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GDPR Compliant Lead Generation

GDPR compliant lead generation means collecting, processing, and storing leads according to the GDPR. This means putting lead qualification materials in place. These materials, consist of relevant content, and touch-points. Touchpoints range from downloads, trial sign-ups, contact forms and logins through newsletters, emails, and social media. A third element is data-processing, which consists of CRM (customer relation management) software and audience segmentation, which allows you to monitor sales cycles, and identify upsell opportunities. Click here to read an in-depth treatment of touchpoints for sales and marketing purposes.

GDPR Compliance

In May 2018 GDRP compliance arrives. What this essentially means is

1. you need to have your data secured properly and
2. the (general) Privacy disclaimers most websites currently use will no longer be sufficient.

What do I actually need to do?

1. Perform a serious audit on how your data is stored/ secured/ encrypted, and improve where necessary
2. Customize your Privacy statement – which should not be generic boilerplate, but needs to be tailor-made for your business.
3. Assign a person responsible for communications

What is the GDPR?

GDPR stands for General Data Protection Regulation

In this article we try to explain and what it is, and how to comply.

If you use LeadBoxer, click here for a GDPR compliant-Privacy statement, which includes a specification of the data we collect.

The GDPR regulation was adopted in April 2016, and takes effect in May 2018. It replaces the previous Directive, covers all EU member-countries, and does not require individual countries to implement, interpret, etc.

The GDPR applies to the collection and storage of data regarding people residing in the EU, even if your organisation is outside of the EU

Definitions / roles

Any tool or service that collects and stores data from your online customers, leads, prospects, visitors, etc (on your behalf) is called the data processor, and your organisation is defined as the data controller.

What Does It All Come Down To?

In terms of communication with people in your database, two things:

As a company that collects data from your online users, you are the Data Controller. As such you have the following main responsibilities;

  1. Make it clear what you are collecting and why.
    According to the European Commission “personal data is any information that can be used to identify an individual, whether it relates to his or her private, professional or public life. It can be anything from a name, a home address, a photo, an email address, bank details, posts on social networking websites, medical information”, or even a computer’s IP address, if it can be used to identify an individual.
  2. Grant the person rights to control their personal data
    Give people the opportunity to file a complaint, have their data removed (deleted), stop tracking this person and provide a point of contact to a real person who can be contacted through your company website. In other words: the public now has the right to ask you – what information do you have about me?, and to request that you delete the information. Therefore, you need to appoint people to communicate with the public (within 72 hours) and process “right to forget” requests. The public may ask or communicate things such as  –


    • what information do you have about me?
    • i want you to delete me from your system(s)
    • i don’t want you to store my data – going forward
  3. Secure your data
    Additional (important) aspects: encrypt personal data, and have data in a format that can be exported. Put consent documentation in place, and ensure that you are able to quickly announce breaches.

GDPR in Depth

The General Data Protection Regulation is a regulation by which the European Parliament, the Council of the European Union, and the European Commission intend to strengthen and unify data protection for all individuals within the European Union. It also addresses the export of personal data outside the EU. Click here to read about GDRP in wikipedia.

Informing the Public What Data Is Collected

Article 13 of the GDPR specifies what information must be provided to the public when their personal data is collected. Similarly, Article 12 states that you need to provide:

an “easily visible, intelligible and clearly legible….and meaningful overview of the intended processing”.  In other words, as we mentioned above, no blanket Privacy principles. Everybody has to be able to read and understand your Privacy statement.

In short, The GDPR increases the scope of information required in your Privacy notice while demanding that the notice be “concise” (detailed).

Telling the Public How & Why the Data Is Collected and Processed

The question you are expected to answer on your website is: what are the purposes and legal basis for the processing data (for example, for purposes of lead generation). You (also) need to explain why the data is processed. For example, the purpose is to improve communication with customers. There needs to be some legal basis meaning, for example, that the processing is based on legitimate interests, details of which should be explained.

To repeat; this needs to be present in you publicly visible privacy statement

See our GDPR compliant Privacy Policy paragraph for LeadBoxer Customers

Meet Your New Data Protection Officer (DPO)

You will need to appoint (identify) a person in your organization who can be contacted directly by a member of the public, and who can provide and delete personal data upon request. This is called ‘right to forget’ – it is the right for consumers to have their data erased.

  1. you need to provide the identity and the contact details of the controller (your company) and
  2. the (contact) details of the data processor – being LeadBoxer if you are a client of ours

The point is you need to provide details of persons whom the public can contact.

Data Protection

A key element in being GDPR compliant, is making sure your data is protected properly. This includes but is not limited to:

  • The storage of your customer data
  • The transfer of this data between servers, computers, browsers, etc.
  • The encryption of this data
  • How long will the data be stored for
  • Where is the data stored (geograpically)
  • How customers can obtain the data.
  • etc.

You don’t have to publish these in the policy, but make sure they are being taken care of.

Conclusion – Plan Well and Avoid Stiff Fines

As a company specialized in B2B lead qualification for Sales and Marketing, we take the GDRP very seriously.
We recommend that you plan well do not underestimate the amount of time / resources needed to properly assess and implement your responsibilities. In terms of time – you will probably need 40 hours to completely research and document your tasks and requirements. Do not wait – begin planning as soon as possible.

Fines for GDRP non-compliancy are serious, from  a lower level of €10 million and 2% of last year’s annual revenue, to an upper limit of €20 and 4% of last year’s annual revenue.What Does It All Come Down To?

[et_pb_cta title=”LeadBoxer can help you safely generate more leads ” button_url=”/signup” button_text=”Start Now !” _builder_version=”3.16″ body_font_size=”18″ custom_button=”on” button_text_size=”22″ button_bg_color=”#0082c6″ button_bg_color_hover=”#153f91″ button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”off” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”on” button_bg_color__hover=”#153f91″ button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”]Get more insight into your online visitors and behaviour, and turn this data into customers.

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Data-driven Lead Qualification

Why LeadBoxer Is The Best Choice For Automating Lead Generation

Q: As briefly as possible, what has LeadBoxer done that is so valuable for business websites?
A: Developed a way of applying Search Engine technology to qualify leads.

We started with visitor website tracking a number of years ago, and have evolved into a system which uses big data technology to identify interesting leads. Currently we’re working towards full automation of the process of lead identification.

Calling it AI or artificial intelligence would be wishful thinking, but we’ve definitely made enormous strides in the process of automating lead qualification and audience segmentation.

How have we done this? Basically, moving on from MYSQL to NOSQL using Elastic and Cassandra, we’ve built a system that can filter, in real-time, through website traffic, and create notifications based on a lead score. Click here to read how (technically) LeadBoxer’s lead score formula converts clicks into prospects via an algorithm.

What does this actually mean?
It means that now, as of December 2017, we provide the framework to organize Marketing and Sales data on the following traffic values:


  • Company
  • Country / Region
  • State / Province
  • City
  • Industry
  • Company Size
  • Utm Tags (PPC-traffic, Adwords, LinkedIn, Facebook campaigns)
  • URL
  • Exit Link
  • Referrer
  • Lead Tags (competitor, customer, partner, prospect)
  • Identity Fields (Email, First Name, Last Name)
  • Visits
  • Page Views

Letting smart algorithms do the heavy lifting

In conclusion, in order to succeed, a software product needs to add value. The value we are adding is machine learning. You tell our machine what a valuable lead looks like, and we use algorithms to find these leads for you. Our goal is to automate the process, so that letting LeadBoxer loose on a website will provide a list of all activity, prioritized by lead score. To increase the efficiency of the system, and reduce the burden of logging in to (another) software product, we push email Notifications to your team’s mailboxes.

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lead generation machine

How to Turn Your Website Into a Lead Generation Machine

Do you ever feel like your website is underperforming? Do you wish that your online presence could bring more customers and revenue to your business? If so, then this blog post is for you! We’re going to share with you the secrets behind turning any website into a lead-generation machine.

Keep reading, or use the links below to learn about effective strategies on how to optimize your website and make it an unstoppable force in generating leads.

