The Michigan-based startup is launching a platform to help B2B marketing teams tie website activities to pipeline and revenue within their CRM.
ANN ARBOR, Mich., Dec. 22, 2025 /PRNewswire-PRWeb/ -- Today marks the official launch of Formfilled, a new attribution solution designed to solve one of the most persistent problems for B2B marketing: tying website activity to pipeline and revenue within an organization's CRM.
Traditional web analytics platforms like Google Analytics 4 fall short when it comes to connecting website form activity to prospect and customer data. Many CRMs don't capture attribution data out of the box, and enterprise-grade solutions are often overpriced or tedious to manage for small-to-medium-sized marketing teams. Formfilled is here to change that.
Formfilled captures UTM parameters, referrer data and landing page details and pipes them directly into your CRM — all without developer intervention or third-party connections. It auto-populates hidden fields on form submissions, giving marketing, sales and RevOps teams trusted insights into where leads originate and how marketing channels, campaigns and content perform.
The Ann Arbor-based startup was founded by a group of cybersecurity marketers that struggled with the steep pricing, complex setup and questionable security of available attribution tools. Prior to coming out of stealth, Formfilled was accepted into Ann Arbor SPARK's Startup Acceleration program and into Varnum Law's MiSpringboard program.
The Formfilled platform is built entirely with a first-party mindset, and empowers marketers to configure their own self-hosted tracking scripts that are unique to their tech stack and reporting conventions.
"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."
Key benefits of Formfilled include:
- Effortless Setup: Three simple steps — configure your script, add hidden form fields, and deploy.
- Privacy-First by Design: Tracking scripts are self-hosted. Formfilled never sees your data.
- Purpose-Built: No unused features or dashboards. Just clean, reliable form attribution.
- Affordable: Formfilled is a fraction of the cost of other attribution tools.
To learn more or request a demo, visit https://formfilled.io or start using Formfilled today at app.formfilled.io.
Media Contact
David Oltean, Formfilled, 1 (734) 221-0897, [email protected], https://formfilled.io
SOURCE Formfilled
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