Don’t be scared of the technical jargon surrounding Internet Protocol version 6 (IPv6). If lead generation is a major component of your company’s marketing plan, then learning about the latest version of the Internet is a must.
Once you understand what IPv6 is, why it’s important to your business, and how to leverage it, you’ll be able to identify and nurture prospects more effectively and responsibly than you currently do. To learn more, read on or jump ahead to these sections:
Internet Protocol version 6 (IPv6) is the latest version of the Internet Protocol (IP), which is the system for identifying and connecting devices across the Internet. In essence, your device’s IP address is a series of numbers that tell the Internet where to send emails, articles or other content you want to access.
The Internet Engineering Task Force (IETF) started developing IPv6 in 1998 in preparation for the inevitable exhaustion of IP addresses provided by Internet Protocol version 4 (IPv4). Under IPv4, IP addresses are only 32 bits. A typical IPv4 address looks like this:
There are only about 4 billion possible 32-bit IP addresses available, a limit the world has long since hit. To accommodate the growing number of devices connecting to the Internet, IP addresses created by IPv6 are 128 bits. A typical IPv6 address looks like this:
Hypothetically, IPv6 addresses can make it easier for marketing and sales teams to track and nurture leads. In reality, there are a few technical factors that complicate matters.
Pro: Better At Identifying Individual Devices
IPv6 addresses are potentially capable of acting as an identifier for each connected device on the planet, which would allow marketers to refine their targeting.
With IPv4, addresses typically describe a group of devices that share a network. For example, a laptop, tablet, mobile phone, and connected TV that belong to a family might be assigned a single IPv4 address. If there are multiple people within that household, marketers are limited in how well they can target a particular individual across devices.
With IPv6, the nearly infinite number of addresses theoretically makes it possible to assign a unique address to each device. Marketers could then associate an address with an individual as opposed to a household, thus making it easier to target that person whether they’re on their phone or laptop. Not only could this help increase conversion rates and customer experiences, but it could also make analytics more accurate.
While this sounds great in theory, there are a few considerations.
Con: Less Stable Tracking Technique
Not every device currently uses IPv6. In fact, IPv4 and IPv6 will likely be in use simultaneously for many years.
As of January 2021, only about 33% of people around the world who access Google have an IPv6 address. In the U.S., IPv6 adoption is just above 44%.
This can create confusion for marketers. For example, a tablet within a household might have an IPv6 address while other devices connected to the same network might share an IPv4 address. To marketers, this would make it appear as though those devices came from two different households.
Con: Privacy Issues
Since IPv6 addresses can describe a unique device, you could make the argument that they can identify an individual better than IPv4 addresses. This would classify IPv6 addresses as personal information under privacy laws like the General Data Protection Regulation (GDPR).
IP addresses were never meant to be a tool for marketers or advertisers, which is why the GDPR regulates how companies can use them. However, as you’ll later see, there are ways to leverage IPv6’s benefits while respecting your customers’ privacy.
How to Take Advantage of IPv6 in Your Business
Don’t let IPv6’s shortcomings prevent you from leveraging this new technology. With the right software and strategies, you can identify individual leads and determine how likely they are to buy from your business.
Use an IPv6 Tracker
There are countless tools out there that help you gather data about leads so you can better target and nurture them. For example, you could collect info about prospects through a sign-up form like this one:
But what if a visitor to your site doesn’t fill out a form? This doesn’t mean they aren’t a good lead for your business. It also doesn’t prevent you from figuring out who are they or how to contact them.
Lead intelligence software like LeadBoxer can track and do reverse lookups on IPv6 addresses. You can see who is visiting your site, what company they work for, and even what their contact info is, all based on their IP address.
Best of all, this capability works right out of the box, so you can start capturing lead data on autopilot.
Create Personalized Customer Experiences
Want to make a stellar first impression? Tailor your website so that it’s even more relevant to prospective customers. You can do this by optimizing pages with content that automatically adjusts based on a visitor’s IP address.
This doesn’t require a ton of leg work or crafting personalized pages from scratch. Consider this example from Quicksprout:
A single element within the copy changes depending upon the visitor’s geographic location. In this case, it’s Corpus Christi. This small detail instantly catches the user’s eye and increases the likelihood that they’ll answer the call to action.
Assess “Hot” Prospects
Leadscoring is the process of assigning a prospect a number between one and 100. The number reflects how likely the lead is to buy from your company. The higher the number, the better the prospect. This saves your sales team time by showing them who they should focus their attention on.
