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Typeform’s new features for improved lead gen

19 June 2024

Typeform’s new features for improved lead gen
Typeform’s new features for improved lead gen

In the race to capture quality leads, you often find yourself spinning your wheels. Competition is fierce, and standing out requires more than just the usual approach.

That’s where Typeform, the champion of interactive forms, enters the race. They've introduced four new AI powered features designed to turbocharge your lead generation.

At Refuel Creative, we’re not just your local Typeform partner. We’re your pit crew, ready to help you accelerate past the competition. We’re revved up to show you how Typeform can transform your lead generation strategy.

Imagine. Gaining smarter insights from your forms. Asking questions through captivating videos. Keeping spam at bay with Google reCAPTCHA. Automatically enriching and qualifying your leads.

It’s not just a dream - it’s the fast lane to success.

In this blog, I’ll take a quick look at each of these new features. I’ll explain how they work and, more importantly, how they can help you get, engage, and convert more leads. Whether you’re a business owner or an experienced marketer, these tools are made to give you the boost you need.

Ready to shift your lead generation into high gear? Let’s explore these Typeform innovations together and see how they can help you leave your competition in the dust.


Smart Insights into your results

Imagine you had a personal assistant, ready to help you interpret data, and understand how people interact with forms.

This is the new Smart Insights tool from Typeform. It's an advanced analytics tool that dives deep into your form responses. Smart Insights uses AI to interpret data to offer a comprehensive view of respondent behaviour and trends. By automatically identifying patterns, Smart Insights helps you quickly understand the key takeaways from forms.

Why we’re excited about Smart Insights

For your lead generation, there are three key benefits.

Improved understanding of lead behaviour and preferences

Smart Insights analyses responses to reveal what matters most to your leads. This includes identifying common interests, pain points, and preferences. With this data, you can tailor your marketing efforts more effectively.

Ability to identify high-quality leads

Through detailed analytics, you can pinpoint who is more likely to convert based on their responses. Smart Insights highlights these high-quality leads, so your sales team can prioritise them.

Enhanced decision-making for marketing strategies

With access to in-depth data analysis, you can make informed decisions about your marketing strategies. Smart Insights will help you understand which campaigns are resonating most with your leads. This helps you refine your future outreach efforts to maximise engagement and conversion rates.

What can you use Smart Insights for?

With all this data, there’s a range of things you can use it for, but here are our top three.

1. Marketing campaign optimisation

You can use Smart Insights to analyse feedback from your campaigns. The data might reveal that a particular demographic showed higher engagement rates.

You can then tailor future campaigns to target this demographic more effectively. Specific ad copy, imagery, videos, audience targeting, or other improvements. This will result in increased lead generation.

2. Product development

You can collect feedback on a new product feature via a Typeform survey. Smart Insights then highlights the aspects users find most valuable. You can use this information to prioritise product development efforts. This leads to a product that better meets market demands, attracting more leads and converting more customers.

3. Customer feedback analysis

You can gather customer feedback on your website experience. Smart Insights identifies common issues and preferences, helping improve the user experience. As a result, the website attracts more visitors and converts more of them into leads.

The short version on Smart Insights

Smart Insights helps you go beyond basic data collection, transforming responses into actionable insights. By leveraging Smart Insights, you can:

  • improve your understanding of leads
  • refine your marketing strategies, and
  • ultimately drive better results in your lead generation efforts.

Adding video questions to your form

The new video question feature in Typeform allows you to incorporate video content directly into forms. You can ask questions through video, creating a more dynamic and engaging experience for respondents. By embedding videos, you can:

  • add a personal touch,
  • provide clearer instructions,
  • showcase products and services more effectively.

Typeform has had some of this functionality for a while through their VideoAsk product. This is now part of Typeform allowing more advanced form functionality.

Benefits for Lead Generation

1. Increased engagement and interactivity with leads

Videos are more engaging than text and can capture respondents' attention more effectively. By using video questions, you can hold the interest of leads longer or provide visual instructions. This will help increase the likelihood of form completion.

2. Personalisation of the lead generation process

Videos allow you to add a personal touch to your forms. You could include:

  • a message from the CEO
  • a demonstration of a product
  • a walkthrough of a service

Video questions make the form feel more personalised and relatable, so you can foster a stronger connection with leads.

3. Gather better information with video and voice

Videos can explain complex ideas better than text. With videos, you can show and tell your message, making it easier to understand. This helps you get more accurate and useful responses from leads.

Use cases

Product demonstrations

You can use video questions to showcase new products in forms, such as a video demonstration. Instead of describing a product and asking people if they are interested, they can see it in action. This increases their interest and likelihood of conversion.

Event registration

You’re running an event, a webinar or face to face event. Include a welcome video from the keynote speaker in their registration form. The video provides reasons to attend the event, creating excitement and encouraging more people to sign up. This in turn generates more qualified leads.

Customer onboarding

You make software, and have an onboarding form to explain how to use your software. This not only provides a clearer understanding for new users, but also showcases the software’s value. This leads to higher engagement and retention rates.

