B2B lead generation lives and dies by your forms. Unlike B2C where impulse drives conversions, B2B buyers need forms that qualify leads, integrate with complex sales stacks, and respect the longer decision cycles your team navigates daily. The wrong form builder costs you qualified leads through friction, poor routing, or broken CRM syncs.
This guide evaluates form builders specifically through a B2B lens—examining lead qualification capabilities, CRM integrations, team collaboration features, and enterprise security requirements. Whether you're capturing demo requests, gating content, or building multi-step qualification flows, you'll find the right tool for your sales pipeline.
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 designed specifically for high-growth B2B teams focused on lead quality over quantity.
Where This Tool Shines
Orbit AI distinguishes itself through intelligent lead qualification that happens automatically as prospects fill out forms. The platform analyzes responses in real-time, scoring leads based on your criteria and routing them to the right sales team members without manual intervention.
The conversion-optimized templates are built specifically for B2B use cases—demo requests, content gating, consultation bookings—with design patterns proven to reduce form abandonment. You're not starting from a blank canvas trying to figure out what works.
Key Features
AI-Powered Lead Qualification: Automatically scores and qualifies leads based on their responses, eliminating manual sorting.
Intelligent Form Routing: Routes qualified leads to the appropriate sales team members based on territory, product interest, or company size.
Deep CRM Integrations: Native connections with HubSpot, Salesforce, and Pipedrive ensure lead data flows seamlessly into your existing stack.
Conversion-Optimized Templates: Pre-built B2B templates designed around proven conversion patterns for common use cases.
Lead Quality Analytics: Built-in tracking shows which forms generate the highest-quality leads, not just the most submissions.
Best For
Orbit AI works best for high-growth B2B companies with sales teams that need intelligent lead routing and qualification. If your challenge is sorting through form submissions to find qualified prospects, the AI-powered qualification saves hours of manual work while getting hot leads to sales faster.
Pricing
Free tier available for getting started. Paid plans begin at $29 per month with access to advanced qualification features and deeper integrations.
2. Typeform
Best for: B2B teams prioritizing form completion rates through conversational experiences
Typeform is a conversational form builder known for its one-question-at-a-time approach that significantly improves completion rates.
Where This Tool Shines
Typeform's conversational interface feels more like a dialogue than a traditional form. By showing one question at a time, it reduces the psychological burden of long forms—a critical advantage when you're asking B2B prospects for detailed qualification information.
The logic jump functionality lets you create sophisticated qualification paths. Based on how someone answers about company size or budget, you can route them through different question sets, gathering relevant information without overwhelming everyone with every possible question.
Key Features
Conversational Format: One-question-at-a-time presentation reduces form abandonment and improves completion rates.
Logic Jumps: Create branching paths based on responses to build intelligent qualification flows.
Native CRM Integrations: Direct connections to HubSpot and Salesforce push lead data into your systems automatically.
Rich Media Support: Embed videos and images throughout forms to maintain engagement during longer qualification processes.
Custom Thank-You Screens: Redirect qualified leads to booking pages or additional resources based on their responses.
Best For
Typeform excels for B2B companies with longer qualification forms who struggle with completion rates. If you need to gather substantial information but find prospects abandoning traditional multi-field forms, the conversational approach maintains momentum through the entire flow.
Pricing
Free tier available with basic features. Basic plan starts at $25 per month, while Plus begins at $50 per month with advanced logic and integrations.
3. HubSpot Forms
Best for: B2B teams already using HubSpot who need seamless CRM integration and progressive profiling
HubSpot Forms is the native form builder within HubSpot's ecosystem, offering deep integration with CRM data and marketing automation.
Where This Tool Shines
HubSpot Forms' progressive profiling changes the B2B lead nurturing game. When known contacts return to fill out another form, they see different questions—allowing you to gradually build comprehensive profiles without asking the same information repeatedly.
The automatic contact creation and enrichment means every form submission instantly creates or updates a contact record with complete activity history. No manual data entry, no delayed follow-up because someone forgot to log a lead.
Key Features
Progressive Profiling: Automatically shows different questions to returning visitors, gradually building complete contact profiles.
Smart Fields: Form fields adapt based on what you already know about a contact, reducing friction for known leads.
Automatic Contact Enrichment: Creates or updates contact records instantly with submission data and activity tracking.
A/B Testing: Test different form versions to optimize conversion rates based on real performance data.
Workflow Triggers: Launch automated nurture sequences or sales notifications based on specific form submissions.
Best For
HubSpot Forms is the obvious choice for B2B companies already using HubSpot CRM or Marketing Hub. The native integration eliminates data sync issues, and progressive profiling is invaluable for companies with multi-touch lead nurturing processes.
Pricing
Free with HubSpot CRM. Advanced features including progressive profiling require Marketing Hub starting at $45 per month.
