Jotform: How This Company Helps Automate Workflows

By Amit Chowdhry ● Jul 18, 2024

Jotform is a company that helps organizations go from busy work to less work with forms that use conditional logic, accept payments, generate reports, automate workflows, and more. Pulse 2.0 interviewed Jotform VP of Marketing Elliott Sprecher to learn more about the company.

Elliott Sprecher’s Background

What is Sprecher’s background? Sprecher said:

“I’m Elliott Sprecher, VP of Marketing at Jotform. I joined the company four years ago, and through collaboration and teamwork, we’re experiencing tremendous growth. In 2023, we hit 20 million users, and in May 2024, we announced our 25 millionth user. Jotform is quickly becoming one of the most popular online forms solutions.”

Formation Of Jotform

How did the idea for Jotform come together? Sprecher shared:

“Jotform was the first online form builders with the goal of making the process of creating powerful and customizable online forms accessible to anyone — even without any coding experience. Aytekin Tank, our founder and CEO, is still very present and involved in our company’s direction and trajectory. To this day, we’re still a fully bootstrapped company. As VP of Marketing, my primary responsibility is to help people discover all the ways Jotform can help them be more productive. You can collect almost any information you need with Jotform, so the possibilities are endless.”

Favorite Memory

What has been your favorite memory working for the Jotform so far? Sprecher reflected:

“While we’ve had many tremendously memorable launches, initiatives, and milestones, I’d have to say that one of the standout moments at Jotform was when we crossed the 25 million users mark. That number was a landmark for us, and came so quickly after we hit 20 million users. To me, it truly showcased our team’s dedication and the impact of nearly two decades of singular dedication.”

Core Products

What are the company’s core products and features? Sprecher explained:

“Jotform offers a versatile platform for creating online forms and collecting and managing data easily and efficiently. Our core product is the world’s most powerful form builder, featuring a myriad of integration and customization options, as well as data enablement options. Not only can you collect all the information you may need, but we give you the tools to manage and process it all with our free online platform.”

Challenges Faced

What challenges has Sprecher faced in his work? Sprecher acknowledged:

“Like any industry, we’ve encountered challenges, particularly newcomers who have piggybacked off the initial no-code movement. While these may attract some users, they lack the breadth of features Jotform has, so we remain confident about our footing in the marketplace. Through our in-depth support resources, including Jotform Academy, we’ve successfully educated customers and emerged stronger.”

Evolution Of Jotform’s Technology

How has Jotform’s technology evolved since launching? Sprecher noted:

“Since our inception, Jotform has continuously evolved its technology to meet the changing needs of our users. We’ve implemented hundreds of online form elements, integrations, payment processors such as Square and PayPal, along with ancillary products like Jotform Tables for automating data, and even Jotform Sign, our e-signature solution — all to give our customers what they need, along with a seamless user experience.”

Significant Milestones

What have been some of the company’s most significant milestones? Sprecher cited:

“As mentioned, hitting 25 million users was a big one. But some other milestones include when we expanded to our 8th office in our 5th country, and hired our 650th employee. For such a relatively young, fully bootstrapped company, it’s been amazing to see this type of sustainable growth. From a product perspective, I’d say Jotform Sign was a significant milestone, as it really entered Jotform into an entirely new marketspace.”

Customer Success Stories

After asking Sprecher about customer success stories, he highlighted:
“Honestly, case studies are one of my favorite things we do. We highlight many of customer’s successes on our Customer Stories page and in a section of our blog dedicated to customer stories as well. A few are featured on our YouTube channel as well.”

He continued, “One particular success story that stands out is the University Michigan rolling out Jotform for its data collection needs. They’ve used Jotform to collect over $700k in payments, and rely on us as an alternative to Google Forms for general information collection for their entire athletic department.”

Funding

After asking Sprecher about the company’s funding and revenue information, he revealed:
“Jotform is a privately held company that hasn’t accepted external funding. While I can’t disclose specific revenue figures, I can say that Jotform has been experiencing steadily increasing revenue growth. Our strong financial foundation enables us to continue investing in product development and serving our customers effectively.”

Total Addressable Market

What total addressable market (TAM) size is the company pursuing? Sprecher assessed:

“Jotform’s market is just about everyone. You can use Jotform to collect information for any purpose and process it however you like. Some popular users are small businesses, nonprofits, schools, and healthcare providers — along with major Enterprise-level organizations like Netflix, Redbull, and Ford. We have over 10,000 starter templates spanning numerous industries and uses.”

Differentiation From The Competition

What differentiates the company from its competition? Sprecher affirmed:

“Jotform was one of the first drag-and-drop online form builders on the market, and we haven’t stopped innovating since. As a result, we pride ourselves on having the most powerful, customizable forms you’ll find anywhere, along with a whole suite of productivity-enabling tools to do even more with your data once you capture it. From our integrations, payment gateways, no-code features like Jotform Apps, e-sign capabilities, and general automation enablers like Jotform Approvals and Jotform Tables, there’s something for everyone with Jotform. And what’s more, we don’t gatekeep our functionality behind a paywall: for the most part, users can enjoy all of our features and functionality for free. That’s what really sets us apart from the rest.”

Future Company Goals

What are some of the company’s future company goals? Sprecher concluded:

“Jotform is one of the best kept secrets of the internet. Our goal is to continue to make it the most versatile and ubiquitous online form builder on the market. We’re continually focused on providing the best user experience, and enabling people to do more with their data collection processes to become their most productive selves. It’s a goal we’ll always be working towards.”

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