Tracking leads via IP addresses can increase the accuracy of a lead score. When you track a particular address, it’s easy to know which pages a prospect has visited or how much time they’ve spent on your site, which is essential for calculating a lead score.
LeadBoxer’s leadscoring tool is completely customizable. You decide which factors are most relevant to your team and how much weight they carry.
Update Your Privacy Statement
What type of information the site collects
Why this data is collected
How it’s processed, like where it’s stored and for how long
What steps you take to keep the info secure
There should also be clear, easy-to-follow instructions for visitors who want their personal information removed or not collected in the first place.
IP masking with LeadBoxer is easy. Simply go to the datasets overview, click the settings icon, then tick the box labeled Enable Ip Masking.
Of all the technological advancements that affect marketing and sales teams, IPv6 is perhaps the most important one to understand and prepare for. Adoption is ongoing and IPv6 will likely never be surpassed in our lifetime. In other words, resistance is futile.
Fortunately, there are several advantages to using IP addresses in your business. Tracking IPv6 addresses can give you a detailed picture of who is visiting your site and how engaged they are as a prospect. There are also several lead intelligence tools, such as LeadBoxer, that are already equipped with IPv6 address-monitoring capabilities.
There are some downsides to IPv6, such as privacy infringement. LeadBoxer has an answer for that, too. The IP masking feature makes it easy to stay GDPR-compliant, all without sacrificing any of the benefits of address-tracking, like identifying companies or geographic location.
Most organizations strive to engage with their customers at a high level. However, engagement with the right audience at the right time can be difficult to achieve. When assessing who to target in your lead generation efforts, it’s important to find the right demographic best suited for your offerings. While an organization may target a wide variety of people, Millennials are currently a common demographic to approach. In order to effectively develop and cultivate leads, it’s best to understand a few key customer engagement strategies for Millennials.
Keep reading or use the following links to “jump” ahead:
When comparing millennials to other generations like Generation X, Generation Y, and Generation Z, there are many differences to consider.
Millennials operate very differently when making purchase decisions. For example, a Baby Boomer may call a retailer while a Millennial would rather surf the web before calling. Due to the constant changes in how this demographic operates, it’s vital to stay updated on the following customer engagement strategies to boost engagement and generate leads.
Complete a Marketplace Analysis
To effectively target Millennials, it’s important to understand how this audience behaves. The first step in learning more about this demographic involves completing a marketplace analysis.
What is Marketplace Analysis?
A marketplace analysis dives deeper into the behaviors and patterns of a target audience. Additionally, it involves an assessment of the industry, competitors, and other market variables. The process involves the following three elements:
Customer Analysis: Understanding more about the needs and wants of the customer in order to provide relevant offerings.
Competitors Analysis: Reviewing competitors to see how your organization can improve.
Partner Analysis: Understanding how partners or suppliers help to achieve goals.
As the visual below demonstrates, there are several factors used to complete an effective marketplace analysis. The process involves both internal and external elements.
By completing a marketplace analysis, organizations can better understand the buyer landscape for Millennials. However, effectual customer engagement strategies for Millennials rely on the ability to appeal to this generation by understanding the typical buyer journey of this audience.
Understand the Modern B2B Buyer Journey
It turns out that more and more Millennials are making key B2B buying decisions. In fact, a 2018 survey showed that 13% of Millennials are decision-makers in B2B purchasing. The same survey showed that 28% of them help to influence purchasing decisions within their organizations.
As these numbers are relatively low, we expect those percentages to continue to grow. We learned in 2015 that Millennials are now considered the largest generation in the workforce, passing Boomers.
So, what’s the best forward-thinking approach to increase engagement with Millennials and create more leads? It involves understanding more about the modern B2B buyer journey.
The Millennial buyer journey looks different compared to other generations. According to HIPB2B, 86% of millennials prefer to not engage with sales until the middle of the buying process. Additionally, 67% of the buyer’s journey is now completed in a digital format.
Those statistics show that Millennials will review your website and content before making a purchase decision. Other generations may make a decision much sooner in the process.
As Millennials enjoy browsing through a website until they decide to make a purchase decision, they don’t like to be pressured. If they open your emails or download something on your site, experts suggest not calling them right away.
While calling them may sound like the most practical decision for your lead generation efforts, it can make them feel pressured. Millennials prefer to stay behind a screen. It’s best to be patient and focus on a lead-nurturing approach.
