B2B forms aren't consumer surveys—they're your first sales conversation. When a busy VP fills out your contact form at 11 PM, that form needs to instantly qualify their fit, route them to the right rep, and sync with your CRM before they close the tab. Generic form builders miss the mark here. The best B2B form software combines lead qualification logic, native CRM integrations, and conversion optimization designed for complex sales cycles. We evaluated dozens of platforms based on integration depth, qualification features, customization flexibility, and transparent pricing. Here are the top B2B form builders that actually understand enterprise sales.
1. Orbit AI
Best for: High-growth B2B teams needing AI-powered lead qualification and conversion optimization
Orbit AI is an AI-powered form builder platform designed specifically for B2B teams focused on lead generation and conversion optimization.
Where This Tool Shines
Orbit AI tackles the biggest pain point in B2B lead gen: separating qualified prospects from tire-kickers before your sales team wastes time. The platform uses AI to score and qualify leads in real-time based on their form responses, then routes them intelligently to the right team member.
What sets it apart is the focus on conversion optimization throughout. The form templates aren't just functional—they're built with modern design principles that reduce friction and abandonment. For high-growth teams drowning in unqualified leads, this combination of qualification intelligence and conversion-focused design addresses two problems simultaneously.
Key Features
AI-Powered Lead Scoring: Automatically scores and qualifies leads based on response patterns and predefined criteria.
Real-Time Lead Routing: Routes qualified leads to specific sales reps based on territory, industry, or company size.
Native CRM Integrations: Direct connections to HubSpot, Salesforce, and Pipedrive without middleware.
Conversion-Optimized Templates: Pre-built form templates designed for maximum completion rates.
Advanced Analytics Dashboard: Track conversion rates, qualification metrics, and form performance in real-time.
Best For
B2B companies with defined ideal customer profiles who need to filter leads before they hit the sales pipeline. Particularly valuable for SaaS companies, agencies, and consultancies where lead quality directly impacts sales efficiency. Works best when you have clear qualification criteria and multiple team members handling different prospect segments.
Pricing
Free tier available for teams getting started. Paid plans start at competitive rates with transparent pricing that scales with your needs.
2. Typeform
Best for: Creating conversational, engaging form experiences that feel human
Typeform is a conversational form builder known for its one-question-at-a-time approach that creates engaging experiences.
Where This Tool Shines
Typeform revolutionized form design by ditching the overwhelming multi-field page for a conversational flow. Each question appears individually, making complex B2B qualification feel like a natural dialogue rather than an interrogation. This approach significantly reduces abandonment rates for longer forms.
The platform excels when you need to collect detailed information without overwhelming prospects. The visual polish and smooth animations create a premium brand impression—important when courting enterprise buyers who judge vendors on every touchpoint.
Key Features
Conversational Format: One-question-at-a-time interface that reduces cognitive load and improves completion rates.
Logic Jumps: Sophisticated branching logic that adapts questions based on previous responses.
Native Integrations: Direct connections to major marketing and sales tools without Zapier.
Rich Media Support: Embed videos and images to create context and build trust.
Mobile-Optimized: Exceptional mobile experience for prospects filling forms on smartphones.
Best For
B2B companies prioritizing brand experience and engagement over pure functionality. Ideal for consultancies, creative agencies, and premium service providers where the form itself is a brand touchpoint. Works particularly well for complex needs assessments or multi-stage qualification processes.
Pricing
Free tier available with limited responses. Basic plan starts at $25/month, with Professional and Premium tiers for advanced features and higher response limits.
3. HubSpot Forms
Best for: Teams already using HubSpot CRM who need seamless native integration
HubSpot Forms is the native form builder within HubSpot's marketing platform, offering deep CRM integration and progressive profiling.
Where This Tool Shines
If you're in the HubSpot ecosystem, this is the obvious choice. The native integration means zero data sync issues, automatic contact creation, and instant visibility for your sales team. Forms automatically enrich contact records with submission data and trigger workflows without middleware.
Progressive profiling is the killer feature for B2B. Instead of asking the same questions repeatedly, HubSpot Forms remembers what it already knows about returning visitors and asks new questions each time. This dramatically improves conversion on gated content and nurture campaigns.
Key Features
Native CRM Integration: Instant data sync with HubSpot CRM, no third-party tools required.
Progressive Profiling: Smart fields that change based on existing contact data to avoid redundant questions.
Automatic Contact Enrichment: Forms automatically create and update contact records with submission data.
A/B Testing: Built-in testing capabilities to optimize form conversion rates.
Flexible Deployment: Embed forms on pages, use as popups, or create standalone landing pages.
Best For
Companies already invested in HubSpot's CRM or Marketing Hub. The forms are free with HubSpot CRM, making this a no-brainer for existing users. Less compelling if you use a different CRM, as the integration advantages disappear.
Pricing
Free with HubSpot CRM. Advanced features like progressive profiling and A/B testing require Marketing Hub, which starts at $800/month for Professional tier.
