Leads from Zapier, followed up by email and SMS.
Any app Zapier can read, such as CallRail, Typeform or Facebook Lead Ads, can send its leads to Sequence with one webhook step. Each lead arrives as a contact and an event, and your agent's sequence takes it from there.
When a lead comes in from CallRail, text them within a minute that we'll call back today, and email our service menu an hour later.
What your agent does
- Step 1
Trigger in Zapier
Pick the app that has the lead
A new call in CallRail, a Typeform entry, a Facebook lead form, or any other Zapier trigger.
- Step 2
POST /api/v1/inbound
Send it to Sequence
Add a Webhooks by Zapier POST step. Send your account key as a Bearer token and the brand slug as the X-Cadence-Team header. Use the lead's ID as event_id so a retried Zap never creates a duplicate.
Request body
{ "type": "event", "event_id": "callrail-{{call_id}}", "contact": { "email": "{{email}}", "phone": "{{phone}}", "name": "{{name}}" }, "event": { "name": "lead.created" } } - Step 3
create_sequence
Start the follow-up
Your agent creates a sequence on the lead.created event, with a filter on source if you only want one channel.
Excerpt of the call
{ "name": "CallRail lead follow-up", "trigger_type": "event", "trigger_event_name": "lead.created" } - Step 4
add_step
Text now, email later
Texts go to leads with SMS consent; everyone else still gets the email steps.
The same job, without a builder.
Builder-style marketing tools make you assemble every piece by hand. With Sequence, your agent does the assembly from one sentence, and you review the result.
In a builder, you
- Add a separate Zap action for every email and text you want to send
- Build delays and filters inside each Zap
- Copy lead fields into every message template by hand
- Keep a spreadsheet so the same lead is not messaged twice
- Rebuild the Zap whenever the follow-up changes
With Sequence, you
Type one sentence. Your agent makes 2 calls:
- create_sequence
- add_step
Works with any app Zapier connects
Sequence has no Zapier app to install. The Webhooks by Zapier step sends the lead to Sequence's inbound endpoint, so anything Zapier can read can start a sequence: call tracking, form builders, ad lead forms, booking tools and spreadsheets.
The endpoint answers success for new leads, duplicates and opted-out contacts alike, so Zapier's test step and retries stay clean.
Skip Zapier for website forms
For forms on your own website, add Sequence's capture script instead. One script tag, or a Google Tag Manager tag, sends lead form submissions to Sequence as lead.created events. The form needs an email input (type=email or autocomplete=email); search and password forms are skipped. For anything else, post to the API.
Questions
Is there a Sequence app in Zapier?
No. You use Zapier's built-in Webhooks by Zapier step to send leads to Sequence's inbound endpoint.
Does CallRail connect to Sequence?
Through Zapier or any tool that can send a webhook. There is no separate CallRail connector.
What if Zapier sends the same lead twice?
Sequence ignores an event_id it has already seen, so a retried Zap does not message the lead again.
Can I send phone-only leads?
Yes. A contact needs an email or a phone number. Texts still require SMS consent.
Ask your agent. Sequence sends.
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