As the graphic demonstrates, Millennials are far more inclined to text rather than call. As you’re looking to increase customer engagement with this demographic, these findings are important to consider.
While GenXers and Boomers may prefer to speak with a sales agent about a product or service, Millennials prefer doing research on their own before making a call.
Know Where Millennials Go for Information
Another customer engagement strategy for millennials involves finding where they get their information. It’s vital to understand how they operate online and what information they use to make purchase decisions.
Millennials use some of the less traditional B2B sources to find their info. According to MarketingSherpa, 38% of Millennials rely on industry analysis when making decisions about what B2B products/services to purchase or recommend to others. 36% rely on in-person meetings with vendors, while 33% of Millennials gather information from a vendor’s website.
Why do you think Millennials rely on an industry analysis when making B2B purchase decisions? For the most part, it involves trust.
Industry-analysis content gives your brand third-party validation that creates trust in the eyes of the buyer. If a Millennial is able to see that you’re a reputable brand in the industry, they are more likely to become a high-quality lead.
Provide a Bargain
As every adult today has lived through some type of great recession or depression, we all understand the value of a dollar. In fact, the majority of generations are still experiencing the impact of the 2008 recession.
That could point to the fact that Millennials are constantly looking for a good deal. According to MediaPost, 48% of Millennials used online coupons in 2016. That was more than both Gen Xers and Baby Boomers.
While Millennials may not be using their own budget when buying something, these B2B buyers are still bargain shoppers.
To cultivate as many leads as possible, it’s encouraged to send out coupons to your entire audience. As everyone enjoys saving money, providing coupons can be a driving force for increasing conversion for your Millennial shoppers.
Properly Segment Content
Another smart tactic is to ensure your content is segmented effectively. Content segmentation involves positioning your website to effectively convert visitors into buyers. Due to how differently Millennials operate online, it’s important to know which content segmentation strategies work best for this demographic.
The process starts by first assessing what you see working for each age group. Through A/B testing and optimization, organizations can determine what types of content these audiences enjoy. Following that step, you’ll then want to target those generational demographics based on your findings.
As the graphic below indicates, four key areas must be understood to properly segment content. Given how different age groups are more responsive to specific types of content, understanding the proper segmentation process can allow you to make smarter, more relevant decisions with your messaging.
While mobile messaging is a driving force for millennials, it also provides these benefits for retailers:
SMS works on any device and any network
Requires no apps to download
Easy to implement
Safe and secure
A simple source of communication
With the abundance of digital services available today, it’s easy for retailers to start mobile engagement strategies to boost lead generation. Areas such as shipping and account alerts are easy places to start. From there, an organization may choose to promote personalized marketing offers or even a loyalty program.
Another part of your personalized mobile engagement strategy could include two-way communications with customer service, personalized shopping assistance, and surveys and polls that operate in real-time.
Intelligent Notification Platforms
Organizations may choose to utilize intelligent notification platforms in their mobile messaging strategy. These are used to improve service quality for the customer. Without it, users may receive the wrong messages on the wrong devices.
These platforms help to ensure the following:
Messages reach the right user on the right device
Messages align with objectives
Interactions are private, safe, and secure
Messaging is reliable
Interactions build customer loyalty
Messaging increases engagement
Utilize Data Resources
Understanding more about Millennials involves understanding more about the data at your disposal. Luckily, there are many avenues to find valuable data insights regarding how the Millennial audience behaves online.
Today, it’s even possible to get near-real-time anonymized mobile data aggregated from millions of mobile users from across the world.
To provide the most relevant and timely messaging, you should leverage internal and external data sources and intelligent notification platforms. This can ensure your organization has the most relevant, valuable data to drive your lead cultivation efforts. It can also ensure the right content is delivered to the right audience at the right time.
Boosting customer engagement with Millennials involves utilizing high-quality lead management software. Contact LeadBoxer today to learn more about its sophisticated lead and customer data platform.
Does your business do social selling? And no, we’re not talking about social media marketing. Are your salespeople developing meaningful online relationships with prospects?
If you rely on cold-calling and sending spam emails then you’re at a disadvantage. Your customers want to interact with and buy from a person, not a company. Such kind of selling creates beneficial relationships between businesses and customers.
In this article, we explore social selling and how it has revolutionized the B2B market. We also explore the social selling index and what a positive score can mean for lead generation and meeting sales quotas. Read on or jump ahead to the sections listed below:
Social selling is the use of social media to find, engage, and nurture leads. It is different from social media marketing which seeks to increase brand awareness. It sets your business up as a trustworthy industry leader.