Why we like video questions

We loved VideoAsk, so we love adding Video Questions. Adding Video Questions to your Typeforms can greatly improve your lead generation. This makes the experience more engaging, personalised, and informative.

Use Video Questions to connect with leads on a deeper level. This approach can lead to higher conversion rates and better-quality leads.

Securing your forms with Google reCAPTCHA protection

If you’ve ever used the internet, you’ve likely encountered Google reCAPTCHA. You’ve probably had to choose the four pictures of pedestrian crossings. It’s Google’s solution to the internet’s spam problem.

Google reCAPTCHA is now part of Typeform to protect your forms from spam and bots. When people fill out your form, they’ll need to do a simple task, like solving a puzzle, to prove they’re human. This way, Typeform makes sure only real responses are collected, keeping your data accurate.

Benefits for lead generation

Protection against spam and bot entries

reCAPTCHA effectively filters out non-human entries, ensuring that your lead database is free from spam. This means that the leads you gather are genuine and more likely to convert into customers.

Increased trust and credibility with potential leads

When people see that reCAPTCHA protects your forms, they trust it more. This makes them feel safe giving you their information, knowing it’s collected securely.

Improved lead quality

By eliminating spam and bot entries, you can focus your efforts on high-quality leads. This improves the efficiency of your marketing and sales teams, as they spend less time cleaning data and more time nurturing real prospects.

Use cases


Implement reCAPTCHA on your contact and order forms to prevent fake submissions and fraudulent orders. This ensures you only collect  legitimate customer information, leading to more accurate data and better service.

Event registration

Use reCAPTCHA on your event registration forms to filter out fake sign-ups. This helps provide an accurate count of attendees, allowing for better planning and budgeting.

Newsletter sign-ups

You can incorporate reCAPTCHA into your newsletter sign-up forms to prevent spam subscriptions. This results in a more engaged and interested subscriber base, and improves the effectiveness of your email marketing.

Why is this exciting?

Securing your forms with Google reCAPTCHA protection helps maintain the quality and integrity of your lead data. By ensuring that you only collect genuine responses, you can reduce waste in your marketing efforts. This improves your lead generation efforts, and enhances the effectiveness of your marketing.

Lead enrichment & qualification

Typeform’s new lead enrichment and qualification feature enhances the data you can collect from form respondents. This can give you a richer, more comprehensive understanding of your leads.

You can automatically collect more information about leads from sources like social media profiles and professional networks. Then, you can evaluate the quality of each lead using set criteria.

Benefits for lead generation

Comprehensive lead profiles

By adding more information to lead data, you can create detailed profiles. These profiles give you a better understanding of people’s backgrounds, interests, and needs. This helps in personalising follow-ups and marketing strategies.

Automated lead qualification

The feature assesses leads against set criteria to determine their potential value. High-quality leads are flagged for priority follow-up, so your sales team can focus their efforts on prospects most likely to convert.

Streamlined follow-up process

With enriched and qualified lead information readily available, you can streamline follow-up processes. Increase the chances of converting leads into customers with more personalised and targeted communication.

Use cases for lead qualification

B2B sales

You can use lead enrichment to gather professional details about people submitting forms. This includes their job titles and company information from LinkedIn. This allows your sales team to tailor their pitches based on the specific needs and challenges of each lead’s industry and role.

Marketing campaigns

You can enrich lead data to better segment your audiences. This data can also be synced to your CRM. By better understanding the demographics and interests of your leads, you can create better campaigns. This focus will result in higher engagement and conversion rates.

Customer support

Your customer service team can use lead enrichment to gain insights into the background of support requesters. This helps them provide more personalised and effective support, improving your customer experience. This leads to higher customer satisfaction and loyalty.

What’s great about this

Enriching and qualifying leads through Typeform gives you better data on every lead. This will help you optimise your lead generation efforts.

By gaining insights, you can better prioritise high-quality leads. This will help you improve your marketing strategies and follow-up, improving conversion rates.

The new lead enrichment & qualification tools ensure every lead is understood and engaged. A great way to maximise the potential for successful customer acquisition.

Taking action

Typeform’s new features will give your lead generation efforts a significant boost. They will help you attract, engage, and convert leads more effectively:

  • Smart Insights provides deep analytical capabilities
  • Video Questions enhances engagement
  • Google reCAPTCHA ensures data integrity
  • Lead Enrichment streamlines your follow-up processes

These tools are poised to drive your business forward.

At Refuel Creative, we’re excited to help you harness the power of these innovations. As your local Typeform partner, we’re here to guide you every step of the way. From initial setup to optimising your lead generation strategy, we’re here to help you. Don’t just keep up with the competition - overtake them.

Ready to put the pedal to the metal and supercharge your lead generation? Contact Refuel Creative today for a consultation. Let’s work together to take advantage of these powerful Typeform features and take your business to the next level. Get in touch with us now and start driving better results for your business!

Ryan Jones

Ryan is the Founder & CEO of Refuel Creative. He's a HubSpot certified marketer and SEO expert.