B2B lead form
Corporate lead qualification: company size, interest, preferred channel and a contact. Thirteen questions, but no blind discovery call.
Who it is for and when to run it
For B2B sales teams: SaaS, systems integrators, equipment makers, agencies on retainers. It goes on a «Request a demo» or «Get a quote» page.
Its job is qualification. Before anyone picks up the phone, you know who is writing, how large the company is and what they care about first. Sales decides who gets a call today and who gets a deck by email.
If you get few leads and can’t afford to lose any, a short contact form is safer. Every extra B2B field costs you some submissions.
What the template is made of
Every block in the order it sits in the builder. Branching decides which of them a given person actually sees.
- First and last name Short answer
Full name is required: B2B replies address people properly, and the name helps find the company profile.
- Job title Short answer
Job title is optional. It shows whether you are talking to a decision-maker or someone collecting options for one.
- Company name Short answer
Company name is required, since it is the first sign of a qualified lead.
- Work email Email
Work email is required. A corporate domain confirms the company on its own.
- Phone Phone
Phone is optional. Plenty of B2B buyers prefer email, and a required number drops some leads.
- Company website Link
Company website in a URL field that checks the format. One click tells you the size of the business.
- Industry Dropdown
Industry from an eight-option dropdown gives clean data for reporting, unlike a free-text field.
- Company size (employees) Number
Headcount as a number. Numbers sort and segment easily, which ranges and free text don’t.
- Put your interests in order of priority Ranking
A ranking of interests: demo, pricing, integrations, case studies, partnership. Dragging forces a real first choice instead of ticking everything.
- How should we reach you? Cards
Preferred channel as cards (email, phone call, messenger), so sales writes where the lead will actually answer.
- Describe what you need Long answer
An open description of the need. This is where the details that justify a call show up.
- Consent to personal data processing Consent
Consent to processing contact details for commercial communication, required.
- CAPTCHA CAPTCHA
A CAPTCHA against bots. It is a Pro block and can be removed without affecting the rest.
How to adapt the template
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Rewrite the industry list for your market. If most clients come from two industries, split those finely and fold the rest into «Other».
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Replace the ranking items with your real reasons for contact: «Implementation», «Migrating from another tool», «Team training».
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If buying roles matter, swap the free-text job title for a choice: «Leadership», «Specialist», «Procurement», «IT».
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For paid traffic, trim the form to name, company, work email and the need. Send the full version after the first reply.
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Point a webhook at your CRM so each lead becomes a deal with industry and headcount in their own fields, not an email in a shared inbox.
How to read the results
Sort leads by headcount and the top-ranked interest. A 500-person company that ranks «Pricing and plans» first is ready to talk money; a small startup that ranks «Customer case studies» first is still looking around.
The ranking chart shows the average position of each interest. If «Integrations» keeps landing in the top two, your site is missing an integrations page.
Each quarter, compare industries in the form with closed deals in the CRM. The form tells you where leads come from; the CRM tells you where revenue comes from.
Common mistakes
- Requiring a phone number from everyone. Many B2B buyers won’t give one before the first email, and the field simply eats leads.
- Asking company size as free text. «About a hundred», «50+» and «mid-size» can’t be compared later.
- Turning qualification into an interrogation. Anything you need for the proposal belongs in the call; the form only sorts the queue.
- Never testing delivery. Submit a test response and check that it arrives in the CRM with the right fields filled.
Questions about the «B2B lead form» template
What is a lead capture form?
A lead capture form collects a prospect’s contact details plus a few facts for qualification. In B2B that is usually name, company, work email, industry, headcount and main interest. Sales uses the answers to decide who gets a call first and who gets materials.
How many fields should a B2B lead form have?
As many as you need to decide whether to call. This template has 13 blocks, five of them required, counting consent and the CAPTCHA. For paid ad traffic, cut it to four or five fields and ask the rest after the first reply.
Can leads go straight into my CRM?
Yes. Responses can be sent to a webhook and on to a CRM, or to Telegram. Each field arrives as a separate value, so industry and headcount can be mapped to fields on the deal rather than pasted into a note.
Similar templates
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Client questionnaire
Contacts, the job, budget and timing, so the first call is an informed one.
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Service booking
Choice of service, date, time and client contacts.
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Contact form
The fewest possible fields: for a website or a subscription page.
Do not start from an empty canvas
Open the catalog, take the closest template and rewrite the questions for your job. Five minutes instead of an hour.