If you’re a B2B team wrangling leads, onboarding clients, or just tired of chasing info over email, you’ve probably looked at online form builders. Problem is, there are a zillion options and most reviews sound like they were written by robots. This guide’s for folks who want a grounded look at how Jotform and its main competitors actually stack up for real business use—not just which one has the shiniest landing page.
Why B2B Teams Need More Than Just “Easy Forms”
Let’s cut to it: lots of form builders can slap a question on a page. But B2B teams need more:
- Collaboration: Multiple people need to build, review, and edit forms.
- Integrations: You want your form data to feed into your CRM, support desk, or billing tool—not just sit in a spreadsheet.
- Security: You can’t drop the ball on customer data or compliance.
- Customization: Branding matters, and sometimes you need logic more complex than “what’s your favorite color?”
If your team is using forms for anything serious, you’ll want more than the basics.
The Main Players
Here’s who we’ll compare:
- Jotform
- Google Forms
- Typeform
- Wufoo
- Formstack
- Microsoft Forms
- Cognito Forms
They all let you make forms, but there are key differences in features, price, and where they fall short.
Jotform: The Swiss Army Knife (But Not Without Its Quirks)
What Jotform Gets Right:
- Tons of Templates: There’s a ready-made form for just about every use case.
- Drag-and-drop builder: It’s genuinely easy to use, and you can build pretty complex forms without coding.
- Integrations: Plays nice with CRMs (Salesforce, HubSpot), Slack, Google Sheets, and more.
- Approval Workflows: Handy for B2B teams that need to route requests or approvals.
- Conditional Logic: More robust than Google Forms or Microsoft Forms—show/hide fields, send custom emails, etc.
- Custom Branding: Paid plans let you remove Jotform branding and tweak design, which matters if you’re sharing with clients.
- Security: HIPAA and GDPR options (on higher plans), plus SSO for enterprise users.
Where Jotform Annoys:
- Pricing: Free plan is limited—100 monthly submissions and 5 forms. Paid tiers climb quickly, especially if you want HIPAA or SSO.
- Performance: Some users find it sluggish with very large forms or lots of submissions.
- Clutter: The interface is packed with features, which can get overwhelming if you just want something simple.
Verdict: Great all-rounder, especially if you need integrations and workflow. Overkill if you only need basic forms.
Google Forms: The Fast, Free Option (But Kind of Boring)
Where Google Forms Shines:
- It’s Free: For G Suite users, it’s hard to beat.
- Ridiculously Simple: Almost zero learning curve.
- Collaboration: Multiple team members can edit in real time.
- Google Sheets Integration: Responses go straight into Sheets for easy sharing and analysis.
The Tradeoffs:
- Limited Logic: You get basic branching, but nothing complex.
- Branding: You can’t remove the Google look or add your logo.
- Integrations: Nothing built-in beyond Google’s own tools.
- Design: Let’s be honest—it looks like a Google Form.
Verdict: Fine for internal surveys, quick polls, or low-stakes use. Not for client-facing or complex workflows.
Typeform: Looks Good, Costs Plenty
Where Typeform Wins:
- Design: The slickest forms out there. If you want your forms to “feel” like a conversation, Typeform nails it.
- Logic: Conditional jumps, hidden fields, and piping (personalizing questions).
- Integrations: Decent, especially with Zapier and CRMs.
Where It Fumbles:
- Pricey: Free plan is almost useless for B2B. Paid plans are on the high side, especially as you scale.
- Response Limits: Even paid plans cap how many responses you get each month.
- Not for Heavy Lifting: If you need lots of fields or complex approval flows, it’s not built for that.
Verdict: If design is your top priority and you don’t need heavy-duty workflow, it’s worth a look.
Wufoo: Once Popular, Now Showing Its Age
What Wufoo Offers:
- Easy Builder: Drag-and-drop, no code needed.
- Integrations: Some, including Zapier and a few CRMs.
- Reports: Simple analytics and charts.