Salespeople who do this kind of selling become the source of information and solutions to their prospects’ problems. They rise to the top of their prospects’ minds and are most likely to get the lead’s business.
How to Start a Selling Business Through Social Selling
The first step in setting up successful social selling is creating social media profiles. A professional LinkedIn profile, Twitter account, and Facebook business page are all essential foundations. Ideally, each salesperson will have a social media account tied to your business.
The next step includes finding and socially listening to your prospects. Once you find qualified prospects, identify their unique problems to make it easier for you to offer customized solutions. Below are some ways you can use Facebook and Twitter to identify and begin having interactions with prospects:
With a Facebook Business Page, social selling salespeople can flaunt their expertise and professionalism while showing some of their personality. After creating your business page, connect with current followers, and reach out to other businesses for social selling success.
You can engage followers by publishing open-ended questions and responding to customer posts and comments. Rapport also happens when you like and share customer posts. Publishing an ebook, report, infographic, or white paper on Facebook, based on customer feedback, also promotes engagement.
You can set yourself apart from other salespeople by sharing, liking, and commenting on the posts of other businesses. When you engage with other companies on Facebook, they will likely return the favor through reciprocal engagement. When businesses engage with your brand, your name will be shown to their followers. This expands your prospect pool. You can also check how to make a brand persona.
Twitter Lists are a great way to find and organize sales prospects. These lists help you keep track of which leads get what content. Sharing targeted information with prospects will move them along the sales funnel quicker.
Here are some examples of lists salespeople should create and update regularly:
Social Selling Best Practices
Social selling relationships that are cultivated correctly will be more successful. Due to your sales team’s diligent and consistent efforts, your business will be positioned as the best solution in the minds of current and potential customers. As a perceived industry leader, these best practices will increase your sales conversion rates:
Robots are impersonal and don’t engage prospects. While there are automated liking and commenting tools to save you time, they don’t build rapport with leads. Automation robots can actually damage your brand’s reputation and customer relationships.
Show up instead! Prospects will more likely trust, interact with, and make purchasing decisions when feeling they have made an authentic connection with a real person. Do this through friendly professionalism.
You can share your personable approach to sales through your professional social media profiles. Optimizing your profiles through titles, job functions, and industry keywords can enhance your visibility to prospects. Posting helpful articles, partnering with other industry leaders, and participating in industry online groups illustrate your friendliness and value.
A glance at your prospects’ social media profiles alerts you to what they like, need, and want. With this information, you’ll be poised to deliver targeted, relevant content to them. When you offer a solution to their specific problem, a relationship forms.
Social listening also provides salespeople valuable information concerning mutual contacts. And what people are saying about the company. Request a brief introduction from established customers to these shared connections so you can network. Observe problem areas people are commenting on about your company or industry and respond with solutions.
Provide Valuable, Helpful Content
The goal of social selling is to build relationships with leads. This isn’t done through sales pitches and presentations. Instead of praising your product or service, produce valuable, helpful content.
Prospects are more willing to interact and do business with a salesperson who is seen as an industry expert. Write informative posts and add knowledgeable insight to others’ posts via comments. Sharing posts from other industry leaders illustrate to your sales leads that you have a genuine interest in enabling them to resolve their own issues.
Relationships take time. So, salespeople engaged in social selling should not seek to make a sale from their first interaction. Your product or service should only be referenced if it adds value to your conversation with a lead. You can check our article on the best TED talks for sales.
Build Lasting Relationships
Building relationships with prospects to nurture them into customers is a common goal. However, the relationship after conversion needs to continue to produce repeat customers. Customer retention is more cost-effective and profitable than constantly acquiring new ones.
Lasting relationships involve give and take. Salespeople should do more than provide valuable content and contributions. They also need to acknowledge and appreciate the contributions and comments of the prospects they’re cultivating a relationship with.
Social Selling on LinkedIn and the Social Selling Index
LinkedIn is a social networking site built around forming professional connections. It is where professionals can showcase their expertise. Sales reps in the social selling business have a LinkedIn profile and are actively engaged in LinkedIn groups.
LinkedIn helps establish brand credibility and connects salespeople to valuable leads. For those in B2B sales, LinkedIn is the place where one can connect with those making purchasing decisions. Here are some ways you can maximize your social selling on LinkedIn:
When creating your profile, be sure to emphasize relevant experience, accomplishments, awards, and memberships. Highlighting how you’ve helped past customers makes your profile customer-focused. Additionally, ask your contacts for recommendations and to endorse your skills.
