Goal
Make it easy to collect lead details directly inside your Turtl content by adding lead capture forms wherever they make the most sense. This streamlines data capture, improves conversion rates, and works with both standard and pre-personalized content.
Before you begin
This playbook is designed to spark ideas and provide the practical details you need to understand how a campaign will play out - what’s supported, how it functions, and what to plan for. Pick the steps that fit your objectives, and mix or adapt approaches from other playbooks to create campaigns that suit your goals and tech stack.
This diagram presents a high-level overview of the playbook, illustrating each step and the integrations supported along the way. The article then explores each step in more detail.
Step 1: Create Content in Turtl
Start by creating your content in Turtl, using Hatch AI to speed up the process and sharpen the messaging. For B2B lead generation, the strongest performers blend education with interactivity. Think data-led reports, thought leadership pieces, or industry and persona-specific content that gives readers a clear reason to share their details.
Additional Reading
See more on content creation
Step 2. Add a lead capture form
Supported Integrations
HubSpot
Marketo
Pardot
+More
Add a lead-capture form directly into your Turtl content so new leads flow straight into your CRM. You can choose between a soft (optional) or hard (required) gate and place the form wherever it makes the most sense - at the start, midway through, or at the end of your content.
Using a mid-content form allows readers to engage with the content first and experience its value before sharing their details, which typically leads to higher conversion rates.
Turtl supports multiple form providers, as well as its own default form, giving you flexibility in how you collect data. By aligning your gating approach with your goals, audience, and content value, you can capture higher-quality leads without disrupting the reading experience.
Additional Reading
How to add a lead capture form
Step 3. Share across channels
Share your content widely across your website, social channels, and other top-of-funnel routes to maximise reach. Turtl provides ready-made share assets and supports UTM tracking so you can see which channels perform best. As readers engage, some will convert through your embedded form and will be added to your CRM automatically as new leads.
Additional Reading
Learn best practices for sharing Turtl content
Step 4. Learn about your audience
As readers engage with your content, their activity is captured in your Turtl Dashboards.
For this playbook, you'll see three types of audience data:
Known Readers: Anyone who fills in your form will appear as a Known Reader. With CRM integration enabled, Turtl can display their name and email directly in your dashboards.
Unknown readers: Some people may read parts of your content without completing the form. You’ll still see their engagement, but not their contact details.
Accounts [Coming soon]: Soon you'll be able to view engagement at the account level, not just by individual readers. Turtl will automatically detect accounts using IP data, giving you a clearer view of which companies are interacting with your content — even if not everyone completes your form.
Additional Reading
Learn how to review the performance of your campaign
Step 5. Monitor content performance and audience intent in Dashboards
As you collect more engagement and performance data, Turtl Dashboards help you quickly see what’s working and what needs improvement. The built-in AI chatbot helps you turn these signals into practical recommendations you can use to optimize future content and maximize ROI.
Key data points to consider:
Leads Generated: New identified contacts attributed to content
Conversion Rate: How effectively you're turning readers into leads
Bounce Rate: Relevance, initial impact and distribution success
Engagement Score / Avg. Read Time: Resonance and effectiveness
Section Performance: Identify high-performing topics or content areas
Additional Reading
How to improve key Turtl Analytics metrics
Step 6. Sync intent data to external platforms
Supported Integrations
HubSpot
Marketo
Pardot
Demandbase
6sense
Enrich your external platforms with Turtl engagement data to make your wider GTM workflows smarter and more targeted. By feeding insights like Engagement Scores and Topics of Interest back into your CRM, MAP, or ABM systems, you can prioritise leads, tailor outreach, and deliver campaigns that land more effectively.
Turtl supports syncing intent data with platforms including HubSpot, Marketo, Pardot, Demandbase, and 6sense. What can be synced depends on the platform and the audience data available.
For Known Readers: Anyone who completed your lead-capture form can have their engagement data synced back to their contact record immediately.
For Unknown Readers: If someone is later identified in your CRM through another channel (like a webinar signup or another form) and they return to any Turtl content, Turtl will automatically recognise them as a Known Reader. From that point forward, their engagement data can be synced to the contact record.
Additional Reading
Syncing Turtl data to external platforms
Learn more about intent data matching
Step 7. See Revenue impact in Turtl Dashboards
Supported Integrations
HubSpot
Salesforce and Dynamics (with Turtl Support)
As contacts move through your buyer journey and get linked to opportunities or deals in your CRM, use Turtl’s Revenue Dashboard to see how their content engagement contributes to pipeline and revenue. Hatch AI helps you dig into the data, showing which content is driving momentum, surfacing patterns behind successful deals, and helping you repeat what’s working so you can maximize ROI.
Looking ahead, account-level revenue analytics (coming soon) will extend this view, reducing the reliance on Known Readers in Turtl to connect content to revenue. This will make it possible to understand how content engagement influences deals at the account level, even when individual buyers aren’t explicitly identified.
This step is about credibility and confidence. You’re not trying to prove that content alone closed a deal. You’re showing, with evidence, how content supports momentum, shapes buying journeys, and contributes to revenue over time.
Additional Reading