If you spend more of your time scouring the internet for leads than actually closing deals, consider adding lead capture pages to your marketing strategy. With lead capture pages, you can automatically populate your CRM with fresh, highly qualified prospects, letting you spend more time connecting with people and less time combing through lead databases.
Best of all, lead capture pages can be implemented quickly. With the right software and strategies, you can get a lead capture page up, running, and working for your business in no time. Before you know it, you’ll find new leads for your business without lifting a finger.
A lead capture page is an essential component of an inbound marketing strategy. Visitors usually land on the page after searching for business solutions or learning about your company through social media, blog posts, or search engines.
A lead capture page attracts potential customers by offering a free resource, such as a white paper, report, or trial of a product. In exchange, the prospect fills out a short form with their contact information. This supplies your sales team with a continual source of leads.
The info collected from a lead capture page is then uploaded to your CRM, becoming the foundation of any contact record in your sales pipeline. Once you’ve identified a lead, lead intelligence software can uncover additional details about a prospect, analyze how engaged they are, and offer insights into how to best communicate with that person.
How Lead Capture Pages Help Sales Teams
Between calling clients and closing deals, your salespeople are busy enough. Lead capture pages give them the freedom to focus on these high-touch tasks and understand their prospects better.
Find qualified leads on autopilot
An efficient lead capture page reduces the time your salespeople would otherwise spend trawling LinkedIn or contact databases for leads. It also automatically begins the qualification process, as leads who express interest in your offerings are likely to be more receptive than cold leads to communications from your sales team.
Gain insight into prospects
Manual lead generation can’t compare to the level of contact enrichment that lead capture pages help provide. Many programs that build and run lead capture pages can take the data submitted and use it as a launchpad to uncover tons of other details about leads. This gives your sales reps a greater understanding of who they’re selling to.
Score and prioritize leads
If members of your sales team often wonder which leads they should prioritize over others, a lead capture page can help. When used in tandem with lead scoring software, you can analyze the online behavior of leads captured from a web form and more accurately predict which ones are likely to buy. That way, sales reps know exactly who to focus their energy on and who they can pass on.
15 Lead Capture Page Software Options
Many tools and sales artificial intelligence tools too with lead capture page functions come packed with additional features that help you get more from your leads. These software options usually fall under one of three categories:
Lead capture page software with lead intelligence and nurturing
CRMs with lead capture page builders
Landing page builders
Lead Capture Page Software with Lead Intelligence and Nurturing
Act-On integrates with your CRM to help you attract, convert, nurture, and score leads with ease. Its web form builder tracks conversion rates and the source of form visits so you know which of your marketing efforts are working best.
Automatically starts sending drip campaigns to leads
Comes with features that help score leads based on their website activity, so sales reps know their level of engagement
Easier to use than direct competitors like Marketo
Incredibly feature-rich and on the pricier side, so it’s not feasible for many small and medium-sized businesses
Karta was designed as the most complete marketing and sales solution on the market. It touches almost every aspect of the customer journey, from letting you build lead capture pages to scoring and prioritizing leads for your sales team.
Includes lead tagging and scoring features
Doesn’t require integrations to manage all aspects of your business
Zoho CRM, one of the top-rated CRMs available, comes packed with features like web forms for lead generation. The tool can meet your customers at every stage of their lifecycle, from marketing to customer support.
Drag and drop web form builder makes it easy to launch lead capture pages in minutes
Multiple levels of billing is great for businesses that plan to scale up
The interface is so user-friendly, many customers claim not to need training before getting started
Customers report that importing and exporting leads sometimes leads to corrupted files
Emails generated by Zoho CRM can sometimes get sent to leads’ spam or blocked entirely
Instapage started as a dynamic landing page builder but has since transformed into an advertising conversion cloud. With Instapage, you have all the tools you need to optimize your advertising funnel and turn more leads into customers.
Create an entire advertising funnel to attract visitors to your web forms, then convert them into leads
Automates the process of creating multiple landing pages that match the messaging of your social media or search engine ads
Drag and drop landing page builder creates stunning lead capture pages with no coding required
Doesn’t integrate with email marketing platforms like ConvertKit, so you’ll need to find a workaround if you want to start automatically nurturing new leads from form submissions
Unbounce offers many of the same features as Instapage but at almost half the price. Small businesses that want to build unique lead capture pages to match all their ads will love Unbounce’s functionality and affordability.
Drag and drop builder lets you collaborate with team members and make edits in real-time
Lets you create pop-ups and sticky bars for even more lead capturing opportunities
Uses A/B testing to automatically optimize pages for the best conversions
The builder isn’t as intuitive as some of its competitors, so new users should expect a slight learning curve
Certain landing page features require additional coding
Mailchimp has long since upgraded from an email marketing tool to an all-in-one marketing platform, offering features like a landing page builder, conversion rate tracking, and even free domains.
Easy to integrate with almost any tool
Start building and hosting landing pages for freet
Its paid version is the most affordable of its competitors, making it ideal for small or new businesses
A landing page builder isn’t nearly as dynamic as others on this list
Limited segmentation ability
No plugin with Spotify
Cost: Mailchimp’s paid plans start at $9.99 per month.
Tips for Creating an Optimized Lead Capture Page
Not all lead capture pages are created equal. To maximize your conversions, there are certain best practices you should keep in mind when designing a form.
Limit the fields in the lead form
Having too many fields, especially ones that feel irrelevant or invasive, can lead many visitors to navigate away before they finish completing the form. The quicker a visitor can enter their info, the more likely they are to convert.
