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 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, 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.
What if there was a way to know not only which leads were most likely to convert into customers, but also what you needed to do to guarantee the sale? The answer is lead enrichment. It’s about as close as you can get to know how to turn specific prospects into customers, without having a crystal ball.
What is lead enrichment and how do you incorporate it into your sales process and CDP software? This guide will cover all of that and more. By the end, you’ll know how to uncover lead details on autopilot so you can close more deals with ease.
To get started, keep reading or ”jump ahead” to these sections:
Lead enrichment is data that gives your sales team enhanced insight into a prospective customer. With this data, sales reps can better understand how qualified prospects are and how best to interact with them so they can close the deal.
Lead enrichment is often presented in a profile that gives sales reps an overview of the prospect.
Identifying info about individuals, such as job title, email address, and social media profiles
Firmographic info, like a company’s industry, location, and size
Lead behavior, like how often a lead visits your company’s website or engages with your email marketing
Lead personality info, which can give you guidance on how to engage with an individual
Basic Steps in Gathering Lead Enrichment Data
Lead enrichment is closely tied to lead generation and demand generation marketing. When you generate a new lead, you should also have systems in place that gather additional data to help you qualify and understand that lead in detail.
There are a few ways to generate and enrich new leads.
1. Capture with a form
With this method, prospective customers learn about your company through email, social media, or blog posts. Prospects then give some of their personal information in exchange for a special offer, such as a white paper, demo, or free trial of your product.
Once submitted, this info is sent to the sales team’s customer relationship management (CRM) software, where it’s turned into a lead profile that’s already populated with several data points about the individual and the company he or she represents.
2. Search social media
Another way to find and learn more about leads is through social media. LinkedIn is oft-touted as an excellent source of B2B leads. There are several free and paid strategies for finding leads and enriching your data.
The most basic way to find and enrich leads with LinkedIn is to first create a list of companies that fit the profile of your ideal client. Then, search LinkedIn for those companies. Their profiles often include many relevant data points, such as company size and location. You can also zero in on the employees that most likely have the authority to buy your product.
After finding all this info, you’ll need to manually input the data into the lead’s profile within your CRM.
How to Automate Lead Enrichment
There are several tools available that automatically gather lead enrichment data and sync it with your CRM or other software. Determining which one is best for your business depends on the kind of data you want. Here are just a few to get you started.
LeadBoxer makes it possible to identify and enrich leads without capturing their data through a form. With LeadBoxer, you can identify visitors to your website who would otherwise remain anonymous, and then populate their profile with contact info.
LeadBoxer also records leads’ online behavior, such as how much time they spent on a certain webpage or what resources they’ve downloaded. This gives your team insight into what topics or pain points are most relevant to individual prospects.
To give your team even more of an edge, LeadBoxer scores leads so sales reps know exactly who is most likely to close. Your team will spend more time pursuing the most promising prospects and none of it chasing dead ends.
VisitorTrack is similar to LeadBoxer in that it can identify and track website visitors that would otherwise remain anonymous.
VisitorTrack further enriches leads with intent data. Intent data tells you whether or not a lead is in the market to buy a product like the one you offer. It works by tracking and analyzing certain context clues, like what kind of topics a lead has been searching for around the web.
Crystal is an app that tells you how to communicate with and pitch to a prospect. It works by gathering data about a prospect from their LinkedIn profile and around the web and then crafting clear dos and don’ts that are unique to that person.
If you want to walk into any conversation with a lead feeling confident about your communication style, Crystal is worth checking out.
CRMs and Lead Enrichment
It’s usually possible to integrate a separate lead enrichment software with your main CRM so that both tools automatically work together. However, if you prefer having an all-in-one system, consider using a CRM that comes equipped with needed features. These are just a few of the most popular choices.
HubSpot Sales is a CRM that lets you track and accelerate everyone in your sales pipeline. There are also several helpful features that uncover new leads and enrich the ones you have.
HubSpot can show you who is visiting your site, how often they visit, and what pages they’re most interested in. It also logs which emails they open and what links they click on. Predictive lead scoring then prioritizes the prospects that are most likely to become customers so sales reps can focus on the most high-quality leads.
Sugar Sell is a sales CRM solution from SugarCRM. The platform includes a feature called Sugar Hint, which automates lead enrichment.
Sugar Hint gathers data from social media, news, and business sources, and then automatically offers insight and intelligence within the platform. Sugar Hint can also give you actionable intel so you know to act when prospects are most engaged, open to upsell or cross-sell opportunities, or at risk of churning.
Freshsales is a CRM offered by Freshdesk. The platform comes with AI-based lead scoring and automatic profile enrichment.
With Freshsales, you no longer have to spend hours combing through LinkedIn for info or doing manual data entry. To enrich lead profiles, Freshsales digs into leads’ social media accounts and publicly-listed info, then saves the data for you.
