Tag contacts by what they asked for
The option someone picks on the interest form becomes an Intercom tag, so segments and outbound series stay accurate.
New submission on your "Product interest" form
Add Tag to Contact in Intercom — for example enterprise or trial — based on the option the person selected
One-directional. A submission triggers the action — nothing is written back into your form.
Segments in Intercom are only as good as the tags behind them, and tagging by hand after the fact rarely survives a busy week. This recipe reads the choice someone made on the interest form and applies the matching tag as soon as they submit.
Growth teams use it to keep outbound honest. Someone who ticked enterprise gets the enterprise series; someone who only wanted a trial does not. The tag sits on the contact, so it works in every Intercom segment and message filter.
Setting it up
- 1
Settle the wording of "What are you most interested in? (check all that apply)" before you build the Zap — that answer text becomes the tag, so the options should read the way you want the tags to read.
- 2
Create the tags in Intercom first so the Zapier action can pick them from a list instead of inventing a new one on every run.
- 3
In Zapier, set formformform's "New Submission" as the trigger and choose the product interest form.
- 4
Add Intercom's "Create or Update Contact" action first, mapped to Work Email, so the person exists before anything tries to tag them.
- 5
Add a second Intercom action, "Add Tag to Contact", and map the interest answer into the tag name.
- 6
For a multi-select answer, add a Zapier Formatter step to split the selections, or use paths so each option runs its own tag action.
- 7
Use Company Size in a path condition if the enterprise tag should be decided by headcount rather than by what the person ticked.
- 8
Submit a test response for each option and confirm the right tag lands on the contact before switching the Zap on.
What maps where
Using the Lead Generation Form as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Intercom |
|---|---|
| Work Email | Contact lookup in Intercom — the tag is applied to this contact |
| What are you most interested in? (check all that apply) | Intercom tag name |
| Company Size | Zapier path condition that decides the enterprise tag |
| Full Name | Name on the Intercom contact |
| Company Name | Company name on the Intercom contact |
| Industry | Custom contact attribute industry |
Variations worth knowing
Run a second "Add Tag to Contact" step mapped to Industry. Contacts then carry two tags, and a segment can combine them — everyone in healthcare who asked about the enterprise plan, for instance.
If the point is mainly to tell form leads apart from chat leads, skip the branching and apply a single fixed tag. There is less to maintain, and the specific answers still live in the custom attributes on the contact.
If something isn't arriving
The tag name comes from the answer text, so a trailing space or a reworded option creates a fresh tag in Intercom. Pick the tag from Intercom's list inside the Zap rather than passing raw text, and avoid editing option wording once the Zap is live.
Tagging needs a contact that already exists. Put "Create or Update Contact" ahead of the tag action in the same Zap so the person is guaranteed to be there, instead of assuming every submitter is already in Intercom.
Frequently asked questions
Will the tag come off again if the person changes their answer later?
No. A later submission applies whatever tag it maps to and leaves the earlier tags in place, and nothing is read back out of Intercom into the form. When a tag goes stale, remove it in Intercom itself.
Can I tag someone without creating a contact for them?
Not reliably. Intercom applies tags to people it already knows, so a first-time submitter has to be created first. Running Create or Update Contact ahead of the tag step costs one extra Zapier task and removes the problem completely.
What if someone ticks three options on the interest question?
A multi-select answer arrives as a single string of selections. Split it with a Zapier Formatter step and run the tag action over each piece, or use paths that check for each option in turn and apply its own tag.
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Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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