Monta ApS · 20114015DȘ
Three more live forms
6 live forms · portal 20114015 · every fix here is a form or property edit, not a workflow
| # | Form | What I'd change |
|---|---|---|
| 1 | Marketing form /en/contact-sales/ | The only form that already asks the three things routing needs, so use its field list as the template for the rest. One fix: the charge-point dropdown offers 101-500, but your pricing splits Starter and Advanced at 200, so anyone picking that band could be either tier. Split it into 51-200 and 201-500. |
| 2 | Whitepaper download /en/downloadables/… | Two changes. First, ask for more than an email, spread across visits so registrations don't drop: company and country on someone's second download, business type and charge points on their third. Second, add a hidden field recording which whitepaper was taken. All 11 report as one form today, so you can't see which asset actually brings in leads. |
| 3 | Webinar registration /en/events/… | Same staged questions as the whitepaper. Then replace the 13 separate forms with one, plus a hidden event name field. Every webinar is its own form ID today, so nothing rolls up. Answering “how many leads did webinars bring in last quarter” means adding 13 numbers by hand. |
| 4 | Starter application /en/starter-plan/ | Add one dropdown: do you operate a charging business? Without it a property owner and a charge point operator fill in an identical form, and those two belong in opposite places. One goes to a partner operator, the other to sales. |
| 5 | Newsletter /en/stay-in-charge-newsletter/ | Leave the fields alone. Nobody subscribes to a newsletter expecting a sales form. Do add country, or nurture can't be split by market. The real value here is as a signal: feed opens and clicks into the engagement score, so someone who reads every issue for eight months shows as warm before they fill in anything else. |
| 6 | Product interest /en/products/monta-ai/… | Someone asking to try the product is the warmest lead on the site, and this form asks for less than the newsletter does. Add charge points and business type here before anywhere else, and fire a same-day task to an SDR. Intent this high goes cold in days. |
Two property fixes and one change to how the forms ask · no workflow required
_v3 and _v4number_of_cps_v3 and
inbound_form_monta_customer_type_v4. Those numbers mean the question was
re-created five times instead of edited, so older copies of both still exist alongside the live ones.
The obvious fix is to put eight fields on the webinar form.
I wouldn't.
Instead I'd use a HubSpot form setting called progressive profiling. You give the form a ranked list of
questions, but it only ever shows three at a time. When someone comes back, HubSpot recognises them from the
tracking cookie, hides the questions it already has answers to, and shows the next three instead.
The form always looks short. You learn more each visit.
| Which visit | What the form asks for |
|---|---|
| 1st — the webinar or whitepaper | Email only. Unchanged, so conversion doesn't drop. |
| 2nd — any other gated asset | First name, last name, company, country |
| 3rd — any other gated asset | Business type and charge points — routable from here |
| Thank-you page, every time | An optional "Book a demo", pre-filled with what's already known |
What this does to a real lead. GreenFleet registered for two webinars. Today that's two email addresses
and nothing else. Under this, their second registration already carries company and country, and the third
makes them routable without anyone reading the submission.
Anyone still giving only an email after three visits goes to nurture, not to an SDR.
Contact · created 2 minutes ago from Marketing form (website)
Head of Property
mette@nordiskejendomme.dk
Copenhagen, Denmark
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.
Contact-based · re-enrolment on qualification change
The seven sample leads, run through WF-03
| Lead | Channel | Model | CPs | Bucket | Deciding rule |
|---|
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.
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.
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.
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.
What happens after a lead lands in a bucket · WF-04, WF-05, WF-10
Goal: lifecycle reaches Sales Accepted. An SDR should never open four tabs to work out why a lead is in front of them, and a lead nobody touched becomes a marketing problem again.
Self-serve directory
monta_referred_operator.Enterprise assist
Today this bucket is a directory page and a "contact them" link. Once the lead leaves that page you know nothing — not who they contacted, not whether it closed. Tracked links and one outcome field turn a dead end into a measurable channel.
Leads will go stale. The system needs a defined moment where marketing takes them back, rather than letting them rot in someone's queue.