4. Cognito Forms
Best for: B2B companies needing complex calculations, payment collection, and approval workflows
Cognito Forms is a powerful form builder with advanced calculation capabilities and payment processing designed for complex B2B workflows.
Where This Tool Shines
Cognito Forms handles calculations that other form builders can't touch. Need to generate instant quotes based on product selections, quantities, and discount tiers? The calculation engine processes complex formulas in real-time, showing prospects their pricing before submission.
The document generation feature transforms form data into professional PDFs—proposals, contracts, order confirmations—automatically. This eliminates the manual document creation that bogs down B2B sales processes.
Key Features
Advanced Calculations: Build complex pricing calculators and quote generators directly into forms with real-time results.
Payment Processing: Accept payments through Stripe, Square, or PayPal for deposits, subscriptions, or full purchases.
Repeating Sections: Allow prospects to add multiple line items, team members, or project requirements dynamically.
Document Generation: Automatically create PDFs from form submissions using custom templates.
Approval Workflows: Route submissions through approval chains for internal processes like RFP responses or contract reviews.
Best For
Cognito Forms serves B2B companies with complex quoting processes or those needing payment collection at the form level. If you're manually calculating quotes or creating documents from form data, the automation capabilities save substantial time.
Pricing
Free tier available for basic forms. Pro plan starts at $15 per month, while Team begins at $35 per month with advanced features.
5. Formstack
Best for: Enterprise B2B organizations in regulated industries requiring compliance certifications
Formstack is an enterprise-grade form builder with strong compliance certifications and workflow automation designed for regulated B2B industries.
Where This Tool Shines
Formstack's compliance certifications make it the default choice for B2B companies in healthcare, finance, and other regulated industries. The HIPAA compliance, SOC 2 certification, and GDPR readiness aren't afterthoughts—they're built into the platform's architecture.
The Salesforce-native integration option is particularly powerful for enterprise B2B sales organizations. Rather than syncing data between systems, you can build forms that write directly to Salesforce objects, maintaining data integrity and eliminating sync delays.
Key Features
Compliance Certifications: HIPAA, SOC 2, and GDPR compliance built-in for regulated industries.
Electronic Signatures: Collect legally binding signatures on contracts, NDAs, or agreements directly within forms.
Advanced Workflow Automation: Build complex approval chains and data routing based on submission content.
Salesforce-Native Option: Forms that write directly to Salesforce objects without third-party sync tools.
Offline Data Collection: Capture form submissions even without internet connectivity, syncing when connection returns.
Best For
Formstack is built for enterprise B2B organizations with strict compliance requirements or complex Salesforce implementations. If you need documented compliance for client contracts or handle sensitive data, the certifications justify the higher price point.
Pricing
Starter plan begins at $50 per month. Team plan starts at $83 per month. Enterprise pricing requires custom quotes based on volume and features.
6. Jotform
Best for: B2B teams needing diverse form types with extensive templates and approval workflows
Jotform is a feature-rich form builder with an extensive template library and approval workflows for diverse B2B use cases.
Where This Tool Shines
Jotform's template library is unmatched—over 10,000 options including B2B-specific templates for RFPs, vendor applications, partnership inquiries, and event registrations. You're rarely building from scratch, which accelerates deployment significantly.
The Jotform Tables feature transforms how you manage submissions. Rather than exporting to spreadsheets, you get a database-like interface for filtering, sorting, and analyzing form data—particularly valuable when managing high volumes of vendor applications or partnership requests.
Key Features
Extensive Template Library: Over 10,000 templates including B2B-specific options for common use cases.
Approval Workflows: Route submissions through internal approval processes with status tracking and notifications.
Jotform Tables: Manage and analyze submissions in a database-like interface without exporting data.
Conditional Logic: Show or hide fields based on responses to create intelligent qualification flows.
HIPAA Compliance: Available on higher-tier plans for B2B companies in healthcare or handling protected information.
Best For
Jotform works well for B2B companies with diverse form needs across departments—sales, HR, operations, partnerships. The template variety and approval workflows support multiple use cases without requiring separate tools for each department.
Pricing
Free tier available with basic features. Bronze plan starts at $34 per month, while Silver begins at $39 per month with additional submissions and features.
7. Paperform
Best for: B2B marketers creating branded landing pages that combine forms with content
Paperform is a form builder that creates branded landing pages, combining forms with content for B2B lead generation.
Where This Tool Shines
Paperform blurs the line between forms and landing pages. You can weave form fields throughout content—explaining your offering, addressing objections, and collecting information in a single, cohesive experience rather than separating content and form.
The built-in scheduling and payment collection make it particularly effective for B2B service companies. Prospects can learn about your offering, book a consultation, and pay a deposit all within one seamless flow without redirects to external booking or payment pages.
Key Features
Branded Landing Pages: Forms function as complete landing pages with content, images, and branding throughout.
