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The purpose of Web to Lead functionality in Salesforce is to capture leads from web forms. This feature allows organizations to create forms that can be placed on their websites, enabling potential customers to input their information directly. When a visitor fills out these web forms, the data is automatically sent to Salesforce, where it is converted into lead records. This process streamlines lead generation by eliminating manual data entry and ensuring that leads are captured and organized efficiently as they come in from online sources.

Utilizing Web to Lead can significantly enhance a company’s marketing efforts, as it facilitates quick and accurate collection of potential customer information and improves the overall lead conversion process. By ensuring that every inquiry or interest from a website visitor is recorded in the lead database, businesses can follow up effectively and nurture those leads into potential customers.