For example, visitors who want to sign up for a free trial of LeadBoxer only have to enter their email address to get started.
This is presumably so attendees can receive the link and a calendar reminder for the webinar. If Kinsta were to ask for less relevant information, such as company name or job title, visitors might be put off and leave the page before completing their registration.
Choose the right positioning for the lead form
There are three places you can position the lead capture form: above the fold, at the bottom of a page, or in a pop-up. Each has different benefits.
If the form is above the fold, that means you can see the form at the top of the page without having to scroll. This type of form is quick to grab a visitor’s attention and works best when used as a post-click landing page for a search engine or social media ad.
This method keeps visitors focused on the form, so they’re less likely to be distracted by other links or elements on the page before submitting their info.
The info collected through lead capture pages is sensitive enough to qualify as personal data under the General Data Protection Regulation (GDPR). The GDPR, which regulates the personal data of all European Union residents, requires that you disclose how and why the data is collected, as well as how you handle the data and dispose of it.
Generate Leads on Autopilot for Your Sales Team
Your B2B marketing strategy is incomplete without a lead capture page. A lead capture page is the simplest way to find and qualify prospects for your sales team, who can then redirect their energy on nurturing leads and closing deals. In the long run, this relatively inexpensive strategy can end up generating significant revenue for your company.
However, even if you follow all the tips and best practices for creating an optimized lead capture page, the page only works as well as the software you pair it with. With the right software, you’ll never have another high-quality lead slip through the cracks because of pipeline mismanagement. Your best bet is to use a lead intelligence tool that can take the info you collect from lead capture pages and turn into actionable data that helps you prioritize leads and convert them into customers with ease.
It’s no secret that to make sales, you need to know your individual prospects inside and out, from the size of their company to their most recent source of funding. However, gathering this data is time-consuming. Most sales reps are extremely busy communicating with their leads and working to close deals.
Meanwhile, sales intelligence tools automatically find and interpret this data so your reps don’t have to. With the right sales intelligence tools, your reps can focus more on delivering a better sales experience to prospective customers and less on data entry.
This guide offers an introduction to sales intelligence and a comparison of some of the most popular tools available. That is to say, with the right suite of tools, your team will be able to close more deals faster and with less data entry.
Sales intelligence involves gathering and analyzing information about prospective customers. As a result, sales reps can keep their pipelines filled with high-quality leads that are likely to close.
While a sales rep could do this manually by collecting data from social media, news outlets, lead capture pages, and company websites, in reality, the process is too time-consuming for this approach to be feasible.
That’s where sales intelligence tools come in. These tools automate the collection and interpretation of data, helping reps to:
Find potential new customers
Populate prospect records with details such as contact info, company size, and revenue
Qualify and rank leads according to their likelihood to buy
Update lead records so their data is always accurate
Gather relevant info from public sources like social media or news outlets
The Importance of Sales Intelligence
The main selling point for sales intelligence is its ability to streamline your workflow, therefore saving your team time and energy.
Moreover, without sales intelligence, reps can end up wasting time:
Searching for leads and accurate contact info
Pursuing leads with no real interest in buying
Passing up on prospects that actually want to hear from them
In short, with sales intelligence and sales AI, not only do reps know who they should contact, in addition, they’re already familiar with that company’s unique financial situation, any recent staffing changes, and other details that influence their pain points. As a result, reps can then refine their pitch to be sure they’re addressing each prospect’s most pressing needs.
UpLead is similar to Adapt or ZoomInfo. For instance, you can find verified contact info for leads, therefore enriching the records in your CRM.
Their database of 46 million contacts in 200+ countries makes it easy to get in touch with key players at target accounts
You can search for contacts and companies using over 50 different criteria. For example, location, management level, and revenue
Verifies email addresses in real-time, so you’re always getting the most accurate information right when you need it
Revenue levels are broad. However, you can filter for revenue in a range of $1m-$10m, but not $1m-$5m
Smaller database size than its competitors
Pricing: UpLead offers a free version or a basic plan that starts at $99 per month.
Accelerate Your Sales Process With Sales Intelligence Tools
To build a strong relationship with your prospects, most importantly you need the most up-to-date information about their company and its needs. Sales intelligence tools and customer data software automate the collection and interpretation of this data, letting sales reps focus on moments of actual connection.
However, not all sales intelligence tools are created equal. Some excel at finding accurate contact information, while others stand out in their ability to gather intent data and relevant news from media outlets.
None of this data is helpful if you don’t know which leads are most worth focusing your efforts on. In the end, sales intelligence tools with lead scoring or prioritization features and demand generation marketing strategies are perhaps best able to accelerate your pipeline and close more deals.
LeadBoxer does exactly that. With website visitor identification, record enrichment, online behavior tracking, and lead scoring, LeadBoxer can find and prioritize prospects on autopilot, putting sales reps closer than ever to the actual sale. Get started with a free trial today.
Advertising and marketing campaigns are key to finding new customers for your business, but how do you know if those campaigns are working effectively? If you’re getting new customers but paying more than they’re worth in ad spend, it could mean an unsustainable future for your business.
Luckily, there’s an easy way to measure how cost-effective your campaigns are. Cost per lead (CPL) is a metric that tells you whether or not your efforts and ad spend are paying off.
In this guide, we’ll take a deep dive into CPL, from what it is to how to lower it. Once you start tracking CPL, you can create more effective marketing campaigns and attract more leads for less money. Keep reading, or jump ahead to these sections:
The cost per lead (CPL) is the amount of money it takes to generate a new prospective customer for your sales team from a current marketing campaign. These prospective customers — or leads — have seen an ad, clicked on it, then given some of their contact details in exchange for a white paper or more information about your product, thus keeping your sales pipeline full.
