Integrating Typeform with HubSpot for Automated Lead Capture

Comparison matrix

ROI metrics

Automating Typeform lead ingestion directly to HubSpot removes 1.5 hours of daily manual CRM imports across a 10-person team, offsetting the $95 combined monthly tool cost within 10 business days.

Step-by-step setup guide

1. 1.Generate HubSpot Private App Token

   In HubSpot Settings, navigate to Integrations > Private Apps. Create an app named 'Typeform Lead Ingestion' and assign the 'crm.objects.contacts.write' and 'crm.objects.contacts.read' scopes. Copy the resulting Bearer token starting with 'pat-'.

   curl -X GET https://api.hubapi.com/crm/v3/properties/contacts -H "Authorization: Bearer pat-na1-xxxx-xxxx"

2. 2.Configure Typeform Webhook Endpoint

   Use the Typeform Create Webhook API endpoint or the Typeform Connect UI to point submission events to your backend routing server. Define a secret token to verify payload authenticity.

   curl -X PUT https://api.typeform.com/forms/{form_id}/webhooks/hubspot-sync -H "Authorization: Bearer tfp_xxxx" -H "Content-Type: application/json" -d '{"url":"https://api.yourdomain.com/webhooks/typeform","enabled":true,"secret":"whsec_AlphaNumericSecretKey99"}'

3. 3.Verify HMAC-SHA256 Webhook Signatures

   Compute the HMAC-SHA256 hash of the incoming request body using your Typeform secret key and compare it in constant time against the value found in the 'Typeform-Signature' HTTP request header.

   const crypto = require('crypto');
   const signature = req.headers['typeform-signature'];
   const hash = 'sha256=' + crypto.createHmac('sha256', process.env.TYPEFORM_SECRET).update(req.rawBody).digest('base64');
   const isValid = crypto.timingSafeEqual(Buffer.from(signature), Buffer.from(hash));

4. 4.Extract Form Fields and Build HubSpot Contact Payload

   Parse the 'form_response.answers' array. Match answers by 'field.ref' or 'field.id' to the target HubSpot contact properties ('email', 'firstname', 'lastname', 'company').

   const answers = req.body.form_response.answers;
   const email = answers.find(a => a.type === 'email')?.email;
   const firstname = answers.find(a => a.field.ref === 'first_name')?.text;
   const company = answers.find(a => a.field.ref === 'company_name')?.text;

5. 5.Upsert Contact into HubSpot via CRM v3 API

   Send a POST request to HubSpot's contact creation endpoint. Set 'idProperty' to 'email' or handle HTTP 409 Conflict status codes to update existing lead records without overwriting lead creation dates.

   curl -X POST https://api.hubapi.com/crm/v3/objects/contacts -H "Authorization: Bearer pat-na1-xxxx-xxxx" -H "Content-Type: application/json" -d '{"properties":{"email":"jane.doe@enterprise.io","firstname":"Jane","company":"Acme Corp","leadsource":"Typeform Inbound"}}'

Webhook payload example

{
  "event_id": "01HNY78QW45Z8M1ZXY019ABCDE",
  "event_type": "form_response",
  "form_response": {
    "form_id": "d7kM9Z8A",
    "token": "01HNY78QW45Z8M1ZXY019FGHIJ",
    "landed_at": "2024-10-24T14:15:22Z",
    "submitted_at": "2024-10-24T14:16:05Z",
    "definition": {
      "id": "d7kM9Z8A",
      "title": "Enterprise Inbound Request",
      "fields": [
        {"id": "em_1", "ref": "contact_email", "type": "email", "title": "What is your work email?"},
        {"id": "txt_1", "ref": "contact_name", "type": "short_text", "title": "What is your full name?"},
        {"id": "txt_2", "ref": "company_name", "type": "short_text", "title": "What company are you with?"}
      ]
    },
    "answers": [
      {"type": "email", "email": "jordan.smith@cloudscale.net", "field": {"id": "em_1", "type": "email", "ref": "contact_email"}},
      {"type": "text", "text": "Jordan Smith", "field": {"id": "txt_1", "type": "short_text", "ref": "contact_name"}},
      {"type": "text", "text": "CloudScale Net", "field": {"id": "txt_2", "type": "short_text", "ref": "company_name"}}
    ]
  }
}

FAQ