Getting Started

The first thing to turn your website into a lead generation machine is to install a lead pixel. A web designer, developer, or agency can put the pixel on your site within an hour or less. With a pixel, you can collect visitor and website activity data and customer touchpoints.   

Data about website visitors and their experience on your website is important. If you notice a high bounce rate or the wrong people coming to your site, something is wrong. You’ll need to find out where the problem lies and make the necessary changes. 

For lead generation, your website needs to be customer-centric. It should offer the specific information your ideal customer is looking for. Focusing on meeting the needs of your site visitors builds your credibility and boosts lead generation. 

Score to Gauge


Succeed With a Plan

Some companies don’t think about lead generation until after their website is up and running. They don’t see their website as a lead generation tool. Plan to keep the generation of new business front and center.

Getting a new business website up and running is a labor of love, among other things. When lead generation is not a priority, all your hard work may be for naught. 

The first step with your website is to measure what is currently happening, even if it isn’t good. When you first put up a new site, track who is and who isn’t visiting. 

Plan Ahead – How Will You Reverse Engineer Leads

Planning ahead avoids incorporating a lead capture, or touchpoint, into an existing site. Already having these lead captures on your site will better your lead generation efforts. Ask yourself the following questions to guide the building and designing of your website:  

  • How do you want to capture leads?
  • What types of leads do you want? 
  • What do you want to know about the leads?
  • How do you want to manage this information?

After identifying who you want to attract and the information you need, think of customer touchpoints. Where could you place a point of contact or interaction?  

What does this look like? Let’s say you’re a SaaS company. You may use a variety of touchpoints like free trials, sign-up forms, and a demo contact form to collect leads.

Customer Touch Points Examples


Improving Your Website

Launching a new site is an exciting project that involves the expertise of many people or teams.  It requires significant communication, planning, coordination, and teamwork.

For these reasons, the website launch process usually takes longer than expected. If you launch your site on schedule, it won’t bring a surge in traffic or leads right away.

It takes time before the search engines pick up the new site and index the content and pages. Paid traffic through search engine marketing (SEM) and paid advertising on Google, Facebook, and LinkedIn can help.

Many successful organizations have a healthy mix of organic and paid traffic. A quality ad campaign has dedicated landing pages to optimize the conversion of visitors. 

You will need to ask your team to iterate these pages after analysis and more time. After the initial site set up, here are other ways to improve your website to generate more leads: 

Invest in a Quality About Us Page and Include Testimonials

Today, every business has a website, including your competitors. To generate quality leads, your website visitors must know who you are and that you are legit and trustworthy. A quality about us page and customer testimonials will tell who you are and establish your credibility

Make sure the about us page and the testimonial pages are easy to find. It is a good idea to include any awards or certifications your company and employees have received. This will further add to your business’ credibility which will generate more, higher-quality leads. 

Example of Testimonial


Make Contacting You a Breeze

Customers who are about to make a purchasing decision will have questions and concerns. Make sure it is easy for your website visitors to contact you should they like more information.

Include a ‘contact us’ tab in your homepage’s navigation menu. Also, include your contact information on the bottom of your homepage and in your sitemap. You can also list your contact details throughout your website in your CTAs (call to actions).

Have Simple Contact Forms

Besides making it easy for website visitors to contact you, ensure that your contact form is easy to complete. Contact forms are an effective way to generate leads as they capture valuable lead information. 

The effectiveness of your forms for lead generation depends on the form you use. A general rule of thumb is the fewer the fields, the more conversions. Keep your contact form as simple as possible, asking only for necessary information. 

Target Each Stage of the Buyer’s Journey 

You’ve heard the adage of not putting all your eggs into one basket. This is true if you want to generate leads on your website. If your website targets a specific group of customers, the lead quality may be high, but conversion rate may be low. 

A big part of lead generation is lead nurturing. When people visit your website, they are all on different stages of the buyer’s journey. To generate leads on your website, it must have content and a strategy for every stage of your buyer’s journey

The Buying Cycle


Have Specific Pillar Pages for Each Buyer Persona 

Pillar pages are standalone pages of your website that offer visitors specific content and/or digital assets. They often require a visitor to enter their contact information to access the content. Common pillar page assets include downloadable ebooks, guides, and other resources. 

