How to build a scalable, automated lead capture system for all your channels

At Zapier, the company uses automation extensively across its teams, replacing repetitive manual tasks with automated processes that don't require coding. The Marketing Ops team built a scalable system to capture leads from various channels and update their CRM in HubSpot, but initially faced issues with scalability, efficiency, and risk-proofing due to maintaining multiple identical Zaps. To address these challenges, they created a single, scalable system using Canvas, a tool that enables the creation of "feeder" Zaps that funnel into a broader catchall Zap, reducing updates from hours to minutes, eliminating duplication, and minimizing the risk of errors. The system uses webhooks as a connective piece, allowing for efficient capture of data from various channels and routing leads to Sales teams with customized formatting.