Formulayt enables scalable lead capture and automation in HubSpot, allowing marketing teams to create and manage large numbers of gates without needing to build and maintain individual HubSpot forms for every campaign.
The recommended configuration depends on the HubSpot subscription and automation capabilities available.
There are two main approaches:
HubSpot Marketing Hub: Use a single Master HubSpot Form with Workflows to trigger different actions based on hidden field values supplied by Formulayt.
HubSpot CRM: Use HubSpot forms to create and update contacts, with optional form-specific automation. Formulayt can dynamically select which HubSpot form receives each submission.
Both approaches enable centrally governed form management while allowing campaign teams to configure their own lead capture requirements.
Configuring a Master HubSpot Form
A Master HubSpot Form provides a central destination for Formulayt submissions.
It is responsible for:
Creating new contacts in HubSpot.
Updating existing contact profiles.
Capturing form data, hidden fields and campaign metadata.
Recording form submission activity.
Triggering any configured form automation or workflows.
Configuration
Navigate to Marketing → Forms in HubSpot.
Create a new form to act as your Master HubSpot Form.
Add the fields used across your Formulayt gates, including any custom properties and hidden fields.
Ensure the HubSpot property names and field mappings match those configured in Formulayt.
Configure appropriate validation, consent and contact settings.
Publish the form.
Configure this form as the default submission destination in Formulayt.
In Formulayt, navigate to Setup → Settings → Forms → Submissions and validation and select HubSpot as the default submission platform.
Ensure that the HubSpot integration is enabled and correctly configured.
Important: When using HubSpot's Forms API, submitted data should normally correspond to fields defined on the destination HubSpot form. Missing fields or mismatched validation requirements can cause submissions to be rejected. Some authenticated API configurations provide additional flexibility.
Using HubSpot Marketing Hub for Automation
For customers using Marketing Hub Professional or Enterprise, the recommended approach is to use a single Master HubSpot Form with HubSpot Workflows.
Individual Formulayt gates can send different hidden field values into the same Master Form.
Workflows can then use these values to determine which actions should execute.
This allows a single form to support many different campaign workflows.
Configuring Hidden Fields in Formulayt
Hidden fields allow Formulayt to send campaign-specific information with every submission.
For example:
GateID – Identifies the individual gate.
AutomationType – Identifies the required automation workflow.
ProductInterest – Identifies the relevant product or service.
CampaignID – Identifies the associated marketing campaign.
TriggerMQL – Determines whether immediate lead qualification is required.
These fields should be mapped to corresponding contact properties in HubSpot and included in the Master HubSpot Form.
Creating a Workflow
In HubSpot, navigate to Automation → Workflows.
Create a contact-based workflow.
Configure a Form submission enrollment trigger.
Select the Master HubSpot Form.
Add appropriate property filters or branches to identify which automation should execute.
Configure the required workflow actions.
Review the re-enrollment settings.
Activate the workflow.
Example: Triggering Actions Using Gate Name
Suppose you have a Formulayt gate for downloading a product guide.
You could configure a hidden field containing the Gate Name:
GateName = product-guide-2026
A HubSpot Workflow could then be configured to:
Enrollment
Trigger: Master HubSpot Form submitted.
Condition: GateName equals product-guide-2026.
Actions
Send Email → Product Guide Follow-Up.
Add to Static Segment → Product Interest.
Update lead qualification properties.
Send internal notification to the relevant sales representative.
With this configuration, the required actions can be executed without creating a dedicated HubSpot form.
Using Branches to Support Multiple Campaigns
HubSpot Workflows can use If/Then branches to execute different actions based on contact properties.
For example, a single workflow could examine AutomationType and perform different actions:
content-download → Send a follow-up email and add to a nurture segment.
contact-sales → Notify sales, assign an owner and create a task.
webinar-registration → Start the appropriate registration workflow.
This allows marketing operations teams to manage automation centrally, while Formulayt determines which workflow path should be used.
Important: HubSpot contact properties store the most recently submitted values. Workflow conditions based on these properties do not necessarily represent an immutable snapshot of an individual submission. Use form submission event triggers, appropriate enrollment filters and re-enrollment settings, and test repeated submissions carefully.
Configuring Dynamic Automation Values in Formulayt
Formulayt provides several ways to populate the values used by HubSpot Workflows.
These include:
Gate Editor Fields: Allow gate authors to select or enter values that determine which automation should execute.
Formulayt Rules: Automatically populate hidden fields based on conditions such as gate type, product interest, region or campaign metadata.
Fixed Values: Use predefined values where the same automation should apply to all submissions.
Other Pre-population Sources: Capture values from query strings, page attributes or other supported data sources.
Using Gate Editor Fields
For example, you could create a hidden field called AutomationType and configure it with a Gate Editor dropdown containing approved options.
Gate authors could then choose whether their gate should trigger a content download, contact sales or registration workflow.
The selected value is submitted to HubSpot and used by the relevant Workflow conditions.
