This Zapier workflow runs whenever a Google Forms response is submitted or updated. It enriches the contact with Lusha and creates or updates it in HubSpot with clean, consistent fields, so every form lead is ready for routing, scoring, or nurture.
Enrich Google Forms leads for HubSpot contacts
Why enrich Google Forms leads before they reach HubSpot?
Google Forms is fast and flexible, but it often creates messy CRM data: personal emails, missing company details, and job titles written ten different ways. Ops and Sales then have to clean it up before they can act.
This workflow fixes that at the source. Every response is enriched before it reaches HubSpot, so workflows run correctly and reps can follow up faster.
What this workflow does
- Starts when a Google Forms response is submitted or updated
- Enriches the contact with Lusha, adding job title, company, seniority, LinkedIn URL, and phone where available
- Adds company details based on the email domain
- Filters out responses without an email or with personal email addresses, if you choose
- Creates or updates the contact in HubSpot with the enriched fields mapped in
How to set it up
01
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
02
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.
03
Configure Lusha enrichment steps
Map the email from the form response to Lusha Connect. If you don’t have an email, use first name, last name, and company as a fallback. Lusha returns job title, company, seniority, LinkedIn URL, and phone where available.
04
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.
05
Complete HubSpot contact creation
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.
06
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.
FAQ
Use this Zapier workflow. It enriches each response with Lusha and creates or updates the contact in HubSpot.
At minimum, an email address. A work email gives the best results, because the email domain is more reliable than a typed company name.
Yes. Add a filter that skips domains like gmail.com and yahoo.com.
Not if you use HubSpot’s “Create or Update Contact” action, which updates the contact when it already exists.
Job title, company, seniority, LinkedIn URL, and phone where available.
Ready to run this?
One data connection. Works in Claude, ChatGPT, your CRM, or any agent you build.
