What you'll build
By the end of this guide, you'll have a fully automated lead qualification system that collects demo requests, scores each lead with AI, and sends the right notification to the right person — automatically. Your team gets an instant admin email with an AI-generated lead score and summary. Hot leads receive a personalized follow-up email. Cold leads get a warm holding message. And every lead is exported as a branded PDF report your sales team can use.
No code. No manual triage. Just structured data and smart automation.
When to use this
You run demos or discovery calls and want to prioritize leads before replying
Your team wastes time manually reviewing form submissions to figure out who's worth calling
Leads fall through the cracks because there's no system to route hot vs. cold contacts
You want AI to do the first pass on qualification so your team only talks to the right people
You need a professional PDF export of lead details for sales calls or CRM uploads
Step-by-step
Part 1: Create the lead qualification form
This is where everything starts. You'll build the form that captures lead data — contact info, role, budget, timeline, and intent signals. You'll also add four admin-only fields your team fills in after reviewing each lead: quality rating, pipeline status, score, and assignee. The fastest way to build it is with Magic Create — just paste a prompt and Formaloo generates the full form in seconds.
1. Open your homepage and start a new form. From your Formaloo homepage, click + New and select Form. When the editor opens, click the Magic Create button (the wand icon), paste the prompt below, and hit Release. Formaloo will generate the full form instantly.
Magic Create prompt to paste:
Create a lead qualification form with the following fields: full name (short text, ID: full_name), work email (email, ID: email), company (short text, ID: company), role (single choice — Founder/CEO, VP or Director, Product Manager, IT or Ops, Other — ID: job_title), team size (single choice — 1–10, 11–50, 51–200, 201–1000, 1000+ — ID: team_size), current tools (short text, ID: current_stack), problem they're solving (long text, ID: problem), decision-maker (single choice — Yes, I am / No — I'll loop in my manager / No — someone else decides — ID: decision_maker), monthly budget (single choice — Under $200, $200–$500, $500–$2,000, $2,000+ — ID: budget), timeline (single choice — Right now, Within a month, 1–3 months, Just exploring — ID: timeline). Add four admin-only fields: Lead Quality (single choice — Hot, Cold — ID: lead_quality), Pipeline Status (single choice — New, In Negotiation, Won, Lost, Retargeting — ID: pipeline_status), Lead Final Score (number — ID: lead_score), and Assignee (assignee field — ID: Assignee).
Magic Create will set the field IDs automatically based on your prompt. Here's the full field reference for verification:
# | Question | Field ID | Type | Admin only |
1 | What's your name? |
| Short text | No |
2 | What's your work email? |
| No | |
3 | What company are you from? |
| Short text | No |
4 | What's your role? |
| Single choice | No |
5 | How large is your team? |
| Single choice | No |
6 | What tools are you currently using? |
| Short text | No |
7 | What problem are you trying to solve? |
| Long text | No |
8 | Are you the decision-maker? |
| Single choice | No |
9 | What's your expected monthly budget? |
| Single choice | No |
10 | When are you looking to get started? |
| Single choice | No |
11 | Lead Quality |
| Single choice | Yes |
12 | Pipeline Status |
| Single choice | Yes |
13 | Lead Final Score |
| Number | Yes |
14 | Assignee |
| Assignee | Yes |
💡 Note: Field IDs are used in your email templates and answer piping to pull live data into notifications. If any IDs don't match the table above, click the field, open its settings, and edit the ID directly. See how to use answer piping for more detail.
Part 2: Create the email templates
Now you'll build the three email templates that power your notification system. The first is an AI prompt sent to your admin on every new submission — it asks Formaloo's AI to score the lead and write a summary. The second and third are client-facing emails that go out automatically when your team marks a lead as Hot or Cold. You'll create all three from the same panel in Apps & integrations.
📖 For a full walkthrough on building and managing email templates, see how to create and send custom email templates.
1. Open custom email templates. Click your profile icon in the top right → Apps & integrations → Custom email templates → Add new template.
2. Create the AI scoring template for your admin. This is the template that fires on every submission and generates the lead score. In the new template form, switch the body editor to AI mode (select the AI tab at the top of the body field), then fill in the fields below. Use the @ button in the subject line to insert answer piping variables. Save when done.
Template name: AI Lead Scoring — Admin Notification
Subject: New lead submitted — @full_name from @company
Body (AI prompt): You are a sales qualification expert. A new lead just submitted a demo request form. Analyze their responses and do the following: Give this lead a score from 1 to 10 based on fit, urgency, and buying intent. Classify them as Hot or Cold. Write a 2–3 sentence summary explaining why. List the top 2 signals that drove your score. Here is all the submitted data: @answered Output format: Score: X/10 Classification: Hot or Cold Summary: ... Top signals: ...
