Enrich Google Forms for HubSpot contacts
This play triggers whenever a new or updated response is submitted through Google Forms, enriches the contact using Lusha Connect, and creates (or updates) the contact in HubSpot with standardized, enriched fields. The result: every inbound form lead enters your CRM complete, validated, and ready for routing, scoring, or nurturing.
Why this works
Google Forms are fast and flexible—but they often produce messy CRM data. Leads arrive with personal emails, incomplete company fields, or inconsistent job titles, forcing Ops and Sales to clean up data before taking action.
This play fixes the problem at the source. It enriches inbound form submissions automatically and only writes high-quality data into HubSpot—so workflows trigger correctly and teams engage faster.
What you get
- Automatic trigger on new or updated Google Forms responses
- Contact enrichment via Lusha Connect (title, company, seniority, LinkedIn, phone where available)
- Optional company context derived from email domain
- Clean HubSpot contact creation with mapped, standardized fields
- Faster speed-to-lead with no manual enrichment or cleanup
How to set it up
Connect all required accounts
Before testing or configuring anything, connect each app in Zapier:
- Google Forms: connect the Google account that owns the form
- Lusha Connect: authenticate with your Lusha API credentials
- HubSpot: connect the HubSpot account where contacts should be created
Once connected, the “Please choose an account” warnings will disappear and testing will work correctly.
Configure the Google Forms trigger
Select:
- The Google account
- The Form you want to monitor
Confirm the trigger pulls:
- Email address
- First name / Last name
- Company (if asked)
- Any custom fields you want to map later (role, use case, etc.)
Tip: If possible, include an email field and avoid free-text “Company” fields—email domain is more reliable for enrichment.
Configure Lusha enrichment steps
Use form inputs to enrich the contact.
Add optional validation or filtering (recommended)
Before creating a HubSpot contact:
- Continue only if email exists
- Optional: skip personal email domains (gmail.com, yahoo.com)
- Optional: continue only if enrichment returned a valid match
This keeps your CRM clean and your credit usage efficient.
Complete HubSpot contact creation
This step needs final configuration.
In the Create Contact action:
- Map Email (required, unique identifier)
- Map enriched fields:
- First name / Last name
- Job title
- Company name
- Phone
- LinkedIn URL
- Any custom HubSpot properties
Important:
If the contact already exists, switch to Create or Update Contact to avoid duplicates.
Test end-to-end
Submit a test form response and confirm:
- Trigger fires correctly
- Lusha enrichment returns data
- HubSpot contact is created or updated
Fields are populated as expected
What to do next
- Auto-enroll contacts into HubSpot workflows: Trigger nurture sequences, SDR alerts, or qualification steps immediately after contact creation.
- Add lead scoring: Score contacts based on enriched seniority, role, and company size.
- Route by segment: Assign owners or workflows based on region, industry, or ICP fit.
Log enrichment gaps: Send failed or partial enrichments to a review list for Ops cleanup. - Expand to account enrichment: Enrich the associated company record once a contact converts or reaches MQL.
- Measure impact: Track speed-to-lead and conversion rates for enriched vs. non-enriched form submissions.
The goal: Inbound leads shouldn’t slow your team down. This play ensures every Google Forms submission enters HubSpot enriched, standardized, and ready for action—so Marketing and Sales can move fast without manual cleanup.
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