How to Create HubSpot Contacts from Typeform Responses
Every business collects leads through forms, but manually copying each response into your CRM turns a 30-second task into a tedious data entry each week. You’ve probably experienced the frustration of watching valuable prospects slip through the cracks while you’re stuck moving information from one system to another.
The good news is that connecting Typeform responses directly to HubSpot contacts eliminates this bottleneck entirely. When someone submits your form, their information automatically appears in your CRM within minutes, complete with all the custom fields and properties you need to start nurturing that relationship.
This guide walks through how to sync Typeform responses with HubSpot contacts and solutions for challenges like duplicate contacts and data formatting issues. By the end, you’ll have a seamless pipeline that captures every lead without lifting a finger.
TL;DR: Skip the manual setup
Get this pre-built template running in minutes:
MESA Template ID
typeform-hubspot-contact-sync
In this article:
Step-by-step guide: How to create or update HubSpot contacts from Typeform responses
Time needed: 5 minutes
This workflow automatically converts Typeform submissions into HubSpot contacts, intelligently updating existing records or creating new ones based on email matching.
- Set up the Typeform trigger
Configure your workflow to monitor a specific Typeform for new responses. You’ll need to connect your Typeform account and select the form you want to track. The workflow requires that your form include at least one question that collects email addresses, as this serves as the unique identifier for contact matching in HubSpot.
- Search for existing contacts in HubSpot
The workflow searches your HubSpot database to check if a contact with the submitted email address already exists. This search step uses the email field from the Typeform response to query your CRM and returns any matching contact records, ensuring you don’t create duplicates.
- Update existing contacts (Path 1)
When a contact already exists in HubSpot, the workflow updates their record with fresh information from the Typeform submission. This includes updating the email, first name, and last name fields with the latest data, ensuring your contact records stay current and accurate.
- Create new contacts (Path 2)
For submissions from new prospects, the workflow creates a brand new contact record in HubSpot using the form data. The new contact receives the same core information (email, first name, last name) extracted from the Typeform response, instantly adding them to your CRM database.
- Test and activate your workflow
Turn on your workflow and submit a test response through your Typeform to verify everything works correctly. Check both scenarios by testing with an existing contact email and a completely new email address. Once you’ve confirmed both paths function properly, your workflow will automatically handle all future form submissions.
Why build this from scratch?
Use this pre-built template right now:
MESA Template ID
typeform-hubspot-contact-sync
Other related templates:
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Tips on optimizing your Typeform to HubSpot contact automation
1. Map custom fields strategically to avoid data gaps
Your Typeform might collect information that doesn’t have a direct equivalent in HubSpot’s standard contact properties. Instead of losing this valuable data, create custom contact properties in HubSpot before setting up your automation. For example, if your Typeform asks “How did you hear about us?” with multiple choice answers, create a corresponding dropdown property in HubSpot with the same options. This prevents responses from landing in generic text fields where they’re harder to segment and analyze.
2. Use conditional logic to route different form types appropriately
Not every Typeform serves the same purpose, and your HubSpot automation should reflect that. Set up additional workflows in MESA that treat newsletter signups differently from sales inquiries. A newsletter subscriber might only need basic contact information updated, while a sales lead could trigger additional actions like assigning a deal stage or notifying your sales team. This targeted approach keeps your CRM organized and prevents information overload.
3. Handle duplicate contacts with merge rules instead of creating duplicates
When someone fills out multiple Typeforms or submits the same form twice, you want to update their existing HubSpot contact rather than create a duplicate. Configure your automation to use email address as the unique identifier and update existing contacts with new information. This maintains clean data and gives you a complete view of each contact’s engagement history across all your Typeforms.
4. Leverage lifecycle stage progression to track the customer journey
Use your Typeform responses to advance contacts through HubSpot’s lifecycle stages. Someone downloading a resource guide might progress from “subscriber” to “lead,” while a demo request could move them to “marketing qualified lead.” This automation ensures your sales team can prioritize outreach and your marketing team can trigger appropriate follow-up sequences based on engagement level.
Related:
Reasons to automate Typeform to HubSpot contact creation
You’re already using both tools but hate switching between tabs
Picture this: You launch a customer feedback survey through Typeform, then spend your afternoon copying responses into HubSpot one by one. That’s not just tedious—it’s a creativity killer. When you automate this connection, you can focus on analyzing the feedback instead of moving it around.
Your lead scoring depends on survey responses
Maybe you use Typeform to qualify leads before they talk to sales. Without automation, those qualification answers sit in Typeform while your sales team works with incomplete contact records in HubSpot. Connecting the two means your lead scoring reflects the full picture immediately.
You want to trigger follow-up sequences based on specific answers
Let’s say someone indicates they’re “ready to buy within 30 days” in your Typeform survey. You’ll want that person in a different HubSpot workflow than someone who selected “just researching.” Manual data entry makes those nuanced follow-ups nearly impossible to execute consistently.
Your team uses different tools but needs the same contact data
Your marketing team lives in HubSpot, but your customer success team prefers Typeform for gathering feedback. Without automation, each team only sees half the story. Integration ensures everyone works with complete contact profiles.
You’re capturing contacts at events or through partnerships
Trade shows, webinars, and partner referrals often use Typeform for data collection. But if those contacts don’t make it into your main CRM system automatically, they become orphaned leads that never enter your nurture campaigns.
You need to update contacts without creating duplicates
When existing customers fill out new forms, you want their HubSpot records updated with fresh information—not cluttered with duplicate contacts. Smart automation can recognize existing contacts and append new data instead of starting from scratch.
Frequently asked questions
Yes, MESA can update existing HubSpot contacts when someone submits a Typeform response. When setting up your workflow, you can configure MESA to search for existing contacts by email address and update their properties with new information from the form. If no existing contact is found, MESA will create a new one automatically. This prevents duplicate contacts while keeping your database current with fresh information.
In MESA’s workflow builder, you’ll see a field mapping section where you can connect each Typeform question to specific HubSpot contact properties. Common mappings include email to Email, name fields to First Name and Last Name, and custom Typeform questions to HubSpot custom properties. MESA shows you all available fields from both platforms, making it easy to drag and drop connections between them. You can also transform data during mapping, like formatting phone numbers or splitting full names.
When someone submits your Typeform multiple times, MESA can handle this in several ways depending on your workflow configuration. You can set it to update the existing contact with the latest information, create a new contact each time, or skip duplicate submissions entirely. Most businesses choose the update option to keep one clean contact record per person while capturing their most recent responses. MESA uses the email address as the unique identifier to determine if a contact already exists in HubSpot.
Next steps…
Here are 3 simple steps to start multiplying your impact:
- Try MESA free. Start a 7-day free trial and get your first workflow running.
- Use a template. Our workflow templates are a great way to get started and are 100% customizable.
- Talk to human experts. MESA is fully supported via chat and email. We even offer custom workflow services. Reach out with any questions.