With an optimized profile, you’ll be visible to prospects and be viewed as an authority and a valuable resource. Most importantly a resource that is offering the solutions leads are looking for. You’ll secure prospects, building relationships with them, and converting them into customers.
Expand Your Network
LinkedIn is an example of online business networking and a good place for account expansion. The more connections you make, the greater your network becomes. The larger your network, the more opportunities you’ll have to meet promising leads. Or people who’ll introduce you to prospects.
Here is a great example of a Guardian Life financial advisor whose leads took off with LinkedIn. With one client, he obtained 35 referrals. Since then, his social selling business has more than doubled.
Participate in LinkedIn Groups
LinkedIn has many professional networking groups that offer opportunities to meet other professionals and prospects. Here, one can share and post relevant, informative content and comment on other’s posts. When you’re active in a group, it conveys that you’re knowledgeable in your industry.
Social Selling Index
Salespeople with a high social selling index do better at attracting and converting prospects. LinkedIn is a great place to boost one’s index score. LinkedIn social selling index correlates to more leads and met sales quotas.
This index is a score that takes into account the following variables:
The quality of relationships
The salesperson’s personal brand
The amount of relevant content and engagement they produce
How well ideal prospects are targeted and nurtured
Businesses that employ multiple salespeople to make big-ticket deals, such as in the B2B industry, benefit from social selling. Prospects and customers are more likely to engage when interacting with a human rather than a heavily automated business. Successful social selling salespeople are able to effectively blend their professional and personal lives.
The use of social media and digital marketing channels offers a great way to do that. Salespeople can be professional by stating their employer, skills, connections, certifications, memberships, and so on. They can also show prospects a glimpse of their personal side including their hobbies, interests, and personal goals.
Gone are the days of cold-calling and email spamming. Engaging with leads via social media channels has proven far more successful in building relationships between businesses and customers. Here are some suggestions on how social selling can be used for sales:
Require each salesperson to create a personal business profile on social media
Educate your salespeople on the basics of social media marketing best practices
Establish regular collaboration between sales and marketing
Align sales and marketing lead funnels
Salespeople and sales lead generating platforms like LeadBoxer use social selling to build relationships with prospects to get more leads and make more conversions. Social selling salespeople will greatly benefit from LeadBoxer’s seamless lead scoring and data gathering. Begin your social selling success today with a LeadBoxer free trial.
The most effective lead strategy methods are constantly changing, and for your company to succeed, you must evolve with them. If you aren’t reassessing your business plan and lead strategy tactics at least once a year, you’re missing out on opportunities to find new prospects.
We’ve compiled a list detailing the top lead strategy approaches for 2021, coupled with impressive statistics that will make you want to get started using them today.
Because consumers check their email 20 times per day on average, the logical place to start thinking about lead strategy is email marketing. This type of marketing is a great way to update customers about new features or products you have available, and more importantly, nurture potential new customers into purchasing your product for the first time.
The first step in developing an email marketing strategy is to implement a tracking pixel into your email campaigns. The tracking pixel will provide better statistics to measure email engagement and give real-time data. Use software that will integrate with website data for the most accurate view of users’ behaviors.
With only 25% of leads ending up being legitimate and converting into actual sales, a lead nurturing campaign based on software with cutting edge data analytic tools or sales AI tools is imperative for trimming the other 75% of leads that have no realistic chance of ending in positive sales outcomes. You can create lead nurturing campaigns with marketing automation workflows you set up, and then relevant information is automatically sent to the prospect based on what they viewed on your website.
If you don’t already send out a newsletter, you need to start. Newsletters are a great way to inform your current customers of your complete service or product offerings in order to cross-sell them on other services they need.
In the US, 75% of marketers generate their leads through event marketing. At events, you get to meet with people who are more likely to be interested in the services or products you provide since events all have a common theme or industry they serve. Also, conferences are a great place to show people your company’s brand and let them know what you stand for. Although in this new reality we all should think more about the future of sales.
Meet New People Through Networking
Networking—it’s been around longer than the internet, and it’s still important to include in your lead strategy. Networking is one of the best ways to build a great foundation to get to know other people who may potentially be interested in your services.
When you start going to trade shows, you can expect to see 5% to 20% of your new customer base being acquired at these events. When networking, you need to remember you’re not meeting these people with the intent of selling to them.
