Should cold website visitors enter the same CRM workflow as submitted leads?
No. Cold website visitors who have not submitted a form should not enter the same CRM workflow as submitted leads.
The recommended approach
Create a separate classification in your CRM, such as marketing-qualified lead (MQL) or suspect.
Add a source label, such as Franchise Ninja, so your team knows where the record came from.
Use your webhook to set that status automatically when Franchise Ninja sends the profile.
What these visitors should receive
Educational email nurture
Retargeting ads that keep your brand visible
No immediate sales call. Visitors who have not raised their hand can react poorly to a direct sales push.
When to move them to sales
Set an engagement threshold that triggers assignment to a sales rep. Examples include several email opens, a return visit to your website, or visits to high-intent pages such as investment or FDD pages.
This structure protects the experience for submitted leads, keeps your lead reports accurate, and gives cold visitors time to warm up before a sales conversation.
