HubSpot
Monta ApS · 20114015

Two of your three lead channels
capture one field.

1Marketing form

/contact-sales/form 8a468049-886f-4fef-868d-15736c613c93
Tell us about yourself and your use case
First name*
Last name*
Business email*
Phone*
Country*Denmark
Charge points*101-500 ▾
firstnamelastname emailmobilephone countrynumber_of_cps_v3 inbound_form_monta_customer_type_v4 lead_info_long sources___inbound___self_reported_dropdown
9 fields + 5 UTM · routable

2Whitepaper download

/downloadables/* · 11 gated assetsform a8b01ad5-5d21-4693-b6b2-b2bd6f3aa57e
Download the whitepaper
Email*
Submit
email firstnamelastname mobilephonecountry number_of_cps_v3 inbound_form_monta_customer_type_v4 lead_info_long sources___inbound___self_reported_dropdown
1 field · nothing to route on

3Webinar registration

/events/* · 13 event pages984f476c… · a1657048… · b9a97ea2…
Register for the webinar
Email*
Submit
email firstnamelastname mobilephonecountry number_of_cps_v3 inbound_form_monta_customer_type_v4 lead_info_long sources___inbound___self_reported_dropdown
1 field · nothing to route on

Three more live forms

4Starter application /starter-plan/ · /pricing/
Name*
Email*
Charge points*0-200
Business typenot asked
8 fields · routable, but no business type
5Newsletter /stay-in-charge-newsletter/
First name*
Last name*
Email*
Countrynot asked
4 fields · no country, so nurture can't split by market
6Product interest Session Analyser · AI driver support
Email*
1 field · highest intent, lowest information

Forms

6 live forms found on monta.com · portal 20114015

2
forms capture enough to route a lead
4
forms capture email and nothing else
24
pages behind an email-only gate
#FormLocationFields capturedRoutable?Changes I'd make
1Contact sales
8a468049…
/contact-sales/
9 + 5 UTM
YesKeep the schema — it's the model for the rest. Rebuild the charge-point bands at 51-200 / 201-500 so the answer maps to a price tier.
2Whitepaper gate
a8b01ad5…
/downloadables/* · 11 assets
1 — email
NoProgressive profiling, so a 1,100-point CPO stops looking like a private driver. Add a hidden asset name field — one form for 11 assets means you can't tell which one pulls leads.
3Webinar registration
984f476c…
/events/* · 13 pages
1 — email
NoSame profiling queue. Collapse the 13 form IDs into one with a hidden event name, so webinars roll up as a channel instead of 13 unrelated forms.
4Starter application
14f1a09c…
/starter-plan/ · /pricing/
8 + 5 UTM
YesAdd business type. One dropdown. Without it a site owner and an operator submit an identical form, and those two go to opposite buckets.
5Newsletter
db09220e…
/stay-in-charge-newsletter/
4
N/ANot a routing form, so leave the fields alone — but it's a scoring source. Feed opens and clicks into the engagement score so a subscriber who warms up over 8 months surfaces.
6Product interest
7f5d4f54… · 3a1e1369…
Session Analyser · AI driver support
1 — email
NoThe highest-intent page on the site behind the thinnest form. Add charge points and business type here first, and give it a same-day SDR task.

What I'd change first

A routing workflow can only be as good as what the forms hand it. Two properties and four forms are the reason triage is manual today — none of it needs automation to fix.

Two properties block the routing before it starts

1

The charge-point bands don't line up with your own pricing

Today
number_of_cps_v3 offers 0 / 1-10 / 11-30 / 31-50 / 51-100 / 101-500 / 501-1000 / 1001+
Costs you
Your pricing page splits Starter at up to 200 charge points and Advanced at 200+. The 101-500 band sits straight across that line, so the form's answer can't tell the two apart. Every lead landing in it needs a human to look.
Change
Rebuild the bands at 51-200 and 201-500. One property edit, and the routing rule becomes a single condition instead of a judgement call.
2

The same question is stored in four different properties

Today
Live names are number_of_cps_v3 and inbound_form_monta_customer_type_v4. Every earlier version still holds real historical values.
Costs you
Year-on-year channel reporting doesn't reconcile — last year's answers sit in a property this year's forms never write to.
Change
One naming convention, one backfill into the live property, archive the rest. Fix forward — not a v5.

