%20(1).avif){kind=small}
.webp){kind=small}
Enabled multi-step forms and smart routing without requiring a HubSpot plan upgrade
Automated lead assignment to the correct Account Executive (AE)
Seamless HubSpot integration for accurate lead tracking & attribution
How HeyMarvin transformed their
lead generation with Reform
It’s been a game-changer for us. Reform helps us streamline the lead handoff from marketing to sales. Not only has it improved our internal processes, it’s also created a smoother, more effective buying experience for our customers.
Tim McMinn
Director of Growth and Operations
Summary
Challenge
HeyMarvin, a user research platform, needed a better solution for lead capture and routing.
Solution
Their existing HubSpot form lacked key features such as multi-step functionality and logic-based routing, which were only available with a higher-tier HubSpot plan.
Results
FunnelEnvy implemented a Reform custom form that provided these capabilities while integrating seamlessly with HubSpot. This allowed HeyMarvin to streamline their lead process without incurring additional software costs
About HeyMarvin
AI-powered qualitative research platform
Industry
SaaS
Website
heymarvin.com
Use Case
Enable user-centric teams to collect, analyze, and share user research and insights, streamlining the discovery of customer needs and preferences.
Region
Global
Challenges
HeyMarvin struggled with lead capture
Their existing HubSpot form was too basic. It couldn’t support multi-step progression or smart routing
Leads weren’t automatically assigned to the right AE
Sales reps had to do it manually, delaying response times
Tracking was non-existent, making it impossible to measure form performance
Control form experience - prior to optimization
Inefficient lead routing
HeyMarvin’s previous form lacked logic-based routing, meaning leads were not consistently assigned to the correct AE based on company size. This led to slower response times and an inefficient qualification process.
Suboptimal form conversion rates
Their lead capture form wasn’t optimized for engagement, resulting in lower-than-expected conversion rates and fewer high-quality leads.
Sales process delays
Because leads weren’t immediately connected with the right AE, the sales process required extra manual intervention, slowing down pipeline velocity.
The solution
FunnelEnvy implemented a custom Reform form to address these challenges.
Step 1
Smart post-submit
routing via HubSpot
After submission, leads were automatically routed to the appropriate AE’s HubSpot calendar based on company size.
Eliminated manual assignment or round robin, allowing AEs to engage leads faster.
Eliminated manual assignment or round robin, allowing AEs to engage leads faster.
Step 2
Interactive
multi-step form for engagement
Introduced a multi-step experience with non-PII multiple-choice questions at the start of the form.
Made the form feel more intuitive and user-friendly, reducing friction and increasing completion rates.
Multi-step form experience
Step 3
Seamless HubSpot integration
with UTM tracking
Fully integrated with HubSpot to capture UTM parameters and source data, ensuring accurate lead attribution.
Allowed marketing to measure performance, optimize campaigns, and improve ROI tracking.
Reform handles UTM tracking and field mapping
The results
Precise conversion rate improvements could not be measured due to previous tracking limitations. However, HeyMarvin saw immediate operational benefits.
Smart lead routing without upgrading HubSpot
Less manual work for sales reps
A more engaging form flow
Reform has helped us stabilize and optimize our entire inbound lead workflow—and it continues to power key parts of our growth engine.
Tim McMinn
Director of Growth and Operations
Interested in Reform Custom Forms by FunnelEnvy?
Whether you're using HubSpot, Salesforce, Marketo, or another CRM or marketing automation platform, Reform Custom Forms help you get more out of your tech stack.
With advanced logic, multi-step experiences, and seamless integrations, our forms help you capture the right data, route leads instantly, and power a smoother buying journey.
Let’s build smarter forms that drive real growth.
Talk to us about how Reform Custom Forms by FunnelEnvy can help streamline your inbound process and turn more interest into meetings.
.avif)