The lists that make it visible
| SDR — unworked past SLA | Escalation |
| Forward to Operator — no outcome | Quarterly reconciliation |
| Watchlist — due for re-qualification | Becomes an SDR task |
Every one of these is a real workflow object in portal 20114015
| WF-01 | Inbound normalisation Every form submission. 2-minute delay, normalise country, set first touch without overwriting, associate the company, then hand to WF-02 or WF-03. |
| WF-02 | Progressive profiling Business model unknown. Asks the next question across visits, caps at 3 attempts, then manual triage. No SDR ever sees these. |
| WF-03 | Routing engine The decision tree. Business model picks the bucket, size picks the owner, anything under 60% confidence stops for a human. |
| WF-04 | SDR handoff Regional rotation, task with a 4h / 24h SLA, Slack for Enterprise, escalate at 48h, back to nurture at 5 days. |
| WF-05 | Forward to Operator Three matched operators on tracked links, or a partnerships task plus a referral record and a logged outcome. |
| WF-06 | Starter application review Auto-checks the three fit criteria the pricing page implies, so the reviewer confirms rather than investigates. Never a dead end. |
| WF-07 | Disqualification and recycling Stops paying to market to consumers, and re-enrols automatically when business model changes. A student in 2026 is a fleet manager in 2029. |
| WF-08 | Engagement scoring Rebuilt monthly from the last 90 days only, because HubSpot scores don't decay. Crossing 50 is the second route to MQL. |
| WF-09 | Watchlist Sets a re-qualification date, nurtures one asset a quarter, tasks an SDR when the date lands. |
| WF-10 | Stale lead sweep Daily. 14 days without movement, escalate once, then marketing takes it back. |
Two stages don't exist in your instance today · nine lists, active unless noted
| Stage | Set by |
|---|---|
| Subscriber Gave us an email, asked for nothing else | Newsletter form |
| Lead Submitted any form with intent behind it | Any gated asset |
| Engaged Lead new Score ≥ 25, or two or more touches | WF-08 |
| Marketing Qualified Lead Routed to SDR, or score ≥ 50 with known business model | WF-03 / WF-08 |
| Sales Accepted Lead new An SDR looked at it and agreed it's worth working | SDR, from the task |
| Sales Qualified Lead Meeting held and qualified | Deal creation |
| Opportunity Deal past Appointment Scheduled | Deal stage sync |
| Customer Closed won | Deal stage sync |
| List | Used for |
|---|---|
| Inbound — awaiting routing | Near zero, or WF-03 is broken |
| Manual triage queue | Worked daily by marketing ops |
| Low-confidence routed | Weekly accuracy review, under 80% |
| SDR — unworked past SLA | Escalation |
| Forward to Operator — no outcome | Quarterly partner reconciliation |
| Starter — pending review | Application queue |
| Watchlist — due for re-qualification | Monthly, becomes an SDR task |
| Consumer suppression | Static. Suppressed from every B2B send. |
| Profiling incomplete | Progressive profiling isn't working |
Engaged Lead is where GreenFleet lives — two webinars, eight opens, never asked for anything. Today that account sits next to someone who downloaded one PDF and bounced. Sales Accepted is the only honest measure of whether marketing and sales agree on what an MQL is; without it, MQL-to-SQL tells you nothing about whether the 80 leads a month you send over are any good.
Last 30 days · all sources · figures below the MQL line are assumptions, stated as such
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.
| Touchpoint | Captured by | Points |
|---|---|---|
| Industry events | Badge-scan CSV → custom object | 25 / event |
| Website visits | HubSpot tracking code | 2 / session · 10 for pricing |
| LinkedIn paid | Ads integration + conversions API | 8 lead form · 3 click |
| LinkedIn organic | Not natively capturable | 5 — manual |
| Whitepaper downloads | Form submission | 15 |
| Webinar | Registration form / attendance | 10 reg · 20 attend |
| Newsletter | Email engagement | 5 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.
Six things HubSpot alone will not do for you, and what I'd put next to it
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.
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.
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.
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.
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.
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.
This is the real lead_info_long field from your contact-sales form. Nobody fills it in the shape a workflow wants.
Engine: not run ·
| Confidence | What happens |
|---|---|
| ≥ 80 | Routed automatically. Sampled at 10% for weekly review. |
| 60–79 | Routed, but flagged. Task to marketing ops with a 24-hour SLA to confirm or override. |
| < 60 | Not routed. Held in a manual triage list. Never guessed. |
| Any, if disqualifying | Disqualification 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.