How to scale personalized, interactive experiences using the Typeform app for HubSpot

Over the past decade, companies have tested and perfected the go-to-market (GTM) strategies that help them grow and scale sustainably. Social media, video marketing, blogs, email marketing, virtual demos, paid ads, industry reports, case studies, self-serve online shops—the list continues to evolve every year. 

The majority of digital marketing and sales strategies eventually point a prospect to a company’s website. And for years, companies have used cookies to collect as much information as they can about users on their website in order to better tailor their marketing strategies and product offerings to them. 

But as privacy regulations have evolved, many companies have had to update their strategies, pivoting to marketing plans that are informed by zero-party data—that’s data that a user provides willingly, and first-party data—like purchase behavior, that’s collected from observed behaviors. 

So, how do you get users to share their data and preferences? Create promotions and content that are too good to pass up—and let users access them by filling out a quick, easy-to-use form.

HubSpot can help with creating, publishing, and tracking the success of unmissable content—and Typeform creates visually stunning, fun-to-use forms that make collecting user information a breeze. 

HubSpot and Typeform integrate seamlessly to allow sales and marketing teams to improve conversions and operationalize first-party user data by collecting, managing, and acting on user data all in one place, with no double data entry. 

“We've used Typeform for internal, front-line customer service, demand and lead-gen, and other operational use-cases,” shared Hunter Gorman, an Information Technology Services professional in a review of the Typeform HubSpot integration. “We've also found that our daily rate of form submissions has increased since we started leveraging Typeform.”

Here’s how customer and prospect-facing teams can use conversational forms with HubSpot’s powerful marketing tools to improve lead generation and gather data for personalized outreach.

Ways to use the Typeform app for HubSpot to create engaging content experiences that generate qualified leads at scale

1. Unlock new levels of segmentation with personalized form and survey paths.

Simple forms are generally static, with a few fields that users fill in and a button to submit—but Typeform lets marketers create forms that are dynamic, taking users on different paths based on their answers. 

By creating various paths that open up based on user responses, marketers gain deeper insights on website users—and all the information generated by Typeform forms can get funneled straight into HubSpot, creating a new contact, company, or deal, or updating an existing entry. 

Typeform and HubSpot users can map Typeform questions to HubSpot fields so that data always flows to the right place—and stays clean for easier analysis and implementation.

2. Create personalized HubSpot email follow-ups and nurtures that line up with Typeform responses.

The most successful email marketing campaigns, whether they’re newsletters, one-off promotional emails, or nurture flows, deliver the right message to the right person at the right time. The more information you can gather in your forms, the better equipped you are to serve them the right message.

Personalized forms mean more information about users—and more opportunities for targeting and segmentation. For example, if a company uses an engaging Typeform form to find out what industry website visitors work in, they can add users to industry-specific lists that highlight timely promotions, useful guides, and specific products.

HubSpot has the ability to add new and existing users to lists based on new information received through Typeform forms, automatically signing them up for the right nurture or newsletter with manual input—saving teams precious time. “The seamless integration with HubSpot makes it easy to automate follow-up communications,” Pedro A., Head of Technology shared in a 5 star review on G2.

3. Engage website visitors, generate leads, and collect better data with aesthetically pleasing conversational forms and surveys that are fun to fill out.

Ensuring a form is functional is the most important thing—because broken forms with buttons that don’t work are exceptionally frustrating—but beyond functionality, forms need to look great on your site as well.

Consumers don’t always love filling out forms—maybe they didn’t expect to need to provide personal information to access a promotion or a gated resource, or maybe it just takes them out of the flow of researching your product offerings. 

A conversational form that matches your brand, fits in seamlessly on your website, and provides an enjoyable user experience has a higher chance of getting filled out and generating more qualified leads. “Typeform allows us to stand out with our lead generation forms,” shared Alberto O., Founder/President, in a 4.5 star review on G2.

When using conversational forms for lead generation, you can set up lead scoring and conditional logic jumps, and help users more easily recall previous answers.

4. Determine which platforms are generating the most form fills — and invest deeply there.

Typeform can also collect source information, helping teams understand which channels have been most effective at driving lead generation. To make it easy and simple to parse through this data, all source tracking information on Typeform flows right into HubSpot, maintaining that single source of truth.

When marketing teams have a good understanding of which platforms and channels are bringing in the most leads, they can use that information to make strategic planning decisions on which platforms to invest more into.

5. Go beyond forms and venture into quizzes to engage website visitors.

Typeform surveys and personality quizzes are an effective strategy for creating an interactive user experience on your website—while gathering the user data you need to market to them down the line. Typeform and HubSpot help provide a “tailored, fun experience for customers,” shared Tristan Burke, a Consumer Goods professional in a review of the integration.

Tristan’s company created a “Match the Hot Tub That’s Right for You” quiz, complete with images and videos, and customized to fit their brand’s colors. After implementing the Typeform quiz via HubSpot across the company website and beyond in a variety of ways, from pop-ups to pages to social media posts, they saw great results. “You get to glean a lot of great data.”

6. Set up automated customer feedback surveys with a no-code platform. 

On the user feedback side, product and customer support teams can set up conversational feedback at scale with minimal engineering work. When combined with data analytics tools, customer-facing tools can uncover meaningful insights and areas for improvement. In Typeform, users also have the ability to automatically show customer responses in easy-to-share reports.

Using the Typeform HubSpot integration to create conversational forms guides a more personalized, privacy-conscious marketing strategy

As cookies are phased out, and consumers feel harder than ever to reach, companies can benefit from new, zero-party approaches to user data collection to inform their strategy planning.

Typeform helps companies create fun, dynamic experiences that encourage users to share info—and HubSpot keeps all the form data straight and enables GTM teams to use the information to better cater to their community.

Learn more about how connecting Typeform with HubSpot can help your team gather, analyze, and implement web user data. You can also follow our conversational forms tutorial here: