When pricing up the various lead generation software products on the market, the first thing to bear in mind is that nearly all of them work on a subscription model rather than as a one-off purchase. Most offer a monthly payment option, with or without a contract, and some offer discounts for annual payment.
The actual cost of each piece of software is usually dependent on the amount of visitors your web site receives each month, and sometimes on how many users in your company can access the software. Also, some products have different ‘tiers’ available with extra features for additional monthly payments.
But what do you actually get for your money?
Prices vary widely. At the bottom end of the range – roughly £50 per month – there are products like A1 Webstats which basically offer standard web analytics with some simple lead generation features bolted on. Although in many cases the identity of visiting companies can be shown, this kind of cheaper software can usually only show minimal details such as the business name and location of the visitor, and then only for larger companies.
There is generally little in the way of advanced lead generation features such as integration with other software, real time alerts, and allocation of live leads to a sales team.
This level of software is suited to smaller businesses who want to gain extra insights into the performance of their websites, but who don’t need live generation of leads.
Going up a level, where the costs can vary from £99 to £999 per month depending on visitor numbers, we find products like Ruler Analytics which provide more comprehensive lead generation features. They can provide more information about visiting companies, such as turnover and employee data, but are still rather limited in terms of real time operation. While visitors can be viewed in real time, there is often no facility to create ‘trigger reports’ which generate live leads in real time, and integration with your sales team and existing systems is usually unavailable.
This kind of software is great for zeroing in on who is viewing what on your website, and which parts are performing well or need improvement, but its strength isn’t in real-time passing of leads to be followed up on immediately.
Finally we have the top end products such as Lead Forensics which offer comprehensive lead generation features such as in-depth visitor information sourced from their own constantly updated databases, real time lead allocation to specified members of a sales team, tracking of competitors visiting your site, plus integration with a wide range of CRM tools to get your leads into your existing systems without delay. Don’t let the Lead Forensics pricing put you off because this is the premium product in the market.
Pricing varies on the volume of visitors your site receives, but as befitting high-end products you can expect full unlimited support on the software itself, as well as advice on improving your website and sales flows, and therefore increasing conversions and revenue.
Which to Choose?
The cheaper options are ideal for smaller businesses who want to gain more insight into how their websites are performing, at a level higher than standard solutions such as Google Analytics can provide, but for whom live leads are not a priority.
Larger businesses who cater to both consumers and business should consider a mid-range option if they want a deeper understanding of who is visiting their site, and would benefit from easier indentification of possible leads which can be presented in a report to pass to the sales team to follow up.
Medium to large B2B companies, for whom a single converted lead can significantly impact the bottom line, should seriously consider one of the full-featured products such as Lead Forensics which can provide fully comprehensive information on prospects in real-time, as well as delivering leads direct to a sales team or CRM for immediate action and increased chances of conversion.