Integrated Scheduling: Built-in calendar booking eliminates the need for separate scheduling tools.
Payment Collection: Accept payments directly within the form experience through Stripe or PayPal.
Rich Media Embedding: Add videos, images, and formatted text throughout forms to maintain engagement.
CRM Integrations: Direct connections to major CRMs push lead data automatically.
Best For
Paperform excels for B2B service companies and agencies where the form needs to sell as much as collect information. If you're driving paid traffic to landing pages or need prospects to book consultations immediately after qualifying, the unified experience improves conversion.
Pricing
Essentials plan starts at $24 per month. Pro begins at $49 per month with advanced features. Agency plan is $159 per month for teams managing multiple clients.
8. Gravity Forms
Best for: B2B companies on WordPress needing self-hosted data control and extensive customization
Gravity Forms is a WordPress-native form plugin offering self-hosted data control and extensive customization through add-ons.
Where This Tool Shines
Gravity Forms gives you complete data ownership—submissions live in your WordPress database, not on external servers. For B2B companies with strict data residency requirements or those handling sensitive prospect information, this self-hosted approach provides control that cloud-based solutions can't match.
The add-on ecosystem extends functionality in virtually any direction. Need to integrate with niche B2B software? There's likely an add-on. Want custom functionality? The developer-friendly architecture with hooks and filters lets you build exactly what you need.
Key Features
Self-Hosted Data: Form submissions stored in your WordPress database for complete data ownership and control.
Extensive Add-On Ecosystem: Hundreds of add-ons for integrations, functionality, and customization options.
Conditional Logic: Show or hide fields based on user responses to create intelligent qualification flows.
User Registration Forms: Create member portals or client areas with registration and login forms.
Developer-Friendly: Hooks and filters throughout the codebase for custom functionality and integrations.
Best For
Gravity Forms serves B2B companies with WordPress-based websites who need data control or extensive customization. If you have development resources and specific requirements that off-the-shelf solutions don't address, the flexibility justifies the WordPress dependency.
Pricing
Annual licensing model. Basic license starts at $59 per year for one site. Pro is $159 per year for three sites. Elite is $259 per year for unlimited sites.
9. Microsoft Forms
Best for: B2B teams already in the Microsoft 365 ecosystem needing simple forms with enterprise security
Microsoft Forms is a simple form builder integrated with Microsoft 365, ideal for B2B teams already in the Microsoft ecosystem.
Where This Tool Shines
Microsoft Forms leverages the security infrastructure you're already paying for. If your B2B organization uses Microsoft 365, you get enterprise-grade security, compliance, and data governance without additional tools or contracts.
The Teams integration makes internal collaboration seamless. Share forms in Teams channels, discuss submissions without leaving the platform, and route responses to team members using the communication tools your organization already uses daily.
Key Features
Microsoft 365 Integration: Native connections to Teams, SharePoint, and other Microsoft tools your organization uses.
Enterprise Security: Inherits security controls, compliance certifications, and data governance from your Microsoft 365 tenant.
Real-Time Collaboration: Multiple team members can build and edit forms simultaneously with change tracking.
Automatic Excel Export: Submission data flows directly to Excel for analysis using familiar tools.
Branching Logic: Create qualification paths based on responses to route prospects appropriately.
Best For
Microsoft Forms works best for B2B organizations deeply embedded in the Microsoft ecosystem. If your team lives in Teams and Outlook, and you need simple forms with enterprise security, it's already included in your subscription.
Pricing
Included with Microsoft 365 Business subscriptions starting at $6 per user per month. No additional cost for forms functionality.
Matching Your B2B Sales Process to the Right Builder
The form builder that works for your B2B sales process depends on where you need the most leverage. If lead qualification is your bottleneck—sales teams spending hours sorting through submissions to find qualified prospects—AI-powered platforms like Orbit AI automate that sorting while routing hot leads instantly.
For teams struggling with form completion rates on longer qualification forms, Typeform's conversational approach maintains momentum through multi-step flows. HubSpot Forms makes sense when you're already invested in that ecosystem and need progressive profiling to gradually build contact intelligence.
Enterprise organizations in regulated industries should prioritize compliance certifications—Formstack's HIPAA and SOC 2 certifications aren't negotiable when client contracts require documented compliance. Companies with complex quoting needs benefit from Cognito Forms' calculation engine that generates instant pricing.
Consider your technical requirements too. WordPress-based B2B sites with development resources gain flexibility from Gravity Forms' self-hosted approach. Microsoft 365 organizations get enterprise security through Forms without additional tools. Service-based B2B companies converting prospects on landing pages should evaluate Paperform's unified content-and-form experience.
The wrong form builder creates friction that costs you qualified leads. The right one becomes invisible—prospects flow smoothly through qualification, data syncs automatically to your CRM, and sales teams focus on conversations instead of data entry.
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.