Typeform HubSpot App: Conversational Forms Tutorial

Summary

In this video, Adriti from HubSpot collaborates with Typeform to demonstrate the seamless integration between the two platforms for B2B lead generation. The tutorial guides users through creating an efficient lead gen form using Typeform's AI features, personalization, and design customization. It then connects the form to HubSpot CRM, automating lead capture and scoring, enabling targeted follow-ups for high-potential leads, thus enhancing B2B marketing strategies.

Takeaways

• 🔗 The HubSpot and Typeform integration simplifies lead generation for B2B marketers by combining the strengths of both platforms.
• 📝 Adriti from HubSpot and colleagues from Typeform demonstrate creating a lead generation form in Typeform and integrating it with HubSpot.
• 🚀 Starting a form from scratch in Typeform allows utilization of AI features to generate questions and tailor the form to specific needs.
• 🤖 Typeform's AI capabilities are highlighted as a key benefit, especially since HubSpot currently lacks AI in its forms but offers it in other areas like blog posts and emails.
• 🏢 The example form is created for a fictional company, L&D Marketing, to demonstrate the process of generating a lead qualification form.
• 📑 Typeform's smart blocks, such as the lead qualification block, use information provided to generate relevant questions automatically.
• 🎨 The importance of brand consistency is emphasized through the use of Typeform's Brand Kit feature, available on the enterprise plan, which helps maintain branding elements across forms.
• ✂️ Keeping lead generation forms concise is crucial for improving conversion rates and obtaining essential information efficiently.
• 📈 Lead scoring rules can be set within the Typeform to help prioritize and qualify leads based on responses, which is vital for sales follow-up.
• 📱 The script mentions the importance of optimizing forms for both desktop and mobile views to cater to users on different devices.
• 📝 Personalization within the form is achieved by recalling information from previous questions to make the form more engaging and relevant to the respondent.
• 📊 The integration with HubSpot allows for the automatic transfer of form responses into the CRM, creating new lead records and enabling efficient lead management.

Q & A

What is the purpose of the HubSpot and Typeform integration discussed in the script?

The purpose of the HubSpot and Typeform integration is to simplify and enhance B2B lead generation by allowing marketers to create slick lead gen forms in Typeform and automatically send the leads to HubSpot for centralized management.

Who is Adriti and what role does she play in the video?

Adriti is from HubSpot and she guides the viewers through the process of creating a lead generation form using Typeform and connecting it to HubSpot.

What are the three options to create a form in Typeform as mentioned in the script?

The three options to create a form in Typeform are starting from scratch, importing questions from a tool like Google Form, or copying and pasting from another location.

How does Typeform's AI feature assist in creating a lead generation form?

Typeform's AI feature, called 'lead qualification smart block', generates questions based on the information provided about the company, helping to create a form tailored to the ideal customer profile.

Why is it important to keep the lead generation form short?

Keeping the lead generation form short helps improve conversion rates by making it less tedious for potential leads to fill out and ensuring that only key information is collected.

What is the significance of using multiple-choice questions in the lead generation form?

Using multiple-choice questions reduces the likelihood of spelling errors and makes it easier to filter responses based on specific criteria, as opposed to open-ended questions.

How can the design of the Typeform be customized to match a brand?

The design of the Typeform can be customized by using the 'Brand Kit' feature, which allows the use of pre-approved logos, color palettes, and photos, ensuring consistency with the brand's identity.

What is the benefit of adding personalization to the Typeform?

Adding personalization to the Typeform, such as recalling information from previous questions, makes the form more engaging and relevant to the individual filling it out, potentially improving the response rate.

How can the form be optimized for both desktop and mobile devices?

The form can be optimized for both desktop and mobile devices by changing the layout to suit each platform, ensuring that the form is visually appealing and easy to fill out on any device.

What is the purpose of setting up lead scoring rules in the Typeform?

Setting up lead scoring rules helps to prioritize leads based on their potential value to the business, allowing marketers to focus on high-scoring leads that are more likely to convert.

How does the integration with HubSpot work after the Typeform is published?

After the Typeform is published, the integration with HubSpot is set up by mapping the questions from Typeform to fields in HubSpot. This ensures that all responses are automatically sent to HubSpot and create new records for lead management.

