How to Use HubSpot’s Form Interactions Event Trigger for Form Abandonment Strategies!

Yesterday I did a demo of the new Form Interactions event trigger in HubSpot workflows. Now, this is totally different from form views and form submissions, in that somebody in your CRM can come back to your website, and they can simply interact with a form, meaning they can start to fill out a field — they don’t even have to submit the form — and they can be enrolled in a workflow.

I think this is amazing. I couldn’t even believe that I was experiencing this when I found it! So, what this means for marketing teams: you can start to report on how many of your forms are being abandoned by people in your CRM.

Are your forms too long? Are you asking for too many required fields? Is it just too darn confusing for people to fill out? Why are people not filling out your forms completely and submitting them?!

For your sales team, let’s say somebody comes back to the website, they go to a quote request form, they start to fill it out, but they don’t submit it. Your salespeople would love to know who those people are, right? You can have those leads routed over to your sales team and they can start a conversation with those folks. Now, I would caution your sales team to not be creepy about it. Don’t reach out right the moment someone leaves the page!

For your customer service teams, let’s say a customer in your CRM comes back to your website, goes to your support page, and they begin to start a support ticket, but they never actually submit the ticket.

Well, you could have them enrolled in a workflow, and then 12 to 24 hours later, you could have an email sent to that person that says, “Hey, how are you enjoying your new product or service? Is there anything we could do to make your experience better?” You would be the most lovable company on the planet because we all want to do business with companies like that!

I really think the Form Interactions event trigger is something every business could take advantage of and use to build a Form Abandonment Strategy, so, I hope you’ll check it out. You can find the demo that I did yesterday right here.

I hope this was a little bit helpful and that it gave you a few ideas for possible Form Interaction event-based trigger use cases! Whether you have HubSpot or not, if you’d like to discuss any of this, I would love to chat with you.