Enrich Gravity forms and add to HubSpot
This play triggers when a new Gravity Forms submission is received, enriches the lead using Lusha based on available identifiers (name, email, LinkedIn), creates or updates the contact in HubSpot, expands enrichment with Lusha Prospecting when needed, and activates downstream HubSpot workflows.
The result: every inbound form lead enters HubSpot enriched, standardized, and ready for automation.
Why this works
Inbound leads arrive fast—but often incomplete. Missing titles, inconsistent company names, or no contact intelligence slow down routing and personalization.
This play enriches leads at the moment of submission and ensures HubSpot workflows only fire once clean, enriched data is available—so Marketing and Sales can act immediately.
What you get
- Automatic trigger on new Gravity Forms submissions
- Immediate contact enrichment via Lusha
- HubSpot contact creation with standardized fields
- Expanded prospecting enrichment for additional contacts when needed
- Automatic HubSpot workflow activation for routing, scoring, and nurture
How to set it up
Connect your apps in Workato
Ensure these connections are active:
- Gravity Forms: access to form submissions
- Lusha: API access for enrichment and prospecting
- HubSpot: permission to create and update contacts and enroll workflows
Configure the Gravity Forms trigger
Select:
- The form you want to monitor
Confirm the submission includes:
- Email address
- First name / Last name
- Company (if available)
Tip: Email is the strongest identifier—always include it in the form.
Configure initial Lusha enrichment
Map identifiers:
- Work email (preferred)
- LinkedIn URL (if collected)
- Name + company (fallback)
This step returns verified contact details to populate HubSpot accurately.
Create or update the HubSpot contact
Map enriched fields such as:
- Name
- Job title
- Company
- Phone
- LinkedIn URL
Best practice: Use “Create or update” logic to avoid duplicates.
Expand enrichment with Lusha
Optionally search for and enrich additional contacts at the same company:
- Target buying committee roles
- Limit results to control credit usage
This is ideal for ABM or multi-threaded sales motions.
Activate HubSpot workflows
Once contacts are created or updated:
- Enroll them into the correct HubSpot workflow
- Trigger routing, scoring, alerts, or nurture sequences
What to do next
- Add qualification filters: Only activate workflows if seniority, role, or company size matches your ICP.
- Prevent over-enrichment: Skip prospecting steps if the company already has enough contacts.
- Route by intent or form type: Use different workflows for demo requests vs. content downloads.
- Measure funnel impact: Track MQL rates and speed-to-contact for enriched vs. non-enriched submissions.
- Extend to accounts: Enrich the associated company record once inbound interest is confirmed.
The goal: Inbound forms should trigger action, not cleanup. This play ensures every Gravity Forms submission enters HubSpot enriched, activated, and ready—so your team responds fast with the right context.
No FAQ items available at this time.
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