Historically, a lead entered the marketing funnel directly after their first form completion. That was the point where the lead entered any follow-up or nurture programs. Lead scores and behavioral records likewise developed from there.
Although a form completion was almost certainly not the first point of engagement in a buyer’s journey, it became the de facto gateway to the marketing funnel. Lead capture reached this status due to both marketing attitudes about the relative value of engagement and technological limitations. Both of these factors are now being challenged.