You’re simply making new business connections. Even if you’re able to help them, or you can sell them something they need, it shouldn’t be your top priority when attending networking events.
Cold Calling The Right Prospects
You might hear people say cold calling is dead, but the fact of the matter is, in 2020 cold calling was still relevant. When you combine this tactic with the right tools, it can be extremely effective.
Use a lead intelligence tool that can identify website visitors and provide you with their information. This way, you’re only calling people who are interested in your services.
90% of people say a video helps them in making their buying decisions, and 64% say seeing a video makes them more likely to purchase: Creating video content is a must.
You can start creating video content by hosting live and recorded webinars. Create a content calendar where you can schedule out topics as well as dates and times when the webinar will go live. Then, send people emails asking them to sign up for the webinar, and promote it on your social media channels.
Another way to get started with video content is by going live on social media platforms. You can do this from your smartphone, and you’ll notice you reach a larger audience compared to the response you receive from a standard image or video posts.
3.5 billion people are on some social media platform, making it an expansive marketplace to start reaching new people who fit your target demographic(s).
Facebook is great if you’re looking for a less formal way to reach your potential customers. 32% of Facebook users regularly engage with different brands on the platform, so you can expect people to engage with your page.
Post interesting content and images that will grab people’s attention and you can quickly build a large audience, even without advertising on Facebook. You can also read about the Facebook F8 preview. If you do decide you want to use Facebook advertising, you can do so without spending a lot of money. The average cost per click on a Facebook ad is $1.72.
LinkedIn is one of the best places for B2B companies to generate leads and is a must-have in your lead strategy. 89% of B2B marketers admit to using the platform for their lead generation. LinkedIn is also a powerful platform for international businesses, with 70% of its users located outside the US.
One of the best tools LinkedIn offers to aid in your lead strategy is their lead generation forms. These are specific ads that run on LinkedIn and are geared towards getting people to fill out their information so you can contact them about their product or service.
These lead generation forms work so well because people are actively engaging with you by volunteering their information, with the understanding that you’re going to reach out to them. That individual is no longer a cold lead; that person has now been converted to a warm lead ready to receive your pitch.
For companies that have an actual product and not a service, Instagram is a great place to showcase it. The platform only allows posts with images or videos, making it the perfect venue for grabbing attention with eye-catching photos. 90% of Instagram users follow one or more businesses, so posting on this platform can yield great results.
Public Relations Strategy
Most companies only look at public relations (PR) strategies after something bad has happened. But that’s like looking at buying car insurance after you have had an accident. With the majority of people having a cell phone and the ability to share videos online, your company could find itself facing a PR disaster overnight.
Consider hiring a PR manager if you don’t already have one. And work with them to start doing community outreach and implement positive campaigns before a crisis occurs. Be sure to fully inform employees about your company’s values and its guiding mission to prevent anyone from doing something that could be detrimental to your business. PR may not give you immediate leads, but its ability to aid you in cultivating your company brand is well worth the investment of time and resources.
Create A Content Marketing Plan
Blogging generates 3 times as many potential customers compared to outbound marketing, and it also costs 62% less than traditional marketing campaigns, making it a powerful lead strategy. However, it’s not enough to just create content and post it to your site; you need to have a plan that includes the following tactics:
Search Engine Optimization Plan
It would be nonproductive to create content, only to find you’re not showing up in search results. Or that people simply aren’t interested in the content you’re providing. This is why you need to create a search engine optimization (SEO) plan. This way you can understand the types of information your customers are searching for and develop your content accordingly.
A good content marketing plan can easily go wrong if you have a bad or outdated website. Google recommends websites aim for a loading time that’s less than 2 seconds. If you create a great article or guide that you know your target customer would love to read, but it takes too long for the page to load, odds are most people will not have the patience to wait and see it.
Therefore, keeping your website updated is an essential component of your lead generation plan and be sure to know all you need about inbound vs outbound marketing.
Start Generating Leads Today
Now that you know the top lead strategies for 2021, it’s time to get started. Check out this informative post on B2B lead generation strategies for additional information.
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. Read more about SaaS free trial.
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.
Engaging with a sales rep may be the core of a B2B or high-ticket item buyer’s journey, but lead nurturing is what moves the process along. Without a personalized marketing experience filled with carefully timed emails and retargeted ads to keep you top of mind, many of your leads could stall out or fall through the cracks.
Lead nurturing software automates much of this process, letting your sales reps stay focused on high-touch connections. With lead nurturing software, you can deliver tailor-made emails, texts, and other content in response to any number of lead behaviors, all at scale.