3. Create the hot lead follow-up template. Click Add new template again. This email goes directly to the lead when your team marks them as Hot. Keep the body warm and concise — the goal is to confirm receipt and set the expectation that a human is following up.
Template name: Hot Lead — We'll Be in Touch
Subject: We got your request, @full_name — exciting things ahead 🚀
Body: Hi @full_name, Thank you for reaching out — we've reviewed your request and we're excited about what you're building at @company. Our team will be in touch very shortly to set up a demo and walk you through everything. Talk soon, [Your name] [Company]
4. Create the cold lead follow-up template. Add a third template for leads your team classifies as Cold. The tone here is still warm — you're not rejecting anyone, just acknowledging the gap and keeping the door open for retargeting.
Template name: Cold Lead — We'll Be in Touch
Subject: Thanks for reaching out, @full_name
Body: Hi @full_name, Thank you for your interest — we really appreciate you taking the time to fill out the form. Based on what you shared, we want to make sure we set up the right conversation for you. We'll reach out soon to find a time that works and make sure we're fully aligned before jumping on a call. Talk soon, [Your name] [Company]
Part 3: Set up the advanced logic
With your templates ready, you'll now wire up the automation. There are two types of logic to configure: on-submit logic (runs the moment a lead submits the form) and on-update logic (runs when your team updates a field — specifically when they change Lead Quality to Hot or Cold). Together, these three rules replace the entire manual triage workflow.
📖 New to logic in Formaloo? See what is logic in Formaloo for a full overview.
1. Open advanced logic. In the form editor, click Settings in the right-side panel and scroll down to Advanced logic. Wait for the logic builder to fully load before adding rules.
2. Add the on-submit rule — email the admin with AI scoring. Click On submit in the top bar of the logic builder. Click Add rule → select Send email → choose the AI Lead Scoring — Admin Notification template → enter your admin email address (e.g. [email protected]). This rule fires on every new submission, regardless of lead quality.
3. Add the on-update rule — notify Slack when a lead goes Hot. Click On update in the top bar. Click Add rule → set the condition to Lead Quality is Hot → action: Send Slack message → choose the Slack channel where your sales team should be alerted. Connect your Slack workspace first if you haven't already.
4. Add the on-update rule — email the hot lead. Still under On update, click Add rule → condition: Lead Quality is Hot → action: Send email → template: Hot Lead — We'll Be in Touch → field: email. This sends the follow-up email to the lead's submitted email address the instant your team marks them Hot.
5. Add the on-update rule — email the cold lead. Click Add rule → condition: Lead Quality is Cold → action: Send email → template: Cold Lead — We'll Be in Touch → field: email. Click Save logic.
Your complete automation now looks like this:
On submit → AI scoring email → admin inbox
On update (Hot) → Slack alert to sales team + personalized email to lead
On update (Cold) → holding email to lead
Part 4: Create the PDF export template
The last piece is a branded PDF template your team can export for any lead record. It pulls in all the submitted data — name, company, score, pipeline status, budget, problem statement — and renders it as a clean one-page report. Useful for sales call prep, CRM uploads, or sharing context with a colleague before a demo.
📖 For a full guide on building PDF templates, see how to create PDF templates to turn responses into documents. You can also email a signed form or contract as a PDF if you want to automate PDF delivery.
1. Open the PDF templates panel. Click your profile icon → Apps & integrations → Custom PDF templates → New template.
2. Switch the editor to HTML mode. At the top of the template editor, toggle from Rich text to HTML.
3. Paste the HTML template, preview, and save. Copy the full code block below, paste it into the editor, and click Preview to check the layout. Name the template Contact HTML and click Save.