Benefits of Automated Lead Enrichment
Automated lead enrichment increases the efficiency of your sales process in a few ways:
It reduces the time sales reps spend manually mining lead data on social media platforms or around the web
Lead scoring tells reps which leads to focus their time and energy on converting
Insights guide reps on when and how to interact with leads so they’re more likely to make the sale
All of these factors work together to increase your team’s productivity, and ultimately, your revenue.
Automated lead enrichment can also help improve your lead generation efforts. Without automated it, you may find yourself relying on lengthy lead generation forms like the Salesforce example shown earlier in this article. However, the longer the form, the more likely that some prospects will lose interest and leave the page before completing it.
If you’re using the right lead enrichment tool, you can shorten or in some cases forgo the form. LeadBoxer, for example, only requires an email before you can start a free trial.
Prospective customers can start using the product for less effort, and since they only have to submit their email, they’re less likely to become distracted or navigate away before submitting their info.
By attracting more leads and enriching their data later, you can further optimize your lead-to-conversion rate.
Start Using Lead Enrichment Today
There’s no doubt about it: lead enrichment can massively improve the efficiency of your sales process. If you want to close more deals faster and increase your revenue with less effort, it surely can help.
However, manual lead enrichment can be a time-consuming and inefficient process. The key to getting the most out of it is to use a tool that automatically mines as much data as possible, then gives you actionable insight into each prospect. The same goes for sales intelligence tools.
LeadBoxer can help. With LeadBoxer, you can identify anonymous website visitors or enrich profiles of existing leads with contact info, company details, and their online behavior. LeadBoxer then creates a score that tells you whether or not a lead is worth pursuing. Take it for a spin and try LeadBoxer for free today.
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 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.
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.
When it comes to marketing, data is king. With in-depth data, marketers can personalize interactions with customers, market to them at the right times, create a more enjoyable experience, and overall, close more sales. However, capturing all of this data, organizing it in one place, and making use of that data has been a struggle. Because using traditional tools such as web analytics, CRMs, and marketing automation is very time consuming. Here a customer data platform software can help.
You typically have to spend a lot of time combining all of this data to get a complete picture of your customer. Even then, this process is limited and you can’t fully take advantage of this data to completely personalize your marketing campaigns.
The Customer Data Platform Institute defines a Customer Data Platform (CDP) as “a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems”.
In essence, a CDP is a system that pulls together all the data you have on a customer in one place – customer data platform software. With it, you can create a unified view of that customer and see every action they’ve taken since first interacting with your company.
How many times they’ve visited a specific page on your website
When they opened one of your emails
When they clicked a link inside that email
How many times they opened your emails
Information on mobile app sessions, social media comments, purchase orders, and chat history
Customer Data Platforms vs. CRM vs. Marketing Automation: How Are They Different?
You may be thinking, “Don’t CRM or email marketing platforms such as Hubspot and MailChimp integrations already do this?”. Not exactly.
The data that CRMs and email marketing platforms offer is limited. CRMs typically offer basic information and allow you to store customer information such as addresses, emails, etc. Some may even track interactions like email opens and live chat or email conversations.
The same goes for email marketing platforms such as MailChimp. These platforms will store a customer’s email and track email activity. On the other hand, they miss other key areas such as web activity, mobile app activity, and so on.
However, CDPs aim to combine all of this data into one place and try to capture a customer’s entire interaction with a company. A true CDP would have data on a customer’s chat history, email history, website visits, mobile app sessions, purchases, social media interactions. And anything else that would involve an interaction between them and your company.
Some CDPs also allow you to leverage that data to send emails, run marketing automation, optimize advertising, and more.
What Are the Benefits of Using a Customer Data Platform?
CDPs can expand your marketing capabilities with less manpower, saving you time and money. Specific benefits include:
1. Having a Single View of Your Customers
The most obvious reason to use a CDP is that you can get a “single view” of the customer. You can see their entire interaction with your company in one place, rather than trying to somehow manage and collect this data from multiple tools.
2. Being Able to Personalize Customer Interactions
Having all of this information in one place can allow you to personalize a customer’s entire experience with your company.
You can personalize names in emails, send out a coupon directly after a customer has visited a specific page on your website. Also, you can enter them into a marketing automation process when they’ve had a chat with your company, or send them an email when they logged onto your app.
With CDPs, the possible personalized experiences you can craft for your customers are endless.
3. Being Able to Create Highly-Targeted Campaigns
With all of this information at your disposal, you can now create specific targeted campaigns, and in some cases, one-on-one experiences.
Do you want to target customers who have visited your pricing page within the past month, have opened up and clicked in your last three emails, downloaded your mobile app and have been actively using it for the past two weeks, and have also contacted your company via email or your live chat widget?
With CDPs, you can do that.
Customer Data Platform Software Options
CDPs are becoming increasingly common. Different customer data platform software work best for different industries, and each offers unique features that set it apart from competitors. Here are the top-rated tools in the field:
LeadBoxer is a Lead & Customer data platform that focuses on the sales side of the CDP spectrum, by collecting information about your customers throughout their entire customer or buyer journey.
