In the previous article "API definition, types and business cases", we explained what is API, and how they do what they do. Now we would like to dig even deeper and show a real example of using an API for a  growing business.  As an example, we have taken the case of website development for our client, Relay42

mobile and desktop

About Relay42

Relay42 is a young, fast-growing international company with headquarters in Amsterdam. They empower businesses to create meaningful customer relationships through smart technology. Relay42 has created the only marketing platform from the ground up with integrated AI and industry-specific models. 

Relay42 homepage

One of the aspects of Relay42's website is to generate valuable leads. It tries to achieve this by producing quality content for target audiences such as articles, whitepapers, blogs, webinars, infographics, and other well-prepared resources and landing pages. By the smart user experience design and the use of well-positioned CTAs (Call-to-action) on the website, they achieve the visitor navigating to the right content and turning visitors into leads. The last one happens due to filling out the forms and leaving their contact details for the high-quality free content. This way, the Relay42 Sales and Marketing department can follow up and nurture these leads.

HubSpot Forms API

Relay42 is using the HubSpot Forms API. HubSpot offers a full platform of marketing, sales, customer service, and CRM software. 

The Hubspot API is built to quickly and easily create a functional application or integration. There are many types of API in HubSpot: Analytics, Calendar, Companies, Contact Lists, Events, and many more. One of them is Forms API. Much of HubSpot's marketing methodology revolves around the notion of drawing customers into a website with engaging content and capturing their information for ongoing nurturing, which (if all goes well) turns into revenue. Forms are the method by which that lead capture takes place.

While HubSpot has a native forms tool to embed the form into the website, for some customers, it makes much more sense to build structures natively on their site or application and then pass those form submissions to HubSpot via the API. The Forms API's principal method is the submit form method, which allows you to give any information captured on your website or application to HubSpot, including any custom data. This endpoint doesn't require authentication, so you can make the call from a form to Hubspot API from the client without needing to worry about insecurity. 

Solution for Relay42

Amsterdam Standard has recommended to Relay42 to use their API instead of Hubspot embedded forms. The most important reason for this is the opportunity to customize the form in the style of the website. Another one is that the form's creation is easier. There is a drag-and-drop function of the fields you would like to place on your forms.  The fields itself are determined by Hubspot. Hubspot API gives an opportunity to easily create new forms in Hubspot and integrate them on the landing pages of the website. Hubspot Forms API is a cost-saving option because developers don't need to make any form-builder in a CMS.

All forms on the Relay42 website have a 2-way integration with Hubspot. 

From website to Hubspot

When the form is submitted, the data is sent to Hubspot. All the data filled out in the forms on the website, and analytical data such as IP address, location, operating system, etc. of the user are saved in the CRM at Hubspot. Relay42 can further use this data for retargeting campaigns (email, social media, etc.).

Relay desktop

From Hubspot to the website

Relay 42 can manage the web forms in Hubspot. All the fields as a select box, radio box, input field, and validations are managed in HubSpot. The API of Hubspot updates the form on the website. You can choose from the pre-made templates for registration, contact us, newsletter sign-up, ebook download, event registration, and more (coming soon) or create a form from a blank. You can create as many forms for the website as you want. Each form can have a unique look and feel. Each Hubspot form has a unique ID number that our client can easily add in the CMS, so then it maps correctly.

Progressive Profiling - questions update in forms

Progressive profiling allows making your forms smarter and more efficient. If the contact filling out your form already has a value for a specific field, you can specify that another form field should display in its place. Over time, you get to learn more about your leads without asking them the same questions or asking for too much information before building trust.

All Relay42 forms are managed in Hubspot through the API. The API allows Relay42 to choose its own look-and-feel of each form regarding the goal and the webpage it's placed on. This integration helps them to collect necessary data in a native, not bothering way. Progressive profiling function reducing the amount of work and repeating questions for returning visitors. It empowers Relay42 to collect more valuable data about their visitors and creates a better user experience. 

Do you have more questions about Hubspot API or do you need advice on how to integrate it into your business? Don't hesitate to contact us


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