Every form submission, in the person's own words, with where they came from. Label each one so tests are judged on good leads, not just more leads.
“Our bookkeeper is retiring. Looking for payroll for a 12-person company.”
“Incorporated last year, need a corporate tax return and year-end. About $600K in revenue.”
The AI labels every lead. “Needs review” means it was unsure, so a person decides; anyone can change any label. The AI reads the answers only, never names, emails or phone numbers.