Capture a lead
Runner hosts your forms or takes submissions from the forms already on your site, keeps spam away and stores the exact opt-in wording with every applicable submission.
Built into Runner
- A hosted form page, or your own site's form posting to Runner
- Spam guards, and a list of the domains allowed to post
- Consent recorded only when asked for, ticked and current, with the exact wording kept
- A question that opens or hides based on an earlier answer
- Answers a question was never put to are counted apart from answers left blank
- A thank-you email and a team alert on every form, each step's result on one page
- An owner for each submission, by a rule on one answer or in turn
- A quiz that sorts each answer into a result you write
Worth knowing
A rule shows or hides a later question from one earlier answer, and a quiz scores answers into the results you write. The thank-you is a receipt from your product's own sender, once one is set up; past that, each form hands the new lead to the email, chat or calling workflow your team chooses for follow-up.
Every submission lands on the contact record, matched by email
A demo request arrives at 11pm from someone at Northwind. By morning there's nothing to copy across: the form matched their email address to the contact already in your workspace, or created one, and added them to the product the form belongs to.
A public form never overwrites a name your team has already set — somebody typing into a web page isn't treated as the authority on your data. The submission itself is kept with its answers and the site it came from.
You choose how it appears. There's the hosted page Runner serves, and loading it writes nothing, so a link scanner previewing the address never creates a contact. Or keep your own form markup: the install panel gives you a short snippet that posts exactly the fields the form declares, and your site keeps its own thank-you screen.
Questions open only when an earlier answer calls for them
A question can carry one rule pointing at an earlier question: show it when that answer equals a value, differs from it, was given at all, or was left empty. Matching ignores case and stray spaces, so a rule written for Yes still catches yes.
The server decides again what each person was asked — once in the app and once in the database — so an answer to a question their own answers hid is dropped rather than stored, and a hidden question is never required. If the question a rule depends on was itself hidden, the one that depends on it stays hidden too. The email question is always asked, because it's how the person is found again.
Reporting keeps never asked apart from left blank. Each question's answer rate is divided by the people it was actually put to, and the sentence beside the rate says how many were asked and how many never reached it.
Picture this
A talk-to-sales form asks whether you're buying for a team. Answer Team and a question about rollout timing opens; answer Just me and it never appears. A month on, the report says how many people were shown the timing question, so a quiet answer rate reads as quiet among the people who saw it, not among everyone.
Consent gets written down when it's given, in the words they saw
Consent is recorded only when the form asks for it, the person ticks the box, and the version of the wording they saw is still the current one. The exact sentence, its version and the moment it was recorded stay with the submission.
No tick, and the contact is still created with consent unknown. Change the wording while someone has the page open, and their submission is refused with a request to reload and read it again, so nobody is recorded as agreeing to words they never saw.
A fresh, versioned opt-in clears an earlier opt-out for that product. It never lifts the organization-wide block that follows a bounce or a complaint. Permission to call is its own box with its own wording, because a phone number in a field isn't a yes to being called.
After a submission, every step shows what it did
Every form in a product runs the same five steps the moment someone submits: keep spam out, save the contact with the consent they actually gave, show the thank-you, send the thank-you email, and tell your team. All five start on. The first three always run; an owner or admin may switch the other two off, picking a reason the step then shows.
The thank-you email is a receipt for what they sent, never marketing, and it goes in your product's name from your product's own sender. A product with no sender has that step flagged in red with a link to set one up, so it never looks switched on while nothing goes out. If they ticked the box to hear from you, a journey you've published for new opt-ins can pick them up within about fifteen minutes; anyone who didn't opt in is never emailed by it.
Each step shows what it did in the last 24 hours, and each submission keeps a record of what happened next: every step done, skipped, failed or waiting, with the reason in plain words. If a step fails twice in a row, the product's owners and admins are told in the app and by email, at most once a day for the same problem, and the step stays marked as failing until it works again.
Picture this
An agency you work with wants every demo request. An owner adds their address under Notify more people, and one email asks them to confirm; opening the link alone confirms nothing, so a mail scanner never signs them up. After that, each submission reaches them as a short summary: the product, the form, the time and a link that needs a sign-in, never who submitted or what they asked.
Questions about how Runner does this
Can I use the form on my own website?
Yes. Keep your own markup and post to the form with the snippet from its install panel, then add your site to the form's list of domains allowed to post. A site that isn't on the list is refused in the database before anything is written.
How does it keep spam out of my contacts?
A few cheap checks against automated posting run before anything else, and a per-form rate limit is counted in the database. Undeclared fields are dropped. A real person caught by a check sees a plain error rather than a fake success, so a genuine lead is never discarded silently.
Can a form score or route a lead?
It can route one. Add the Route and assign step and each submission gets an owner: the first of your rules that matches one answer, such as country or company size, or else the next member in turn. A quiz sorts each respondent's answers into one of the results you write, and a question rule only shows or hides a later question; the lead itself is never given a score.
Does it keep UTM parameters and the page address?
Not the page address — that's never stored. When your snippet passes the page address along and it carries an ad click identifier, that identifier and the campaign tag are kept with the submission. With a Global Privacy Control signal present, neither is passed on, and the lead is still captured.
What happens if someone submits without ticking the consent box?
The submission is accepted and the contact is created with consent unknown, which is never treated as permission to send marketing. Ticking the box on a later submission, against the current wording, records it then.
Does the form email the person who submitted?
Yes: one thank-you email in your product's name, from your product's own sender, as a receipt rather than marketing. It's on from the start for every form, and it goes out once the product has a sender; before that, the step shows the gap in red with a link to set one up. An owner or admin can switch it off, and the step then says why.
Use what already works
Use the form beside the pages and campaigns you already run. Submissions land on the Runner record; after the thank-you, any further follow-up comes from the approved email, chat or calling workflow you choose.
How teams often buy this job
Usually bought as Typeform or Native CRM forms.
TypeformNative CRM forms
Trademarks of their owners. No affiliation or endorsement.