How to Use Typeform to Score and Route Inbound Leads

The short answer: for up to 100 demo requests a month, Typeform's Basic plan at $39 a month billed monthly, or $28 billed yearly, runs this job, because scores, calculations and the HubSpot integration come with every plan; past 100 responses across all your forms you need Plus at $79 for 1,000 (checked on 26 October 2026 on the pricing page). Build and test it on the free plan's 10 responses, add a source parameter, give answers points, send each score range to its own ending, map the questions, the score and the source to HubSpot, then publish and keep an eye on the monthly counter.

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The job: inbound demo requests arrive looking alike, and sales works them in the order they came in. Scoring at the form puts the company that fits in front of the calendar and the student writing a thesis in front of a resource page, and it writes the score onto the HubSpot contact so the queue is sorted before anyone opens it. What the product is and how its plans differ: the Typeform glossary entry.

Three numbers first:

1. Monthly responses, all forms together. For example, 60 demo requests and 55 webinar sign-ups come to 60 + 55 = 115, over Basic's 100, because the response limits article applies one cap to the whole account.
2. The questions sales already asks. The three things your team checks on every first call (company size, budget, timeline) become the scored questions. Create their HubSpot properties first: the integration lists the properties you have set up to work with forms.
3. A before figure. Count how many of last month's demo requests sales marked unqualified. After launch, the same count for the low-score ending shows whether the scoring sorts anything.

Before you start

• A Typeform account. Free is enough to build and test; going live past 10 responses a month needs Basic or above.
• A HubSpot account with the properties you will map: lead score, source and the qualifying answers.
• A booking link for the high-score ending; Calendly is among the integrations listed on every paid plan.

Step 1: Build the form and require an email

Draft the form from a prompt with Typeform AI or start from a template. Keep it short: work email, company size, budget band, timeline and one open question. Make the Email question required, because the HubSpot settings in step 5 can refuse to create a contact without one.

Step 2: Record the source with a URL parameter

Click Workflow, then Pull data in, and add a parameter called source, written in lower case with underscores for spaces, per the URL parameters article. The share link then ends in #source=xxxxx, and you replace xxxxx for each channel: linkedin, newsletter, partner. Business plans get a separate UTM tracking guide; on lower plans this single parameter does the job.

Step 3: Give answers points

Open Logic, select a question, choose Calculations and add rules such as "add 10 to score when company size is 50 to 200", per the calculations article. Add a rule for every answer that should move the score. Contact details cannot feed a calculation, so put the points on dropdown and multiple choice questions, then check the totals in preview mode.

Step 4: Send each score range to an ending

Create one ending per range: high scorers get the booking link, the middle band a case study and a promise of a reply within a working day, low scorers a resource page. Typeform's endings article attaches a score range to each ending, walking through it in Knowledge quiz mode, and the ranges must not overlap: 0 to 9 and 10 to 20, never 0 to 10 and 10 to 20. Endings show the score by default; on a sales form, take it off the screen.

Step 5: Map the form to HubSpot

Click + Add content, then HubSpot under Connect to apps, and authenticate, per the HubSpot article. Questions added from the Create with HubSpot tab arrive mapped; existing ones get a property through the Map to dropdown. In the HubSpot settings, switch on Require email address to create new records, and under Map to Contacts map the score variable and the source parameter as well as the answers. Then publish: mappings only go live on publish, and the most recent 1,000 existing responses can be sent across only at that first publish.

Step 6: Watch the counter

The month's total sits under Plan & billing in your organisation menu. Typeform emails you at 90% and again at 100% of the cap, per the response limits article; at 100%, every form in the account goes into Private mode until the month turns.

An agent on the morning queue

The Typeform MCP server connects Claude or ChatGPT to your account, and you choose whether it gets read-only access or may make changes. Read-only is enough here. Each morning, ask it to list yesterday's responses in the top score range and draft a two-line brief per lead for the account executive. The agent drafts; a person reads each brief against the response itself before it reaches sales, and nothing goes to a prospect from the agent. The MCP page's own examples include flagging responses and drafting a reply to each, so the human check is the part you add, on purpose.

What the help centre warns about

• Changing a mapped HubSpot property can switch the question to a different type and strip the logic from it; Typeform shows a warning first.
• Renaming a URL parameter that has already collected data deletes the values gathered under the old name.
• Deleting test responses does not return them to the month's allowance; they still count.
• Personal data in the URL. The URL parameters article warns that values can sit in browser history and server logs, and asks you to exclude names and emails from Google Analytics.

Prove it on free, then pay for volume

Typeform's free plan article lets you try paid features on a free account by putting the form into trial mode, and sharing a form that uses them requires an upgrade: whatever you prove for free is already built on the tier Typeform wants you on, one click from a subscription. That is fine if the decision rests on evidence. Send 10 colleagues through the form with deliberately different answers and check that each landed on the right ending and in HubSpot with the right score. If all 10 did, a paid plan buys volume, not a repair.

If the scores reach HubSpot and sales still works the list oldest first, or a second tool scores the same leads differently, the stack is the problem rather than the form; a one-week review like the Startup Fixer maps who scores what before you add anything.

FAQ

Can Typeform score an email or contact question?

No. The calculations article lists Contact Info, Email, Phone, Address, Video Answer, Clarify with AI, Ranking and Matrix as unsupported for calculations. Score the qualifying questions and leave contact details unscored.

Will responses collected before the integration reach HubSpot?

Only at the first publish, and only the most recent 1,000; partial responses are not backfilled. A response that fails, for example on an invalid email, fails alone, per the HubSpot article.

What does a prospect see when the account is over its limit?

A message that the form is not accepting responses, because every form in the account has switched to Private mode. Forms reopen at the start of the next month or when you upgrade, per the response limits article.