So you’ve read up about lead generation software and have recognised the potential benefits it could bring to your business. Identifying potential or repeat customers who are visiting your site and striking while the iron is hot could massively improve the productivity of your web presence. But how, in practice, do you get to see these newly identified leads?
Lower end software such as A1 Webstats is basically for after-the-fact analysis of web visitors, using filtering and reporting to zero in on potential leads. You could think of this kind of software as an enhanced version of standard analytics, with extra features to help identify leads. Sadly, the efficiency of this type of package is lessened by the lack of real time lead identification and delivery functions. It’s more geared to analysing your web traffic, generating reports and following up leads later on rather than in real time.
Moving up a level, mid-range packages such as Canddi allow you to set up ‘trigger’ reports that fire off an email to a specified address whenever a visitor meeting your desired criteria arrives. Thus, with a member of your sales team monitoring that email inbox, you can get easy access to live leads while they are still interacting with your site. The sophistication of triggers you can set up varies, some only notifying of previously identified leads make a return visit to the site, others allowing more in depth criteria to be defined such as which pages were visited, which products were viewed, and so on.
At the high-end of the range, lead generation tools allow much more sophisticated criteria selection such as the tracking of returning customers to give opportunities for upselling, real time identification of leads following paths with established high conversion potential, and more. The information supplied on the lead is more detailed, providing not only company name but contact details, SIC, turnover, employee numbers and more. An example of this level of software is Lead Forensics, who claim to have amongst the most comprehensive information available on business site visitors.
Crucially, the top end products can also distribute leads immediately by email to specified members of your sales team for the best chances of conversion. Further, the high end products can integrate directly with CRM software to pipe the leads direct into your current systems. Most such products support one of the most common CRMs, Salesforce, but among these again Lead Forensics is notable for supporting many more platforms including Capsule, InfusionSoft, Microsoft Dynamics and more.
The level and sophistication of lead generation software which would best suit your business comes down to how sales-focussed your business is. If you merely want to improve the productivity of your website, and identify possible prospects for following up later on, one of the lower level packages will most likely suffice.
If, however, you already have an active sales team and run CRM software, then one of the flagship products such as Lead Forensics will seamlessly pipe live leads into your current systems and workflow, ripe for conversion.