How a Reform Custom Form Helped HeyMarvin Capture and Convert More Leads

When you’re scaling a sales motion, lead handoff speed isn’t a “nice-to-have.” It’s the difference between starting the conversation when interest is high… and watching your prospect drift away.

HeyMarvin, an AI-powered qualitative research platform, knew their form process wasn’t helping. Leads weren’t always getting to the right sales rep, their form experience felt clunky, and marketing couldn’t measure where high-value leads were coming from.

Upgrading their HubSpot plan could have unlocked some of the features they wanted, but it came with a steep price tag. So they decided to try a different route: building a Reform Custom Form with FunnelEnvy.

The result: faster lead routing, a friendlier form experience, and full attribution; all without increasing software costs.

The Challenge: A Form That Was Holding Them Back

HeyMarvin’s existing HubSpot form was functional… but just barely.

• No smart routing: Leads weren’t automatically assigned to the right Account Executive (AE) based on company size or ownership. Sales reps had to sort them manually.
• One-step friction: Their single, long form didn’t invite engagement. Prospects dropped off before completion.
• Zero attribution visibility: Without UTM capture and integration, marketing couldn’t see which campaigns were generating qualified leads.

This wasn’t just a “form” issue—it was a revenue issue. Every delay in routing meant slower responses, and without tracking, optimization was a guessing game.

The Solution: A Reform Custom Form Built for Revenue

Working with FunnelEnvy, HeyMarvin replaced their HubSpot form with a fully tailored Reform implementation.

Step 1: Smart, Post-Submit Routing

• Leads were automatically routed to the correct AE’s HubSpot calendar based on company size, instantly.
• No manual reassignment. No missed opportunities.
• Enterprise prospects saw the enterprise rep’s calendar, SMBs saw the SMB rep’s.

Step 2: An Interactive Multi-Step Flow

• Instead of dumping every question into one long form, HeyMarvin started with simple, low-friction questions up front.
• Prospects moved through the form step-by-step, creating a smoother experience and reducing abandonment.
• Non-PII questions early in the journey helped qualify interest before asking for detailed information.

Step 3: UTM Tracking & HubSpot Integration

• Every form submission pushed UTM and source data straight into HubSpot.
• Now, marketing could see exactly which campaigns drove qualified meetings — and adjust spend accordingly.

The Impact: Speed, Simplicity, and Smarter Decisions

HeyMarvin immediately felt the operational lift:

• Faster sales engagement: AEs could connect with leads in real time, without manual routing delays.
• Better conversion rates: The multi-step flow kept prospects engaged through completion.
• Clearer marketing ROI: UTM tracking gave the team hard data to improve campaign targeting.
  
  In Tim McMinn’s words,

“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.”

Why This Matters for You

If you’ve outgrown your basic form setup, but don’t want to pay for an expensive software upgrade, Reform Custom Forms can give you the flexibility, intelligence, and integrations you need to:

• Route leads instantly to the right sales rep.
• Engage prospects with a better form experience.
• Track and attribute every high-value lead back to its source.
  ‍

Ready to get more from your forms without increasing your software bill? Talk to us about Reform Custom Forms