Forms let you capture inbound interest from websites, campaigns, or events and land submissions directly in EDGE Sword as leads or related records.
Please note:
- Test with a sample submission before embedding on a live page — bad field mapping creates incomplete leads.
- Align UTM and source codes with your Campaigns and forms overview so attribution stays consistent in reports.
Form building blocks
| Element | Purpose | CRM mapping |
|---|---|---|
| Text / email | Contact details | Lead name, email, phone |
| Select | Source, segment, product interest | Lead source, custom field |
| Hidden field | UTM or campaign ID | Attribution on create |
| Consent checkbox | GDPR / marketing opt-in | Custom boolean field |
| Submit action | Create or update record | Target entity and pipeline |
Design forms around the minimum fields sales needs to follow up — every extra field lowers completion rates.
Create and publish a form
- Open Marketing → Forms
- Select New form and choose a template or blank layout
- Drag fields onto the canvas and set labels and validation
- Map each field to a CRM property or custom field
- Configure the submit action (create lead, update existing by email match)
- Copy the embed code or share the hosted link
Test with a sample submission before embedding on a live page.
After submission
Submissions create or update records according to your mapping. Duplicate handling rules (match on email, phone) prevent clutter when the same person submits twice.
sequenceDiagram participant Visitor participant Form as Published form participant CRM as EDGE Sword CRM Visitor->>Form: Submit fields Form->>CRM: Map and validate CRM->>CRM: Create or update lead CRM-->>Visitor: Confirmation message CRM->>CRM: Trigger workflows optional
Pair forms with campaigns so attribution flows from first touch through to closed deals. After submission, sales should log the first outreach as an interaction so Pulse reflects fresh activity. Map company fields when B2B accounts should link to existing company records.