CPL lets marketing teams know if they’re spending an appropriate amount on different avenues of acquiring new leads, such as Google Ads or Facebook Ads. The higher the CPL compared to other businesses in your industry, the less effective the marketing campaign is. Naturally, a lower CPL is considered ideal.
CPL is only one of many metrics that digital marketers often look at. Try not to confuse it with these other abbreviations:
Cost per Thousand (CPM) – The cost of 1000 users viewing the ad
The Cost per Click (CPC) – The cost of one person clicking on the ad
Cost per Action (CPA) – The cost of one person buying a product
CPM is a more useful metric for companies who are trying to build awareness around their brand, like McDonald’s or Coca-Cola
Users who view the ad don’t necessarily take any action, but they might remember the brand later on. CPA comes into play for eCommerce companies that sell low-ticket items at high volume. If you’re a B2B company or a brand with a high-ticket item like a luxury car, it’s not as likely that visitors are going to buy a product the first time they click on an ad.
CPC measures how much it costs when a person clicks on an ad in a pay per click (PPC) marketing campaign, which is important for determining how much you should spend. If your average CPC is $1, your conversion rate is 10%, and you want 100 new leads this month, you would need to spend $1000 on that campaign.
How to Calculate Cost per Lead
Calculating CPL is relatively straightforward. Simply divide the amount of money you spent on a campaign during a set period by the number of leads acquired through that campaign in the same period.
For example, if you acquired 100 leads through a Google Ads campaign that cost $1000, the CPL for that campaign would be $10.
Don’t forget to calculate separate CPL metrics for different campaign platforms. On its own, calculating the CPL for all of your marketing efforts across email, social media, and search engines would have limited usefulness. If the CPL was higher than the standard for your industry, you wouldn’t know which platform’s campaign needed adjustments.
This is why it’s so vital to know where your leads are coming from. You wouldn’t want to attribute John Smith to your Facebook Ad CPL calculation if he actually learned about your product through Google Ads.
How to track leads?
A common way to track where leads came from is through a UTM code. A UTM code attaches to the URL of a landing page so that Google Analytics can see which ad campaign referred visitors to the page. You can then count up the number of leads acquired through unique campaigns.
Lead generation software like LeadBoxer automates this process. The Segments feature can add a tag to each lead acquired specifying their industry, location, and referrer, to name a few.
Finding your total attributed leads is then as easy as selecting the right filters to see who was acquired in a certain period from a certain campaign.
Cost per Lead Industry Benchmarks
Knowing your cost per lead is only the beginning. By comparing the CPL you calculated in the previous step to the industry average, you can know whether you’re paying too much or just the right amount for your leads.
To help out, GoConvert aggregated data from over one hundred sites and reports to come up with cost per lead averages by industry.
As can be expected, higher-ticket items like marketing agencies and financial services have higher CPLs, with the highest average CPL at $100. Media and publishing, meanwhile, have the lowest average CPL at $11.
6 Ways to Reduce Cost per Lead
If your CPL is a little higher than it should be, don’t worry. There are several ways you can tweak campaigns and acquire more customers for less.
1. Personalize your campaigns
One possible reason why you’re not getting more leads for your money is that your ads and landing page don’t match. Message matching is when the expectation set by the ad is met by the experience on the landing page.
For an example of an ad that gets this right, take a look at what happens when you search for “best CRM” in Google. Zoho CRM claims the top spot with this ad:
Notice how the phrase “best CRM” is repeated in the title of Zoho’s ad. With a title like that, potential customers know exactly what kind of promise Zoho is throwing out there.
After clicking through, visitors land on this page:
“Best CRM” is repeated in the page’s header. Not only that, but a call to action and place to submit info is displayed clearly above the fold of the page. From start to finish, potential customers know exactly what to expect from Zoho.
There’s no sign above the fold that Resulticks helps with marketing automation. Customers might be left wondering if they landed on the wrong page and won’t be as inclined to submit their info for a demo.
2. A/B test ads
Between your keywords, copy, and images, there are several variables influencing how well your ads are performing. It can be tempting to go with your creative instincts when crafting an ad, but instincts don’t guarantee results. Only by running two versions of the same ad can you figure out which elements resonate most with your ideal customers.
Here’s how that might play out in an example ad created by AdEspresso for their eBook:
The first ad clearly outperforms the second ad with a higher click-through rate (CTR) and conversion rate. The lower cost per sale shows the marketing team that they’re on the right track with the first ad.
Remember: When you’re A/B testing, it’s best only to change one variable with each test. Tweak the title of an ad during one test, then the image during another. By reducing the number of variables at play, you can be sure about what your audience likes.
3. Rethink your keywords
Every once in a while, go into your ads manager—whether it’s for Google, Bing, or another platform—and analyze how well your chosen keywords are performing. Clean out the ones that aren’t driving leads and spend time optimizing the ones that are. Don’t worry if the keywords you deleted are highly searched. If they aren’t bringing prospects to your business, they’re a drain on your ad spend.
Another way to improve your keyword performance is to target more long-tail keywords. Long-tail keywords are more specific and less searched than broad keywords, but the audience also tends to be more motivated and willing to convert.
4. Lower keyword bids
Those keywords that are converting but with a high CPL? Consider bringing the bid down. Lower bids might drop your search engine campaign’s average position, but it would also give you longer exposure on results pages and more clicks.
