Formfilled, an Ann Arbor-based startup, has officially launched its attribution solution tailored for B2B marketing teams. The platform addresses the challenge of connecting website form submissions to prospect data, pipeline, and revenue within CRMs, overcoming limitations in tools like Google Analytics 4 and reducing reliance on costly enterprise options.
Quick Intel
Traditional analytics often fail to link website interactions, particularly form submissions, to CRM records effectively. Many CRMs lack native attribution capabilities, while premium solutions demand high costs, ongoing developer involvement, or compromise data security.
Formfilled eliminates these barriers by auto-populating hidden fields during form submissions, delivering accurate channel, campaign, and content performance insights directly to marketing, sales, and RevOps teams.
The platform adopts a first-party data approach, allowing users to configure and self-host unique tracking scripts aligned with their specific tech stack and reporting needs.
"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," said David Oltean, CEO and Co-Founder at Formfilled. "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."
Formfilled prioritizes simplicity with a straightforward setup process: configure the script, add hidden fields to forms, and deploy without technical hurdles.
Its privacy-first architecture ensures tracking remains self-hosted, preventing external access to sensitive data.
The solution focuses exclusively on essential form attribution, avoiding bloated features or unnecessary dashboards common in broader tools.
Pricing positions Formfilled as a cost-effective option, significantly lower than competitors, making advanced attribution accessible to smaller teams.
Emerging from stealth mode, Formfilled has gained early support through acceptance into Ann Arbor SPARK's Startup Acceleration program and Varnum Law's MiSpringboard program, validating its approach born from real-world cybersecurity marketing challenges.
By providing trusted, actionable data on lead origins and marketing impact, Formfilled equips B2B professionals to demonstrate clear contributions to pipeline and revenue growth in an increasingly privacy-conscious digital landscape.
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