<!DOCTYPE html> <html lang="en"> <head> <meta charset="UTF-8" /> <style> * { margin: 0; padding: 0; box-sizing: border-box; } body { font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; background: #ffffff; color: #1a1a1a; padding: 48px; font-size: 14px; } .header { display: flex; justify-content: space-between; align-items: flex-start; border-bottom: 2px solid #f0f0f0; padding-bottom: 24px; margin-bottom: 32px; } .header-left h1 { font-size: 22px; font-weight: 700; color: #111; } .header-left p { font-size: 13px; color: #888; margin-top: 4px; } .score-badge { text-align: center; background: #111; color: #fff; border-radius: 12px; padding: 12px 24px; } .score-badge .score-number { font-size: 32px; font-weight: 800; line-height: 1; } .score-badge .score-label { font-size: 11px; text-transform: uppercase; letter-spacing: 1px; margin-top: 4px; opacity: 0.7; } .status-row { display: flex; gap: 12px; margin-bottom: 32px; } .badge { padding: 6px 16px; border-radius: 999px; font-size: 12px; font-weight: 600; text-transform: uppercase; letter-spacing: 0.5px; } .badge-quality { background: #fff3cd; color: #856404; } .badge-pipeline { background: #e8f4fd; color: #0c5a8a; } .section { margin-bottom: 28px; } .section-title { font-size: 11px; font-weight: 700; text-transform: uppercase; letter-spacing: 1px; color: #999; margin-bottom: 14px; } .grid { display: grid; grid-template-columns: 1fr 1fr; gap: 14px; } .field { background: #f9f9f9; border-radius: 8px; padding: 12px 16px; } .field-label { font-size: 11px; color: #999; margin-bottom: 4px; } .field-value { font-size: 14px; font-weight: 500; color: #111; } .field-full { grid-column: 1 / -1; } .divider { border: none; border-top: 1px solid #f0f0f0; margin: 28px 0; } .footer { margin-top: 40px; font-size: 11px; color: #bbb; text-align: center; } </style> </head> <body> <div class="header"> <div class="header-left"> <h1>Lead Qualification Report</h1> <p>{{company}} · {{full_name}}</p> </div> <div class="score-badge"> <div class="score-number">{{lead_score}}</div> <div class="score-label">Lead Score</div> </div> </div> <div class="status-row"> <span class="badge badge-quality">{{lead_quality}}</span> <span class="badge badge-pipeline">{{pipeline_status}}</span> </div> <div class="section"> <div class="section-title">Contact information</div> <div class="grid"> <div class="field"><div class="field-label">Full name</div><div class="field-value">{{full_name}}</div></div> <div class="field"><div class="field-label">Work email</div><div class="field-value">{{email}}</div></div> <div class="field"><div class="field-label">Company</div><div class="field-value">{{company}}</div></div> <div class="field"><div class="field-label">Job title</div><div class="field-value">{{job_title}}</div></div> </div> </div> <hr class="divider" /> <div class="section"> <div class="section-title">Qualification details</div> <div class="grid"> <div class="field"><div class="field-label">Team size</div><div class="field-value">{{team_size}}</div></div> <div class="field"><div class="field-label">Monthly budget</div><div class="field-value">{{budget}}</div></div> <div class="field"><div class="field-label">Timeline</div><div class="field-value">{{timeline}}</div></div> <div class="field"><div class="field-label">Decision maker</div><div class="field-value">{{decision_maker}}</div></div> <div class="field field-full"><div class="field-label">Current tools</div><div class="field-value">{{current_stack}}</div></div> <div class="field field-full"><div class="field-label">Problem they're solving</div><div class="field-value">{{problem}}</div></div> </div> </div> <div class="footer">Generated by Formaloo · Confidential</div> </body> </html>
What you now have
You have a complete AI-powered lead qualification system. Every new demo request triggers an AI-generated lead score delivered straight to your admin inbox. Your team reviews the score and marks the lead Hot or Cold — one field update that triggers the entire downstream workflow automatically. Hot leads get an enthusiastic, personalized follow-up within seconds. Cold leads get a professional holding message. Every record can be exported as a branded PDF report ready for your CRM or sales call prep. You've eliminated the manual triage step entirely.
What's next
Once your lead qualification system is running, these are the natural next steps to build a full sales operations workflow on top of it.
Collect leads directly from email threads: If leads reach out via email before filling a form, CC Formaloo lets you capture that data without asking them to start over. Every email thread becomes a structured record you can qualify, score, and route just like a form submission. → How to use CC Formaloo to collect data from email threads
Send targeted follow-up campaigns to your lead list: Once you've built up a pool of leads, use Formaloo's email campaign feature to re-engage cold leads, nurture warm ones, or run outbound sequences. AI agents can personalize each message based on what the lead originally submitted. 👉 How to send an email campaign and collect data with AI agents
Build a client portal for qualified leads: After a lead converts, move them into a dedicated portal where they can track their onboarding progress, submit documents, and access resources. You control exactly what each user sees based on their status or role. 👉 How to create a portal and manage user access
Pair this with a service cost estimator: If quoting is part of your sales process, add a cost estimator form that lets leads self-qualify their budget and instantly receive a personalized price breakdown 👉 no back-and-forth before the demo. → How to build a service cost estimator that emails clients a price breakdown
Add a multi-stakeholder approval step for enterprise deals: For high-value leads that need sign-off from more than one person, build a structured dual-approval workflow that routes the deal through the right reviewers before it moves forward. 👉 How to build a dual-approval request workflow
Ready-to-use templates
[Template needed: AI-powered lead qualification form with admin-only scoring fields, conditional email logic, and a PDF export template pre-configured]
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