Why It’s Falling Behind:
- Looks Outdated: Both the forms and the admin UI look like 2015.
- Limited Workflow: Not much for approvals or advanced logic.
- Branding: Removing Wufoo branding costs extra.
Verdict: If you’re already on Wufoo and it works, fine. But it’s hard to recommend over newer tools.
Formstack: Built for Workflows, But You’ll Pay for It
What’s Good:
- Workflow Automation: Great for approvals, data routing, and multi-step processes.
- Security: Strong compliance features (HIPAA, GDPR, etc.).
- Integrations: Deep connections with Salesforce, Microsoft, and more.
The Downsides:
- Complexity: Steeper learning curve than most, and the UI isn’t the friendliest.
- Expensive: Pricing starts high and climbs fast as you add users or features.
- Overkill for Simple Needs: If you just want a lead form, this is like bringing a tank to a snowball fight.
Verdict: Worth considering if forms are central to your business process and you need automations. Otherwise, skip.
Microsoft Forms: Good Enough for Teams Already on Microsoft 365
Where It Works:
- Included with Office 365: If you’re already paying for Office, you get it for free.
- Simple UI: Easy and clean, no training needed.
- Data in Excel: Responses export seamlessly into Excel.
Where It Falls Short:
- Limited Customization: No custom branding, limited logic.
- Basic Integrations: Plays best with other Microsoft apps.
- Not for External Use: Better for internal surveys or quizzes.
Verdict: Great for internal stuff. Not a serious choice for client-facing forms or complex workflows.
Cognito Forms: A Solid Middle Ground
What’s Good:
- Logic and Calculations: More robust than Google/Microsoft, with calculations, repeating sections, and conditional logic.
- Affordable: Plans are reasonable, and the free tier is usable.
- Integrations: Decent, especially with Zapier.
The Drawbacks:
- UI Isn’t Slick: It’s functional over pretty.
- Fewer Templates: You’ll build more from scratch.
- Branding: Removing Cognito branding requires paid plans.
Verdict: Good option for teams that need power but don’t want to pay Jotform/Formstack prices.
What Matters Most for B2B Teams
Before you pick, ask:
- Who will be building and managing forms? If it’s non-technical folks, avoid tools with a steep learning curve.
- Where does the data need to go? If you need direct CRM or Slack integration, skip tools that force you to hack things together.
- How important is branding? If you’re sending forms to clients, generic-looking forms can undermine trust.
- Do you need approvals or workflows? Not all tools handle this well.
- Budget: Some tools get expensive fast, especially as you grow.
Pro tip: Don’t get suckered by long feature lists. Focus on your top 2-3 real needs and ignore the rest.
A Quick Comparison Table
| Feature | Jotform | Google Forms | Typeform | Wufoo | Formstack | Microsoft Forms | Cognito Forms | |----------------------|--------------|--------------|--------------|--------------|--------------|-----------------|---------------| | Drag-and-drop | Yes | No | Yes | Yes | Yes | No | Yes | | Logic/Branching | Advanced | Basic | Moderate | Basic | Advanced | Basic | Advanced | | Approval Workflow | Yes | No | No | No | Yes | No | Some | | Integrations | Many | Google-only | Many | Few | Many | MS-only | Some | | Custom Branding | Paid only | No | Paid only | Paid only | Yes | No | Paid only | | Security/Compliance | Yes (paid) | No | Some | Some | Yes | No | Some | | Price (for teams) | $$ | Free | $$$ | $ | $$$ | Free | $ |
Bottom Line: Keep It Simple, Iterate as You Grow
Don’t overthink it. Most B2B teams get 80% of the value from a handful of features: good forms, easy collaboration, and reliable integrations. Start with the tool that checks your main boxes—often that’s Jotform if you need power and integrations, or Google Forms/Microsoft Forms if you’re keeping it internal and basic.
Test-drive a couple. Don’t buy into hype or a mile-long feature list. It’s better to start simple, see what actually gets used, and upgrade later if you need more. Your future self (and your team) will thank you.