent. EU traffic especially — make consent explicit and granular (separate checkboxes for marketing emails vs sales contact).
Unbounce
Unbounce's drag-and-drop builder makes shipping a landing page in 3 hours feel doable. The harder question: does the page actually convert? Most DIY pages launch at 1-3% CR. Specialists routinely ship pages at 8-15%.
Unbounce
Popups and sticky bars are the highest-leverage conversion mechanic Unbounce offers. Done right, they lift CR 15-40%. Done wrong, they annoy visitors into bouncing 30% faster. The line is thinner than most marketers realize.
Unbounce
Page launched, traffic flowing, conversions flat. The diagnostic sequence below is what a CRO specialist runs in their first 90 minutes on the account. Usually 1-2 of these unlocks the CR lift you've been chasing.
HubSpot Marketing Hub
The HubSpot tracking code is what makes every other piece of Marketing Hub work — forms, workflows, lifecycle stages, lead scoring. Get this wrong and half of HubSpot quietly stops attributing what it should. Here's the install path most guides skip.