How to automate lead generation on WordPress in 3 steps

Lead generation is among the most relevant parts of digital marketing that businesses focus on. The leads generated are the best-quantified results that digital marketers get to display to the client. Multiple methods are used by digital marketers to generate leads. Search, Social media, email, content, and whatnot, no stone is left unturned when it comes to lead generation. What if you could automate lead generation for email marketing?


Email marketing is a form of marketing where the marketer or companies get to reach out to the target customers on a deeper, personal level compared to other modes of marketing. Collecting emails from the target user group is essential for any business to warm the leads and move them from the top of the funnel to the bottom. Landing pages, website contact forms, social media ad replies, etc. are used to collect email from the target users online.

Collecting and managing the leads is a daunting task when the landing page or website has good traffic that has a good conversion probability. The leads collected from the page using a contact form needs to be copied from there and stored as a separate list to be used for email marketing. Email lists are gaining relevance by the day, given the reduced attention spans of users.

What if collecting the leads and using them for email marketing can be made to work for you by automating lead generation? Imagine the email list filling up while you sleep!

Yes, you can do that. WordPress is the most widely used and cost-effective platform for building landing pages, let’s see how to automate lead generation on WordPress. All you need for that are two tools, apart from Google Sheets that you already use to input the leads. The process to automate lead generation needs two tools, WPforms, and Zapier. While WPforms is the best contact form plugin on WordPress to collect data, Zapier is the leading automation platform that lets you automate a variety of tasks by integrating platforms, tools, and other integrations.

Let’s get started on how to automate lead generation on WordPress. WPforms and Zapier plugins have to be installed and active for the process.

1. Installing Zapier add-on for WPforms

Open the WPForms integration settings
Image credits: WPforms

From the WPforms menu, select Settings and navigate to the integrations tab.
Within Integrations, select and add the Zapier Addon.

2. Connecting the form to Zapier

Click the Make a Zap button in Zapier to create a zap
Image Credit: WPforms

Create a Zap on Zapier. A Zap is an automation sequence lovingly called so by Zapier.

Select WPForms as the Trigger App in Zapier
image Credit: WPforms

From the app search bar, search for WPforms and select the WPforms option.

Once WPforms is selected, select the trigger event for the zap to work. In the case of a contact form, it is a new contact from entry.

Trigger options for WPForms in Zapier
Image Credit: WPforms

Sign in to the WPforms account and grab the API key required for connecting Zapier and WPforms. Input the API key to the field when prompted and connect the account.

Click the Connect an Account button in Zapier
Image Credit: WPforms
Customize form entry in Zapier 1
Image credit: WPforms

Select the relevant form to continue with the setup.

Test your account connection 2
Image credit: WPforms
Connection test was successful 1
Image Credit: WPforms

3. Connecting to and automating the email marketing platform

-Once the trigger event is set up on the zap with WPforms, the next step is to add the email marketing tool integration.

-Go back to the zap and add the second step of the automation where the data from WPforms is made to automatically enter into the relevant email list.

-Select the app for the email marketing tool of your choice. All the major email marketing tools have Zapier integration built into the platform. Our platforms of choice are , , , Active Campaign, , , etc. Select the platform that fits your requirement.

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-Search for the email marketing tool of your choice from the app search bar and select the app.

-Complete the email marketing app setup by connecting the app to the Zap.

-Select the action as Add New Subscriber, with the relevant email list.

-Submit, test, and review the connection.

-Once the setup is complete, the data from the contact form can be seen on the zap.

-Test the zap and make sure everything is working.

Use the incoming leads to set up email automation in your email marketing tool, as per your subscription.

Check out the 5 tools for your marketing automation journey here

Wrapping up

Now that the process to automate lead generation on WordPress has been laid out, the same method can be used to automate a variety of tasks that might carve a lot into your precious time as a small business owner or a digital marketer. Zapier supports multi-step zaps by connecting multiple apps to zaps and automating a string of tasks that might otherwise take a lot of time to perform.

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