Power your customer acquisition workflow by generating leads with Typeform

Ready to boost customer acquisition by taking your lead generation skills to the next level? Typeform’s got your back! Read on to find out how Typeform can help you with innovative solutions throughout the lead generation process.

You can use lead generation as part of your inbound marketing strategy to generate demand and attract an audience by creating content that can help people find your online space. Once they’ve landed on your website, you can use the content you’ve created to keep them engaged and capture them as leads.

A good example of a lead generation strategy could be creating a simple contact form where you can capture your respondent’s contact information, like their email address, in exchange for gated content, for example an ebook or whitepaper. But there’s so much more to lead generation than that!

Typeform is a powerhouse when it comes to lead generation that you can use to optimize capturing leads, qualifying prospects and automating your workflows. Typeform provides solutions through every step of the workflow, from the first interaction with your leads to nurturing them and keeping them engaged in the follow-up process.

In this use case article, we’ll take a look at the hypothetical example of a company that offers digital marketing services to its customers. The form they’ve created includes information about their business that lets their respondents learn more about what they have to offer, or jump straight to specific solutions if they already know what services they’re looking for.

In this guide, you’ll learn the following:

- How to get started with building your form
- How to collect higher quality leads
- How to enrich the data you’re collecting
- How to score, qualify and segment your leads
- How to automate your workflows by connecting to integrations
- How to create and map your form directly to HubSpot
- How to share your form with your audience
- How to analyze the data you’ve collected

If you’re new to Typeform, you can also check out this guide to learn more about creating your first form.

How to get started with building your form

Before you start asking questions from your potential leads, you can add a friendly Welcome Screen to introduce yourself and let them know what your form will be about. This is also a great time to include some images and brand assets to make sure that your content is fully on-brand throughout the entire customer journey.

Knowing how long it will take to complete your form can increase engagement and boost your completion rate. A great way to set expectations is to include the time it takes to complete your form on the Welcome Screen. Research shows that people are more likely to complete a form when it’s estimated to take less than 7 minutes to complete, so that’s where your respondents’ sweet spot might be!

As an alternative, you could even try to create multiple forms that take less time to complete and link them to each other using logical conditions and URL redirects.

If your form has collected some submissions already, or if you’re offering something like gated content to only a limited number of participants, you can also show the number of submissions your form has collected on the Welcome Screen. This could also increase trust and encourage form submissions during time-sensitive campaigns.

To make your B2B customer acquisition process a more personalized experience, try adding video questions to your form. Putting a face to your name will let you connect with your audience on a deeper level, and it could also improve the completion rate of your forms. If you’re new to video, check out our tips and tricks on creating engaging video content.

Using video could be a great way to introduce yourself and talk about the services you offer. For example, you can add a Statement question with a video to your form to talk about your brand and let people get to know you. With an introductory video, you can actually share more information about your company in an engaging way, without having to show a wall of text to your audience.

At this point, you’re not asking for anything in return; you’re just putting a face and a name to your brand while building trust with your audience. This is a great way to provide some information before getting started with the real questions in your form, where your main purpose will be generating leads.

Once you have your introduction all set up, you can use a brand kit to create your own themes by adding your logos, colors and other media to apply to all of your forms, or take it a step further and use the power of AI to match your brand by pulling your logo and colors from your website after entering your website URL. You can even upload your own custom fonts to brand kist to make sure that everything in your form is fully on brand.

To optimize lead generation and accelerate business growth, make sure to include a question asking for the email address of your respondents. This will let you collect enrichment data from business addresses and create contacts in other tools like HubSpot as well. The email question can be a standalone question, or it can be part of a series of questions in a Contact Info or Multi-Question Page question.

Even the best lead can have a short attention span. If you want to make sure that the most important piece of information is captured, even if a respondent drops off before completing your form, add a Partial Submit Point to your form. You can then use partial submissions to trigger conditional follow-up messages or send information to HubSpot once you’ve collected the answers to the most important questions from your respondents, even if they don’t end up submitting your form.

You can also use the Partial Submit Point with Branching, segmentation and calculations, quiz and scoring, Hidden Fields and variables.

Once you’ve added your own video to a form, you can start encouraging people to respond to you via video as well. Collecting video answers from your respondents will provide you with deeper insights and help you create more personal connections. Meeting your audience face-to-face can be a great way to generate high quality leads, and shier members of your audience will still have the option to respond in text format.

Responding via video will also give people the opportunity to explain things or elaborate on their opinions without having to spend too much time typing out their answers. Responding to an open-ended question can be so much easier when you can just be spontaneous and use your own words to explain something. If you want to learn more about how to help people get more comfortable when they get in front of their camera, check out our tips on encouraging video responses here.

If you want to schedule a meeting with high priority leads, you can also add a Calendly question to your form. Later on, you’ll also be able to add branching logic to your questions, so only the hot leads will get redirected to schedule a call with your Sales team. You can also use branching logic and Calendly to schedule calls with people in different time zones.

You can also add multiple Endings and redirect screens to your form to show something different to your respondents depending on their lead status. People will see an End Screen after they submit your form, and you can customize this with messaging that matches their lead status based on their responses. You can also redirect them to a different webpage based on their answers, instead of showing them an End Screen.

You can also keep your team informed or your leads engaged by sending them conditional follow-ups. To keep the conversation going, send follow-up notifications to yourself, your team, or your respondents when certain conditions are met.

For example, if a respondent opts in to your marketing campaign, you can consider them a hot lead. Then it’s up to you to decide if you want to use a full response, a full response with conditions, a partial response, a score/segment, or an Ending as your follow-up trigger.