It might also be that the manual bid you set months ago no longer reflects the average cost of landing on the first page, as was the case with this client at White Shark Media:
If you don’t want to manually adjust your bids all the time, Google offers Automated Bidding so you can hit your goals without a ton of extra labor. There are several types of automated bidding strategies, including one to maximize conversions. With Maximize Conversions, Google’s AI tries to get the most conversions for your campaign within your budget.
5. Retarget site visitors based on behavior
It’s one thing to retarget people who have visited your site with another round of ads. It’s another to retarget them based on the specific action they took on your site.
Start by analyzing the behavior of leads who have already converted. Keep your eye out for certain trends, like visiting a particular page or taking a specific action before finally making the sale. It may be that customers exhibit the same behavior before buying from you.
Once you’ve identified certain behaviors, you can create a retargeting campaign based around those behaviors. For instance, if a high percentage of prospects turned into customers after viewing the pricing page for more than a minute, you may want to retarget future prospects who take the same action.
This strategy can be applied to almost any behavior, whether they only visited your homepage for a few seconds or watched an entire demo video.
6. Check performance by time, device, or location
There are several variables about your audience that may be influencing your CPLs. Take a look at your ads manager and compare how campaigns are performing by:
Time of day – When are most leads acquired?
Device – Are leads more likely to be on desktop or mobile?
Location – Where are the most leads located?
These aren’t the only factors that might be driving up your CPLs. Analyze trends across your audience and try adjusting campaigns to focus on times, devices, and demographics that are performing well.
Use Cost per Lead to Make Your Marketing Campaigns More Effective
If there’s one marketing metric to keep your eye on, it might by CPL. Knowing where your marketing efforts stand next to your competitors’ lets you know if you’re on the right track or if you need to tweak some campaigns.
LeadBoxer simplifies CPL monitoring so you can focus on optimizing your marketing campaigns. The Segments feature quickly filters leads based on which ad campaign first brought them to your site so you can quickly calculate the CPL for each campaign. When it’s time to optimize, use the website and email tracking feature to identify which lead behaviors warrant retargeting. Get started today and try out LeadBoxer for free.
Imagine knowing your leads’ level of engagement with your brand, the likelihood that they’ll buy your product, and even the best strategies for communicating with them. With that kind of information, you could increase the effectiveness of your prospecting and win more deals. Lead intelligence is what makes it possible.
But what is lead intelligence, and how do you start using it in your business? This guide covers the basics, including the most useful types of lead intelligence and the best tools available today. Once you learn how to leverage lead intelligence, you’ll wonder how you ever managed to make sales without it.
Lead intelligence is a form of data that significantly elevates your understanding of your prospects. So you can better address their pain points, communicate effectively with them, and win their business. When it comes to B2B sales, lead intelligence is invaluable.
Given how effective lead intelligence is for prospecting, chances are that if your competitor isn’t already taking advantage of this sales strategy, they will be soon. All the more reason why you should start incorporating this form of data into your company’s sales process today.
There are several different types of lead intelligence. Which ones you should focus on depends on the needs of your business.
Types of Lead Intelligence
Knowing your lead’s name, email address, and phone number is just the beginning of lead intelligence. The following data points tell you just how interested prospects are in your product, what their pain points are, and how you can better connect with them.
Who’s visiting your website that isn’t already on your radar? Some lead intelligence software can unveil a visitor’s name, contact information, and company before they ever fill out a form.
A Chrome extension such as this one from Lusha or a contact database like ZoomInfo both make it simple to find up-to-date info for all of your prospects.
If a company has recently received a big investment or has launched a new project, you should know about it. This information can give you insight into whether or not now is the right time to reach out with your offer. Updates about new hires or job changes also let you know if you’re contacting the right person.
Study your company’s ideal customer profile, then make sure your lead intelligence software is gathering any details you need about a prospect’s age, job role, and geographic location. Knowing that a prospect has the essential characteristics of your ideal customer ensures that you spend time reaching out to the best leads.
Social media profiles
There are more ways than ever to connect with prospects. Knowing their LinkedIn profile, Twitter handle, or other social media profiles gives you more opportunities to engage with prospects outside their inbox and earn their trust. It also helps you come up with talking points based on the content they’ve recently posted.
Knowing the number of pages a prospect visited on your site can help you gauge their level of interest in your product. Lead intelligence can take it one step further and show you exactly which pages they’ve visited. And how long they spent on that page, shedding light on what problems they need help solving.
Ideally, you also want lead intelligence software that can integrate with your email marketing platform. To show you which emails a prospect opened, how long they spent reading the email, and if they clicked through on any links.
Does a prospect often return to your site? This can signal a greater level of interest in your product. Some lead intelligence software will alert you at the moment of a site revisit. So that you can reach out while your at the top of a prospect’s mind.
Knowing if a prospect prefers to communicate by email or phone is sometimes the difference between making or losing a sale. Some lead intelligence software can also clue you into their negotiation style, mannerisms, and questions that are most likely to prompt a desirable response.
Now that you have all this lead intelligence, how do you make sense of it quickly enough to take action? A lead score takes all the data you’ve gathered on a prospect and turns it into a number. This number indicates the likelihood that they’ll buy. There are formulas out there for calculating this yourself, but it can be a tedious process. Luckily, some lead intelligence software will make this calculation for you.
The Best Lead Intelligence Software
There are several different types of lead intelligence tools available that can find and help you interpret the best data on your prospects.
