Add forms to a campaign page

Connect HubSpot or Marketo forms to capture leads directly from your campaign pages.

Campaigns can build a form slot right into your generated page, so you're ready to capture leads the moment your campaign goes live, with no dev ticket required to connect your CRM. Connect a HubSpot or Marketo form, and every submission flows into your CRM as a tracked conversion, tied to the campaign that drove it.

Install the HubSpot or Marketo app

Before you can connect a form, install the Webflow app for whichever CRM you use:

• Learn how to install the HubSpot app
• Learn how to install the Marketo app

If you use HubSpot, your HubSpot form connection and your HubSpot CRM connection are separate. To see pipeline reporting and accounts engaged, also connect HubSpot as your CRM.

Add a form to your page

If your generated page includes a placeholder form, select it to connect a real HubSpot or Marketo form.

If you haven't installed the app yet:

1. Select the placeholder form on your page
2. Click Open apps
3. Install the HubSpot or Marketo app, then follow the steps below

If you've already installed the app:

1. Select the placeholder form on your page
2. Click Apps in the left sidebar
3. Hover over HubSpot or Marketo and click Launch
4. In the app panel, hover over the form you want to use and click the plus icon (+)
5. Choose Embed as component (recommended) or Embed as iframe

Here's how the two options differ:

• Embed as component — styles the form automatically to match your brand, and you only maintain one form that you can reuse across all of your campaign pages. This option works only with new HubSpot forms, not Legacy HubSpot forms.
• Embed as iframe — controls all styling in the source app, so the form uses HubSpot or Marketo's styling

Forms you add appear under Connected to campaign in the app panel, so you can reuse them across your campaign hub.

Style your form

When you add a form as a component for the first time, Campaigns styles it automatically using the brand styles in your Brand panel. To go further, such as changing a form from one column to two, ask the AI Assistant or use the Webflow MCP server to make style updates.

For Marketo forms, form content such as labels, required fields, validation messages, and button text is managed in Marketo. Styling is managed in Webflow.

Pull form updates

If your team changes a form in HubSpot or Marketo, such as adding fields or updating labels, you can pull those changes into your page. This works for forms you added as components, and pulling updates changes every instance of that component.

To pull updates:

1. Make your changes to the form in HubSpot or Marketo
2. Open the HubSpot or Marketo app panel in your campaign page
3. Choose the connected form
4. Click Pull updates

Turn on form tracking

Tracking is off by default. To track form submissions, turn on tracking in the HubSpot or Marketo app settings, then publish or republish your campaign.

To turn on tracking:

1. Open the HubSpot or Marketo app panel
2. Click the gear icon at the top right of the panel
3. Turn on Track user activity on site for HubSpot, or Install Marketo tracking through Webflow for Marketo
4. Publish or republish your campaign

To turn on analytics tracking for your whole campaign hub, see Enable or disable tracking for a campaign hub.

What happens after someone submits a Marketo form

What happens next depends on the follow-up setting on your form in Marketo:

• Redirect to another page — the app sends the visitor to that page
• Stay on page — the app hides the form and shows the form component's success state, which you design in Webflow

Use native Webflow forms

If your team doesn't use HubSpot or Marketo, you can add a native Webflow form to your campaign page and launch it. Native form submissions don't appear in Campaigns analytics yet, because Campaigns tracks conversions through the HubSpot and Marketo integrations. View native submissions in Site settings > Forms, and export them manually if you need them elsewhere. Learn how to add forms in Webflow.