Outlines

00:00

📝 Introduction to HubSpot & Typeform Integration

The video script introduces a collaboration between HubSpot and Typeform for B2B lead generation. Adriti from HubSpot and colleagues from Typeform discuss the integration's benefits. The session aims to demonstrate creating a lead generation form in Typeform and connecting it to HubSpot for streamlined lead management. The process begins with creating a new form in Typeform, choosing to start from scratch with AI features, and creating a form for a fictional company, L&D Marketing. The script highlights the power of combining HubSpot's CRM and AI capabilities with Typeform's AI in form creation.

05:02

🔍 Crafting a Lead Gen Form with Typeform's AI

This paragraph details the process of building a lead generation form in Typeform, utilizing AI to generate questions based on provided company information. The form is designed to collect key details such as industry, company size, location, seniority, and role in the purchasing decision. The script emphasizes the importance of brevity in forms to improve conversion rates and provides insights on using multiple-choice questions to avoid spelling errors and ease data filtering. It also discusses personalizing the form with previously collected data and optimizing the form's design for both desktop and mobile views, including adding images and videos for visual appeal.

10:03

📊 Setting Up Lead Scoring and Conditional Logic

The script explains how to set up lead scoring rules within the Typeform to prioritize leads based on their industry, company size, location, seniority, and role in the purchasing process. It also covers using conditional logic to create a more streamlined experience for high-priority leads by skipping certain questions based on their responses. The aim is to make the form shorter and more direct for leads with purchasing power, thus improving the efficiency of the lead generation process.

🔗 Integrating Typeform with HubSpot for Lead Management

The final paragraph outlines the process of integrating the completed Typeform with HubSpot. It involves mapping the form's questions to corresponding fields in HubSpot, setting up a custom lead score field, and enabling source tracking to monitor lead origins. The integration allows for automatic transfer of lead information from Typeform to HubSpot, creating new records and enabling efficient lead management. The script concludes by demonstrating how to use the integrated data in HubSpot to identify high-scoring leads and take appropriate follow-up actions, such as enrolling them in a sequence or creating tasks.

Keywords

💡Lead Generation

Lead generation is the process of identifying and cultivating potential customer interest in a product or service. In the video's context, it refers to the creation of a form that collects information from potential clients, which can then be used for marketing and sales purposes. The script mentions creating a 'lead generation form for a fictional company, L&D Marketing,' highlighting the importance of this process in B2B marketing.

💡HubSpot

HubSpot is a software platform that offers a variety of tools for inbound marketing, sales, and customer service. The script discusses the integration of HubSpot with Typeform, emphasizing how this integration enhances the lead generation process by centralizing lead data within the HubSpot CRM, which is a key component of the video's theme.

💡Typeform

Typeform is a user interaction platform that allows the creation of engaging and visually appealing forms. The video script describes using Typeform to create a 'super slick lead gen form,' demonstrating how its features, such as AI integration and smart blocks, facilitate the design and functionality of the form.

💡Integration

In the context of the video, integration refers to the process of linking two or more software applications to work together seamlessly. The script details the steps to integrate Typeform with HubSpot, allowing for the automatic transfer of lead data from the form to the CRM, which is crucial for efficient lead management.

💡AI

Artificial Intelligence (AI) is the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. The video script discusses the use of AI in Typeform to generate questions for the lead generation form and in HubSpot for blog posts and emails. The integration of AI is portrayed as a powerful feature that enhances form creation and marketing efforts.

💡Smart Blocks

Smart Blocks in Typeform are pre-designed form sections that can be customized with specific questions or actions. The script mentions using a 'lead qualification smart block' that generates questions based on provided information, streamlining the form creation process and making it more intelligent.

💡Lead Scoring

Lead scoring is a method of ranking leads in terms of their likelihood to convert to customers. The video script describes setting up lead scoring rules within the Typeform, such as assigning points based on industry, company size, and role seniority, which helps in identifying high-potential leads.

💡Personalization

Personalization in the context of the video refers to tailoring the form experience to the individual filling it out by using previously collected data. The script illustrates this by showing how to recall information from previous questions to make the form more engaging and relevant to the user.

💡Brand Kit

Brand Kit in Typeform is a feature that allows users to apply their brand's visual elements, such as logos and color schemes, to their forms. The script mentions using Brand Kit to ensure the form's design aligns with the company's branding, which is important for maintaining a consistent brand image.