LeadBoxer is a solid all-in-one lead intelligence option that integrates with your CRM and marketing tools of choice. Not only does it help you identify and track website visitors and email behavior, but it also assigns them a leadscore based on their engagement with your brand across multiple channels and mediums. With LeadBoxer, not only do you know what kind of content prospects are most interested in, but you immediately know which prospects are most worth pursuing.
CRM heavyweight HubSpot offers sales tools that anyone can start using for free. The paid version of the platform comes equipped with features that identify prospective companies and their level of engagement. It can also track page views, pages visited, and the number of visitors from each company. However, HubSpot Sales doesn’t identify individual or anonymous visitors to the degree that LeadBoxer does.
In addition to identifying and tracking anonymous website visitors, VisitorTrack offers intent data about a business. Intent data indicates that a prospect has been actively researching topics relevant to your business at other locations around the web. For instance, if you sell a marketing automation solution and a visitor to your site has been researching similar tools or topics on other websites, VisitorTrack will let you know.
Like HubSpot Sales, Albacross identifies companies that are visiting your website and shows you how engaged they are. It also goes into stats like the company’s revenue, the number of employees, exactly which pages they visited, and how long they spent on the site.
Albacross doesn’t identify individual visitors, but it does offer a list of GDPR compliant email addresses for decision-makers at the companies visiting your site. With this tool, you can have a better idea of whether or not the person you’re contacting has the authority to make a purchase.
Buzz from LeadSift tracks what’s going on at a prospective company, such as if they found new sources of funding or launched a new product, eliminating the need to do that research yourself. In addition to curating all this news for you, Buzz offers guidance about what to do with that information, taking the guesswork out of conversation starters or talking points.
Crystal sets itself apart from other tools in this list by focusing on intelligence about a lead’s personality. This is especially useful for when you’re ready to contact a lead, deliver a proposal, or negotiate a contract. Few other tools can offer the same level of insight about a lead’s personality that Crystal can, but it doesn’t track their level of engagement with your brand or tell you how likely they are to buy.
LinkedIn Sales Navigator leverages a platform that both you and your prospects are already using. Sales Navigator comes with advanced search functions that make it easier than ever to find leads that match your ideal customer profile and can even recommend leads that you wouldn’t have thought of.
Lusha is one of the highest-ranked lead intelligence tools on G2. Its Chrome extension provides B2B contact enrichment based on profiles from places like LinkedIn or Twitter, making it easy to build up your list of prospects while you browse.
Use Lead Intelligence to Find and Engage With Qualified Prospects
If you’ve ever felt like you’re engaging with too many prospects and have not enough to show for your efforts, it’s time to integrate lead intelligence into your sales process. With lead intelligence, you’ll know exactly which prospects you should focus your attention on, plus which talking points you should use with them and how to engage with them in a way that earns their trust.
When it comes to choosing a lead intelligence tool, you can’t go wrong with an option that gathers data about anonymous visitors from a variety of sites and platforms, then interprets it into an actionable lead score. That way, you’ll spend more time on prospects who intend to buy and win more deals.
Is your business operates across multiple domains and you aren’t already taking advantage of cross-domain tracking? Then you’re probably missing out on the sort of insights that could turbocharge your marketing and sales. Cross-domain tracking is a tool that’s all but essential for businesses with two or more sites. For example, the main website, a cart checkout site, a knowledge base, or a marketing campaign site.
In this guide, you’ll learn what cross-domain tracking is, why it’s important, and what tools are available to help you access it. By the end, you’ll know if this tracking is right for your business and which tool is best for your needs. With this kind of tracking and sales prospecting tools in your tool belt, you’ll be able to market more effectively to individual users and earn more sales.
What is Cross-Domain Tracking?
This kind of tracking gathers data about two or more sites. In particular, the navigation path from one site to another during a single session.
One Domain Tracking
For businesses with one domain, such as www.example.com, Google Analytics has made it simple and free to install a tag so that you can monitor data like:
Average session duration
The flow of traffic between pages
You can even see what specific businesses are viewing a site thanks to Google’s ISP identification.
If your business has a second domain, you can install a separate Analytics tag that will record data for that site. However, the reports for both sites are kept separate.
Therefore, if a user begins a session on www.example.com and then navigates to www.mysite.com, the data report from www.mysite.com will treat it as a new session. Instead of a continuation of an activity that began on www.example.com.
If you want to treat a session that begins on www.example.com and ends on www.mysite.com as a single entity instead of two unique sessions, then you’ll want to use cross-domain tracking.
The data for both sites will then be presented as a single report, like so:
It’s possible to use Google Analytics or other software to enable cross-domain tracking, as you’ll see in a later section. Depending on which tool you use, you’ll either get a bird’s eye view of how the average user engages with your sites, or you can follow the experiences of unique visitors and then get actionable insights that your sales and marketing teams can use.
Why is Cross-Domain Tracking Important?
This kind of tracking can have different benefits for multiple divisions in business, chiefly marketing and sales.
For Marketing Teams
Marketing teams who are looking to improve the buyer’s journey across multiple sites and create a better customer journey map likely need to use it.
For example, if your business has some form of Lead Generation component or shopping cart checkout housed on a separate domain, cross-domain tracking allows marketing teams to analyze what’s working across multiple domains to help convert visitors to buyers and what needs more refinement.
Here’s an example of how this might look in Google Analytics:
This User Flow report shows what pages visitors navigate to and from over the course of their sessions. You can see which paths are most common, as well as which pages users are more likely to bounce from. With cross-domain tracking, you can observe this flow across more than one site.
Cross-domain tracking can also make it possible to serve specific content to users across multiple domains based on their previous behavior, especially if you’re using a tool that’s designed to identify website visitors and respond to their behavior. This kind of targeted marketing can increase conversion rates.