Whether you’re a small business with a limited budget or enterprise-level operation, there’s a lead nurturing solution and demand generation marketing strategy that’s the right fit for you. We’ve compared the pros, cons, and costs of the 12 best lead nurturing software options to help get you started:
Lead nurturing software cultivates a relationship with your lead even when your sales reps are off the clock. It usually works closely with customer relationship management (CRM) tool to deliver personalized content to prospects after they exhibit certain behaviors, like downloading an ebook or clicking on a link in an email.
Features you’ll likely find in lead nurturing software include:
Email Automation – Automatically send emails to leads depending on where they are in the sales process, then move them in the pipeline based on how they respond to the email.
Lead Scoring – Assign leads a number value describing how engaged they are with the process so sales reps know who to focus their attention on.
Campaign Management – Create campaigns across different platforms to engage with leads wherever they are.
Personalization – Switch up the messaging, tone, or details of content based on a lead’s characteristics and preferences.
Lead Segmentation – Group leads according to their characteristics or behavior in order to deliver them the right content.
The 12 Best Lead Nurturing Software Options
Whether you want just one feature or all of them, chances are there’s a lead nurturing solution to suit your needs.
LeadBoxer primarily nurtures leads through its lead scoring technology. The software assigns each prospect a number expressing how likely they are to buy based upon their previous behavior and interaction with your brand. With this level of intel, sales reps know exactly who to direct their attention to so they can better engage with top prospects.
Includes lead segmentation for easy grouping and filtering
Website and email tracking gives you insight into who to retarget and what content to serve them with
Can identify and track anonymous leads
Doesn’t include email automation or drip campaigns
Doesn’t include campaign management
Cost: LeadBoxer starts at $195 per month and includes everything you need to track and score leads.
Nutshell is first and foremost a CRM that manages your sales pipeline. However, it comes packed with tons of lead nurturing features like personalized email campaigns and automated messages for each stage of the sales process, making Nutshell a good fit for small businesses that need an all-in-one tool.
Combines pipeline management with basic lead nurturing
Lean and intuitive interface
Includes reporting function that analyzes how well your lead nurturing activities are working
Not as many automated marketing features as HubSpot or SharpSpring
Starter plans don’t include all email automation features
Cost: Nutshell’s plans start at $19 per user per month.
When working together, HubSpot’s Marketing and Sales Hubs are a lead nurturing powerhouse. The marketing automation features allow you to create emails, content, offers, and outreach that are personalized for specific lead behavior. On the sales side of things, reps can schedule a series of tailor-made emails that land in a prospect’s inbox at exactly the right time.
Includes tools to help create blog content, landing pages, and emails so every step of a lead’s journey is optimized
Know exactly how much you’re spending on each lead with ad ROI tracking
Tracks lead email activity to show you who is engaged and who isn’t
If you want the full range of features, prepare to splurge on a bundle
Doesn’t identify anonymous website visitors with the same depth as LeadBoxer
Cost: HubSpot Marketing Hub and Sales Hub start at $50 per month, while a bundle starts at $112.50 per month.
If you’re looking for a tool that can do it all and then some, SharpSpring might be right up your alley. In addition to its many features, SharpSpring nurtures leads by sending carefully timed emails at every step of the sales process to keep your brand on a lead’s radar. However, it’s features like the visual marketing automation builder and VisitorID that really set SharpSpring apart.
A CRM combined with marketing automation
Personalized emails that send in response to lead behavior
Create marketing automation workflows with a visual builder
Might be too bulky for smaller businesses
The introductory cost is nearly five times more expensive than HubSpot’s comparable product
Cost: The smallest plan for small businesses starts at $550 per month.
Keap starts working for you from the moment a lead fills out an info form. The program instantly segments leads into different groups and sends them carefully timed messages based on triggers like downloading an ebook or viewing a demo. All these features fit snuggly inside Keap’s CRM, so you can keep all your sales and marketing processes in one place.
Combines lead capturing, nurturing, pipeline management, invoicing, and payment all in one platform
Plenty of features while still easy to use
Stellar support team
Some Keap customers complain of emails going to spam
Has a tendency not to save work if the program freezes or logs out unexpectedly
If you struggle to visualize exactly how a customer journey should unfold, Autopilot is the answer. Users rave about how easy it is to build multiple drip campaigns with a series of triggers for different lead segments. The program doesn’t come equipped with its own CRM, but offers several integrations so you can connect it with the tool of your choice.