💡Logic

In the video, logic refers to the conditional rules that determine the flow of a form based on user responses. The script describes using logic to skip questions for certain leads, such as directing high-seniority respondents to questions about their project, which optimizes the form-filling experience.

💡Custom Dimension

A custom dimension in HubSpot is a user-defined field that can be used to store specific data about contacts, companies, or deals. The script explains mapping the lead score from Typeform to a custom dimension in HubSpot, which allows for more detailed tracking and segmentation of leads.

Highlights

Integration of HubSpot and Typeform simplifies B2B lead generation.

Introduction to creating a lead generation form with Typeform and its subsequent connection to HubSpot.

Explanation of starting a form from scratch and utilizing AI features in Typeform.

Advantages of Typeform's AI in forms over HubSpot's AI capabilities.

Demonstration of using smart blocks and AI to generate lead qualification questions.

Importance of creating an ideal customer profile (ICP) for lead qualification.

Customization of the Typeform design to match brand identity using Brand Kit.

Strategies for keeping lead generation forms concise to improve conversion rates.

Use of multiple-choice questions to avoid spelling errors and filter data effectively.

Technique to generate additional multiple-choice options with AI for industry questions.

Optimization of form layout for both desktop and mobile viewing experiences.

Personalization of forms by recalling previously collected information.

Enhancing form engagement with images and videos from the Brand Kit.

Utilization of lead scoring rules to prioritize high-quality leads.

Setting up conditional logic to streamline the form-filling process for high-priority leads.

Recommendation to visualize form logic on paper before implementing in Typeform.

Mapping Typeform questions to HubSpot CRM fields for seamless data transfer.

Enabling source tracking to identify where leads are coming from.

Finalizing the integration setup and toggling the connection between Typeform and HubSpot.

Demonstration of how leads are displayed and managed in HubSpot after form submission.

Transcripts

- We all know how hard it is

to do lead generation as a B2B marketer.

However, with the HubSpot and Typeform integration,

it doesn't have to be all that hard.

Hi, I'm Adriti from HubSpot,

and I'm joined by my colleagues over at Typeform

to talk about how great this integration is.

Come join.

- Today, I'm going to walk you through

how to create a super slick lead gen form using Typeform

and then how to connect that with HubSpot

to send all your leads to one place.

Here we are in the Typeform workspace,

so I am going to start by clicking create new form.

So what we're gonna be doing

is creating a lead generation form for a fictional company

called L&D Marketing.

So you're represented with three options to create a form.

You can start from scratch,

you can import questions from a tool like Google Form

or copy and paste from another location,

or you can create with AI.

What we're gonna start with is start from scratch,

because that also has some AI features

that we're going to be able to use.

So let's click start from scratch.

- So something I love about Typeform

is their inclusion of AI.

Currently, HubSpot doesn't have AI in its forms,

although it does have it in blog posts, emails, et cetera,

but this is why this integration is really, really powerful,

because you get to use the benefits of HubSpot,

HubSpot CRM, HubSpot AI,

with Typeform, which also has AI in its forms.

- And we are creating a lead gen form.

So here we are in the Typeform builder,

and we're gonna start by adding a question.

You can do that by hitting the plus sign,

but instead of adding a question,

we're gonna use one of these smart blocks.

So we have this lead qualification smart block

that comes up with questions based on some information

that we're about to provide, so let's click there,

and here's where we'll add in some information

about the company, so we'll click continue,

and so here you can see it's pulled the data

from our description to create our ICP,

or our ideal customer profile,

so we included all that in the description

to be able to pull that through into our form.

So this looks great. Let's click generate content.

So you can see here we have about six questions

that have been generated for us through AI,

and under this lead qualification section here,

you can see that you have the option

to set the lead scoring rules.

We will do that a little bit later

once we've finalized our questions, but first,

let's go and make sure

that this design of our Typeform matches our brand.

So if you go to design, you can see some themes here

labeled with Brand Kit.

So this feature is available on our enterprise plan,

and it just basically lets you stay on brand

with previously approved logos, color palettes, photos,

anything you need included in your branding.

Here, we will use this theme,

which by magic is applied to our Typeform.

First thing we want to do,

this question is a little bit long,

so we're asking for their contact information.

What we're gonna do is just remove all this.

So it's important to keep your lead gen forms

as short as possible.

This will help improve your conversion rates

and also get the key information that you need.

- This is really important, what she just mentioned.

