Lead Generation

Overview

Ansa helps marketing teams:

Capture leads through natural conversations
Qualify prospects with smart questions
Route leads to sales with full context
Automate follow-up notifications
Track conversion across the funnel

Lead Capture Strategy

Conversational vs. Direct Forms

Ansa supports both approaches:

Approach	When to Use
Conversational	Visitors with questions, need nurturing
Direct Form	High-intent visitors, trigger-based capture

The AI agent naturally guides conversations toward qualification while answering questions, then shows a form when the visitor is ready.

Form Tool for Lead Capture

Create a comprehensive lead form:

{
  "name": "capture_lead",
  "description": "Use when visitor expresses interest in learning more, asks about pricing, or wants to be contacted.",
  "executionType": "form",
  "formSchema": {
    "fields": [
      {
        "name": "name",
        "label": "Full Name",
        "type": "text",
        "placeholder": "John Smith",
        "validation": {
          "required": { "value": true, "message": "Please enter your name" }
        }
      },
      {
        "name": "email",
        "label": "Work Email",
        "type": "email",
        "placeholder": "john@company.com",
        "validation": {
          "required": { "value": true, "message": "Email is required" },
          "pattern": {
            "value": "^[^@]+@[^@]+\\.[^@]+$",
            "message": "Please enter a valid email"
          }
        }
      },
      {
        "name": "phone",
        "label": "Phone Number",
        "type": "tel",
        "placeholder": "+1 (555) 123-4567"
      },
      {
        "name": "company",
        "label": "Company",
        "type": "text"
      },
      {
        "name": "role",
        "label": "Your Role",
        "type": "select",
        "options": [
          { "label": "Executive", "value": "executive" },
          { "label": "Manager", "value": "manager" },
          { "label": "Individual Contributor", "value": "ic" },
          { "label": "Other", "value": "other" }
        ]
      },
      {
        "name": "interest",
        "label": "What are you interested in?",
        "type": "multiselect",
        "options": [
          { "label": "Product Demo", "value": "demo" },
          { "label": "Pricing Information", "value": "pricing" },
          { "label": "Technical Questions", "value": "technical" },
          { "label": "Partnership", "value": "partnership" }
        ]
      },
      {
        "name": "message",
        "label": "Anything else we should know?",
        "type": "textarea",
        "placeholder": "Tell us about your use case..."
      }
    ],
    "submitLabel": "Get in Touch",
    "successMessage": "Thanks! Our team will reach out within 24 hours."
  },
  "formPostActions": [
    {
      "type": "webhook",
      "url": "https://hooks.zapier.com/hooks/catch/123/abc",
      "headers": { "Content-Type": "application/json" }
    },
    {
      "type": "slack",
      "webhookUrl": "https://hooks.slack.com/services/...",
      "messageTemplate": "🎯 *New Lead!*\n\n*Name:* {{name}}\n*Email:* {{email}}\n*Company:* {{company}}\n*Role:* {{role}}\n*Interest:* {{interest}}\n*Message:* {{message}}"
    },
    {
      "type": "email",
      "recipientIds": ["sales-team-user-id"],
      "subject": "New Lead: {{name}} from {{company}}"
    }
  ]
}

Trigger-Based Lead Capture

Use triggers to engage high-intent visitors at the right moment:

Exit Intent on High-Value Pages

Capture visitors about to leave your pricing or demo pages:

{
  "name": "Pricing Exit Capture",
  "triggerType": "exit_intent",
  "conditions": {
    "page": "/pricing*"
  },
  "actionType": "show_form",
  "actionConfig": {
    "toolId": "capture_lead_tool_id",
    "message": "Before you go — want us to send you a custom quote?"
  },
  "triggerOnce": true,
  "priority": 10
}

Time-Based Engagement

Engage visitors who spend time reading:

{
  "name": "Content Engagement",
  "triggerType": "time_on_page",
  "conditions": {
    "timeOnPage": 45,
    "page": "/blog/*"
  },
  "actionType": "show_bubble",
  "actionConfig": {
    "message": "Want more insights like this? Let's chat!",
    "duration": 10
  }
}

Scroll Depth Trigger

Capture engaged readers:

{
  "name": "Whitepaper CTA",
  "triggerType": "scroll_depth",
  "conditions": {
    "scrollDepth": 75,
    "page": "/resources/*"
  },
  "actionType": "open_chat",
  "actionConfig": {
    "message": "Enjoying this content? I can answer any questions or send you related resources."
  }
}

