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Recipe 05, Form submission to CRM

Goal: a "Contact us" form on your website creates / updates a contact in HubSpot and notifies your sales team.

Difficulty: Beginner · Time: ~15 minutes · Connectors: Form trigger, HubSpot, Slack

Prerequisites

  • HubSpot credential with contact write access.
  • Slack credential and a sales channel (#sales-inbound).

Finished workflow

┌──────────┐    ┌───────────┐    ┌────────────┐    ┌──────────────┐
│   Form   │───▶│ Transform │───▶│  HubSpot:  │───▶│   Slack:     │
│ Trigger  │    │           │    │ upsert     │    │  notify team │
└──────────┘    └───────────┘    │  contact   │    └──────────────┘
                                 └────────────┘

Step-by-step

1. Form trigger

Replace Start with Form Trigger:

Fields:

  • firstName (text, required)
  • lastName (text, required)
  • email (email, required)
  • company (text)
  • message (textarea)
  • consent (checkbox, label: "I agree to be contacted by Acme")

Visibility: Public. CAPTCHA: on (forms get bot traffic).

2. Transform

Add a Transform node:

map:
  email:      {{ $trigger.email }}
  firstName:  {{ $trigger.firstName }}
  lastName:   {{ $trigger.lastName }}
  company:    {{ $trigger.company }}
  message:    {{ $trigger.message }}
  consent:    {{ $trigger.consent }}
  source:     "Website contact form"

3. HubSpot upsert

Add HubSpot node:

  • Credential: HubSpot
  • Operation: Upsert contact
  • Match on: email
  • Fields:
    • email, firstname, lastname, company → from Transform
    • lead_source → "Website contact form"
    • hs_marketing_status → if consent is true, subscribed; else unsubscribed

4. Slack notification

Add Slack node:

  • Operation: Send message
  • Channel: #sales-inbound
  • Text:
    :wave: New inbound lead!

*{{ $trigger.firstName }} {{ $trigger.lastName }}* (<mailto:{{ $trigger.email }}|{{ $trigger.email }}>) from *{{ $trigger.company }}*

> {{ $trigger.message }}

HubSpot: {{ $node["HubSpot"].json.url }}

5. Save and activate

Try it

  1. Get the form URL from the Form Trigger inspector. Open it in a browser.
  2. Submit a test entry with your own email.
  3. Check HubSpot, contact created (or your own contact updated).
  4. Check the Slack channel, message posted.

Variations

Add MX-record validation

Bot submissions often use disposable email domains. Add an HTTP node calling a service like email-verify.io to check before the HubSpot step, and route invalid emails to a "rejected" path.

Trigger downstream automation in HubSpot

Set a custom property on the contact (source_channel = website), HubSpot's own automation can pick up from there.

Multi-language

Add a Switch node based on $trigger._meta.locale to route to localised Slack messages and lead-source values.

Lead scoring with AI

Add an AI Agent node after the Form Trigger to score the lead's quality (based on the message text and company) before pushing to HubSpot. Tag the HubSpot contact with the score.

Troubleshooting

Symptom Likely cause Fix
Form submits but no Slack message Slack credential missing scope Add chat:write scope; re-auth
HubSpot creates duplicates Not upserting on email Ensure operation is Upsert contact with email as match field
Spam submissions No CAPTCHA, public form Enable CAPTCHA on the Form Trigger
HubSpot rejects with "consent required" Marketing settings require explicit consent Conditionally set marketing fields only when consent is true

Next

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