A lead-capture form is a public, unauthenticated endpoint you embed on your website. Each submission upserts a marketing contact (deduped by email or phone) and creates or updates a CRM lead, carrying source and campaign attribution across the handoff.
Before you start
- You need the marketing capability and the
marketingentitlement, plus manage rights on forms. - Decide which fields to collect. Field types are text, email, phone, company, message and textarea — include at least an email or phone so submissions can be deduped.
- Decide the consent statement: whether consent is required, its purpose, wording, and the channels (email / sms) it covers.
Steps
- Open the Marketing workspace, select the Forms tab, and choose New form.
- Enter a Name and optional Description.
- Add your fields, each with a key, label, type, and whether it is required (up to 20 fields).
[screenshot: Form builder listing fields with type and required toggles]
- Set the consent options: consent required (on by default), a consent purpose, optional consent text, and the consent channels.
- Optionally attribute the form to a marketing campaign and add a source and tags.
- Save the form. Open it to find the Public URL — the opaque key is the only credential and resolves to your organisation.
[screenshot: Public URL card with the read-only form endpoint]
- Embed the endpoint on your site and set the form active.
Result
Each genuine submission upserts one marketing contact (never a duplicate) and creates or updates one CRM lead with a New status, source and campaign attribution, captured fields, and any UTM values. A repeat submit updates the same contact and lead rather than opening a second. The form’s Capture summary shows views, submissions, contacts created, leads to CRM, submissions with consent, and conversion. Consent is only recorded when the submitter ticks the required opt-in.