How to Connect Typeform to HubSpot and Auto-Create New Leads Using Make.com

How to Connect Typeform to HubSpot and Auto-Create New Leads Using Make.com

If you are still copying form responses from Typeform into HubSpot by hand, you are burning time on work your stack should already be handling. The usual pattern is easy to spot: a prospect fills in a form, someone checks email notifications, then a rep creates or updates the contact later, sometimes hours later.

That delay matters. It slows first response time, breaks attribution, and leaves room for typos in names, company details, phone numbers, and lifecycle stage. A Typeform to HubSpot automation fixes that by pushing each qualified submission into your CRM the moment it lands.

By the end of this guide, you will know how to connect Typeform to HubSpot in Make.com, map the important fields, and keep the workflow clean enough for real sales use.

What You’ll Need

• A Typeform account with the form you want to use
• A HubSpot account with permission to create and update contacts, and if needed, deals
• A Make.com account
• Access to connect Typeform and HubSpot inside Make.com
• A clear field list for your form, especially name, email, phone, company, and enquiry type
• A paid Typeform or HubSpot plan only if your form volume, hidden fields, or CRM features require it

How It Works

The logic is simple: when someone submits a Typeform response, Make.com catches that submission, checks the data, then creates or updates the matching contact in HubSpot. If you want, it can also assign a lifecycle stage, add the person to a list, or create a deal for sales follow-up.

For most teams, the best version is one clean path: Typeform submission, HubSpot contact create or update, then a light internal notification if the lead meets your criteria.

Step-by-Step Setup

1. Decide what your form should create in HubSpot

Before you build anything, decide what counts as a valid lead.

For a simple setup, you usually want:

• Contact name
• Email address
• Phone number
• Company name
• Message or enquiry details
• Source = Typeform

If your form is more sales-focused, you may also want to create a deal. For this simple build, stick to contacts first. That keeps the automation reliable and easy to troubleshoot.

2. Prepare your Typeform fields

Open your Typeform and make sure the field names are straightforward.

Use clear labels like:

• First name
• Last name
• Work email
• Company
• Job title
• What do you need help with?

If you already use hidden fields for UTM tracking or campaign source, keep them in place. Those values are useful later in HubSpot, especially if you want to see which campaign generated the lead.

3. Create a new scenario in Make.com

In Make.com, create a new Scenario and add Typeform as the first module.

Choose the trigger that watches for new form responses. In Make, this is typically the Typeform watch responses trigger. Select the specific form you want to monitor.

If the form is a top-of-funnel lead capture form, do not point the scenario at multiple forms yet. One form, one flow, one outcome. That keeps the setup clean.

4. Test the Typeform trigger

Before adding HubSpot, run a test response through the form.

Make.com should pull in the response payload and expose the fields you need for mapping.

Check that:

• The email field is present
• Name fields are split correctly if you use separate first and last name fields
• Any hidden fields appear if you need them
• Long free-text answers are readable

If the trigger sample looks incomplete, submit one more test response and re-fetch the data. Getting the sample right makes the rest of the build much easier.

5. Add a HubSpot contact step

Add the HubSpot module for creating or updating a contact.

For a simple and safe setup, use an upsert-style approach if your Make.com connector supports it, or use a search step first and then create the contact only if no match exists.

Map the core fields like this:

• Typeform first name → HubSpot first name
• Typeform last name → HubSpot last name
• Typeform email → HubSpot email
• Typeform phone → HubSpot phone number
• Typeform company → HubSpot company name
• Typeform message → HubSpot notes or a custom property

Also set a source field if you track lead origin. A custom property like Lead source or Original source drill-down can be useful here.

6. Prevent duplicate contacts

This is the part people skip, then their CRM fills with duplicates.

If your Make.com HubSpot setup allows a search-by-email step, use it before creating the contact. If a contact already exists, update it instead of creating a second record.

The cleanest logic is:

• Search HubSpot by email
• If found, update the contact
• If not found, create the contact

That approach is worth the extra module because your sales team will trust the data more.

7. Add a lightweight lead qualification filter

If your form is used for both serious leads and general enquiries, add a filter in Make.com.

For example, let the automation continue only if:

• the email field is not empty
• the enquiry type matches sales, demo request, or pricing
• the message length is above a minimum threshold

This keeps junk entries out of HubSpot and makes the workflow more useful for your team.

8. Add a HubSpot lifecycle stage or list assignment

Once the contact is created or updated, set a property like lifecycle stage to Lead or Marketing Qualified Lead, depending on your process.

You can also add the contact to a static or active list in HubSpot if your team uses lists for follow-up campaigns.

Keep this part aligned with how your sales process actually works. A bad lifecycle stage setup creates more cleanup work later.

9. Run a full end-to-end test

Submit a live test response through Typeform and check HubSpot.

You want to confirm:

• The contact is created or updated correctly
• The name, email, and company fields map cleanly
• The lifecycle stage or source field is set
• No duplicate contact is created
• The record appears in the right view or list

If the contact looks wrong, fix the mapping before turning the scenario on.

10. Turn the scenario on and monitor the first few leads

Once the test passes, activate the scenario.

For the first few days, check each new lead in HubSpot to make sure field mapping stays consistent. This is especially important if you use optional Typeform questions, because optional answers often come through as blank values.

If you later want to send a Slack alert or create a deal after contact creation, you can add that as a second step once the contact sync is stable.

Real-World Business Scenario

A B2B service firm using this setup can eliminate the daily admin task of copying form enquiries into HubSpot. Every time a prospect fills out a Typeform lead form, the contact appears in HubSpot immediately with the right source and enquiry details.

That gives the sales team a faster first touch, keeps records cleaner, and reduces the chance that a warm lead sits unnoticed in someone’s inbox. For a small team, that can easily save an hour or more every day.

Common Variations

Create a deal after the contact is added

If your sales process is deal-based, add a HubSpot deal creation step after the contact step and associate the two records.

Send a Slack alert for qualified leads

Add Slack after the HubSpot step so your sales channel gets notified only when the enquiry matches your qualification rules.

Write submissions to Google Sheets as a backup log

If your team wants a lightweight audit trail, add a Google Sheets row after the CRM step to keep every submission in one place.

A cleaner lead flow from form to CRM

You do not need a complicated system to stop manual lead entry. This Typeform to HubSpot automation gives you a direct path from form submission to CRM record, with Make.com handling the logic in the middle.

If you want help building this properly, or extending it with routing, Slack alerts, Google Sheets logging, or deal creation, Olmec Dynamics builds these automations for real businesses.