As B2B marketing teams face growing pressure to prove their impact on pipeline and revenue, website form attribution has emerged as a critical but unresolved challenge. Formfilled has officially launched with the goal of closing this gap, offering a purpose-built solution that connects website form activity directly to CRM data without the complexity, cost, or security concerns of traditional attribution tools.
Website form attribution is often where modern analytics break down. While platforms such as Google Analytics 4 provide visibility into traffic and engagement, they fall short when it comes to reliably tying individual form submissions to contacts, opportunities, and revenue inside a CRM. At the same time, many CRMs lack native attribution capabilities, and enterprise-grade solutions can be expensive, difficult to configure, and overly complex for small and mid-sized marketing teams.
Formfilled is designed specifically to address these limitations. The platform captures UTM parameters, referrer information, and landing page details at the moment a form is submitted and sends that data directly into the CRM. This happens automatically, without the need for developer involvement or third-party connectors. By auto-populating hidden form fields, Formfilled ensures that marketing, sales, and revenue operations teams have clear and trustworthy insight into where leads originate and how campaigns, channels, and content contribute to revenue.
Marketing Technology Insights: Keepit and Ingram Micro Launch Strategic Go-To-Market Relationship in France
“At the end of the day as B2B marketers, we’re judged for how much pipeline and revenue we generate, and Formfilled is purpose-built to help marketers capture that data in a secure and affordable way,” said David Oltean, CEO and Co-Founder at Formfilled.
The company was founded in Ann Arbor by a group of cybersecurity marketers who had firsthand experience with the shortcomings of existing attribution tools. They encountered steep pricing, complex implementation requirements, and security concerns that made many solutions impractical. Before publicly launching, Formfilled was accepted into Ann Arbor SPARK’s Startup Acceleration program and Varnum Law’s MiSpringboard program, helping the team refine its approach while in stealth.
A key differentiator for Formfilled is its first-party architecture. Rather than relying on external tracking services, the platform allows marketers to deploy self-hosted tracking scripts tailored to their own technology stack and reporting standards. This design ensures that Formfilled never has access to customer data, addressing growing concerns around privacy, compliance, and data ownership.
Marketing Technology Insights: Pipedrive Launches ChatGPT App to Bring CRM Insights Into AI Workflows
“Especially for certain platforms like Marketo Engage, capturing website form attribution detail and routing it into your CRM is often prohibitively expensive or requires continual developer support,” Oltean said. “At the end of the day as B2B marketers, we’re judged for how much pipeline and revenue we generate, and Formfilled is purpose-built to help marketers capture that data in a secure and affordable way.”
The platform emphasizes simplicity, requiring only three setup steps and avoiding unnecessary dashboards or unused features. For B2B and service-based organizations focused on clarity over complexity, Formfilled positions website form attribution as a foundational capability rather than an enterprise luxury.
Marketing Technology Insights: Conductor Launches ChatGPT App for Enterprise AI Search Intelligence
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