Using Formulayt Rules
Rules provide another way to determine automation values without requiring gate authors to configure them manually.
For example, a rule could examine a visitor's selected product and set AutomationType to the appropriate value.
Rules can execute on form submission, ensuring the required values are populated before data is sent to HubSpot.
Gate Editor selections and Rules can also work together.
Selecting HubSpot Automation Actions
HubSpot Workflow actions typically reference specific assets, such as an email, static segment or another workflow.
Rather than supplying an arbitrary asset ID directly to these actions, the recommended approach is to use Formulayt to supply an automation identifier.
HubSpot then maps that identifier to the appropriate actions using workflow branches or separate workflows.
For example, Formulayt could submit:
AutomationType = product-demo
HubSpot would then execute the predefined workflow actions associated with product demo requests.
This provides centrally managed automation while allowing gate authors to select approved workflows directly within Formulayt.
Using HubSpot CRM Without Marketing Hub Automation
Customers using HubSpot primarily as a CRM can still use Formulayt to create and update contacts and trigger basic follow-up actions.
However, the advanced Workflows capabilities described above may not be available, depending on the HubSpot subscription.
HubSpot provides simple form automations, but these have limitations on the number of workflows and actions available.
For this configuration, using a small number of HubSpot forms with different automation settings is often the most practical approach.
Recommended Configuration
Start by creating a default Master HubSpot Form that handles general contact capture.
Then create additional HubSpot forms for distinct processing requirements, such as:
General Lead Capture: Standard contact creation and profile updates.
Contact Sales: Sales notifications, assignment or task creation.
Content Downloads: Follow-up emails or other available actions.
Event Registrations: Registration-specific data capture and notifications.
Multiple Formulayt gates can submit to the same HubSpot form when they share the same processing requirements.
This avoids having to create a separate HubSpot form for every campaign.
Using Simple Form Automations
HubSpot provides simple workflows directly within the form editor.
To configure one:
Navigate to Marketing → Forms in HubSpot.
Open the relevant form.
Select the Automations option in the form editor.
Create a simple workflow triggered by form submission.
Configure the available actions.
Save and activate the workflow.
Depending on your subscription, these actions may include:
Sending a follow-up email.
Sending an internal notification.
Creating a task.
Assigning a contact to a user.
Adding a contact to a static segment.
Simple workflows are triggered whenever the relevant form is submitted.
Subscription considerations: HubSpot Free tools provide limited email follow-up automation. Paid HubSpot subscriptions without Marketing Hub generally allow one simple workflow per form with up to three actions. Marketing Hub Starter allows up to ten actions in one simple workflow per form. Action availability can vary by subscription and user permissions.
Example: Contact Sales Requests
Suppose you have several Formulayt gates for different products, all designed to capture contact sales enquiries.
Instead of creating a separate HubSpot form for each gate, you could create one HubSpot form called "Contact Sales".
This form could be configured to:
Create or update the contact.
Capture the product of interest.
Send an internal sales notification.
Create a follow-up task, where supported by the subscription.
All relevant Formulayt gates can submit to this form, while supplying different product or campaign metadata.
This creates a standardised lead management process without requiring advanced marketing automation.
Overriding the Destination HubSpot Form
Formulayt supports dynamically selecting which HubSpot form receives a submission using a hidden field called:
hubspotFormIDOverride
When this field contains a valid HubSpot Form ID, Formulayt submits to that form instead of the configured default.
If the field is left empty, Formulayt automatically uses the default HubSpot form.
This is particularly useful for CRM-focused implementations where different HubSpot forms are configured to execute different automation actions.
Configuring the Form Override
Navigate to Setup → Fields in Formulayt.
Create a hidden field with the exact name hubspotFormIDOverride.
Set its pre-population source to Gate Editor.
Configure a descriptive label such as "HubSpot Form Override".
Optionally configure a dropdown containing approved HubSpot Form IDs.
Leave the field optional so that gates without an override continue using the default form.
Save the field and publish your changes.
Gate authors will now see this field in the Miscellaneous tab when creating or editing a gate.
Configuring a Gate
Open the relevant gate in Formulayt.
Navigate to the Miscellaneous tab.
Locate the HubSpot Form Override field.
Select or enter the HubSpot Form ID you want to use.
Save the gate.
When the gate is submitted, Formulayt sends the data to the selected HubSpot form.
If no override is specified, the submission is sent to the default HubSpot form.
Important: HubSpot Form IDs use a GUID format rather than a numeric ID or form name. Ensure that the value matches the ID of the intended HubSpot form.
Dynamic Routing Using Formulayt Rules
Formulayt Rules can also populate hubspotFormIDOverride automatically based on conditions such as:
The type of gate being submitted.
The selected product or service.
The visitor's country or region.
The campaign or registration type.
For example, a rule could automatically set hubspotFormIDOverride to the ID of a dedicated Contact Sales form when the visitor selects "Request a Demo".
Rules can be configured to run on submission, ensuring the appropriate destination is selected before the data is sent to HubSpot.