4. Jotform
Best for: Teams needing versatile forms with payment processing and extensive templates
Jotform is a versatile form builder offering thousands of templates, payment processing, and a wide integration ecosystem.
Where This Tool Shines
Jotform's strength is sheer versatility. With over 10,000 templates, you can build virtually any type of B2B form—from simple contact forms to complex multi-page applications with payment collection. The template library covers specific use cases like event registrations, service agreements, and vendor applications.
The built-in payment processing is valuable for B2B companies collecting deposits, processing service fees, or handling event registrations. You can accept payments through multiple processors without leaving the form platform, streamlining the conversion-to-payment flow.
Key Features
10,000+ Templates: Extensive library covering virtually every B2B form use case imaginable.
Payment Processing: Built-in support for collecting payments through major processors.
PDF Generation: Automatically generate PDF documents from form submissions for contracts and agreements.
Approval Workflows: Route submissions through approval chains for internal processes.
Offline Collection: Mobile app allows field teams to collect form data without internet connection.
Best For
B2B companies needing diverse form types beyond lead generation—think event registrations, vendor onboarding, service applications, or internal workflows. Particularly valuable if you need payment collection integrated with form submission. The offline capability suits field sales teams or event staff.
Pricing
Free tier includes 5 forms with 100 monthly submissions. Bronze plan starts at $34/month for unlimited forms and 1,000 submissions. Higher tiers add advanced features and increased limits.
5. Formstack
Best for: Enterprise teams requiring advanced workflows, document generation, and compliance
Formstack is an enterprise-focused form platform with advanced workflow automation, document generation, and e-signature capabilities.
Where This Tool Shines
Formstack targets enterprise B2B processes that extend beyond simple lead capture. The platform connects form submission to document generation, approval workflows, and e-signatures—critical for complex sales processes involving contracts, proposals, or compliance documentation.
The workflow automation is particularly sophisticated. You can route form submissions through multi-step approval chains, trigger document generation based on responses, and automatically send contracts for signature. For enterprises with complex internal processes, this eliminates manual handoffs that slow deals.
Key Features
Advanced Conditional Logic: Sophisticated branching and field visibility rules for complex qualification flows.
Document Generation: Automatically create contracts, proposals, or reports from form data.
E-Signature Integration: Send generated documents for electronic signature without leaving the platform.
Workflow Automation: Multi-step approval processes and routing based on submission data.
HIPAA Compliance: Available for healthcare and regulated industries requiring strict data security.
Best For
Enterprise B2B companies with complex sales processes involving contracts, proposals, or regulatory compliance. Particularly valuable for professional services, healthcare, financial services, or any industry where form submission triggers document workflows. The compliance features suit regulated industries.
Pricing
Starts at $50/month for basic plans. Enterprise pricing available for advanced features, higher limits, and compliance requirements. Custom quotes for large organizations.
6. Cognito Forms
Best for: Budget-conscious teams needing powerful features without premium pricing
Cognito Forms is a feature-rich form builder with a generous free tier, built-in calculations, and payment processing.
Where This Tool Shines
Cognito Forms delivers enterprise features at small business prices. The free tier includes unlimited forms—a rarity among competitors who limit free users to 3-5 forms. This makes it perfect for B2B teams testing multiple lead magnets or running forms across different campaigns without worrying about form limits.
The calculation engine is surprisingly powerful for a mid-market tool. You can build interactive quote calculators, ROI estimators, or pricing configurators directly in your forms—valuable for B2B sales teams who need prospects to self-qualify based on budget or requirements.
Key Features
Generous Free Tier: Unlimited forms on the free plan, unlike competitors who restrict form count.
Built-In Calculations: Create formulas and calculations for quotes, estimates, or ROI calculators.
Payment Processing: Accept payments through Stripe, PayPal, or Square without additional tools.
Repeating Sections: Allow users to add multiple items or entries within a single form submission.
Conditional Logic: Show or hide fields based on previous responses for dynamic qualification.
Best For
Small to mid-sized B2B companies with limited budgets who still need professional features. Ideal for teams running multiple campaigns or testing different lead magnets who would hit form limits on other platforms. The calculation features suit companies selling configurable products or services.
Pricing
Free tier with unlimited forms and basic features. Pro plan starts at $15/month for advanced features, higher submission limits, and payment processing.
7. Paperform
Best for: Creating branded landing page experiences with embedded forms
Paperform is a form builder that creates landing page-style experiences with rich media, ideal for branded lead generation pages.
Where This Tool Shines
Paperform blurs the line between forms and landing pages. Instead of embedding a form widget on your page, you build the entire page experience within Paperform—combining headlines, images, video, and form fields in a cohesive design. This approach creates higher-converting lead generation pages without requiring separate landing page software.
The platform excels for B2B companies who want branded, story-driven lead capture experiences. You can embed product demos, customer testimonials, and explanatory content alongside form fields, building trust and context before asking for information.
Key Features
Landing Page Design: Build complete landing pages, not just forms, with rich content and media.
Rich Media Embedding: Incorporate videos, images, and interactive content throughout the form experience.
