A financial services company needed to streamline its loan pre-qualification process while maintaining strict data security standards.

Their multi-page application form required seamless integration with their CRM platform, ID verification to prevent fraud, and automatic data cleanup to protect sensitive applicant information.

Solution

84EM developed a custom WordPress integration that connects Gravity Forms with HubSpot CRM, enabling automated lead capture and contact management.

The solution implements progressive data synchronization, saving applicant information to HubSpot after each page of the multi-page form rather than waiting until final submission.

This approach ensures that partial applications are captured even if users abandon the form mid-process.

Technical Implementation

• Gravity Forms Add-On Framework: extends native WordPress form capabilities with custom HubSpot integration, including admin settings for API configuration and dynamic field mapping.
• HubSpot API Client: implements retry middleware with exponential backoff for rate limiting and internal error handling, ensuring reliable data synchronization even during high-traffic periods.
• Dynamic Field Mapping: automatically fetches available HubSpot contact properties and allows administrators to map form fields to CRM fields through an intuitive interface.
• Progressive Data Sync: captures and syncs applicant data to HubSpot after each page navigation on multi-page forms, maximizing lead retention for incomplete applications.
• Contact Deduplication: searches HubSpot for existing contacts by email address (including additional email fields) before creating new records, preventing duplicate entries.
• IDology Verification: integrates third-party verification API to validate applicant identities, with cookie-based tracking to limit verification attempts and redirect users after failed attempts.
• Automatic Entry Deletion: removes form submissions from the WordPress database immediately after successful HubSpot sync, maintaining compliance with data security requirements.
• Multi-Platform Conversion Tracking: fires conversion events to Facebook Pixel, Twitter Ads, Microsoft Advertising, Reddit Pixel, and ReferralRock upon successful form completion.
• WP-CLI Integration: provides command-line tools for administrative tasks and troubleshooting.

Results

The integration transformed a manual, error-prone loan application process into an automated system that captures leads at every stage of the application journey.

Sales teams now have immediate access to applicant information in HubSpot, while the automated verification and data cleanup processes ensure both security and compliance.

Marketing teams benefit from accurate conversion tracking across all advertising platforms, enabling better campaign optimization and ROI measurement.