Skip to main content

Forms overview

Forms let you capture leads, qualify prospects, and trigger automated follow-ups from any website that lets you embed HTML code. Start with ready-to-use templates (including an Acquisition Widget template), customize with AI-generated styling, organize with sections, and connect to your CRM, email campaigns, and automation workflows.

What you can build​

  • Lead generation forms: Capture contact information that automatically creates CRM records. Start with ready-to-use templates including Lead Generation, Newsletter Signup, or the new Acquisition Widget template for complex lead workflows.
  • Multi-step forms with sections: Organize longer forms into sections for better user experience. Perfect for detailed intake forms, qualification questionnaires, or multi-part applications.
  • File upload forms: Collect documents, images, or proofs of work directly through your forms. Files automatically attach to contact and company records with AI-generated summaries.
  • Automated workflow forms: Trigger complete automation sequences when forms are submitted - create accounts, generate snapshot reports, start campaigns, assign salespeople, and activate products automatically.

Quick start guide​

Create from Template​

  1. Go to Marketing → Forms
  2. Click Create form and browse available templates
  3. Select Use template to generate a form with pre-configured fields and automations
  4. Complete setup by configuring the linked automation (add campaigns, assign salespeople, etc.)

Design and Customize​

  1. Add or customize fields using the drag-and-drop builder
  2. Use Design with AI - upload a website screenshot and describe your needs
  3. Organize complex forms using Sections for better user flow
  4. Add File Upload fields for document collection

Automate and Publish​

  1. Configure automations in the Automations tab to handle submissions automatically
  2. Toggle the automation on to activate your workflow
  3. Embed on your website or share a direct link

Field types and form building​

Forms support different field types that map to your CRM:

  • Contact fields: Information that attaches to the contact record (name, email, phone)
  • Company fields: Business information (company name, industry, size) with Google Place lookup for auto-enrichment
  • Section fields: Organize your form into multiple steps or logical groups for better user experience
  • File upload fields: Allow users to upload documents, images, or proofs of work with automatic AI summarization
  • Element fields: Non-interactive content like instructions or dividers
  • Generic fields: Information that doesn't map directly to CRM fields (text, number, dropdown, etc.)

Advanced features​

  • Form templates: Start with ready-to-use templates including Lead Generation, Newsletter Signup, and Acquisition Widget configurations
  • AI Design: Upload a website screenshot and let AI generate matching form styles automatically
  • Sections: Create multi-step or organized forms that guide users through longer submissions
  • File uploads: Attach documents that get AI-summarized and stored in CRM records
  • Hidden fields: Capture attribution data without showing to users
  • Dynamic fields: Populate from URL parameters (like ?campaign=summer-promo)
  • UTM tracking: Automatically captures standard UTM parameters

Form settings and publishing​

Configure how your form behaves:

  • Redirect after submit: Send users to a thank-you page or custom URL
  • Conversations integration: Create conversation threads from form submissions
  • Spam protection: Enable reCAPTCHA to block automated submissions
  • Embed options: Copy HTML code or get shareable links

Automation and workflows​

Forms now include powerful automation capabilities that activate automatically when forms are submitted:

  • Complete lead workflows: Create accounts, generate snapshot reports, and start campaigns in one flow
  • CRM automation: Auto-create contacts and companies with enriched data
  • Email sequences: Trigger welcome campaigns, nurture flows, or follow-up sequences
  • Sales automation: Auto-assign leads to salespeople and create tasks
  • Product activation: Automatically activate products for new customers
  • Admin notifications: Alert your team about new high-value submissions
  • External integrations: Send data to external systems via webhooks
  • Analytics tracking: Monitor performance in Google Analytics

Acquisition Widget replacement​

The new Acquisition Widget template provides the same powerful functionality as the legacy Acquisition Widget but with simpler setup and more flexibility. It includes pre-configured automations for lead capture, company enrichment, and follow-up sequences.

Guides and resources​

Getting started​

Customization​

Technical setup​

Frequently asked questions​

Can I add these new features to my existing forms?

Yes! You can update any existing form to include file uploads, sections, automations, or AI design without starting from scratch.

Where do uploaded files go?

Files are automatically attached to the contact and company profiles generated from the form submission, along with an AI summary for quick reference.

What file types can users upload?

Common formats like PDFs, images (JPG/PNG), and documents are supported. You can customize allowed file types and size limits.

Can I connect my existing automations with these forms?

Absolutely. Any automation trigger using the form submission from the specific form will appear under that form's Automation tab, where you can manage or expand it.

How do I prevent spam submissions?

Enable reCAPTCHA in Form settings. See reCAPTCHA setup for complete instructions.

Can I customize the form appearance?

Yes! Use Design with AI for quick styling by uploading a website screenshot, or write custom CSS for full control. Forms are mobile-responsive by default.

What's the difference between the Acquisition Widget template and other templates?

The Acquisition Widget template provides a setup similar to the original Acquisition Widget, with pre-configured automations for lead capture, company enrichment, and follow-up campaigns. It's perfect for users migrating from Acquisition Widgets.

How do sections work in forms?

Sections let you organize forms into logical groups or create multi-step flows. Users can navigate through sections for better user experience with longer or more detailed submissions.

How do I track form performance?

Forms auto-capture UTM parameters. For detailed analytics, see GA4 tracking.