Form Workflow Overview
What form routing is
Form routing lets Knock treat form submissions the same way it already treats chat conversations and meeting bookings: as a live signal that triggers enrichment, routing, and outreach in real time.
When a lead submits a form on your site - a demo request, a contact-sales form, a gated content download - Knock captures the submission, enriches the contact and company, evaluates it against your routing rules, assigns an owner, and can send a personalized LinkedIn message on the assigned rep's behalf. This happens automatically, without a rep needing to check the CRM first.
Why form routing matters
Most vendors that use forms today still handle them manually: a lead fills out a form, the submission lands in the CRM, and a rep picks it up minutes, hours, or days later. Form routing removes that delay and the manual work behind it:
- Every qualifying form submission is enriched and routed the moment it happens, not after it lands in the CRM.
- Leads that don't match any of your segments can be disqualified automatically instead of sitting in a rep's queue.
- Qualified leads can receive a personalized outreach message on LinkedIn without a rep writing it themselves.
- You get one consistent set of routing rules across chat, meetings, and forms, instead of separate manual processes for each.
How a form submission flows through Knock
- A lead submits a form connected to a Form Workflow, or lands on a page where the Knock tag is capturing submissions.
- Knock enriches the contact and the company. Routing starts as soon as the submission is captured.
- Knock evaluates the lead against your routing rules and assigns an owner, or disqualifies the lead if no segment matches.
- If outreach is turned on for that workflow, Knock sends a personalized LinkedIn message from the assigned rep's own account.
- If the lead replies, the assigned rep and the configured Slack channel are notified.
Two ways to capture form submissions
Knock supports two entry points, depending on how your CRM is set up:
Form Workflow | Tag-based routing | |
Requires a connected CRM | Yes (HubSpot) | No |
Where submissions come from | Forms captured in your connected CRM | Any page where the Knock tag is installed |
Who it's for | Vendors already routing leads through HubSpot forms | Vendors without a CRM connected |
The Setting Up a Form Workflow page below covers the CRM-connected path, and Tag-Based Routing covers the no-CRM path.
Use cases
Turn demo-request forms into instant LinkedIn outreach. A vendor's "Book a demo" form currently routes to a shared inbox that a rep checks a few times a day. With form routing, the moment a lead submits the form, they're enriched, matched to the right rep, and receive a personalized LinkedIn message within moments - no rep action required.
Automatically filter out leads that don't match your ICP. A vendor's contact form gets submissions from students, competitors, and companies far outside their target segment. Routing rules disqualify these automatically instead of routing them to a rep's queue.
Bring every lead channel under one routing logic. A vendor already uses Knock for chat and meeting routing, and wants their gated content and contact-sales forms to follow the same rules and reach the same reps, instead of running a separate manual process for forms.
Next up
The pages nested under this one cover: setting up a Form Workflow, how routing and outreach work for forms, tag-based routing for vendors without a connected CRM, the CRM fields form routing writes back, and how to read form workflow performance.