Template Ops

Enrich Gravity forms and add to HubSpot

Built by: Lusha

Difficulty: Medium

Tools: Gravity Forms ▪ HubSpot ▪ Lusha ▪ Workato

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
Email
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.

Ready to run this?

One data connection. Works in Claude, ChatGPT, your CRM, or any agent you build.

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