Payment and Booking: Accept payments and schedule appointments within the same flow.
Custom Thank-You Pages: Create branded confirmation experiences that continue the customer journey.
Strong Branding Options: Extensive customization for colors, fonts, and styling to match brand guidelines.
Best For
B2B companies prioritizing brand experience and storytelling in their lead generation. Particularly effective for premium services, consultancies, or products requiring education before purchase. Works well when you want to combine content marketing with lead capture in a single experience.
Pricing
Essentials plan starts at $24/month. Pro and Agency tiers available for advanced features, higher submission limits, and team collaboration.
8. Gravity Forms
Best for: WordPress sites needing native integration and extensive customization
Gravity Forms is a WordPress-native form plugin with extensive add-ons and deep integration with the WordPress ecosystem.
Where This Tool Shines
If your B2B website runs on WordPress, Gravity Forms is the gold standard. The plugin integrates natively with WordPress, giving you complete control over form styling, placement, and functionality without iframe embeds or external dependencies. This matters for SEO, page speed, and maintaining consistent user experience.
The add-on marketplace is extensive, covering everything from CRM integrations to payment processors to quiz functionality. This extensibility means you can start simple and add capabilities as your needs grow, rather than switching platforms when you outgrow basic features.
Key Features
Native WordPress Integration: Fully integrated with WordPress core, themes, and plugins for seamless experience.
Extensive Add-On Marketplace: Hundreds of add-ons for integrations, functionality, and customization.
Conditional Logic: Show or hide fields, pages, or entire sections based on user responses.
User Registration: Create WordPress user accounts directly from form submissions.
Quiz and Survey Tools: Build assessments, quizzes, or surveys with scoring and reporting.
Best For
B2B companies with WordPress websites who want native integration and complete control. Particularly valuable for content-heavy sites using WordPress as their primary platform. The one-time license fee makes it cost-effective for teams with long-term needs. Less suitable if you use a different CMS or website platform.
Pricing
Basic license at $59/year for single site. Pro license at $159/year includes more add-ons. Elite license at $259/year includes all add-ons and priority support.
9. 123FormBuilder
Best for: Regulated industries requiring HIPAA compliance and advanced security
123FormBuilder is a form builder with strong security features including HIPAA compliance, suited for regulated B2B industries.
Where This Tool Shines
123FormBuilder targets B2B companies in regulated industries where data security isn't optional. The platform offers HIPAA compliance and SOC 2 Type II certification—critical for healthcare, financial services, or any industry handling sensitive customer data. These certifications mean the platform has undergone rigorous third-party audits of security controls.
The Salesforce native integration is particularly robust, going beyond basic data sync to support complex object relationships and custom fields. For Salesforce-heavy organizations, this depth of integration eliminates the data mapping headaches common with middleware solutions.
Key Features
HIPAA Compliance: Available for healthcare and regulated industries requiring strict data protection.
SOC 2 Type II Certified: Third-party verified security controls and data handling practices.
Salesforce Native Integration: Deep integration supporting custom objects and complex data relationships.
Offline Data Collection: Mobile app allows field teams to collect data without internet connectivity.
Advanced Reporting: Detailed analytics and custom reports on form performance and submissions.
Best For
B2B companies in healthcare, financial services, legal, or other regulated industries where compliance is mandatory. Also valuable for Salesforce-centric organizations needing deep native integration. The security certifications justify the investment for companies where data breaches carry significant legal or reputational risk.
Pricing
Free tier available with basic features. Gold plan starts at $24.99/month. Platinum and Diamond tiers add compliance features, advanced integrations, and higher limits.
Making the Right Choice
The best B2B form builder depends on your specific sales stack and qualification needs. If AI-powered lead qualification is your priority, Orbit AI delivers intelligent scoring and routing that filters prospects before they reach your sales team. For teams prioritizing engagement and brand experience, Typeform's conversational approach significantly improves completion rates on longer qualification forms.
HubSpot users should stick with HubSpot Forms—the native integration and progressive profiling features justify staying in-platform. Budget-conscious teams get exceptional value from Cognito Forms, which offers unlimited forms on the free tier without sacrificing essential features. For enterprise workflows involving contracts and approvals, Formstack's document generation and e-signature capabilities streamline complex sales processes.
WordPress sites benefit most from Gravity Forms' native integration and one-time licensing model. The platform grows with your needs through an extensive add-on marketplace. Regulated industries handling sensitive data should prioritize 123FormBuilder's HIPAA compliance and SOC 2 certification—these aren't nice-to-haves when legal requirements are at stake.
Consider your primary use case: Are you capturing basic contact information, or running complex multi-stage qualification? Do you need payment processing, document generation, or simple CRM sync? Most importantly, evaluate integration depth with your existing tools. A form builder with native CRM integration will always outperform one relying on Zapier or webhooks for data sync.
Transform your lead generation with AI-powered forms that qualify prospects automatically while delivering the modern, conversion-optimized experience your high-growth team needs. Start building free forms today and see how intelligent form design can elevate your conversion strategy.