Create a sequence from a form submission
Somebody fills in your form; two minutes later an AI agent is calling them, and if they do not pick up a WhatsApp is on its way. The trigger, the steps, the stop.
The sequence most teams should build first is the one on their website form. Every form submission is a person who wanted something a minute ago, and the gap between that and your first call is where leads go cold. A sequence closes it without anyone watching a queue.
This tutorial builds that one: form submitted, call within two minutes, WhatsApp if no answer, a wait, an email, a task for a human, and a stage change at the end.
Before you start
- A form with a phone field, and your schema so submissions become contacts with an owner.
- A calling channel with outgoing enabled and an AI voice agent to answer.
- A WhatsApp channel with an approved template — form-fillers are outside the 24-hour window unless they messaged you.
- A connected email channel.
Steps
Create the sequence and name it for the trigger
Under Sequences. Name it for what starts it and what it does — Demo form → call, book — because sequences accumulate and a list of names like "Sequence 3" is unreadable in a month.
Set the trigger: a form is submitted
Choose the form. Every submission enrols that person. Add an only if straight away: only if the contact is not already in a sequence, so somebody who submits twice gets one set of calls, not two.
Step one: call within two minutes
An AI call on your calling line, answered by the voice agent you chose. Two minutes rather than instantly — a call the moment somebody presses submit feels like surveillance. If they pick up and qualify, the agent books a slot and the sequence is done with them.
Step two: if nobody answers, WhatsApp the booking link
An approved template with the booking link as a variable. A missed call followed by a message that says "sorry we missed you — pick a time here" is the highest-converting pair in most sequences, because the person was interested a minute ago and now has a one-tap answer.
Step three: wait a day, then email
A wait of one day, resuming in working hours, then an email from the shared mailbox with the same booking link. A different door for the person who does not answer unknown numbers or read WhatsApp at their desk.
Step four: create a task for the owner
If there is still no reply, create a task for the contact's owner: "Form lead — three automated attempts, try once by hand." Write it as an outcome, with a due time, so it lands in somebody's list rather than nobody's.
Step five: after a week, move the stage and stop
Only if the stage is still New, move it to Contacted, add a note saying the sequence ran, and stop. The person is still in your pipeline; they are just no longer being chased.
Submit the form yourself and follow it through
From your own phone, on the real form. Do not answer the call. Watch the WhatsApp arrive. Then open your own contact record: the feed should read exactly like the sequence — call, WhatsApp, wait, email, task, stage change — with timestamps. If it does not, the wording was ambiguous.
Check it worked
Submit the form again and answer the call this time. Confirm the sequence stopped — no WhatsApp, no email — and that the booking landed in the calendar. Both halves need testing: the person who connects and the person who never does.
The parts people get wrong
- A sequence stops per person the moment they connect: an answered and handled call, or a reply on any channel.
- The WhatsApp step needs an approved template because a form-filler is outside the 24-hour window. Test with a real phone that has not messaged you.
- Speed to lead is the metric with the most reliable link to revenue. Two minutes is the target, not two hours.
The ones people actually ask
The call did not go out.
Check the calling line has outgoing enabled and the current time is inside its calling hours, timezone included — a form submitted at 11pm waits for the line to open. Then check the contact was actually created with a phone number carrying a country code.
Somebody submitted twice and got two sets of calls.
Add "only if not already in a sequence" to the trigger. Design sequences so a person can only ever be in one; the first should own them.
Can I start it from something other than a form?
Yes: a booking, a stage change, a catch hook from an outside system, or by enrolling somebody by hand from their record or from a conversation.