Start a Brevo nurture workflow for demo requests
A demo request creates the Brevo contact, records what the prospect wants to solve, and enters them into your welcome automation.
New lead capture form submitted
Create a Brevo contact and start a marketing automation workflow
One-directional. A submission triggers the action — nothing is written back into your form.
Demo requests go cold quickly. Someone reads a pricing page at nine in the evening, fills in the form, and by the time a salesperson opens the inbox the next morning that interest has moved on to whatever else was open in the browser.
Handing the submission to Brevo the moment it lands means the first email goes out while the page is still fresh. Sales teams and solo founders use this to cover the gap between the request arriving and the first human reply.
Setting it up
- 1
Build the demo request form and embed it on the page that sells the demo — a pricing page or a product tour, not a general contact page.
- 2
In Brevo, create the automation workflow new requests should enter, with an entry point of contact added to a list.
- 3
Create the Brevo attributes your sequence branches on, such as PROBLEM and TIMEFRAME, before you open Zapier.
- 4
In Zapier, set the New Submission trigger to watch the demo request form specifically, not every form on the site.
- 5
Add Brevo's create or update contact action with Work Email as the identifier, and map First Name and Last Name to FIRSTNAME and LASTNAME.
- 6
Map What problem are you trying to solve? to PROBLEM and When are you looking to implement? to TIMEFRAME, so the workflow can branch on urgency.
- 7
Add a second Brevo step that adds the contact to the list your workflow watches, since that list entry is what actually starts the sequence.
- 8
Run a test submission with a real address, confirm the first nurture email arrives, then turn the Zap on.
What maps where
Using the Demo Request Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Brevo |
|---|---|
| First Name | FIRSTNAME, used in the greeting of every email in the sequence |
| Last Name | LASTNAME on the Brevo contact |
| Work Email | The contact's email address in Brevo and the match key for updates |
| Company | A COMPANY attribute, visible to sales on the contact profile |
| What problem are you trying to solve? | A PROBLEM text attribute the automation branches on |
| When are you looking to implement? | A TIMEFRAME attribute used to prioritise follow-up |
Variations worth knowing
Add a Zapier filter on Company Size before the Brevo step. Requests above your threshold join a list watched by a higher-touch workflow with fewer, longer emails, while everything below it enters the standard welcome sequence unchanged.
Map How did you hear about us? to a SOURCE attribute in the same Brevo action. It costs one extra mapping row and gives you a segment you can compare open rates across once a few hundred requests have come through.
If something isn't arriving
Brevo workflows only fire on their configured entry point. If yours starts on contact added to a list, creating or updating the contact is not enough — the Zap needs the second step that adds that contact to the exact list the workflow watches.
Either Work Email was mapped from the wrong field, or the field accepts free text and someone typed a phone number into it. Set the field type to email in the form so the browser rejects it before the Zap ever runs.
Frequently asked questions
Can Brevo send the demo booking link automatically?
Yes, as the first email in the workflow: put your scheduling link in that template. There is no built-in calendar here, so the booking itself still happens in whatever scheduling tool your team already uses for calls.
Does the sales team see the answers, or only the marketing sequence?
Both, as long as you map the answers to contact attributes rather than leaving them in the submission. Anyone opening the contact in Brevo sees the problem and the timeframe on the profile, alongside the email history.
Will editing the contact in Brevo change the submission?
No. The flow is one-directional. Edits your team makes in Brevo stay in Brevo, and the original submission remains in responses as an unchanged record of what the prospect actually typed into the form.
Related automations
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Every footer signup becomes a Brevo contact in your newsletter list, with the topics they chose already attached.
- Add webinar registrations to a Brevo reminder list
Each registration becomes a Brevo contact on the list for that session, with company and job title already filled in.
- Log support requests on the Brevo contact
A help request creates or updates the Brevo contact and records what was asked, so follow-up email sends from one profile.
- Send gated guide downloads to a Brevo list
The download form adds the reader to a Brevo list with attributes for the asset and the date they asked for it.
- Store survey scores as Brevo contact attributes
Post-purchase survey answers update the Brevo contact with a score and a comment you can segment a follow-up send on.
- Add buyers to a customers list after each order
Each order form submission adds the buyer to a Customers list in Constant Contact for updates and repeat-purchase emails.
Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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