Before implementing this HubSpot form and automation project, Edenred was already using HubSpot for customer management. However, due to the large volume of incoming data and lack of clear categorization, the sales and marketing teams often faced efficiency issues. User information was frequently placed under broad or unclear labels, making it difficult for the sales team to understand actual customer needs and prolonging follow-up cycles.

Previous form tools used by the team were mostly static, without conditional logic or dynamic fields. They also lacked automation triggers for follow-up emails and notifications, resulting in heavy reliance on manual sorting, categorization, and email sending. This increased operational workload and introduced a high risk of error.

Additionally, cross-department collaboration became more complex as the company grew. The marketing and sales teams needed a seamless workflow where form submissions could automatically influence CRM properties and support structured follow-up actions.
Another major challenge was data transmission: the form had to connect to Edenred’s internal database, push data into it, and sync back to HubSpot—all without interrupting the user experience.

Edenred urgently needed a flexible interactive form, a fully automated workflow, and an integrated system that could communicate with internal databases while delivering accurate classified data for sales follow-up.