How to collect higher quality leads

Once you start collecting responses, you’ll realize that the quality of those submissions might be much more important than their quantity. No one wants to be invaded by bots or have an inbox full of spam submissions. You can prevent duplicate responses by limiting the number of responses submitted by one user based on their cookies or IP addresses. This will provide you with cleaner data when it comes to analyzing your responses.

If you’re also looking to prevent spam and bot submissions, you can secure your form with Google reCAPTCHA protection. This will protect your form from spam and abuse by showing a CAPTCHA test that is easy to solve for humans, but makes it hard for bots and other malicious software to answer correctly.

You can also use advanced prevention for invisible bot detection that can identify which responses are submitted by humans and which are spam or automated submissions without showing a visual challenge to respondents.

How to enrich the data you’re collecting

Once you have an email question in place, you can turn on data enrichment to automatically collect B2B focused third-party information about your leads.

Enrichment variables will capture third-party information about your respondents including their company size, location and revenue, and the respondent’s job title and job function at the company. You can then use these enrichment variables in logical conditions to segment your leads.

For example, if you’re trying to acquire customers who work for large companies in the US, you can use enrichment variables related to their company size and location in your logical conditions to qualify them as your hot leads.

Business email addresses with professional contact details will collect enrichment data from the first email question of your form, including the email question in the Contact Info and Multi-Question Page question types. Just make sure to notify your respondents that you will be collecting this information, and take privacy laws, like GDPR into account.

How to score, qualify and segment your leads

If you’re new to Typeform, an easy way to get started with lead generation is to create a lead qualification form with the help of AI. All you have to do is choose the Qualify leads option, add the name of your company and describe your business. For the best results, you can include information about your product or service, the geographic location of your business and a description of your ideal customer.

You can then set lead scoring rules to assign leads to different score ranges. This will let you ask additional questions to high priority leads, or show different endings to different priority leads. To keep leads engaged, you can trigger follow-up emails to your leads based on their lead score. You can also use their lead score to trigger follow-up emails to your team members to further nurture your leads.

Typeform lets you add logical conditions to your form to build a personalized flow for your respondents based on their answers to your questions. This way you can bundle questions using Questions Groups and show them only relevant questions while allowing them to skip questions not relevant to them. You can also use redirects to let them land on a different page depending on their preferences.

You can also make your lead acquisition process feel more personalized by adding logic to Hidden Fields. This way you can use information you already have about people to show them only questions relevant to them. For example, if you already know the name of your respondent, you can use Hidden Fields and Recall information to greet them by their name, and add logic to skip the question asking for the name of new respondents.

Typeform’s Branching, segmentation and calculations feature lets you assign segments to your leads and qualify them as low quality, medium quality or high quality based on their responses. After assigning them to a segment, you can show your respondents different endings based on their lead quality, and use their segment as a logical condition when setting up follow-up notifications. You can also assign logical conditions to enrichment variables to qualify your leads based on information like their location or the size of their company.

How to automate your workflows by connecting to integrations

Once you've built your form, you can start connecting it to your favorite tools to automate your workflows. Typeform offers several native integrations with popular tools from marketing automation to data analytics, the possibility to set up integrations with Zapier, and the option to connect to webhooks.

You can even use the power of AI to connect several different apps to build complex workflows by providing simple text prompts to Zapier AI. All you have to do is type the description of the flow you want to generate into a text field in the Connect panel of Typeform.

You can send filtered data to capture your leads to marketing automation tools like Mailchimp, Salesforce and HubSpot, or you can work on better data visualization, analytics and reporting by sending respondent data to tools like Google Sheets, Excel Online, Airtable, and Google Analytics.

You can also send Slack messages to individuals or your Sales team in real time when a high quality lead comes in. There are two ways to do this: you can either set up our native Slack integration, or you can use conditional follow-up notifications to trigger Slack messages when specific conditions are met. You can also share a typeform in Slack channels and let your respondents fill it out without having to leave Slack.

How to create and map your form directly to HubSpot

If you also want to send information about the leads captured with Typeform to HubSpot, you can do that directly in the form builder. Creating with HubSpot is an innovative way to map your questions to HubSpot fields while building your form. This will automatically link Typeform questions to HubSpot contact properties configured in your account.

You can also configure HubSpot settings in the Typeform builder, like tracking the source of your respondents, requiring an email address to create new contacts, or updating existing contacts based on properties while building the form. To make sure that everything is working as intended, you can also check out our list of compatible HubSpot properties.

How to share your form with your audience

Once your form is all set up, and you’re ready to share it with the world, you’ll find a number of different ways to present it to your audience within Typeform. The easiest way to do this would be just to share your form URL in an email, on social media, or as a QR code.

You can take this one step further by embedding your form on your own website that can be hosted on HubSpot, Squarespace, Webflow, or other website builder sites. You can choose from different embed modes and create your own embed configurations, and set up some advanced embed options to choose how your audience will interact with your form.

How to analyze the data you’ve collected

Once your responses start to roll in, you’ll be able to see them in the Results panel in Typeform. You’ll have access to your big picture results insights, where you can track how many people have started and completed your form, the devices they’ve used and the time it took them to complete your form.

You’ll be able to dive deeper into your individual responses, view them, filter them, tag them, download them, print them, or delete them. Smart Insights will also let you analyze your results with the help of AI, providing a high-level overview of your data with user-friendly dashboards and charts. You can also Ask AI further questions about your results and get a deeper analysis with visual representations.

Want to learn more about how to power your customer acquisition workflow? Check out our Typeforum workshop here.