How Formidable works
Formidable is an AI inbound sales agent for B2B websites. It replaces the static contact form with a sales conversation, books meetings, and delivers qualification briefs to your sales team. This page walks through exactly what happens, step by step.
The whole journey in six steps
A lead submits one of your sales forms.
Formidable appears and takes it from there: it looks up the company and asks the questions a good salesperson would ask.
It reads fit against your ideal customer profile - the kind of buyer you actually want.
When the fit is there, it books the meeting through your scheduling tool while the lead is still on your site.
The contact details, the booked meeting and a lead status land in your CRM.
Your sales team gets follow-up tasks and the full qualification brief, by email and in your Formidable dashboard.
It starts right after your forms
Your forms keep doing their job. Formidable appears after a sales form is submitted and takes it from there - you do not rebuild the way leads already come in. Setup is light: you add a small script to your website, directly or through Google Tag Manager, and we connect the CRM you already run.
Right - I had a look at ledgerline.co. Payroll software for small firms, 900 businesses on the platform. What made you get in touch today?
Understood. And who picks the tool when you fix that?
The conversation
Formidable looks up the lead's company before it asks a question, so the chat starts informed instead of blank. It asks the lead for two things directly - their name and work email, in a short in-chat form - and your qualification questions are asked in the conversation itself, sometimes with answer buttons.
Good-fit leads typically reach a booking decision in 7-8 exchanges, which takes about 3-5 minutes. Poor fits get a warm, honest response in 2-3 exchanges rather than the full flow. Hot leads get fast-tracked to booking; nurture leads get educational resources in the chat and a follow-up task for your team to pick up on your schedule.
The agent works from a product knowledge base your team builds with us during setup - restricted on purpose, so it never quotes prices or claims we have not verified. If Formidable doesn't know something, it says so and routes to your team.
The booking
Formidable books the meeting during the conversation, through the scheduling tool your team already uses: Cal.com, Calendly, or HubSpot meeting links. It checks real availability and books an open slot, so the meeting lands in the right person's calendar while the lead is still on your site.
- Cal.com
- Calendly
- HubSpot
What your sales team receives
Your CRM receives the lead's contact details, the booked meeting and a lead status. HubSpot has a dedicated integration; Salesforce and other CRMs are connected with you during setup.
Your sales team gets the full qualification brief: what the lead said in their own words, the score on each criterion, and a verdict on fit. It arrives by email as the whole report, not a heads-up asking you to click through, and it goes to the people you decide should have it. The same brief sits in your Formidable dashboard, next to every conversation the agent has had. And if your team lives in Slack, the Slack app puts the alert in your channel - the lead, the company, the fit rating and the verdict, with a button that opens the full brief.
Each brief goes out once the conversation is over, about ten minutes after the last message.
Setup
Your agent is built from your sales process and your ideal customer profile, and the product knowledge comes from your own team. On your side it stays light: the small script on your site, and - for HubSpot - a standard sign-in to grant access, with no API keys to copy around.
Your data
Lead data is never sold and never used to train AI models. It's stored in the EU, we operate under GDPR, and a Data Processing Agreement applies automatically with our Terms. The full, checkable version is on the security page.
What it costs
You pay per qualified conversation - form fills that go nowhere cost you nothing, and your first month is free with no card. The pricing page has the tiers and what "qualified" means.
Formidable is an AI inbound sales agent for B2B websites. Try the live demo.