Form Enrichment and CRM Field Mapping
Knock enriches every lead that comes through a Form Workflow or a tag-based workflow, then writes the result into your CRM based on your field mapping settings. This page covers how that enrichment works, how the data reaches your CRM, and which form-specific fields you can map.
How Knock enriches form and tag leads
When enrichment happens
- For a Form Workflow, enrichment starts the moment a form is submitted, before routing runs.
What Knock enriches
- Company data: Company size, Tech stack, Team sizes, Space, Decision makers, Company meeting URL, Funding rounds and much more.
- Contact data: Name, LinkedIn URL, Phone, Job title, Seniority, Time in position, and much more.
How enriched data syncs to your CRM
- Knock checks whether the lead already exists in your CRM.
- If it exists, Knock updates the existing contact.
- If it doesn't exist, Knock checks your CRM creation settings. If they're set to Approved or Engaged, Knock creates the contact.
- Company creation, private-vs-business email handling, follow the same settings you've already configured for your CRM connection.
- Once the enriched result is ready, Knock applies your existing field mapping - for Contacts and Companies, plus the form-specific fields below - to write the data. A field is only written if you've mapped it; unmapped fields are never touched.
Where to map form fields in Knock
Field mapping for form and tag routing lives in the Form section of your field mapping settings, alongside the mapping sections for chat and meetings. It's available for HubSpot, Salesforce, and Marketo.
As with every other section of field mapping, a field is only written to your CRM if you map it to a property. Fields you don't map are never touched.
New fields you can map
Form status - an enum with two values, qualified or disqualified, reflecting the outcome of routing for that lead. Map it to a text or enum property in your CRM.
Form rep owner - the rep that routing assigned to the lead. Map it to a CRM owner or user property.
Source form - the name of the form the lead submitted, as it appears in the workflow. Available for both Form Workflows and tag-based workflows.
Source page - the URL of the page the form was submitted on. This is most useful for tag-based workflows, where a single workflow can capture submissions across multiple pages.