For Sales Teams
Sales teams who prioritize a user’s level of interest when qualifying leads will find cross-domain tracking useful. It provides a more detailed picture of visitors’ engagement with one brand across multiple domains, giving sales teams a better frame of reference for how engaged, qualified and possibly interested a lead is.
Data about a user’s engagement or intent data is often used to calculate a lead score or a number value that describes how promising the user is as a lead. The example below shows a site user with a lead score of 83.
Tracking engagement across multiple domains is essential for qualification and accuracy. Without cross-domain tracking of user engagement, you might be missing out on leads who are more engaged on one site but not the other.
How Do You Install Cross-Domain Tracking?
There are a few different tools that can enable tracking, including Google Analytics and LeadBoxer.
Setting up a Google Analytics tag for one domain is pretty straightforward. Most people with basic web maintenance skills can figure it out on their own.
Things get more complicated when it comes to cross-domain tracking. If you decide to go with this method, it’s best to bring an experienced engineer into the picture who can install it correctly and maintain it as necessary.
Check out this guide for a complete rundown of how to install it with Google Analytics. As you’ll see, it’s a fair bit trickier than installing single domain tracking.
Even with this method, you won’t be able to track individual users. Google Analytics can give you a sense of what businesses are using your site and how users on average are engaging with the site, but it’s not designed to get any more granular than that.
LeadBoxer is platform for identifying and tracking individual users and their actions across one or more sites, where it is enriched, segmented and used to calculate a lead score. This lead score helps sales teams know who they should invest their time and energy toward to nurture that lead into a customer.
Marketing teams can also benefit from LeadBoxer. They can get under the hood of individual users and see what content they’re engaging with across one or multiple sites, then target them with content that’s reflective of their previous behavior.
In short, the big difference between Google Analytics and LeadBoxer is the ability to zoom in on a single user and take action based on their behavior. LeadBoxer also makes it possible to identify visitors who would otherwise remain completely anonymous, so you can reach out and make contact with these users in the event of B2B sales.
Cross-domain tracking is a standard feature included in LeadBoxer and can be enabled for you without doing any additional work.
To get started, schedule a call with LeadBoxer and ask for a trial with cross-domain tracking.
Installation is easy, simply install the same pixel in all your domains and we will take care of connecting the users/sessions without the use of 3rd party cookies!
All in all, LeadBoxer is a painless way to get cross-domain tracking at your fingertips. For more information about how to install t tracking with LeadBoxer, click here.
Opentracker offers a blend of Google Analytics and LeadBoxer features. Its primary purpose is to track unique visitors in realtime. Cross-domain tracking comes standard with this tool and is easy and intuitive to access.
Unlike LeadBoxer, Opentracker doesn’t calculate a lead score or provide actionable insights about prospects to sales teams. It can identify a visitor’s company, but it doesn’t capture name and contact information the way LeadBoxer can.
Turn Visitors Into Buyers With Cross-Domain Tracking
If you have multiple related websites that users are likely navigating between during the same session, then cross-domain tracking is essential for capturing a complete picture of visitors’ online experiences. Cross-domain tracking is possible with Google Analytics but installation can be tedious and prone to mistakes. Analytics also doesn’t allow you to identify unique visitors.
If you want the ability to give visitors a face and a name, gauge their potential as a lead, and notify your sales team about when they should reach out and turn that lead into a customer, then LeadBoxer is a more appropriate tool. Best of all, installing cross-domain tracking with LeadBoxer is so easy that anyone with basic web maintenance experience can install it.
According to research, the average B2B buyer is already 67% of the way through the buying journey before having extended contact with a salesperson. By that time, they’ve likely formulated some ideas about possible solutions to their pain point. And might even be leaning toward buying from your competitor.
Intent data is the key to identifying those leads sooner, nurturing them earlier in their buying journey, and making more sales. This comprehensive guide will outline the fundamentals of intent data, including:
By the end, you should know exactly how intent data fits into your marketing and sales processes. You’ll also learn how to pick the right intent data supplier for your needs. So you don’t end up with the wrong strategy for your business.
What is Intent Data?
Intent data shows the likelihood that a person or company is in the market to purchase a solution for a pain point. It’s derived from information about the online research contact or account is conducting about a particular topic. As well as context clues that might signal their purchasing intention. Topic and context data are the two main types of intent data. Both rely on tracking cookies, cross-domain tracking and IP addresses to form a complete picture.
If a hiker needs to buy new hiking boots, she may scout online reviews of top brands. Before she ever goes to the store and tries on a pair. Anyone looking at her search history might assume she’s interested in the topic of “hiking boots”. The same is true of B2B leads and target accounts. Forrester claims that 68% of B2B buyers research by themselves, a significant increase from 53% in 2015.
In addition, 47% of buyers viewed 3-5 pieces of content before connecting with someone in sales. Even before signing up for a free trial of the software that might solve their problem, your lead is probably researching their pain point and weighing multiple options. Topic data tells you what they’re researching. There are four types of topic data available.
Anonymous First-Party Behavioral
These are unknown visitors to your company’s site and the actions they take while there. They haven’t yet filled out a form or explicitly revealed information about themselves. However, it’s possible to identify their company by tracking their IP address. A lead generation tool like LeadBoxer can help fill in the gaps and show more contact information about these otherwise anonymous visitors. Consequently giving a more complete picture of who they are and what they’re researching on your site.