The visual builder makes creating personalized email journeys a breeze
Comes packed with templates to make your messaging shine
Easy to use and great customer service
Integration with Salesforce and other CRMs can be clunky and not work as expected
Can be slow to load in your browser
Cost:Autopilot’s basic plan starts at $49 per month.
Act-On is a lead nurturing solution that caters to larger enterprises. It integrates with almost any CRM on the market to help companies automate their email marketing, track website visitors and their activity, then score and prioritize leads so sales reps know who to prioritize. Best of all, it offers an easier to use interface than Marketo but with just as many features.
Comes equipped with automated campaign templates that are easily customizable to suit your buyer journeys
Includes lead scoring and list segmentation options to help you target leads at various levels of engagement
Can create different lead scoring rules for different audience segments
Lacks lead attribution functionality, so you can’t be sure how people arrived at your business
Act-On is so feature-rich that the learning curve may be too steep unless your team has someone committed to using the program full-time
Cost is likely prohibitive for many small and medium-sized businesses
Karta is perhaps the closest you can get to an all-in-one marketing and sales solution. From building landing pages to lead tagging and scoring, the software includes so many features that it practically negates the need to integrate it with any other tools. With Karta you can also create automated emails based on certain lead behaviors, so lead nurturing happens even while you sleep.
Create behavior-based automated emails for your leads
No more fumbling with integrations and potential points of failure to get all your business tasks completed
If you want to start a business from scratch, Karta has all the features and tools you need
It takes a long time to learn how to use the program effectively
Documentation and video tutorials are still in their infancy
If you want to reach leads wherever they are – literally wherever – Marketo has you covered. Marketo manages ad experiences as well as email campaigns so that leads are targeted with the right content at the right time across any possible platform. Marketo can even deliver experiences through mobile push messages or after lead behavior on social media platforms.
Create and schedule email campaigns based on lead behavior like web visits, social shares, or checking in for an in-person event
Assigns a lead score based on unlimited dimensions and characteristics so sales reps know who to contact and when
Engage leads through personalized ads and even mobile push messages
Cost of entry can be prohibitively expensive for some
The interface feels dated and lacks the email design functions of many competitors
Pipedrive is the highest-rated lead nurturing software on Capterra, but it’s also one that is lightest on features. Its main function is a standard-issue CRM with some automated email capabilities built in, but this is par for the course with many CRMs in its class. If you want some basic lead nurturing nested directly into a familiar CRM, Pipedrive might be the right fit for you.
Good if you want a CRM with lightweight lead nurturing features, like automated emails at each stage of the sales process
Gives a probability for how likely a lead will be won so reps know which accounts to prioritize
Lack of LinkedIn integration can be a serious downside for B2B companies
No way to design unique campaigns based on lead behavior
Cost: With email automation features, Pipedrive starts at $25 per user per month.
EngageBay’s all-in-one suite offers the best in marketing automation, pipeline management, and customer support. The holistic customer profiles let sales reps know what the appropriate follow-up activities are and whether or not now is the right time to sell or to offer more service.
Create automated messages to nurture leads across SMS, social media, email, and the web
Equipped with lead scoring and prediction
Customer segmentation allows you to deliver personalized journeys
Email templates aren’t as easy to use or dynamic as competitors
Design limitations when creating sign-up forms to attract leads
Cost: Start using EngageBay for free or get a basic contract for $9 per user per month.
SalesExec is Clickpoint Software’s solution to lead nurturing for companies that rely on a high volume of calls to reach their ideal customers. It also comes equipped with the email automation features that are standard in most lead nurturing solutions.
Offers SMS nurturing and call routing to make sure a lead always reaches the right rep
The interface is easy enough for a first-time CRM user to use
Customer support is prompt and highly attentive
Limited reporting functionality
Cost: SalesExec starts at $46 per user per month.
Nurture Your Leads On Autopilot
These days, it’s hard not to find a marketing tool or CRM that comes equipped with at least some lead nurturing features. Whether you want to deliver personalized email campaigns that delight, track your social selling index, or segment leads for easier prioritization, it’s never been easier to find a software solution that delivers it all within your budget.
If you want to keep your sales reps focused on the most promising prospects, take a look at LeadBoxer. LeadBoxer helps you nurture the most engaged leads with its automated lead scoring technology. Set dozens of dimensions to grade leads, from company size to website activity, so sales reps know exactly which prospects are ready to be turned into customers. Try it for free today.