If you’re in B2B sales or marketing, you know most tools promise the world, but end up adding more tabs and headaches. This guide is for folks who need real results: capturing leads, moving deals forward, and not burning hours on manual busywork. We’ll dig into the features of Formstack that actually help—without the marketing gloss.
Let’s get into the nuts and bolts.
Why Use Formstack for B2B Sales and Marketing?
Formstack isn’t new, but it’s still one of the few form and workflow tools that doesn’t require a computer science degree to set up. At its core, it’s about collecting information and automating what happens next—think lead capture, routing, approvals, and document generation. But unlike a lot of “all-in-one” platforms, it tries to play nicely with your existing stack.
Here’s what makes it worth considering:
- No-code setup: Marketing teams can build and tweak forms, workflows, and documents themselves.
- Integrations: It talks to most CRMs, email tools, and even legacy stuff.
- Automation: Reduces time spent on repetitive tasks—goodbye to endless copy-paste.
But let’s not get ahead of ourselves. Below, I’ll break down the features that actually move the needle for B2B teams.
1. Drag-and-Drop Form Builder: Fast Lead Capture, Zero Headaches
The form builder is Formstack’s bread and butter. You can create everything from simple contact forms to multi-step lead qualification flows.
What works:
- Drag-and-drop simplicity: Non-technical folks can build forms that look good and work.
- Conditional logic: Show or hide fields based on prior answers—no code needed.
- Prefill and autofill: Make it easy for repeat visitors or known contacts by filling in what you already know.
Where it falls short:
- Design options are serviceable but not as slick as some newer tools.
- If you want pixel-perfect, branded forms, be ready to tinker with custom CSS.
Pro tip: Use conditional logic to qualify leads before they hit your CRM. For example: If someone isn’t in your target industry or budget range, skip the sales call.
2. Automated Workflows: Stop Chasing Approvals and Updates
If your sales or marketing process involves approvals—think content reviews, contract sign-offs, or discount requests—Formstack’s workflow builder can save you loads of time.
What works:
- Multi-step approvals: Route submissions to different people based on answers. Example: Deals over $10,000 go to finance, everything else to sales.
- Notifications and reminders: No more “Did you see my email?”—assignees get pinged automatically.
- Audit trails: Track who did what and when. Great for compliance, or just settling “who dropped the ball” arguments.
Where it falls short:
- Complex, branching workflows can get confusing—there’s a learning curve.
- Reporting on workflow bottlenecks is basic unless you integrate with analytics tools.
Pro tip: Map your actual process on paper first. Don’t try to automate chaos—fix the process, then automate.
3. CRM and Marketing Automation Integrations: Keep Data in Sync
No one wants another data silo. Formstack offers native integrations with Salesforce, HubSpot, Microsoft Dynamics, Pardot, Marketo, and a bunch of others.
What works:
- Direct CRM sync: New leads can be pushed straight into your CRM, mapped to the right fields.
- Update or create records: Avoids duplicate contacts and keeps your sales team from chasing ghosts.
- Trigger automations: Start nurture sequences, assign tasks, or kick off onboarding—no manual entry.
Where it falls short:
- Integrations are only as good as your setup. Garbage in, garbage out.
- Some integrations (especially with older CRMs) can be finicky—test thoroughly.
Ignore: “Zapier everything” unless you absolutely have to. Native integrations are more reliable.
4. E-Signature and Document Generation: Get Contracts Signed Faster
Waiting on paperwork kills deals. Formstack lets you generate proposals, NDAs, or order forms from submitted data, and get signatures in one flow.
What works:
- Merge fields: Pull answers from forms directly into contracts or proposals—no retyping.
- E-signatures: Legally binding and works on mobile (most of the time).
- Auto-send docs: Once signed, send copies to everyone who needs them.
Where it falls short:
- Document templates are basic—if your contracts are fancy or heavily branded, you’ll hit limits.
- Signature capture is solid, but not as robust as DocuSign or Adobe Sign for edge cases.
Pro tip: Use for simple agreements and sales docs. For anything complex or highly regulated, stick to dedicated e-sign platforms.
5. Analytics and Reporting: See What’s Working (and What’s Not)
You can’t fix what you can’t measure. Formstack provides basic analytics out of the box—views, completions, drop-off rates, and source tracking.
What works:
- Quick insights: See which forms convert and which ones flop.
- UTM and referrer tracking: Attribute leads to campaigns or sources.
- Export data easily: Get your info into Excel or BI tools for deeper analysis.
Where it falls short:
- Dashboard is bare-bones. Don’t expect deep funnel analysis.
- Custom reports are limited unless you integrate with a real analytics tool.
Ignore: Vanity metrics. Focus on the actions that drive pipeline and revenue.
6. Security and Compliance: Don’t Get Burned
B2B means handling sensitive data—names, emails, sometimes even contracts or pricing. Formstack takes security seriously, offering HIPAA, GDPR, and SOC 2 compliance on higher-tier plans.
What works:
- Field-level encryption: Lock down sensitive fields.
- Permission controls: Limit who can see, edit, or download responses.
- Audit logs: Required for regulated industries.
Where it falls short:
- Compliance features cost extra—read the fine print.
- Not all integrations are equally secure, so double-check before connecting to sensitive systems.
Pro tip: If you’re in finance, healthcare, or legal, get compliance documentation in writing before you roll out Formstack company-wide.
What to Skip (Most of the Time)
Not every feature is a must-have. Here’s what most B2B teams can ignore:
- Payment collection: Good for events or simple billing, but not a replacement for a proper invoicing system.
- Surveys and quizzes: Serviceable, but dedicated survey tools offer more logic, branding, and reporting.
- Mobile app: Handy for field teams, but most B2B sales/marketing folks will use the web version.
How to Get Started (Without Overcomplicating Things)
- Pick a single process to automate: Lead capture, contract generation, or approvals are good bets.
- Map your current steps: Write down who does what—don’t automate broken processes.
- Build a simple form or workflow: Don’t try to do everything at once.
- Integrate with your CRM or email tool: Test with sample data before rolling out.
- Get feedback from users: Sales and marketing people will tell you what works (and what’s confusing).
- Iterate: Clean up, streamline, and expand as you go.
Final Thoughts: Keep It Simple, Iterate Fast
Formstack does a lot, but it’s most valuable when you use it to solve a specific pain—manual lead entry, slow approvals, lost contracts, or just wrangling data into your CRM. Don’t get lost in features you don’t need. Start small, get quick wins, and build from there. You’ll save time, close deals faster, and avoid the usual SaaS bloat.