Known First-Party Behavioral
These visitors to your company’s site have provided their contact information by filling out a form, therefore they are “known” individuals. Lead generation or marketing automation software can track what pages they visit and other ways they engage with the site.
Anonymous Third-Party Behavioral
These are unknown visitors to sites you don’t own but that might still be relevant to your business. You can track different topics over a network of sites and see what’s most popular.
If you’re a supplier of project management solutions, and someone from a company that fits your ideal customer profile is reading articles about “project management” on Business Insider, you can access that information through intent data suppliers. A few of which we’ll review in a future section.
Known Third-Party Behavioral
These are visitors to sites you don’t own that have shared some of their contact information. Like with anonymous third-party behavioral, you can access their information and the topics they’re researching through the right supplier.
Context data tells you whose intent data is valuable and who only has a passing interest in a topic. There are a few details that are especially useful for establishing context.
If a sales professional is researching “sales pipeline management”, it’s possible they’re looking for a CRM tool that can help manage leads. If a marketing professional or content creator is researching the same topic, it may be more likely that they’re putting together a blog, video, or another piece of content on the subject.
Job Postings or Leadership Changes
Job postings and leadership changes can tell you whether or not to reach out to a lead. If you sell advertising services but the target account is in the process of looking for a new marketing director, now might not be the best time to approach them. And if the account has announced the recent hire of a marketing director, it’s a better opportunity to pounce and offer a better option than what the predecessor left behind.
A new round of funding is another indicator that a company could be open to new solutions, both because they have a bigger budget and because they may be growing their operation and need more sophisticated tools to manage their company.
Did new legislation just pass that requires an account to operate their company in a certain way, or opens them up to new business? If you have the solution they need in response to these changes, this context lets you know if you should act.
Keep a close eye on accounts that make the news. Press about an expansion of operations or increase in earnings might indicate that they need new solutions, while bad press may mean that they need some space to do damage control before focusing on other things. However, not all bad press is a sign to stay away. If an account makes the news for poor customer service, maybe now is the time to reach out and offer information about your CRM software.
What to Use Intent Data For
There are several uses for intent data, but before diving into the specifics, know that if your competitor isn’t already using intent data, they might soon. Polls show that nearly a quarter of B2B companies are already using intent data, while another 35% plan to use it within the next 12 months. Using intent data in some capacity will become increasingly necessary to stay competitive. These are the main ways that it can benefit your business.
Reaching Leads Early
The most obvious use of intent data is to establish contact with leads earlier in the buying journey. Getting in touch with leads before other salespeople do is one of the biggest ways to get a leg up on the competition; research shows that in 70% of cases, the first salesperson to connect with a lead is ultimately who they give their business to.
Context data can help make a distinction between who is actively researching a pain point and who is just reading about a certain topic without any intention of making a purchase. This information illuminates whether or not a lead fits your ideal customer profile. A tool like LeadBoxer quickly shows you the highest priority leads by allowing you to search by filters such as location, industry, and company size.
First-party leads that give off certain signals can trigger automatic marketing or sales processes, such as an email series, that can instantly start nurturing them when it matters most.
Hone in on what content works best at engaging first-party leads, and what needs more refining.
Personalization of Outreach
By knowing what topics and articles leads are researching, sales agents can personalize how they make contact and develop a relationship with them. They can mention specific topics and establish relevance quickly to capture and hold a lead’s attention.
Get even more granular with your advertising strategy by honing in on leads who give off certain signals. That way, you’re not wasting any of your advertising dollars on people who only have a passing interest but have no intention of buying your product.
Targeted Account List
Develop a list of accounts who are engaging with third-party sites about relevant topics but aren’t yet engaging with your company. You’ll be able to connect with leads who your sales team might have otherwise never considered.
Analyze and Retain Customers
Intent data works with existing customers, too. Monitoring what current clients are researching so you know if they’re thinking about switching to a competitor or if there’s something you can upsell them on. With intent data in your toolbox, you can continue to anticipate and solve problems long after the initial purchase has been made.
How to Obtain Intent Data
There are several intent data vendors out there who can help you access intent data on your site or data available on third-party sites.
First-Party Intent Data Vendors
First-party intent data is nothing new. You may already have access to some thanks to free tools such as Google Analytics. Other vendors can provide you more details about who is visiting your site and turn anonymous visitors into known visitors.
Google Analytics is a free tool that monitors the activity on a site, such as page views and how visitors arrived at the site. While it can’t identify individuals, it can hone in on IP addresses and show you what accounts are active on the site.
In the example above, several businesses use branded aliases, making it possible to identify which accounts are visiting a site. However, Google Analytics can’t provide any further context than that. It also can’t go into detail about what the visitors’ unique actions were on the site.
LeadBoxer catalogs all known visitors to your website. If a visitor fills out a form, the information they provide automatically populates their profile within the software. LeadBoxer can then calculate a lead score for that person using other data points such as what pages they visited, what topics they seem most interested in, and how engaged they are with the site.
With this information, you’ll know exactly when to act on a lead. LeadBoxer takes it one step further and can help identify previously unknown visitors. For example, if the visitor didn’t fill out a form but arrived at the site via LinkedIn, LeadBoxer can trace back to that person’s LinkedIn profile and use the information to populate the visitor’s information within the software.
Like LeadBoxer, BounceX can identify many website visitors (40-70%) who would otherwise remain anonymous. It then creates personalized marketing experiences – similar to account-based marketing – for these visitors based on their engagement.
BounceX can automatically engage with visitors who have not yet filled out a form or appear that they’re about to leave the site. In a way, it identifies users who are displaying intent and then begins to nurture them before a sales agent ever steps in.