Four of the six forms capture email and nothing else

The obvious fix is to add eight fields to the webinar form. I wouldn't — registration volume is what pays for the content programme. Ask the same questions, just spread across visits: progressive profiling, where HubSpot queues the next unanswered field and drops any it already knows.

TouchForm asks for
1 — webinar or whitepaperEmail only. Unchanged, so conversion doesn't move.
2 — any second gated assetFirst name, last name, company, country
3 — any thirdBusiness type, charge points — now routable
Thank-you page, every timeOptional "Book a demo", pre-filled from what's known

What it means in practice: GreenFleet registered for two webinars. Today that's two email addresses. Under this, their second registration already carries company and country, and the third makes them routable without anyone reading the submission.
Anyone still email-only after three touches goes to nurture, not to an SDR.

Nordisk Ejendomme A/S

Contact · created 2 minutes ago from Marketing form (website)

NE

Mette Rask

Head of Property · Nordisk Ejendomme A/S

Copenhagen, Denmark

Routing outcome

Lead bucketForward to Operator
Routing sub-motionEnterprise assist
Routing methodDeterministic + AI read
Routing confidence86
Routed at14:02, 3 Sep 2026
SLA due14:02, 4 Sep 2026

Qualification properties

Lifecycle stageMarketing Qualified Lead
Business modelSite owner
Operates a charging businessNo
Charge points (banded)201–500
Charge points (numeric)240
Sites in scope30
Charging use caseMulti-family residential
Buying timeline0–6 months
CountryDenmark
Original sourceOrganic search
Self-reported sourceSearch engines
Engagement score44 — Engaged

Why it routed here

240 charge points would normally clear the enterprise threshold. It doesn't route to an SDR, because business model is evaluated before size.

Nordisk owns sites, it doesn't operate a charging business, so on Monta's model it can't be a direct customer. But 240 points across 30 residential sites is far too large to drop into the public operator directory and forget. It goes to Forward to Operator on the Enterprise assist path: a named Danish operator, a warm introduction from partnerships, a partner-attributed deal, and an SDR notified for the co-sell.

Activity

14:02 · Workflow
Bucket set to Forward to Operator, sub-motion Enterprise assist
14:02 · Workflow
240 and 30 extracted from free text by AI, confidence 86
14:02 · Form
Marketing form (website)
13:58 · Page view
/en/pricing/ — 2m 41s
13:54 · Page view
/en/business-solutions/ — multi-family
28 Aug · Email
Clicked "Stay in Charge" — August issue
19 Aug · Download
Designing for experience: public EV charging sites

WF-03 · Inbound routing engine

Contact-based · re-enrolment on qualification change · 6 exit paths

Enrolment history

Routing results

The seven sample leads, run through WF-03

LeadChannelModelCPsBucketDeciding rule

The two that break a simple ruleset

1

Nordisk Ejendomme — 240 charge points, wrong business model

Any rule that reads charge points first sends this to an SDR, who then spends a week discovering there's no operator business to sell to. Business model is the first branch; size only decides who inside the bucket handles it.

2

Sunhill Kommune — real, just not yet

A municipality with a tender expected next year fits none of your four buckets. Disqualifying it deletes a public-sector deal with 12 months' notice on it. It needs a fifth path: Watchlist, with a re-qualification date, quarterly public-tender monitoring and automatic promotion to SDR when the tender publishes.

Two decisions I'd want to argue about

1

Jonas M. is disqualified from sales, not from Monta

A private driver with one home charger is not a CRM lead. He is an app user. Disqualified as a sales lead, redirected to Monta Charge and Home+, suppressed from B2B nurture, kept for consumer lifecycle. Roughly a third of your 280 are probably this, and they're currently costing someone reading time every day.

