Case study · Commercial lender
From website form to signed credit application, without re-keying
A commercial lender provides factoring and working capital to businesses. Parquet rebuilt how prospects apply, from the first form to the signed agreement. Website forms and per-salesperson encrypted application links feed Marketing Cloud Account Engagement (Pardot) and Salesforce. Leads are assigned by zip code. Multi-owner applications route through DocuSign automatically. Every submission carries its source and campaign through lead conversion, so the lender can see which links and campaigns produce funded clients.
At a glance
- Client
- Commercial lender
- Industry
- Commercial finance (factoring)
- Status
- Ongoing
- Platforms
- Account Engagement (Pardot), Salesforce, Sales Cloud
- Services
- Marketing Operations (MarOps), Sales Operations (SalesOps), Website Development, Tech Stack Integration, Managed Services
The challenge
- Five application types (standard credit, freight, quick quote, broker agreement, and referral partner) each followed a different manual path, across WordPress forms and personal links.
- Businesses often have several owners, and every owner has to sign. Single-owner applicants were sometimes asked to sign twice, and staff couldn't resend or see a DocuSign once a lead was converted.
- Salespeople and brokers needed their own links so they got credit for the leads they brought in, and that credit was lost when a lead became a contact and opportunity.
- Form values didn't always match Salesforce fields, so some applications failed to sync and had to be fixed by hand.
What we built
Encrypted application links
A Salesforce Experience Cloud site with multi-step application forms (standard credit, freight, quick quote, and broker agreement), each with a personal encrypted link for every salesperson, plus owner sections, required fields, and a review-and-submit step.
Website forms
WordPress forms for each application type wired to Pardot form handlers and Salesforce, with captcha, field maps, conditional questions (such as trailer types on freight applications), and values matched exactly to Salesforce picklists.
Multi-owner DocuSign
DocuSign templates that adapt to the number of owners (one to four or more) and route to each signer, with prefilled fields, legible layouts, and the ability for staff to see status, access, and resend an envelope even after the lead is converted.
Lead routing
Zip-code assignment in Salesforce Flow, existing-contact matching, and alerts to the team when an application arrives with an invalid zip code.
Source tracking that survives conversion
Every form path stamps its campaign into a New Prospect Source field that carries from lead to contact, account, and opportunity, with a UTM naming convention and a link builder so new links stay consistent.
Reporting and audit trail
A converted-leads-by-campaign report and a designed submission audit object that records each application's source, form, and signers at the moment it's submitted.
Documentation and support
An org guide, how-to guides for creating links for new employees and changing zip-code assignments, and a shared request board where every change is tracked from request to client approval.
The result
- Each application arrives in Salesforce already assigned, attributed to a campaign, and on its way to every owner for signature.
- Salespeople, brokers, and referral partners have trackable links, and the credit stays with the record through conversion.
- Staff can check, access, and resend DocuSign envelopes from Salesforce instead of asking applicants to start over.
Technology
Salesforce Sales Cloud, Experience Cloud, Salesforce Flow, Marketing Cloud Account Engagement (Pardot), DocuSign for Salesforce and DocuSign Apps Launcher, WordPress, Google Tag Manager, GA4, Looker Studio, monday.com.
Platforms
Services
Questions we hear
Can Pardot forms trigger DocuSign automatically?
Yes. Here, a submitted application creates or updates the Salesforce record, and Salesforce generates and sends the matching DocuSign agreement with the right signers.
How do you assign leads by territory in Salesforce?
We used Salesforce Flow to assign each lead to a salesperson based on the applicant's zip code, with personalized links overriding the rule when a salesperson referred the lead.
How do you handle DocuSign when a business has several owners?
The template adapts to the number of owners the applicant enters and routes the envelope to each one. Envelope status and history stay linked to the record after the lead converts, so staff can resend without starting over.
How do you keep lead source after conversion in Salesforce?
Each form stamps its campaign into a dedicated source field that is mapped through lead conversion to the contact, account, and opportunity, so reports can tie funded deals back to the original link or campaign.
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