Best Practices to Automate Lead Evaluation from Form Submissions in HubSpot

Marketing & Content Hub Lead Capture Tools
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1

Hi Community,

As part of our lead management process, we have identified two main lead generation channels: website and marketing campaigns, both using HubSpot forms.

Currently, when a form is submitted, the contact is manually reviewed by a Sales Admin to evaluate whether it is a legitimate lead. Based on this evaluation, a Lead record is then created in HubSpot.

We are now looking to automate this manual lead evaluation process, so that lead creation can be handled based on defined criteria rather than manual review.

We would like to understand:

1. What are the best practices to evaluate and identify legitimate leads from form submissions in HubSpot?

2. How can we automate lead evaluation before creating Lead records?

3. Are there any out-of-the-box features that can support this?

4. How do you handle different channels (website vs marketing campaigns) when evaluating leads?

Our goal is to ensure that only relevant and legitimate leads are created, while reducing manual effort and improving efficiency.

Appreciate any insights or approaches based on your experience.

Thanks in advance!

2

Hi @CFernando23,

The answers to those questions depend on your sales process - could you please share a bit more context and details about your company, products and services, sales process?

In general, you can use custom properties (including the ones on your form) to create a logic that decides whether a contact is ready or not. For example, you could let contacts with certain job titles, industries, company sizes through will not others. This could be done through a contact-based workflow that enrolls the good contacts and creates a lead record or assigns an owner, for example.

You can also use a lead score to check how engaged a contact is and how well they fit your ideal customer profile: Understand the lead scoring tool

The specifics depend on your own context.

Best regards

3

Hi @CFernando23,

For 1 & 2: The best practice is to use lifecycle stages - and these are dependant on your business. You can keep it simple and start with Unqualified lead, Lead, Sales qualified lead, Opportunity, Closed Won.

  • Unqualified lead = every contact that submits the form will be created a record, and default it to unqualified lead
  • Lead = based on automation, you can choose the criteria that accepts Unqualified leads to become Leads (what the Sales team is manually doing currently)
  • Sales Qualified Lead (SQL) = after the sales team has a call with the contact and it is validated that they are real, they have a real interest, it can be moved to Sales Qualified Lead
  • Opportunity = every SQL that has a deal, it can mean that the contact has time and budget
  • Closed Won = paying client

3. You should keep it easy to understand and straightforward. This is a system that works for everyone.

4. Lead scoring can be useful for you in this situation. It is a weighted property that increases or decreases based on contact activity and the assets they have interacted with. Understand the lead scoring tool

This way you will use less manual work and your sales team can focus on the real sales actions.