Leads in your own CRM

Connect leads from trade media to your CRM

We place each lead in the system your sales team already uses, with the data and source included.

Book a meeting Read first how lead generation works

What we set up

What does connecting leads to your CRM mean?

Connecting leads to your CRM means that an enquiry or download automatically becomes a contact in your customer system, with the data requested by the form. No one needs to retype an email, and sales see the lead in the environment they already work in.

Louwers Mediagroep provides this connection for the leads that come through us: downloads of a whitepaper on one of our 45+ platforms and enquiries via the forms on a website we create for you. We agree the CRM package and method, such as a webhook or an API, with you.

Each lead can include the source: the title, the placement and the subject someone responded to. This way, sales know what the first conversation is about, and you see which campaign generates enquiries. How the leads come about is explained on our page about lead generation in construction and industry.

45+ platforms where your whitepaper can be placed behind a form
3 data points that each download provides at a minimum: name, company and email address
Per placement the source of each lead: title, placement and subject

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What you get

What data comes with a lead into your CRM?

We agree per form which fields are included. These are the data sales need to follow up effectively. Keep the list short: each extra field on the form costs enquiries. How a whitepaper with lead form works is explained on the page about online.

Contact details
Name and email address, and a phone number if the form requests it.
Company and role
Which company the lead works for and, if you ask, in which role. This way, you see whether you are speaking to a buyer, a specifier or an installer.
The question or document
Which whitepaper someone downloaded or what they wrote in the form. That is the subject of the first conversation.
The source
The platform, the placement and the campaign from which the lead came. This allows you to see in your CRM which campaign generates conversations and quotes.
Date and time
When the lead arrived, so you can agree within what timeframe sales will follow up.
Consent
What the lead indicated on the form, so sales know what they are allowed to contact them about.

The connection

How does a connection between form and CRM work?

A connection links two systems: the form handling where the lead arrives and the CRM where your sales team works. The two common methods are a webhook and an API. With a webhook, the form handling immediately sends each new lead to an address your CRM provides for this. Which methods your CRM supports is stated in the package documentation.

Via an API, the connection writes the lead directly into your CRM. It can also first check if the contact or company already exists, so you do not get duplicate contacts. Common packages like HubSpot, Pipedrive and Salesforce offer an API. We agree in advance which method suits your package.

A connection transfers personal data. Therefore, we agree together which fields are included, where they end up and who can view them, so the connection fits with the agreements you have made under the GDPR.

If you do not have a CRM, or if few leads come in, an email to the right colleague is often enough. On websites we create, each form gets its own recipient: the quote request goes to sales, the enquiry about an ongoing project to the project manager.

Read how we create a B2B website

How it works

How does connecting leads to your CRM work?

From the first conversation to the first lead in your CRM. We respond to your enquiry within one working day.

1Step 1
Map the lead sources
We trace where your leads currently come from: whitepapers on our platforms, forms on your site or both. And who follows them up at your end, in which CRM.
2Step 2
Agree package and method
Together we choose the method that suits your CRM, such as a webhook or an API, and agree on which fields and which source will be included.
3Step 3
Set up and test
We set up the connection and send test leads through the entire chain. You check in your CRM whether each lead is complete and in the right place.
4Step 4
Go live and follow up
New leads will henceforth enter your CRM. In your campaign report, you will also see how many leads came per placement.

Comparison

CRM connection, email or list: what suits your sales?

There are three ways to get leads to sales. Which one suits you depends mainly on the number of leads and the system you work in.

Connection to your CRM

How the lead arrives. As a contact in your CRM, with the agreed fields filled in

When sales see it. As soon as the lead is in the CRM

Retyping. Not needed

Risk of errors. Small: the agreed fields are transferred one-to-one

Source of the lead. As a field with the contact, usable in your CRM reports

Best for. A sales team that works in a CRM and receives leads from multiple sources

Email per lead

How the lead arrives. As a message in the recipient's mailbox

When sales see it. As soon as the email is read

Retyping. Needed if your sales work in a CRM

Risk of errors. Greater: typing errors occur or a lead is overlooked

Source of the lead. Only if it is in the email

Best for. A small number of leads and a fixed recipient per subject

List from the report

How the lead arrives. As an overview, during or after the campaign

When sales see it. When the report comes in

Retyping. Needed, or an import into your CRM

Risk of errors. Greater: a list lags behind what comes in

Source of the lead. Per placement in the report

Best for. A first campaign, or an evaluation per placement

The three do not exclude each other. Even with a connection, you receive the report with the leads per placement, allowing you to compare campaigns. If you are unsure which route suits you, book a meeting.

What determines the price

What does it cost to connect leads to your CRM?

There is no fixed price for a connection, as no two CRM environments are set up the same. What it costs depends on your package, the method and the number of forms you want to connect. Connecting only whitepaper downloads is simpler than also connecting all forms on your site. You will receive a tailored proposal after we have reviewed your lead sources and your CRM. The rates for a whitepaper campaign on our platforms are in the media kit 2027.

The CRM package
A package with a standard API or webhook is easier to connect than a custom system.
The method
A webhook that forwards leads, or an API connection that also checks for duplicate contacts.
Number of lead sources
Only whitepapers on our platforms, or also the forms on your own site.
Fields and source
How much data is transferred and into which fields of your CRM they are placed.
Later changes
A new form or a different CRM requires an adjustment to the connection.

Good to know

Questions about leads and your CRM

Is your question not listed? Call us or ask it via the contact form.

Which CRM packages can you connect?

We agree on that per client. Common packages like HubSpot, Pipedrive and Salesforce offer an API or webhook to import leads. In an introduction, we look at which package you use and which method suits it before we commit to anything.

What is the difference between a webhook and an API?

A webhook immediately forwards a new lead to an address provided by your CRM. Via an API, the connection writes the lead directly into your CRM and can first check if the contact already exists. A webhook is simpler, an API provides more control.

Which leads can end up in my CRM?

Downloads of a whitepaper on one of our platforms and enquiries via the forms on a website we create for you. We agree in advance which fields per form are included.

Can I see from which campaign a lead comes?

Yes. Each lead can include the source: the platform, the placement and the topic. In your CRM, you can see which campaign generates conversations, and in the campaign report, the leads are listed per placement.

I do not have a CRM. Can I still follow up on the leads properly?

Yes. The leads will then arrive by email to the appropriate colleague. On websites we create, each form has its own recipient: the quote request goes to sales, the question about an ongoing project to the project manager. A connection can be made later if needed.

What about the GDPR?

A lead is someone who fills in their details for your document or enquiry. A connection transfers that data to your system. Therefore, we agree in advance which fields are included, where they end up and who can view them. What the lead has indicated on the form can be included as a field in your CRM.

Does my website have to be made by you?

For leads from whitepapers on our platforms, no: they come in via our own forms. For forms on your own site, it depends on how that site is built. On sites we create, we set up the forms immediately for follow-up. Read more about having a B2B website created.

What does a CRM connection cost?

That depends on your package, the method and the number of forms. You will receive a tailored proposal after we have reviewed your situation. The rates for a whitepaper campaign are in the media kit 2027.

Read on