immedio Launches Automatic Lead Creation for Salesforce and HubSpot

immedio, based in Shibuya, Tokyo, and led by CEO Hideki Hamada, has launched a new automatic lead creation feature for its AI-driven inside sales platform, "immedio."

This new functionality allows for the automatic creation of Salesforce leads/contacts or HubSpot contacts whenever an action, such as an appointment booking or form submission, occurs on the immedio platform, provided that the record does not already exist in the CRM.

Even after a lead submits a request or books an appointment, any delay in CRM registration hinders the inside sales team's initial response. By automating the registration process simultaneously with these actions, the system eliminates reliance on manual input or third-party integration tools, ensuring a seamless follow-up workflow.

## Background: Eliminating the "CRM Lead Gap"

In recent years, BtoB marketing and inside sales have increasingly automated the path to closing deals, including instant appointment scheduling and automatic issuance of meeting URLs following inquiries.

However, the step of registering leads into a CRM after these actions often still relies on manual entry or external integration tools like iPaaS. This has led to several issues:
- Time lags between form submission/appointment booking and CRM registration.
- Operational burden of setting up and maintaining external integration tools.
- Registration errors or omissions resulting in delayed initial follow-ups.
- Additional third-party tools creating hurdles for enterprise compliance and procurement approval.

For an inside sales team to immediately pursue a lead generated by the marketing department, ensuring the lead is correctly and promptly registered in the CRM is essential.

This feature was developed in response to requests from multiple enterprise customers who wanted to register leads in their CRM automatically and natively, without using external middleware.

## Automatic Native Integration with Salesforce/HubSpot

With this release, if a new lead generated through immedio is not found in the CRM, a record is automatically created. Because the process is completed through native integration, it avoids the need for additional construction or maintenance of iPaaS or other middleware.

### Operating Logic
This feature uses email addresses as keys to search for existing records within the CRM.
- In Salesforce, it searches for both leads and contacts. If no matching record is found, it creates a new record based on the field mapping configured in the management console.
- In HubSpot, it searches for contacts and creates a new contact if no existing one is found.

### Salesforce Creation Rules
Administrators can choose to create records as either "Leads" or "Contacts." When created as a Contact, the system performs an exact match search for the Account by company name and links the contact accordingly. If no matching Account is found, it defaults to creating a Lead.

### HubSpot Creation Rules
It searches for companies by name and domain, automatically linking the contact if a match is found. If the company cannot be uniquely identified, the contact is created while preserving the company name.

## Supports Major Lead Generation Paths

This feature is available across primary lead generation touchpoints within immedio:
- Web form submissions
- Inquiries
- New appointment bookings via scheduling URLs
- Reservations via Web/AI customer service "appointment acquisition" actions
- Responses to check-in or flowchart-based surveys

This ensures that all prospect actions on a website are accurately and promptly reflected in the CRM.