Salesforce Lead Capture: Best Practices for Higher Conversion Rates

Nikita R.

Media-savvy content creator, with a curiosity for all Salesforce experiences.

Updated: Jan 9th, 2025

Is your lead conversion process in Salesforce efficient and effective? Or is it time-consuming and super manual? We want your processes to be of high quality so you can convert leads into customers or opportunities, and finalize sales faster.

For this reason, this article provides some best practices for capturing lead data in Salesforce. Towards the end, we also reveal our exceptional lead capture integration and solution, so make sure you stick around. Let’s get started!

What is a Lead Capture System?

It can be a tool or a process that businesses use to collect data from people who are interested in products or services. These types of people are called leads, and their information can be gathered from:

• Websites
• Social Media Platforms
• Email Campaigns
• Physical or Virtual Events

Lead data consists of:

1. An individual’s name
2. Their contact details
3. Any data to support they could be a customer

Businesses often try to find a tool for lead capture with Salesforce to streamline data-capturing tasks. A common tool used to accomplish this task is Salesforce web-to-lead forms. There are many options on the AppExchange marketplace, but with Titan, businesses can transform web traffic into leads in Salesforce by capturing personal details and preferences in minutes using zero-code forms.

Our forms empower sales and marketing teams with quality leads integrated in real-time with the world’s #1 CRM.

Salesforce Clouds with Lead Management Capabilities

Before we get carried away, we need to discuss Salesforce, the world’s NUMBER 1 CRM platform. You can use Marketing or Sales Cloud to manage lead data. Let’s take a closer look at each Salesforce Cloud.

Marketing Cloud

The lead scoring tool from Salesforce Marketing Cloud helps both marketing and sales professionals by giving them a way to automatically prioritize leads. Once high-quality leads are identified, sales reps and marketers can engage them with a higher chance of success in converting them to customers. Salesforce Marketing Cloud Lead Scoring offers the following features:

• Researchers can create custom lead-scoring models to match the requirements of a business.
• Marketers can create different models for each campaign they are working on so that lead scoring is relevant.
• Salesforce’s marketing automation tools can score leads according to how they interact with marketing content.

Sales Cloud

Lead scoring in Salesforce Sales Cloud works similarly to that of the Marketing Cloud. Sales reps are spoiled with automation tools that prioritize lead data so that they can approach potential customers more accurately. Sales Cloud scores a lead by giving each one in the CRM database a numerical value based on criteria set up by the sales teams.

Here are a few features from Sales Cloud to help teams focus on high-quality leads:

• Like Marketing Cloud, teams have access to tools that create custom lead-scoring criteria based on insights into customer behaviors.
• Researchers can add factors to lead data that enhance profiles, such as an individual’s job title or the industry in which they work.
• Lead data and scores sync directly to Salesforce CRM so that sales reps, marketers, or other colleagues can view all data from a single location.

Salesforce Lead Conversion Best Practices

Are you now ready for some best practices you can use when it comes to lead conversion in Salesforce? We have a few that can help you keep your data quality up and processes efficient while you focus on lead nurturing in Salesforce.

Collect Data with a Lead Capture Form 

Our first recommendation is to minimize your data-capturing processes. If you don’t, you risk adding unnecessary typos and errors to your Salesforce data. Not only is this information dangerous to work with, but it will also take a long time to correct.

One way to automate data-capturing tasks is with the help of a lead capture tool, like a Salesforce Web-to-Lead form. This tool will capture lead data from a website and sync it to Salesforce. We recommend you create a Salesforce lead capture form that is user-friendly and only contains obligatory fields. Otherwise, you might overwhelm leads, who will likely abandon forms.

Create an Opportunity in Salesforce

When your lead is ready to purchase a product or service from your business, it’s time to create an opportunity in Salesforce. This is a critical step in the sales pipeline, so we would like to give you a tip on Salesforce opportunity management.

Our advice is to qualify your leads properly. This can be achieved by giving your lead a score, where a high one means they are ready to be converted into an opportunity in Salesforce. We suggest that a lead meets all your criteria before converting to an opportunity. Some criteria can include:

• Does the lead need your products and services?
• Does your lead have enough money to buy your products and services?
• Is your lead in a position to make a decision to work with your business?

Salesforce Automation Tools for Lead Conversion

Automation tools in Salesforce, such as Workflow Rules, Process Builder, and Lead Assignment Rules, can be used for lead conversion activities. We suggest to use them where necessary. For example, if you decide to use Workflow Rules, make sure you get it to automate common tasks like:

• Sending follow-up emails to sales agents
• Assigning a lead to a sales agent

Process Builder, on the other hand, is the Salesforce automation tool you need to create complex processes for your sales team.

Then there are also Lead Assignment Rules that support lead conversions in Salesforce. This tool is used to assign leads to sales agents automatically. Sales teams can add the following criteria to the automated process to assist the tool in choosing the best sales agent:

• The location of where the lead lives.
• The industry in which the lead works.
• The lead’s score.

Salesforce Lead Scoring

Sales teams give leads scores to make sure they prioritize and focus efforts on those who are more likely to become customers. We suggest to give leads a score based on their:

• Demographic Data
• Purchasing Behaviors
• Levels of Engagement with the Business or Brand

Although these are some examples of criteria you can use for lead scoring in Salesforce, you can add custom ones that match what your business considers to be a high-quality lead. You can add other criteria, such as:

• How much money does the lead have to spend on your products or services?
• The level of authority they have to approve the purchase of your products and services.
• Does the lead need your products and services?
• How urgently does the lead need your products or services?

Artificial Intelligence for Lead Management

You can now use the Salesforce Einstein Lead Scoring feature from your favorite CRM platform when it comes to managing data. The feature is powered by AI and machine learning to help sales representatives prioritize the leads they need to approach. It does this by examining previous lead conversions and creating patterns to reference.

Then, it can intelligently score leads for sales agents. We suggest that you clean your Salesforce data regularly to ensure that your database is up to date. You want accurate data so that you get successful results and scoring from the predictive model.

Titan: Lead Capture Software for Salesforce

Even though you have some best practices in hand for working with Salesforce, you should be prepared for any roadblock with knowledge of other third-party apps that can extend your CRM system. For this reason, we raise the question: Have you heard about Titan, a no-code platform for Salesforce?

Our web-to-lead solutions can connect your web forms to any Salesforce object. Additionally, with Titan, your business can make the most of web traffic by collecting lead capture website forms for Salesforce. Titan’s web-to-lead forms can be used for every SALESFORCE use case.

We have helped organizations in healthcare, finance, education, technology, marketing, and more. Take a look at some of Titan’s features that can optimize your lead-capturing tasks in Salesforce:

We hope to see you soon!

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Disclaimer: The comparisons listed in this article are based on information provided by the companies online and online reviews from users. If you found a mistake, please contact us.