The shorter your form,

the more likely people are going to fill it out.

So especially for a lead gen form,

where you just need to contact that person,

it probably doesn't make sense to ask them 10 questions.

However, if you are sending them an ebook

or something a little more substantial,

you can ask more questions,

so just make sure the number of questions

actually matches the offer.

- Let's go to the second question.

So here we're asking, what industry is your company in?

But maybe we want to offer a few more options

other than other, so if we hover over here,

we'll see this generate with AI option

that can actually help us generate a couple

more multiple choice options.

These look great, so let's click use these four choices,

and just like that, we have these options.

I'm going to move this one down to the bottom,

and what you can do here is you can also go

to the question options and you can choose the other option,

and that way people, can actually type in

what industry they're in, so we'll just remove that.

- It's obviously really important to have an other category,

but I love that everything here is multiple choice.

When you have people fill in short answer,

it gets more tedious, and also,

it's more prone to spelling errors,

so when you do wanna filter by a certain industry,

you're not accounting for the people

who might call it something else

or maybe the people who accidentally spelled it wrong,

so I love multiple choice for forms.

- Moving on to question three,

how many employees does your company have?

So we're just gonna leave this one as is.

I think over 50 is what we're really interested in,

and if we need to figure out later

exactly how many employees people have,

we can easily ask that.

The next question, where's your company located?

So again, we're mostly interested

in potential clients from the US,

so we're just gonna leave this as other for now,

and if we decide that we want

to collect that information later, we can.

Okay, the next question asks about the seniority

of the person filling in this form.

This is a bit wordy, so what we're gonna do

is we're just gonna keep it simple,

and we're gonna remove these options.

I think these are a bit too much for what we're asking for.

So let's just start with something like senior here,

and then we'll ask AI to create the rest

of the answer options for us.

Okay, perfect, so now we have a better idea of the seniority

that the respondent has in their company.

Finally, we have the last question,

"What specific marketing services are you interested in?"

This isn't actually a question that we are interested in

at the moment, so we're gonna change this.

Instead, I'm going to ask,

"What is your role in the purchasing decision?"

Let's ask AI to come up with some suggestions here.

Okay, perfect. Let's use these five choices.

Okay, so let's add one more question.

This will be a short text question,

and here, we want a bit more information about the project.

Now what we wanna do is add a bit of personalization

to this form.

Because we collected some data in question one,

we are going to be able to recall some of that information

throughout the form to make it a bit more personal.

So here it says, "What industry is your company in?"

If we wanna name the company,

all we have to do is click the at symbol,

and this will recall information from any previous question

that was collecting information.

So what industry is your company in?

And that'll just help it make a bit more personal.

Here again, we can do the same,

and then here, we can recall their first name,

just to make it, again, a bit more personal

to the person that is filling in this form,

and we'll do that again here,

so now we have been able to personalize

this form a little bit by recalling information.

Now, we've already looked at the design,

but maybe we wanna add a bit more flair to the form,

so what we'll do is we'll go into question settings

and we'll choose to add an image or video.

And here, you can see one of the options, one of the tabs,

is Brand Kit, so this is something that I mentioned earlier.

It lets you have pre-approved images from your company.

So here, let's try and find a nice image.

I think this one works pretty well,

and maybe this isn't the best location for the photo,

so what you can actually do here

is you can change the layout.

So for desktop, which we are on right now,

maybe it looks nice there,

but as you can see, there's also the option

to change the layout on mobile.

Because a lot of people fill in forms on mobile devices,

it makes sense to optimize your form

for both desktop and mobile.

- Don't sleep on trying to make your form

as visually appealing as possible.

It's so boring to just fill out a Google Form

that just has seven questions and nothing else.

Add images, add things that you can

to make it as engaging as possible.

- So to finish it off, you can also add an ending.

So endings are just a way to say goodbye for your Typeform.

So you could actually add more than one ending,

so if you wanted to send people two different endings

based on their score, for example, on their lead score,

you could do that by adding another end screen.

- This is such a great feature, because now,

if certain people match your ideal customer profile,

you can put in more specific language, like,

one of our sales reps will get in touch with you

in two days, or you could even put in a phone number

or email address letting them reach out to you directly.

- So now what we wanna do is make our form

a little bit shorter for our hottest leads,

and we're gonna do that by going to the logic tab.

