Inbound forms are easy to launch, but hard to run well. Leads come in with minimal context, follow-up slows down, and routing becomes inconsistent across the team.
In this use case, you’ll build a simple RevOps flow: your form stays short (Email or Website only), enrichment fills in company details in the Responses table, and your team routes leads by marking them as reviewed. That single update triggers On update logic to assign the owner and run the next step (notification, CRM update, or pipeline action).
The workflow
A user submits your inbound form using an Email or Website field, and the submission is saved immediately in your Responses table (data block).
Enrichment then runs in the background and updates the same record with available company data. Once those enriched fields appear in the table, your RevOps or SDR team can review the lead and update a single routing field ( from Received to Reviewed ), which triggers On update logic to assign the owner and run the next step such as a notification, CRM update, or pipeline action.
ℹ️ Enrichment is asynchronous. It’s normal for enriched fields to appear after a short moment. If a mapped field stays empty, it usually means no valid value was available for that attribute.
Step 1: Create a simple inbound form (collect only what you need)
Create a “Demo request” or “Lead generation form” form and keep it minimal. The only required input for this flow is a business Email or Website.
💡 Tip:
If you want a fast draft, generate the form with Magic Create, then adjust the fields before enabling enrichment.
🔗 Learn more: How to create any form using magic create in Formaloo
Step 2: Choose your enrichment source (Email or Website)
Decide what you want enrichment to use as the source:
Use Email when you expect business emails ([email protected]) and want enrichment to match the company from the domain.
Use Website when many leads prefer sharing their company domain instead of a work email, or when you want to enrich based on the website even if email quality varies.
You’ll select the source field later when you create the integration, but it’s helpful to decide now so your form includes the right field.
ℹ️ You can include both Email and Website in the form, but each integration uses one selected Source field.
Step 3: Add internal “review and routing” fields (Admin only)
Now add the internal fields your team will use to review and route leads. These fields should be set to Admin only, so they don’t appear to respondents, but are available in the Responses table.
Create these fields:
Create Lead status (single choice) and set its default value to Received. Use options such as Received, Reviewed, Routed, and Disqualified.
Create Routing decision (single choice) with options such as Route to AE, Route to SDR, Send to nurture, and Disqualify.
Create Lead owner (text/or single choice depending on your setup) and leave it blank or set the default to Unassigned.
This gives your team a simple, repeatable operating step: every new lead arrives as Received, and a teammate moves it to Reviewed to trigger routing.
Step 4 (Optional): Add a lead scoring variable (fit score)
If you want consistent prioritization, add a variable score that your team can use during review.
Create a variable such as lead_score and define scoring rules based on enriched values (employee count, revenue, industry). You’ll use this score later in routing conditions or notifications.
Example scoring pattern:
If revenue range is large, add points.
If industry matches your ICP, add points.
If employee count is high, add points.
💡 Tip:
Keep scoring simple at first. Start with one or two rules (employee count + industry), then expand once your team sees what actually matters.
🔗 Learn more: How to add and calculate scores using variable fields
Step 5: Add the company fields you want enrichment to fill
Now create the fields that enrichment will populate. These fields are what remove manual research from your process.
A practical set for routing:
Company name
Company employee count
Company revenue range
Primary industry
ℹ️ “Admin only” is ideal here: your form stays short and user-friendly, while your team gets a complete company profile in the table after enrichment.
🔗 Learn more: What are admin-only fields and how they help
Step 6: Enable Lead enrichment and map your fields
Install Lead enrichment (Beta) from the App Store, then open it and go to Add new integration.
Select your form in Formaloo base. Then select the field you chose earlier in Source field (Email or Website).
Now map the enrichment attributes to the fields you created in Step 5. A clean mapping looks like this:
Map
company_nameto your Company name field.Map
company_employee_countto your Company employee count field.Map
company_revenue_rangeto your Company revenue range field.Map
company_primary_industryto your Primary industry field.
Click Save and confirm the integration appears under Active integrations.
⚠️ Lead enrichment applies only to new submissions collected after you click Save. Existing rows won’t be enriched automatically.
🔗 Learn more: How to enrich leads automatically (B2B)
Step 7: Set up routing and notifications with On update logic
Now build the automation that runs when your team reviews a lead.
Use On update logic with one clear trigger:
When Lead status changes from Received to Reviewed, apply routing rules.
From there, you can automate a few common actions:
Assign Lead owner based on company size or industry.
Send a notification (Email/Slack) to the assigned owner.
Send the lead to your CRM or trigger a webhook.
Update a pipeline stage if you track stages in your table.
ℹ️ On update runs whenever a record is updated (for example, changing any field value or selection).
🔗 Learn more: What is “On update” logic and how it works
Step 8: Run a realistic test (submission → enrichment → review → routing)
Submit a test entry using a real business Email or a valid Website (depending on which source you selected).
Go to Responses and find the new row. You’ll see the original submission immediately. After a short moment, refresh the data block to see enriched fields populate in the same row.
Now do the real “RevOps step”: change Lead status from Received to Reviewed.
As soon as you make that update, your On update rules run and apply the workflow for you (assign owner, set routing decision, send notifications, trigger CRM/webhook actions).
ℹ️ If a mapped enrichment field stays empty after refresh, it usually means the provider didn’t return a value for that attribute for this lead.
Closing
Once this is live, your inbound process becomes predictable. Prospects see a short form, enrichment adds company context to the same row in your Responses table, and your team routes leads consistently by reviewing a record and updating Lead status from Received to Reviewed (and then Routed). Start with a small set of routing rules, then refine what “high-value” means as you learn from real inbound leads.