When a new lead submits a form, ClickDimensions automatically creates the lead record in Dynamics 365/CRM for you and assigns it to the ClickDimensions Service User listed in your account. While this may work for your organization most of the time, sometimes you might find that you want a form’s new leads to be assigned to a different user. Or maybe you want them to dynamically assign out depending on geographic region, area of interest or some other criteria. Either way, you can use a campaign automation to accomplish this.

To get started, you will need a form and a campaign automation. In the example below, we will focus on assigning new leads based on the zip code supplied in the form.

The Form

You can see in the form below that zip code is one of the required fields. So, when the new lead is created, that data is mapped back to the lead record in CRM. Once it maps back, we will later be able to use it in our campaign automation.

The Campaign Automation

Now the campaign automation is going to do the heavy lifting. It will distinguish between new leads and existing leads/contacts and assign only the new leads to a different user than the default assignee. We’re going to use two decision nodes to handle both needs.

Here’s an overall look at what we’re going to build:

Submitted Form Trigger Entry Point

The first step is to add the Submitted Form trigger and associate it to your form. This form can be a ClickDimensions form or a third-party form that you connect to ClickDimensions using form capture. Then, you’re going to follow the Submitted Form trigger with two Wait Timers.

Wait Timers

As expected, Wait Timers can be used for delaying subsequent actions in a campaign automation, but they’re also a great wild card. If you ever need to connect two triggers or use two sets of decision nodes—what we’re doing—they can easily be placed in between those items that can’t be connected directly to each other. And you can just set it for one minute.

In this case, you will notice that the bottom Wait Timer, called Wait/Complete, is being used to allow the existing leads/contacts to complete the campaign automation. If we pulled in the leads/contacts from their form submission, but then filtered them out in the decision node with no following action, then they would just be running in the campaign automation until you stopped it completely. So again, the Wait Timer is a great multipurpose action.

Circling back to the top/first Wait Timer, called Wait 10 minutes, we’re going to set that to wait for 10 minutes just to give your CRM enough time to finish updating the new lead from the form submission. If your CRM tends to process records slower, then you could certainly lengthen this wait timer but typically, 10 minutes should be enough time.

The First Decision Node

Next, we’re going to set up the first decision node.

Path 1

For the first Wait Timer’s path, which is the path our new leads should take, we set the criteria to look for leads owned by the Service User. We also include second criteria of checking for contacts whose Email field does not have a value.

Keep in mind that when you have a decision node that needs to handle leads and contacts, each path’s criteria should address both entities. Otherwise, an entity that is not addressed will be considered eligible for the path that doesn’t address it. Essentially, there’s nothing in the criteria that’s excluding it. So, in the above decision node, we want to exclude all contacts from going down that first path. The easiest way to do that is to look for contacts who don’t have an email address; typically, there aren’t going to be any in your system.

Path 2

The second path is for our existing leads/contacts so it’s looking for any lead whose owner is not the Service User or any contact with an email address saved on their record.

For both paths, you will group the criteria with the OR grouping. That will allow the decision node to properly route your Leads or Contacts.

The Second Decision Node

The second decision node is simpler to set up. Remember that it’s only following the 10-minute Wait Timer and the previous decision node is making sure that only new leads are going to reach this decision node.

We will focus on segmenting the new leads based on the zip code they provided in their form submission. We will use four zip codes as an example and each zip code will get assigned to a different CRM user.

Each assigned path’s criteria will be as simple as the one shown above—lead’s Zip Code field equals [insert value].

And the assignee will be set up in the subsequent Assign Owner action.

Once you have set this up and saved it, you can save and publish your campaign automation. And running a quick test will show a lead getting assigned to the correct owner.

A new visitor to our form submits it using the zip code shown below.

And after the campaign automation has processed the form submission, their owner matches the assignee for that 23456 zip code—Jake.

This campaign automation setup is also a great start for other segmenting actions that you want to take such as assigning tasks, adding to marketing lists and much more.

Happy Marketing!