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 |
|---|
240 charge points looks like a large deal. It isn't. Nordisk owns buildings, it doesn't run charging, so there is nothing to sell them.
Ask about size first and an SDR loses a week finding that out.
A council looking now, with a tender next year. None of the four buckets fit, and disqualifying it throws away a deal you had twelve months' warning about.
So there's a fifth: Watchlist. Park it, set a date, come back.
One charger at home. Not a sales lead — but still a Monta customer, just for the app rather than the platform. Send him to Monta Charge and keep him out of B2B email.
Probably a third of your 280 are him, and someone reads every one.
Two webinars, eight emails opened. All you hold is an email address — no company, no size, no country.
The interest is real and the routing cannot see any of it.
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
Tier note: the partner referral record is a custom object, which needs Enterprise. On Professional I'd track the referral as a deal on its own pipeline, or as three contact properties — referred operator, referral date, outcome. Less clean, same closed loop.
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
Contact-based · enrols on any of the 6 forms · re-enrols on every submission
Enrols when business model is unknown AND profiling stage < 3
This is the honest answer to "route all 280 automatically". Some can't be routed yet. The job is to shrink that group on purpose rather than pretend it's empty.
Enrols when business model is known AND bucket is unknown · re-enrols on change of model, band or operates-charging-business
Business model decides the bucket. Size only decides who handles it.
Goal is lifecycle = Sales Accepted. An SDR should never open four tabs to work out why a lead is in front of them.
Self-serve directory
Enterprise assist
The referral record is a custom object, which needs Enterprise. On Professional: a deal on its own pipeline, or three contact properties.
Today this is a directory page and a "contact them" link. Once they leave that page you know nothing.
This is how GreenFleet reaches sales without ever filling in a long form.
Someone has to watch the tender portals. That's a process, not a workflow, and I'd own it.
Leads will go stale. The system needs a defined moment where marketing takes them back rather than letting them rot in a queue.
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 areas where HubSpot alone won’t quite get you there, and what I’d put alongside it
Registrations are captured. Actual attendance isn't — so one of your strongest engagement signals, someone spending an hour with you, never reaches the data.
I'd either move to a webinar platform that integrates directly with HubSpot, or gate the replay and use replay views as a second signal.
Until then, “attended two webinars” is something a person wrote down.
Vector already runs through GTM, but contact-level identification only covers the US. That works for US traffic, and Monta's is mostly European, so its usefulness is limited here.
For European visitors I'd use company-level identification and treat it as an account intent signal, not an attempt to name the person.
This is one I'd avoid overengineering. LinkedIn gives you no clean way to tie organic post engagement back to individual contacts.
Third-party tools like Dreamdata try to fill the gap, but bring their own limitations and compliance questions.
I'd measure it at channel level against pipeline, rather than pretend every like traces to revenue.
Today you can see someone reach the operator directory and click through. After that, nothing.
If the channel matters commercially: unique tracked links per operator, a simple partner referral record, an outcome field operators can update, and a regular reconciliation.
Otherwise the channel generates revenue and you can't tell which leads produced it.
A standard Event Touchpoint structure linked to both contacts and companies, and the same CSV format for every import.
The cost belongs on the event record — otherwise you can't answer what a stand actually produced.
Neither first-touch nor last-touch tells the story. First-touch credits a whitepaper from a year ago; last-touch credits yesterday's demo form.
I'd report on a W-shaped model and keep first and last as supporting views, then lean on cohorts by when an account entered the funnel — with cycles this long that's usually the more useful picture.
On Marketing Hub Professional the deeper multi-touch reporting likely lives outside HubSpot; on Enterprise more of it can be built inside.
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.