The software landscape for Lead Generation is comprised of vendors that offer a broad range of lead generation solutions. Most of them focus on expanding the scope of your business by initiating contact with potential customers and prospects who may have an interest in your products. They also provide valuable information that will help with the sales cycle, such as lead contact information.
The Lead Generation market is growing at a substantial rate and continues to drive new business as businesses and marketers alike look for new ways to find and reach buyers. Generally, the Lead Generation market is dominated by vendors that offer full-stack solutions that can include customer relationship management (CRM), marketing automation, and website building.
The market is led by Leadpages, which has expanded upon its lead generation capabilities with solutions for landing page building and email address collection. Vendors in the Crozdesk market radar that aim to distinguish themselves offer more advanced features. Top Lead Generation features can include, customizable dashboards, email personalization, A/B testing, utilization of artificial intelligence to predict lead behavior, and streamlined workflows that can be incorporated easily into numerous teams.
In conjunction, the market Crozdesk Market Radar™ also reveals a balanced and competitive market, with vendors spread across all of the categories, and a high number of challengers offering niche solutions, such as website visitor tracking and page-level targeting.
Products in this category help automate the task of capturing, organizing and distributing lead data among the members of a sales team. These products usually come with a CRM database that stores lead data in an organized way, making it easier for sales managers to assign the right leads to the right salesperson. Lead generation software typically features the ability to create and set up lead capture forms on websites. Some products even allow for creating custom forms, contests and surveys. You can also use these products to segment lead data on the basis of demographics and referral sources. Other features to consider include the ability to capture leads from multiple channels, including social media, email and blogs; and the ability to identify quality leads. Read the full software guide...
Lead generation software helps identify your prospects and brings them into the sales funnel. The software typically captures lead data from various online channels and stores the data in a CRM database. More advanced products even allow you to automate the task of lead segmentation and lead assignment.
Often, lead generation software helps collect basic information about your prospects such as names, contact details, the name of the company and number of employees. Some products collect even more details that include referral sources and behavioral information. For instance, you can find out what web pages a prospect viewed or downloaded on your website.
Software products for lead generation usually feature the ability to create customized web forms, surveys and contents. Some products provide a variety of customizable call-to-action templates that you can add to your website, blog or landing pages. Products that allow you to use pop-ups, slide-ins and hello bars are also available.
Other important questions to ask include, can the product collect lead data from multiple social media channels, and can it categorize lead data and assign leads to employees based on predefined criteria.
What lead generation software you choose should depend on a number of factors, including the type of lead generation campaigns you are planning to run, marketing channels you want to use and your integration needs.
For instance, if you are planning to run B2C campaigns, you can expect much shorter sales cycles and do not need in-depth lead nurturing features. In this case, you simply need a solution that can identify and capture quality leads across multiple channels. However, lead generation software designed for B2B campaigns often needs both lead capturing and lead nurturing capabilities. Most B2B companies have more than one decision maker, hence they require more effort in nurturing leads compared to a B2C lead.
Software products designed specifically for B2B lead generation usually feature the ability to find the most relevant businesses for a particular sales campaign. More advanced products allow you to find decision makers at a specified company and may even provide you with useful information such as name, phone number and email address. Some products also have inbuilt social sharing and email list builder features to facilitate content sharing and on-site visitor engagement. Products that let you automate follow-ups to unresponsive clients are also available.
Another important consideration is the amount of information a piece of software can collect from your prospects. Depending on your business and type of campaign, you may need your prospect’s name, email address, company name, role, country and state. Other common selection criteria are CRM integration, social media integration, lead assignment and lead segmentation capabilities.
|A/B Testing||Run split tests for websites, emails, ads and more by serving different versions of the content to different users.|
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Audience Targeting||Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.|
|Calendar Management||Manage and update calendars for scheduling or consolidation of events across teams, departments or business functions.|
|Call Disposition||Track the result of calls within call center software.|
|Call Recording||Record telephone calls and other audio sources.|
|Call Tracking||Track which of your online and offline marketing efforts are successfully generating calls.|
|Click-to-Dial||Dial telephone numbers with one click.|
|Contact Management||Manage large amounts of personal or business contacts in a centralized system.|
|Contact Sharing||Share contacts across teams or platforms to give access to others or to migrate address books across different systems.|
|Customer Management||Manage customer databases and/or track outstanding shipments, payments and more.|
|Dashboard||Dashboards are digital interfaces commonly used to visualise data or give quick access to important features and functions of online platforms. They often serve as an overview gateway in software applications.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Data Visualization||Data visualization features render a visual interpretation of data sets through the use of charts, infographics and other visual cues generally in form of a reporting dashboard.|
|Email Integration||Integration with email clients or providers to create and send emails as well as view received emails within an application.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Forecasting||Forecast upcoming expenses, sales, revenue, user levels, etc. through the use of predictive methods and past data.|
|Google Apps Integration||Integration with the G Suite, including Gmail, Google Docs, Google Sheets, Google Calendar, etc.|
|Inventory Tracking||Stay on top of inventory levels, to manage the storing, reordering or production of stock items.|
|Lead Management||Manage business leads to improve sales outreach processes or stay on top of prospect inquiries.|
|Lead Scoring||Manually or automatically assign quality scores to business leads to target / segment sales outreach efforts.|
|Marketing Automation||Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Referral Tracking||Track contact-, user- or visitor- referrals from advertising networks, other websites, business partners and other channels for intelligence, revenue sharing or similar purposes.|
|Sales Motivator||Gamification or motivation features within sales and CRM software to increase sales performance.|
|Scheduling||Schedule tasks, resources, appointments, payments, communications, etc.|
|Social-Media Integration||Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.|
|Softphone||Similarly to VOIP, Softphone features allow you to make calls via the internet.|
|Third-Party Plugins/Add-Ons||Offers additional features or integrations built by third-party developers in form of plugins or add-ons.|
|Travel Management||Manage travel plans and expenses for employees, prospects or potential recruits through a central environment.|
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