Turn a form into sales lead

New Contributor

We are tryig to figure out how to ask the right questions on a contact form  (example EBook sign up) so that we can use that information to trigger a workflow that would send to sales users based on their territories and if the company is a lead or not (company type).  It seems to be mixing company and contact and I am struggling putting my head around what the best practice would be.  Please help! 

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New Member



We specialise in content downloads and contact us form fills and we have found that adding progressive questions to our forms increases our chances of users converting. This is also a better user experience and allows your team to gather more information on the contact. I have added a couple of examples below of the type of forms that we use:


Content Download:

  1. First Name 
  2. Last Name
  3. Email Address
  4. Phone Number 
  5. Company Name
  6. Website URL
    Progressive Questions:
  7. What best describes your role?
  8. Are you planning to increase inbound activity?
  9. Are you a HubSpot customer?


Other questions we have found that work are:

  • Country
  • Organisation Type
  • Job Title
  • {Product Specific example} - Do you have an annual general meeting?, then add a dependant question, If so, when is your next annual general meeting?
  • Industry
  • I'm interested in...
  • Size of organisation
  • What kind of help are you looking for?


You can also add a hidden field "Lifecycle Stage" and set a contacts lifecycle stage based on the form they fill in. For example, if a user was to fill in a content download form, but was a pricing sheet, I might set their lifecycle stage to SQL. I then might have a seperate form (same questions) for content such as ebooks, infographics, videos etc.. Their lifecycle then might be Lead. 


If you wanted to check out more of our forms and how our progressive forms work, visit bbdboom.com and trial by going to our resources page. 


If you needed further help or assistance, please let me know and I will be more than happy to help.


Emma Lynch

Founder & Head of Client Success