Progressive Profiling

Use user identification to pre-fill forms and progressively collect data:

// First visit - basic info
window.ansa.identify({
  userId: 'anon_123',
  userMetadata: { source: 'blog' }
});

// After first form submission - more data
window.ansa.identify({
  userId: 'lead_456',
  userMetadata: {
    name: 'Jane Smith',
    email: 'jane@company.com',
    company: 'Acme Inc'
  }
});

import { identifyUser } from '@ansa-so/sdk';

// Progressive identification
identifyUser({
  userId: 'lead_456',
  userMetadata: {
    name: 'Jane Smith',
    email: 'jane@company.com',
    company: 'Acme Inc',
    stage: 'mql' // Marketing Qualified Lead
  }
});

Form fields can use templates to pre-fill:

{
  "name": "email",
  "type": "email",
  "defaultValue": "{{user.email}}"
}

Lead Scoring with Custom Events

Track high-intent actions to score leads:

// Track key behaviors
window.ansa.trigger('pricing_viewed', { plan: 'enterprise' });
window.ansa.trigger('demo_video_watched', { duration: 180 });
window.ansa.trigger('competitor_comparison_viewed');
window.ansa.trigger('case_study_downloaded', { title: 'Enterprise Success' });

import { triggerEvent } from '@ansa-so/sdk';

triggerEvent('pricing_viewed', { plan: 'enterprise' });
triggerEvent('demo_video_watched', { duration: 180 });

Create triggers that respond to high-intent signals:

{
  "triggerType": "custom_event",
  "conditions": {
    "event": "pricing_viewed",
    "eventData": { "plan": "enterprise" }
  },
  "actionType": "open_chat",
  "actionConfig": {
    "message": "I see you're looking at our Enterprise plan. Would you like me to connect you with our enterprise team for a custom quote?"
  }
}

CRM & Marketing Automation

Webhook Integration

Connect to any CRM or marketing platform:

{
  "type": "webhook",
  "url": "https://api.hubspot.com/contacts/v1/contact",
  "headers": {
    "Authorization": "Bearer ${hubspot_api_key}",
    "Content-Type": "application/json"
  }
}

Popular integrations:

HubSpot
Salesforce
Marketo
Mailchimp
ActiveCampaign

See Webhooks for payload structure.

Zapier/Make Integration

Use webhook post-actions to connect to Zapier or Make for complex workflows:

Create a Zapier webhook trigger
Add the webhook URL as a form post-action
Build automations: add to CRM, send email sequence, notify team

Managing Leads

View all form submissions in the Leads dashboard: Leads dashboard

Filter by form/tool
View full conversation context
Export for CRM import
Track conversion metrics

Trigger Analytics

Monitor which triggers drive the most leads:

Metric	What to Track
Fired Count	How often triggers activate
Converted Count	How many led to form submissions
Conversion Rate	Optimize underperforming triggers
Page Performance	Which pages generate most leads

Getting Started

User Guides

Use Cases

Developer Guides

Tools & Forms

Integrations

API Reference

Support

Lead Generation

Overview

Lead Capture Strategy

Conversational vs. Direct Forms

Form Tool for Lead Capture

Trigger-Based Lead Capture

Exit Intent on High-Value Pages

Time-Based Engagement

Scroll Depth Trigger

Progressive Profiling

Lead Scoring with Custom Events

CRM & Marketing Automation

Webhook Integration

Zapier/Make Integration

Managing Leads

Trigger Analytics

See Also

​Overview

​Lead Capture Strategy

​Conversational vs. Direct Forms

​Form Tool for Lead Capture

​Trigger-Based Lead Capture

​Exit Intent on High-Value Pages

​Time-Based Engagement

​Scroll Depth Trigger

​Progressive Profiling

​Lead Scoring with Custom Events

​CRM & Marketing Automation

​Webhook Integration

​Zapier/Make Integration

​Managing Leads

​Trigger Analytics

​See Also

Overview

Lead Capture Strategy

Conversational vs. Direct Forms

Form Tool for Lead Capture

Trigger-Based Lead Capture

Exit Intent on High-Value Pages

Time-Based Engagement

Scroll Depth Trigger

Progressive Profiling

Lead Scoring with Custom Events

CRM & Marketing Automation

Webhook Integration

Zapier/Make Integration

Managing Leads

Trigger Analytics

See Also