The key benefit is that the override is entirely optional. All gates use the default HubSpot form unless an alternative destination is explicitly selected through the Gate Editor or determined by a Formulayt Rule.
This allows organisations to maintain a centralised Master Form while supporting additional HubSpot forms for specific automation requirements.
Implementing an Immediate MQL Process
Formulayt can standardise MQL processing by allowing gate authors to identify submissions that should trigger immediate qualification.
For example, demo requests and contact sales enquiries may need to receive higher priority than standard content downloads.
Using Marketing Hub Workflows
Create a hidden field called TriggerMQL in Formulayt.
Create a corresponding contact property in HubSpot.
Set its pre-population source to Gate Editor.
Configure a Yes/No toggle labelled "Immediate MQL".
Create a HubSpot Workflow triggered by the Master Form submission.
Configure the workflow to process contacts when TriggerMQL is true.
Actions might include:
Updating lifecycle stage or lead status.
Assigning the contact to a sales representative.
Creating a sales task.
Sending an internal notification.
Updating lead qualification information.
Adding the contact to an appropriate nurture or sales process.
The workflow should be configured to avoid unwanted repeated MQL actions.
Using HubSpot CRM
For CRM-focused implementations, a simpler approach is to route MQL submissions to a dedicated HubSpot form.
For example, any gate marked "Immediate MQL" could use a Formulayt Rule to populate hubspotFormIDOverride with the ID of a dedicated Contact Sales form.
That form could then execute its configured simple automation, such as notifying sales or creating a task where the subscription allows it.
This enables immediate lead handling without requiring advanced Workflows.
Typical Lead Management Actions
The table below outlines recommended approaches for common automation requirements.
Action | Marketing Hub Professional / Enterprise | CRM-focused implementation |
Create or update contact | Master Form | Master Form |
Send autoresponder | Workflow | Form-specific follow-up email, subject to plan |
Send sales notification | Workflow | Form notification or simple workflow |
Assign contact owner | Workflow | Simple workflow where available |
Create follow-up task | Workflow | Simple workflow where available |
Add to static segment | Workflow | Simple workflow where available |
Trigger nurture campaign | Workflow | Requires suitable marketing automation |
Update lifecycle stage | Workflow | Submit an approved property value or update manually |
Trigger MQL processing | Conditional Workflow | Dedicated HubSpot form and available simple actions |
Route to another HubSpot form | Form ID Override | Form ID Override |
Additional Integrations and Automation
For more advanced requirements, HubSpot Workflows can connect to other services using supported integration actions or webhooks.
Formulayt also provides integration and submission-routing capabilities that can be used in more complex architectures.
For example, a submission could trigger an external process responsible for updating another system or executing additional business logic.
Where customers require automation beyond the capabilities of their HubSpot subscription, an external integration can be considered.
However, for standard lead management requirements, using native HubSpot Forms and Workflows is generally simpler to configure and maintain.
Testing Your Configuration
Before deployment, test the complete process with both new and existing contacts.
Verify that:
The default Master HubSpot Form receives submissions successfully.
New contacts are created and existing contact records are updated.
Visible and hidden field values are mapped correctly.
Workflows trigger only when the intended conditions are met.
Repeated submissions execute the expected actions.
hubspotFormIDOverride correctly routes submissions to alternative forms.
Gates without an override continue using the default form.
Form-specific automations execute correctly.
Marketing contact status, consent and email subscription settings are correct.
Review the HubSpot contact activity timeline, form submission records and workflow history to confirm processing.
Important Considerations
Form submission validation
HubSpot forms must be configured to accept the submitted data. Check that all required fields are populated and that submitted field names correspond to the receiving form's configuration.
Repeated submissions
Advanced HubSpot Workflows do not necessarily re-enroll contacts by default. Configure re-enrollment appropriately where the same contact may submit multiple gates.
Marketing contact status
Where marketing contacts are enabled, HubSpot forms can automatically classify submitters as marketing contacts. Review these settings to ensure they align with your subscription, business requirements and consent processes.
Avoid relying solely on contact property changes
When using a single Master Form, use form submission triggers alongside relevant property conditions. A contact property may retain a value from an earlier submission, so workflows should be designed to avoid triggering on unrelated activity.
Summary
Formulayt provides a scalable approach to lead capture and automation in HubSpot, with flexible configuration for different subscription levels.
For organizations using Marketing Hub Professional or Enterprise, a single Master HubSpot Form combined with Workflows provides the most scalable approach.
Formulayt supplies campaign-specific data, allowing centralized workflows to execute different actions without creating additional HubSpot forms.
For organizations using HubSpot primarily as a CRM, Formulayt can route submissions to a small number of HubSpot forms, each configured with the appropriate available automation.
The hubspotFormIDOverride hidden field allows destination forms to be selected dynamically using Gate Editor values or Formulayt Rules.
Both approaches enable centrally governed data capture while giving campaign teams the flexibility to create and deploy forms without extensive HubSpot administration or developer involvement.