Speed matters in lead follow-up. Research suggests that reaching out within five minutes of a form submission makes you significantly more likely to connect and convert compared to following up even 30 minutes later. Yet most teams are still stuck in a manual triage loop: downloading CSVs, scoring leads by hand, and debating who should follow up first.
This guide walks you through how to automate that process, from the moment a prospect submits your form to a booked meeting or a targeted nurture sequence.
By the end, you'll know how to:
- Keep your lead-generation form short and focused
- Enrich responses with useful business context
- Score and route leads based on their intent
- Connect high-intent prospects to instant scheduling
- Send lower-priority leads into a targeted nurture flow
This workflow is ideal for startups, B2B SaaS teams, marketing agencies, and professional service firms looking to scale inbound pipeline without the administrative overhead. We'll use Zo Digital, a fictional digital marketing agency, as an example throughout, but the setup adapts easily to your own business.
New to Typeform? Check out our guide on how to create your first form.
Before you start
You’ll need:
- A Typeform account.
- A clear definition of what makes a lead high intent for your business.
- A Google Calendar or Calendly account if you want leads to book a meeting from the form.
- A follow-up resource, such as a guide, checklist, webinar, or case study, for leads who aren’t ready to book.
1. Build a smart, compact lead-generation form
Start with the information you need to qualify a lead. Keep the form short so respondents can complete it quickly.
For the Zo Digital example, we’ll collect:
- Name, email address, and company
- Primary challenge
- Budget
- Buying timeline
You can create the first version manually or use Typeform AI.
- From your Workspace, click Create form.
- Describe your audience, offer, and qualification criteria in the Typeform AI prompt box to have Typeform AI create the form for you, or choose to Start from scratch.
Check out How to create effective prompts for Typeform AI for guidance on putting together a great prompt.
- Add an Email question or a Contact Info question. Make the email question required if you want to use Response enrichment or create a Contact.
- Add questions about the respondent’s primary challenge, budget, and buying timeline.
- Add a Scheduler question if you want qualified respondents to book a meeting. The Scheduler question lets qualified prospects book a meeting directly inside the form, without being redirected to a separate booking page. We’ll set it up so only the leads who meet our scoring threshold see this question (keep reading to find out how), so we’re giving our calendar to exactly the right people at exactly the right moment.
For setup instructions, see Set up the Scheduler question.
- Add a Welcome Screen that explains what the form is for.
- Apply your brand assets so the experience is consistent with your website, paid campaigns, social channels, and newsletter.
2. Enrich responses
Response enrichment adds professional and company information based on the email address a respondent provides, such as job title, industry, company size, revenue, and location. This helps you keep the form short while giving your team more context for scoring and routing leads.
Response enrichment is available on Plus, Business, Growth Flow, and Growth Custom plans.
To turn on Response enrichment:
- Open Form settings and turn on Enrich form responses.
- Open Workflow → Variables and select the data enrichment variables you want to use.
- Use those variables in your scoring, Logic, Contacts, or follow-up workflow.
- Test the form with a business email address and confirm that the data appears where you expect it.
Response enrichment requires an email question and applies to new responses collected after you enable it. Data may not be available for every email address, so review the results before relying on an enrichment variable in your routing rules.
For setup details and privacy guidance, see Response enrichment with Typeform.
3. Score and route your leads
Assign point values to responses to score leads in real time, then use branching logic to route each respondent to the right next step.
For example:
- Buying timeline: This month → 50 points
- Buying timeline: 1–3 months → 30 points
- Budget: $10k+ → 30 points
- Budget: $5k–$10k → 20 points
- Open the Workflow panel, then click Scoring.
- Now assign points to the relevant answer choices.
- Open the Logic tab and select the last question that contributes to the score. Add a branching rule based on the total score. This ensures the full score is calculated before the respondent is routed to the next step.
In this example, our high-intent leads who score 80 points or above will go to the Scheduler question. All other leads will go to an End screen with a link to a Marketing Growth Toolkit.
Scoring calculates the total. Logic uses that total to decide whether someone sees the Scheduler question or an Ending. You can also set score ranges on Endings to show different messages to different lead segments.
For more information, see What is branching logic? and Show different Endings based on score
4. Automate the hand-off for warm leads
When a qualified lead submits the form, send their enriched profile wherever your team needs it.
Contacts is available on all Typeform plans. Automations is available through the Contacts & Automations add-on on Plus, Business, Talent, Growth Custom, and Enterprise plans, and is included with Growth Flow at no extra cost.
You can send qualified lead data to:
- Typeform Contacts Hub, where you can store, organize, and segment lead profiles
- HubSpot, Salesforce, Pipedrive, or another CRM
- A Slack or Microsoft Teams sales channel
- A webhook or another connected tool
5. Nurture lower-priority leads to sales readiness
Leads who aren’t ready to book today can still become valuable opportunities. Use a short drip email sequence or SMS sequence to keep them engaged until they’re ready to talk.
- Create a focused audience: Add lower-priority leads to a Contact list and use it as an Automation trigger.
- Share useful content over time: Send a relevant resource, practical tip, customer story, or product explanation, with a time delay between messages.
- Invite the next step: End the sequence with a clear invitation to book a call, request a quote, or revisit your offer.
6. Review and improve your acquisition flow
Once you have enough responses, use what you learn to tighten the flow:
- Remove questions that don’t help you qualify or route leads.
- Adjust score values and high-intent thresholds.
- Improve the resource Ending for lower-priority leads.
- Refine the timing and content of nurture emails.
- Give sales more useful context in alerts and CRM records.
- Create different flows for different industries, roles, or company sizes.
Tip! Use AI to analyze responses: Connect Typeform to Claude or ChatGPT to summarize responses and surface patterns that can help you refine your form and follow-up flow.
FAQ
What should I ask on a lead-generation form?
Start with contact information, primary challenge, budget, and buying timeline. Add only the questions that help you decide what should happen next.
Can I qualify leads using information they don’t enter themselves?
Yes. Response enrichment can add available professional and company information based on an email address. You can use that data in logic, scoring, segmentation, and follow-up workflows.
Can high-intent leads book directly from the form?
Yes. Use a Scheduler question and route qualified leads to it with branching logic.
What should I do with leads who aren’t ready to buy?
Send them to a useful resource and add them to a targeted nurture flow. Use educational emails and a clear invitation to take the next step when they’re ready.