While sophisticated, BounceX is said to have nearly a $4,000/month price tag, making it a serious investment for most businesses. It also doesn’t prioritize showing you accounts who express high intent but instead tries to let the AI nurture users through website personalization.
Third-Party Intent Data Vendors
If an account is researching topics around the web that are relevant to your product or service, these solutions will help you find them.
Bombora can tell you what companies are expressing active intent to purchase your products or services long before someone from that company ever lands on your site. This tool does this by monitoring 6,000 intent topics across 3,800+ publisher websites.
Bombora only tracks IP addresses, cookie IDs, and company domains provided by the publishers’ registration data. They can tell you what companies are expressing intent, but they can’t tell you exactly which employee is doing the research or who your sales team should engage with. In short, there’s no context data with this vendor.
Aberdeen bought The Big Willow, and intent data supplier, back in 2018. They offer a lot of the same value that Bombora does but take it a step further by integrating their solutions into Salesforce.
Companies expressing active intent pop up in the Salesforce dashboard so sales teams know exactly which accounts to jump on. You can also see how those accounts will impact the pipeline. You can also choose to integrate Aberdeen Marketscape, a product that shows all the topic keywords researched by each account showing intent.
This helps establish more context. If you’re not already using Salesforce, getting started with Aberdeen’s intent data (and then Marketscape) might be a little too complicated and cost-prohibitive.
How to Select an Intent Data Vendor
There are several different suppliers of intent data out there. It’s important to work with the one that best fits the needs and size of your company, or else you risk losing time and money. Here are a few considerations to keep at the top of mind when screening vendors.
How many sites are in the vendor’s network?
Ask this question if you’re considering third-party data vendors. The network refers to the websites they monitor, which tend to be publisher sites like Forbes. The larger the network, the better, as this gives them a bigger pool of data to draw from.
How many topics does the vendor monitor?
Third-party data vendors monitor a finite amount of topics. At the time of this writing, Bombora claims to have nearly 6,000 topics in their system, while Aberdeen claims to have hundreds of thousands of keywords at their disposal.
Can the vendor give context?
On its own, a list of names and topics they’re researching isn’t very useful. You need context to know if their company fits your ideal customer profile, as well as what their job title is and if they have any purchasing authority. Third-party data vendors can’t give much context at this time, but some solutions for first-party intent data can.
How to Use Intent Data
Trying to make use of intent data in its raw form is inefficient. Intent data works best when used to calculate a lead score. A lead score is a concise, visual way to describe how promising the lead is and therefore how much it’s worth pursuing them.
Some solutions, like LeadBoxer, will not only capture intent data but will automatically input it into a lead score. You can adjust what data points to use for calculating a lead score based on the needs of your company.
Here are three of the most important factors to keep in mind when adjusting what data points to use for a lead score.
This is as simple as asking the question: does this lead fit our ideal customer profile? Are they the right size company, in a certain location, etc.? If an account showing active intent doesn’t fit the mold of your ideal customer, then their lead score will go down.
Take into consideration not only the topics researched by that account but the frequency and recency of the research.
Has this account not only engaged with relevant third-party pages, but with your site or social media profiles? A solid first-party data vendor will be able to track and show you individual actions. Use that information to increase their lead score. The more specific the data points used to calculate a lead score, the more accurate and useful the lead score will be. This will help weed out accounts that aren’t the right fit or are researching topics without having any intent to buy a product or service.
When Intent Data Isn’t Enough
Intent data isn’t a magic bullet for identifying leads earlier. There are limitations to this technology that will hopefully improve as time goes on. Be aware of the following when incorporating intent data into your marketing and sales processes.
When a Visitor is Registered Under the Wrong IP Address
If an unknown visitor to your site or a third-party site is registered under the wrong IP address, you won’t be able to tell what company they work for. This often happens by accident but nevertheless makes it impossible to identify the correct account.
When a Buyer is Conducting Research Out-of-Network
Third-party intent data vendors like Bombora and Aberdeen don’t aggregate data from every corner of the internet. They only draw information from sites within their networks. If a buyer is researching on sites not covered by that network, then you’ll never know.
Decay Rate of Third-Party Data
Given the amount of content people consume regularly, you shouldn’t expect sales agents to always be able to reach out to a lead and reference content they read a week or two earlier.
Third-Party Data Lists Account But No Contacts
Bombora and Aberdeen only list the account, not the contact information of the individual who was searching.
While it’s certainly useful to know which accounts have an interest, you’re still limited by not knowing who to reach out to.
When Used At the Expense of a Sustainable Sales Pipeline
Relying on intent data is no reason not to have robust marketing strategies that help draw new leads into your sales pipeline. Like most sales tactics, it’s best used in tandem with other processes.
Get an Edge Over the Competition With Intent Data
Intent data is a hot technology that more and more businesses are using to gain an edge over their competitors. By seeing what topics leads are researching, you can reach out to them sooner and have a better chance at closing the deal. While it’s not the end-all, be-all way to keep your sales pipeline full, it is a valuable tool to have at hand.
Third-party intent data still isn’t as precise as some would hope it to be. Vendors can only provide accounts, not individual contacts, and don’t offer much in the way of context data. Third-party data also decays more quickly than first-party data.
Some first-party data is free and already at your fingertips via Google Analytics. A tool like LeadBoxer can keep you apprised of who exactly is visiting your site whether or not they’ve filled out a form. It’s also easy to get context data and use each data point to calculate a lead score, showing you exactly which leads to act upon at that moment.