So here you can see the logic map,

and what we wanna do is just skip a couple questions

for people that we know have purchasing power.

So here, basically, we want to drag and drop this question

over directly to the summary.

So if we know that someone has high seniority

in the company, they probably have that purchasing power,

so what we're gonna do is we're gonna say if your seniority,

which is the question here, is either a senior or,

and then we'll add an executive,

then you can send them directly to the question

to ask more information about their project.

- This is such a great feature

and can get pretty complicated,

especially if you have different logic going on.

What we recommend over at HubSpot is whiteboarding this

or putting it on a piece of paper so you can see it

and kind of change it before you actually input it

into a software like Typeform, so just a little tip there.

- So we'll hit save, and you can see that the logic

has been set up on our form.

So now let's go back to our form

and review our lead scoring rules.

So if you go under lead qualification,

and we can click here to set lead scoring rules.

So here, there was already some scores already set up,

but you can do whatever kind of scoring method you want.

So actually here, what we want is to set up 10

for software and services, because we told AI early on

that that is our desired industry,

but we've also had some success with healthcare and retail,

so we're gonna add five points to each of those.

Again, here, we prioritize companies with over 50,

so actually, what we're gonna do is leave that at five

if they have over 50,

but not give them any score if they're under 50,

because we're really not interested in them at this time.

And again, where's your company located?

We will give five points if you're in the US.

If you're in another country, again,

we're not super interested in you at the moment,

so we won't give any additional points to that.

Okay, so in terms of role seniority,

we would say that a executive probably gets the most,

and a senior maybe gets just below that,

and a manager, five, and then the rest,

we won't discard them completely.

We'll give them two points each.

And then finally, what is your role

in the purchasing decision?

Again, we really are interested in the purchasing manager,

so we'll give them 10 points, and decision maker, again,

are of way more interest to us,

so we'll leave that at eight,

and maybe we'll give three, four the others.

Okay, great, so now let's hit save.

So now we have all of our lead scores set up.

All we need to do now is publish our form,

which you can do by clicking publish,

and now we're going to set up an integration with HubSpot,

so you can access that just by clicking here,

and HubSpot is right here,

so now we're ready to start setting up the integration,

so the first thing I'll do is hit authenticate.

So the next step now is to map the questions in Typeform

to fields in HubSpot.

This actually all comes from that first question

that we had, the contact form question,

so these are automatically mapped to fields in HubSpot.

That's great, that's perfect.

The only one I wanna add here is the lead score.

So if I click add here, select a question,

I'll scroll down to where it says score variable,

put that there, and you can select a field to map to.

I have actually already set up a lead score custom dimension

in HubSpot, so I will put that there.

Now this checkbox will appear.

You should click yes to require an email address.

You also have a couple other options here.

You can add a company, you can also add a deal,

but we are just going to skip that for now.

Here, you can choose whether or not you want

to enable source tracking.

I would highly recommend this

so that you know where your leads are coming from,

so I'll just leave that on,

and then send existing responses to HubSpot.

This is if you already have responses to this Typeform.

We don't have any yet, it's brand new,

so we're not gonna have to deal with that,

and so then we click save, and we are all set.

You can see here that the integration is connected.

You can turn that on and off with this toggle,

and if you need to make changes,

you can go ahead and just click edit,

and you can make changes to any of the mapping

or anything else you want to include in the integration.

So we have our lead gen form created

and we have the integration set up with HubSpot.

So now anytime a lead fills in your Typeform,

that information will automatically be sent to HubSpot

and create a new record.

So now I'm gonna hand it on over to HubSpot

so you can see what that looks like in HubSpot.

- All right, looks like I'm up.

In my contacts, I can set up a specific view

for good fit form submissions, and if we go into this view,

the first conversion is the form that we just made,

L&D Contact Us, and I wanna see a lead score

of greater than 10.

So these people, in my mind, are the folks

that I wanna make sure we're contacting within two days.

So I have my list.

So I have two people in my list

who have submitted the form today,

and if I click preview, I get to see all the information,

the company they're associated with, and any other things

that they submitted on the form.

So this looks great,

and I wanna make sure I'm contacting them,

so I can either check mark them

and enroll them in a sequence very easily,

or I can simply call them up, create tasks,

enroll them in workflows, all that good stuff.

And there you have it.

With the HubSpot and Typeform integration,

you are able to level up your B2B lead generation efforts.