How to collect, qualify, and nurture leads with Typeform and HubSpot

Chocolate is sweet. Peanut butter is salty. But something special happens when you put them together.

While maybe not as mouth-wateringly delightful, you’ll find the same kind of magic when two pieces of software come together to simplify an important process for your business: lead generation.

Engaging forms are more interesting to complete, so they make it easier to gather leads. Software that makes it simple to manage your contact records helps you nurture those leads effectively. 

But the real magic happens when the two systems work together to create a seamless relationship-managing machine. Cue Typeform and HubSpot.

The integration between Typeform and HubSpot streamlines your lead generation processes, saving you time and helping you build stronger relationships with your prospects.

HubSpot: The chocolate to Typeform’s peanut butter

Not everyone who comes to your website is ready to buy. Some may be ready next week. Some may be ready next year. 

You need a way to store information so you can check in on ‌people who like what you do but aren’t ready to hit the buy button just yet. That is where customer relationship management (CRM) software comes in.

With a CRM, you can track all of your contacts, including leads and customers. You can segment your audience to understand the types of people who are most likely to be good customers. For example, you might find that people with Project Manager in their title are most interested in your prioritization software, or people who live in the southwest United States are most likely to buy your sunglasses.

So, if you are a sales manager for that prioritization software, and you see a lead pop up with the title of Senior Project Manager, you know it's a good person to follow up with. And quickly.

One of the most popular CRMs is HubSpot. Not only is HubSpot an intuitive marketing automation and CRM tool, but it also integrates seamlessly with the forms you create in Typeform.

No matter what Typeform plan you are on, you have access to this integration. You just need a published Typeform and a HubSpot account. Don’t have a HubSpot account? You can set one up here.

Once you have your typeform created, click on the Connect tab and search for HubSpot. From there, you can map the questions in your typeform to fields in your HubSpot account. Learn more about setting up your integration here.

With HubSpot and Typeform working together, you simplify your lead generation, from collection to qualification to nurture. Here’s how.

1. Collect lead information easily

You have a CRM set up to track and manage your contacts. Now, you need a way to collect information about your contacts. Enter forms. 

Encourage leads to provide information with engaging, on-brand, and conversational forms that flow directly to HubSpot. Embed forms on your website where potential customers are likely to find them, such as on your contact page or where you detail the services you have available. Use your brand colors and fonts so everything feels cohesive.

Map the questions in your typeform to fields in HubSpot so the data transfers automatically—and accurately—to your CRM. The integration removes the need for manual data entry, which could increase the chance of errors in your contacts’ information.

The connection between Typeform and HubSpot doesn’t just pass through what your leads type in your form. You can also track the source of those leads, such as whether they came from your website or a form you shared on your social channels. HubSpot can add a tracking code to each of your connected forms, giving you extra insight into which channels are generating the most responses.

2. Qualify and prioritize your leads

Getting new leads is exciting. You want to follow up with each one ASAP. And you should. But some leads will be a higher priority based on what you know makes a good customer. 

Save time and resources, make more informed decisions, and optimize your sales efforts by following up with those most likely to be a good fit for your product. And this starts with identifying those leads quickly and easily.

The best way to prioritize your leads as they come in is by lead scoring. With lead scoring, you identify which characteristics are most like your best customers and give the leads that match those characteristics a higher weight, or score. 

You can score your leads by any characteristics you want, as long as you have a question in your form that collects that information. Some of the most common include title, company size, or if they downloaded a specific resource. You can even give someone who fills out a form on your Contact page a higher score than someone who just signs up for your newsletter.

Typeform makes it easy to set up lead scoring by adding the Lead Qualification block to your form. You can also set up lead scoring directly in HubSpot, depending on your subscription.

Another great thing about integrating your forms with your CRM is that your contacts are updated every time there is new information. For example, you have someone fill out a product recommendation quiz with their email address but not their name. If the person comes back in two weeks and fills out another form with their name and email address, the system will update the record instead of creating a new one.

3. Build personalized relationships

HubSpot makes the data you collect from your forms actionable so you can keep leads engaged until they are ready for your product or service. 

You can add your new leads to email lists based on the information they provided in the Typeform they completed. With this segmentation, you can send industry-specific newsletters, notify prospects of geographic-specific product launches, or provide tips based on their job title. 

You can even create targeted follow-up messages based on each lead’s score. For example, if someone filled out your form and met several of your criteria for a qualified lead, you can use functionality in your Typeform called Logic to automatically invite them to schedule time with you to learn more.

If someone has a medium score, you can add them to an email drip campaign that reflects their specific pain point. 

And if someone has a low score, you can add them to an email list to get periodic follow-ups about new product launches or to share research reports.

Because your CRM is automatically updated as your leads provide new information through your forms, you can send relevant information as the needs of the lead change. If a lead becomes a customer, they can be removed from your sales emails and added to your product updates.

Maintain strong relationships with HubSpot and Typeform

Relationship building doesn’t stop when a lead becomes a customer. With a seamless integration between your forms and your CRM, you can continue to personalize your communication with your customers. Use what you learn about them, such as the products they buy and how they interact with your content, to provide engaging and relevant content.

Getting potential customers into your marketing funnel is key to growing your business. Want to learn more about lead generation and how to build effective processes to build relationships with your prospects? Check out our masterclass in lead generation.