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Build Better HubSpot Forms for Events, Integrations, and Orders
Superpower your HubSpot CRM with dynamic, multi-page forms where contacts can book events, purchase products, and update their details—without requiring custom HubSpot fields for each detail.
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You want to gather as much info as you can reasonably use in your CRM. Name, email, company details, role, perhaps even info about former employers, interests, and former roles. Anything that will give you an edge up in the sales process is worth storing.
HubSpot’s built for that. When you make a form in HubSpot, every bit of data you gather is saved to your CRM. That ensures that the data you gather will help fill in the picture about your leads and customers.
It also makes it tough to build HubSpot forms to book events, sell products, or gather one-off details that don’t really need to be saved forever. Say you’re holding local meetups, and want to let attendees choose the venue and time they’ll attend, then pay for tickets or swag. That’s a great chance to make sure attendees’ contact info is up-to-date in HubSpot. But your HubSpot database could do without the details that they attended the Friday 6PM meetup and ordered two hoodies—things that might not aid your sales process in the future.
That’s where a non-HubSpot form like Fillout can come in handy. It can gather any data you want, sync only the CRM-related stuff to HubSpot, then let you store the rest of the data wherever else it’s needed.
HubSpot Forms are built to add data to your CRM. Every field in a form—except for images, headers, and paragraph text—has to be linked to your CRM. That makes it easy to build forms around your existing CRM data. The HubSpot form builder includes fields for each bit of detail stored in your CRM about contacts. Drag-and-drop any field into your form, then customize the label for a quick way to add contacts.
It gets trickier when you need more advanced forms, say to book events. Add a new form field to let people pick the date they’ll attend, and HubSpot will add the field to your CRM as well. You could then build a HubSpot list specifically for people attending the Friday list. But you might also find that your CRM starts feeling cluttered after a few years of logging one-off details to contacts. And if you want people to pay for the event or purchase products through your form, you’ll need to use HubSpot Payments which are only open to US-based companies.
The good thing is, with HubSpot integrations you can bring data from your non-HubSpot forms into your HubSpot CRM, and do more with it along the way. Here’s how to build a more detailed HubSpot form in Fillout.
Fillout’s flexible enough to build any type of form you want. Show one question at a time, or build a detailed, multi-page form. Embed Calendly into your form, or use Google Calendar integrations to save the dates people pick to your calendar.
Store everything in HubSpot, or send the CRM data to HubSpot and use the other data where it’s most needed.
It starts with Fillout’s HubSpot integration. Create a new Fillout form, choose Connect and pick the HubSpot integration, and connect your account. The Fillout form builder will then preload all of your core HubSpot contact fields to use in your form.
Much like the HubSpot Forms editor, you can drag-and-drop email, name, company, lead status, and other core CRM fields from Fillout’s sidebar into the form editor. Always be sure to include an email field, as HubSpot requires it to sync data to your CRM. You could have Fillout verify the email with its Conversion Kit tools, or choose to only accept company email addresses to qualify leads before they fill out the entire form.
Then add the rest of the fields you need. You can set them to only show based on criteria—say, to hide the number of employees field until a company name is added—or set defaults so new contacts are always added at the Lead lifecycle, if you want. And you can add multiple pages to your form, perhaps with a whole page of company-related questions for those marked as qualified leads. Anything to speed up your workflow.
That’s enough to build a better contact form for your HubSpot CRM. How about forms for other purposes, like signing up for events and buying stuff?
For those, click the Other tab in Fillout to add any additional fields to your form. Add plain text fields to gather data that’s not sent to HubSpot, or video, location coordinates, calendar date pickers, and signatures for form options not included in HubSpot. Or you can use AI to build your form faster. Click the purple star button near the top left in Fillout and explain your form’s use-case to use GPT to add fields in seconds.
It’s these additional fields that let you build out more detailed forms for HubSpot, like a booking form. Fillout includes a few options to do so. Add a multiple choice option to let people opt-in to one of your event dates. Put a date range field, to get an estimate of when most of your contacts would be free to meet up—then schedule your events based on their input.
Or, for one-off meetings, training calls, and other individual events, you could embed Calendly into your form and let guests put the date and time they’d like to meet directly on your calendar. You could also add logic to your Fillout form to direct people to your HubSpot Meeting page, if you’d rather use HubSpot’s booking tool.
Want to sell products in your form? Tickets to your event, swag, paid consultations or on-site installation—anything your business needs to charge for can fit into a form.
HubSpot Forms’ fields have to be linked to a field in your CRM. You’d have to save any purchase details to your CRM—and if someone orders again, the first order’s details would get overwritten. Or, if they bought multiple items, it’d be tough to calculate the total.
A more flexible option is to use Fillout’s Stripe integration alongside non-HubSpot form fields to handle checkout.
Start out by adding HubSpot fields for the contact details, as you’ll still want to save those to your CRM. Add extra Fillout fields to let people choose products and sizes, book consulting, and add any customization details needed. Then click + Add page, choose Payment, and connect your Stripe account to Fillout. Finally, in the Stripe settings pane on the right, add the payment price—or build out a calculation so Fillout can figure out the total price from the options selected.
The HubSpot part of your forms is ready to go. Save your form, and any data you added to HubSpot fields in Fillout will automatically be saved to HubSpot. If an existing contact fills out your form with an email address in HubSpot, their details will get updated in your CRM, too.
Those other fields you added to Fillout, along with Calendly events and Stripe payment details, won’t get added to HubSpot. They’ll be saved to Fillout where you can export them as a CSV spreadsheet. Or, you can add integrations to save them to your favorite apps.
Click the Integrations tab in Fillout to choose where to send the rest of your form data. Add the Google Sheets integration to save every form entry to a spreadsheet, or the Dropbox integration to save files your contacts uploaded to your cloud storage. Copy new contacts over to a MailChimp mailing list if you’d like to send newsletters outside of HubSpot. Or use Fillout’s Zapier-powered integrations to add events to Google Calendar, create signed Google Documents from form entries, create tasks to follow up or ship products in Trello and Asana, and more.
That lets you build your forms deeply into your workflows. Contact data goes in your HubSpot CRM. Files into Dropbox. Events into Google Calendar. And nothing duplicated to clutter up your CRM.
Or, if you ever decide that you’d like to save more of your form data to HubSpot, you can tweak Fillout’s HubSpot connect. Click the HubSpot button in Fillout’s integrations tab, and add a new contact property. Select the HubSpot field you’d like to save the data to on the left, and match it with the correct Fillout field on the right.
Buying patterns have changed. Today’s consumers are less likely to notice ads—much less buy something directly from them.
Instead, we research. Look around. Gather data. Look for discounts. And when we’re sure this is a good idea–and no sooner—we pull the trigger.
That’s one of the founding insights behind HubSpot, when co-founders Brian Halligan and Dharmesh Shah “noticed a shift in the way people shop and buy,” relays the official HubSpot Story. “People don't want to be interrupted by marketers or harassed by salespeople—they want to be helped.”
Which is where you’ll need better forms. With Fillout paired with HubSpot, contacts can book sales calls, sign up for events, and directly buy your products. They’ll get a better booking and buying experience, and you’ll get the data you need, where you need it, without cluttering up your CRM.
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