> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ansa.so/llms.txt
> Use this file to discover all available pages before exploring further.

# Lead Generation

> Capture and qualify leads with conversational forms, smart triggers, and automated follow-up workflows.

export const Screenshot = ({src, alt}) => <img src={src} alt={alt} className="rounded-lg border border-gray-200" />;

## 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

<Screenshot src="/screenshots/chat.png" alt="Lead generation chat" />

## 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:

```json theme={null}
{
  "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:

```json theme={null}
{
  "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:

```json theme={null}
{
  "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:

```json theme={null}
{
  "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."
  }
}
```

<Screenshot src="/screenshots/widget.png" alt="Trigger configuration" />

## Progressive Profiling

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

<CodeGroup>
  ```javascript Vanilla JS theme={null}
  // 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'
    }
  });
  ```

  ```javascript ES Module theme={null}
  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
    }
  });
  ```
</CodeGroup>

Form fields can use templates to pre-fill:

```json theme={null}
{
  "name": "email",
  "type": "email",
  "defaultValue": "{{user.email}}"
}
```

## Lead Scoring with Custom Events

Track high-intent actions to score leads:

<CodeGroup>
  ```javascript Vanilla JS theme={null}
  // 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' });
  ```

  ```javascript ES Module theme={null}
  import { triggerEvent } from '@ansa-so/sdk';

  triggerEvent('pricing_viewed', { plan: 'enterprise' });
  triggerEvent('demo_video_watched', { duration: 180 });
  ```
</CodeGroup>

Create triggers that respond to high-intent signals:

```json theme={null}
{
  "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:

```json theme={null}
{
  "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](/developer-guides/webhooks) for payload structure.

### Zapier/Make Integration

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

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

## Managing Leads

View all form submissions in the **Leads** dashboard:

<Screenshot src="/screenshots/history.png" alt="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   |

## See Also

* [Form Tools](/tools/form-tools) — Complete form field reference
* [Submission Actions](/tools/post-actions) — Webhook, Slack, email configuration
* [Triggers](/widget/triggers) — All trigger types and actions
* [Identity & Personalization](/developer-guides/identity) — User tracking
* [Webhooks](/developer-guides/webhooks) — CRM integration details
* [Leads & Forms](/user-guides/leads) — Managing submissions