Smarter Content Delivery: Using One HubSpot Form with Dynamic Workflows

Managing multiple forms for content downloads in HubSpot can quickly become overwhelming. What if you could simplify things with just one form and still deliver the right content to the right people? That's exactly what a HubSpot Community member was trying to figure out, and the solutions offered provide a great insight into leveraging workflows for dynamic content delivery.

The Challenge: Consolidating Multiple Forms

The original poster had over 25 different forms for various content downloads. Their goal was to consolidate these into a single form embedded across multiple pages. The challenge was how to use that single form to deliver the correct downloadable content based on which page the user submitted the form from.

The Solution: Leveraging 'Recent Conversion' in Workflows

One suggested solution focused on the 'Recent Conversion' property in HubSpot. This property doesn't just record the form name; it also captures the page where the form was submitted. This opens up a powerful way to trigger specific workflows based on the page context.

Here's how it works:

1. Create a single, universal form: Embed this form on all the pages where you offer content downloads.
2. Build a HubSpot workflow: Set the enrollment trigger to be form submissions of your new universal form.
3. Use 'Recent Conversion' as a filter: Within the workflow, use an 'If/Then' branch. Filter based on the 'Recent Conversion' property. For example, 'Recent Conversion contains exactly' followed by the specific page name (e.g., 'Canada’s Data Center Market').
4. Deliver the content: In each branch, set up the appropriate action to deliver the correct content, such as sending a specific email with a download link.

A community member confirmed that using 'Recent Conversion Contains Exactly' with the page name should work effectively. They also suggested testing the setup by building lists first, which is a safe way to validate the workflow logic before it goes live.

'Last Page Seen' vs. 'Recent Conversion'

The original poster initially considered using the 'Last Page Seen' property. However, they correctly realized that 'Recent Conversion' would be more reliable in this scenario. 'Last Page Seen' might not always accurately reflect the page where the conversion occurred, especially if a user navigates to other pages after viewing the content download page. 'Recent Conversion' is tied directly to the form submission event, making it a more precise trigger.

Why This Approach Matters

This approach offers several benefits:

• Simplified form management: Reduces the number of forms you need to create and maintain.
• Improved user experience: A single, consistent form across your website provides a smoother user experience.
• Enhanced workflow automation: Streamlines content delivery and allows for more targeted follow-up based on user interests.

ESHOPMAN Team Comment

We at ESHOPMAN think this is a smart way to leverage HubSpot's existing features for efficient content delivery. Consolidating forms and using the 'Recent Conversion' property is a practical solution for many businesses. For e-commerce businesses using ESHOPMAN, this strategy can be extended to product-specific downloads, offering valuable resources based on the products customers are viewing. This approach can also be combined with lead scoring to further qualify leads based on the content they download.

By strategically using workflows and the 'Recent Conversion' property, you can create a more efficient and user-friendly content download process in HubSpot. Remember to thoroughly test your workflows before deploying them to ensure accurate content delivery.