2

GreenFleet is the case for scoring, not the case against it

Two webinars and eight email opens, and today it arrives as an email address with no company on it. The engagement is real and completely invisible to routing. This lead is the argument for progressive profiling in one record.

AI triage — free-text qualification

Custom code action inside WF-03 · runs on lead_info_long before the routing branch

Form submission

This is the real lead_info_long field from your contact-sales form. Nobody fills it in the shape a workflow wants.

Extracted, then routed

Confidence
Pick a lead above, or paste anything, then run triage.

Engine: not run ·

Where the human stays

ConfidenceWhat happens
≥ 80Routed automatically. Sampled at 10% for weekly review.
60–79Routed, but flagged. Task to marketing ops with a 24-hour SLA to confirm or override.
< 60Not routed. Held in a manual triage list. Never guessed.
Any, if disqualifyingDisqualification is never fully automatic above a charge-point threshold. The cost of a wrong "no" is a lost enterprise deal.

Every override is written back to a property. That's the training set for whether the thresholds are right, and the honest measure of whether this works.

Inbound funnel

Last 30 days · all sources · figures below the MQL line are assumptions, stated as such

280
Submissions
80
MQLs · 28.6% of submissions
~11 hrs
Manual triage time removed per month

Stages

Two stages don't exist in your instance today. Engaged Lead catches the account that's been to two webinars and hasn't asked for anything yet. Sales Accepted is the only place you can measure whether marketing and sales agree on what an MQL is. Without it, MQL-to-SQL is a number nobody trusts.

Engagement scoring — six touchpoints

TouchpointCaptured byPoints
Industry eventsBadge-scan CSV → custom object25 / event
Website visitsHubSpot tracking code2 / session · 10 for pricing
LinkedIn paidAds integration + conversions API8 lead form · 3 click
LinkedIn organicNot natively capturable5 — manual
Whitepaper downloadsForm submission15
WebinarRegistration form / attendance10 reg · 20 attend
NewsletterEmail engagement5 click · 1 open

Score decays 20% for every 30 days without a touch, because a download from March shouldn't make an account look warm in September. HubSpot's manual scoring can't do that natively — it needs a recalculation workflow on a rolling activity date, or a calculated property in Operations Hub.

Where this breaks

Six things HubSpot alone will not do for you, and what I'd put next to it

1

Your webinars are YouTube embeds

Registration is captured. Attendance isn't, anywhere. The single strongest engagement signal you have is currently unrecorded. Either move to a webinar platform with a native HubSpot integration, or gate the replay and treat replay views as attendance. Until then, "attended 2 webinars" is something a human wrote down.

2

Vector is in your tag manager and it's geofenced to the US

Contact-level de-anonymisation matches roughly 10% of US traffic, about 30% with the company-level fallback. Monta's traffic is overwhelmingly European, so on your site it is close to inert. For EU traffic the honest option is company-level identification and treating it as an account signal, not a contact.

3

LinkedIn organic will not be attributable, and I'd stop pretending otherwise

There's no contact-level API for post engagement. Options are a third-party engagement tool with the compliance risk that carries, or accepting it as a channel you measure in aggregate against pipeline rather than per lead. I'd take the second and be clear about it in the report.

4

Forward to Operator has no closed loop at all

Today it's a country-filtered directory and a "contact them" link. Once the lead leaves that page, Monta knows nothing. Unique tracked links per operator, a partner referral object, an outcome field the operator can update, and a quarterly reconciliation. Otherwise a whole bucket generates revenue nobody can attribute.

5

Offline events need a data model, not a spreadsheet

A custom Event Touchpoint object associated to contacts and companies, one CSV import per event with a fixed schema, and cost on the event record. Without it you can't answer whether a €40k stand produced pipeline, which is the only question anyone asks about events.

6

6–18 month cycles break both attribution models

First touch credits a whitepaper from last year. Last touch credits the demo form. I'd run W-shaped as the reported model, keep first and last as diagnostics, and accept that with cycles this long, cohort reporting by first-touch month is more honest than any weighting. Multi-touch reporting needs Marketing Hub Enterprise — if you're on Professional, this lives in the warehouse, not in HubSpot.

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