We collect and give you information such as:
When a customer visited your website, what pages they visited, and how long they spent on that page
What emails a customer has opened from you when they opened it, and what links they clicked
Get notifications when leads or customers are ready-to-buy or show buyer intent
All of this information is then organized into an Accounts view and a Leads view. And here each of your customers or leads are given a score to gauge how engaged they are with your company:
The score gives you an idea of which prospects are most worth your sales team’s time and effort.
Each of these customers or leads can be viewed on a micro level to see every bit of that person’s activity:
To learn how LeadBoxer can help you understand your customers better and make better marketing decisions
What sets it apart: Instead of manually integrating all of your tools, Segment has a single API that allows you to integrate your entire marketing stack at once. There are also tools for validating and protecting all of your customer data.
Who it’s for: Segment serves a variety of customers, from enterprise-level companies like IBM and Petco to retail like Peloton and SaaS like Zendesk.
Pricing: Segment is free for tracking 1,000 visitors or less per month. The mid-range option for teams, which tracks 10,000 visitors per month, starts at $120 per month. For the enterprise-level option, contact Segment for a quote.
What sets it apart: With the power of AI, Blueshift predicts how likely customers are to purchase, engage, churn, and more. Customer scores and segments automatically update with each interaction, and the predictive affinities function ensures you’re targeting them with the most relevant content.
Who it’s for: Plenty of personal finance companies like ClearScore, LendingTree, and GOBankingRates use Blueshift, as well as B2C companies like Skillshare, Tuft & Needle, and Artifact Uprising.
Pricing: Blueshift doesn’t list their prices, but their solutions range from simple email automation to cross-channel marketing and AI for enterprises.
What sets it apart: In addition to tracking cross-channel data on individual customers, Exponea has experiment capabilities that allow you to tweak and test your website’s appearance so that you can always be improving customer experiences.
Who it’s for: B2C brands will get the most out of Exponea’s tools. The top customers tend to be clothing and accessory brands like Topshop, Missguided, and FitFlop.
Pricing: Fill out a form to receive a custom pricing plan based on the needs of your company.
What sets it apart: QuanticMind unifies all your customer data to help you enhance your advertising and customer experiences. If you want to get more out of your advertising spend, QuanticMind customer data platform software can do it with automated bid optimization.
Who it’s for: QuanticMind is primarily geared toward large enterprises like WP Engine and Rosetta Stone, but it also serves leading B2B and SaaS brands like MOZ.
Pricing: QuanticMind doesn’t list pricing or product tiers on their website. Schedule a demo to learn which solution and pricing plan best fits your business.
What sets it apart: WithCustomerLabs CDP, you can select specific elements on your website to instantly create trackable events. The friendly interface erases the need to write any code, making it possible to start tracking all the website events you want within minutes.
Who it’s for: CustomerLabs has solutions for e-commerce, B2B, and SaaS companies.
Pricing: Personal plans start at $0 per month but tracks only 2,500 customer events. Business plans start at $49 per month and track 0.5 million events per month.
What sets it apart: The CDP is only one capability of Emarsys, a B2C marketing automation platform. With Emarsys, businesses can create personalized customer experiences at scale and show you where to focus on your next marketing steps.
Who it’s for: Emarsys is primarily a solution for B2C brands like Tupperware and Char-Broil.
Pricing: Emarsys doesn’t openly list its pricing on its website. Get in touch for a demo and pricing plans.
What sets it apart: Tealium AudienceStream CDP is one aspect of Tealium’s Universal Data Hub platform. It claims the biggest integration marketplace in the industry, offering the end all be all way to unify your marketing stack.
Who it’s for: Tealium countslarge, diverse organizations like Providence St. Joseph Health and the Utah Jazz basketball team among their customers.
Pricing: Telium’s product tiers and prices aren’t listed on the website. To learn which features and pricing plans fit your business, schedule a demo.
What sets it apart: Boxever is CDP that collects data on web visits, mobile activity, email activity, calls, ads, and more. It combines all of this data into one place and allows you to personalize your marketing and deliver predictive offers.
Who it’s for: Boxever’s largest customers tend to be airlines like Jetstar, Emirates, and Ryanair.
Pricing: Pricing is crafted on a per business basis.
What sets it apart: AgilOne is CDP specifically for B2C companies. The platform offers a “360 profile” where you can view customer interaction. The platform automatically cleanses, standardizes, and enriches customer profiles to help you deliver consistent experiences.
Who it’s for: B2C companies Lululemon Athletica and Tumi are among AgilOne’s customers.
Pricing: Pricing is offered on a per business basis and you will need to contact the company for a quote.
Customer Data Platforms are the Next Level of Marketing Automation
Having a customer’s data all in one place rather than cobbling together a suite of separate tools saves marketers and salespeople time and money. With a unified view of customers, you can create personalized marketing campaigns that maximize your spend, increase conversions, and create delighted customers for life.