As you create your website and its content, you need to know who your ideal audiences are. Once you know the type of content they would find valuable and interesting. One way to do this is to develop buyer personas that represent your ideal customers. 

You’ll need to use data you’ve collected about your current customers to generate a buyer’s persona. The pillar page content on your website should address the pain points of your target audience. It should be clear to your website’s visitors that you have the solution to their problems.

Feature Live Chat 

To ensure your website generates leads, you’ll need to be available 24/7. This is especially important if your business is international. People tend to do much of their research outside of work hours and you’ll lose business by being unavailable.

Live chat makes you always available to answer questions, give information, and address concerns. Live chat uses chatbots installed on your website. You can pre-program the chatbots with common questions and answers.

Have Compelling (and Specific) CTAs

Many websites use the boring “contact us” as a call to action. Because it’s so common, website visitors can overlook them. If you want to generate quality leads, be creative with your CTAs.

Unique calls to action will get the attention of your website’s visitors. They should also be specific in how you want leads to contact you. 

Call To Action Example


Use Videos

Tell your company’s story and highlight your products and services with videos. Video demonstrations of your offerings in action are effective ways to generate interest in them. People not sure how your products or services work can watch a video of them.

Include testimonial videos from satisfied customers and “behind-the-scenes” videos of your business. You should use a variety of different videos on your website. Make sure the videos are short (no more than 2 minutes), compressed, and don’t need a media player. 

Videos are so popular and effective in engaging your target audience that 86% of all businesses now include videos in their website content.

Using a mixture of different videos helps your website generate leads by:

  • Catching peoples’ attention and sparking their interest
  • Providing valuable, easy-to-consume information
  • Giving your company credibility 
  • Making your business personable

Conclusion and Take-Homes

Your website will change as your value proposition and message pivots. The goal of your website is to generate leads. A solid lead-generating website begins with planning. 

You won’t see instant growth in conversions with a new website. It will take time for your SEO and SEM campaigns to start bringing people to your site. Targeting leads on every buyer’s journey stage and an easy contact form are two ways to improve your website.

As the adage goes, fail to plan – plan to fail. Put careful thought into your website. Don’t be afraid to make adjustments if something isn’t working.  

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linkedin 3

How to contact leads with LinkedIn

LinkedIn is the world’s 4th most popular social network. As a professional social network, LinkedIn is the most popular among salespeople. LinkedIn is our favourite social platform to use, so it was just a matter of time before we wrote a piece about it. This is definitely not the only time we will talk about its usefulness but today, we wanted to talk a little bit about how to contact leads with LinkedIn.

What can you do with leads identified by LeadBoxer?

Scenario: you have installed the LeadBoxer lead pixel into your website. A few days later, you have a list of companies who are interested in your products and services. You are not 100% convinced that you want to call them up and say “Hey, I saw you clicking around on our website, what’s up?”

People are looking for specific information. Therefore, if you can help them get the information that they need, you are helping them, not bugging them.

In this case, we recommend an indirect approach as you can see below.


Best Practises

1. When you see that a company has visited your website, target them through LinkedIn (obviously, you can use any alternative to LinkedIn – which is just the example given here).

2. The strategy is to know that a company is interested – and give them information that makes them aware of your services. Keep in mind that if a lead is actively looking for a solution to their problem, they will appreciate good information.

Note: surfing behaviour is Goal-Oriented. People do not visit (B2B) websites because they are curious as to what they look like. People are looking for specific information. Therefore, if you can help them get the information that they need, you are helping them.

3. Use lead/visitor activity (click streams) to know what your leads are actually interested in and speak to the content/ subject-matter of the pages they visited.

In other words, use a prominent bit of the text on the pages visited in the subject heading of your communication. This will immediately capture the person’s interest much more effectively than sending a generic sales pitch.

4. Locating decision-makers – if your product/ service is related to staffing, find the person(s) responsible for Human Resources. Meaning: locate the company on LinkedIn and then you research who is responsible for Human Resources, etc.

5. You can then advertise via LinkedIn in order to post content on that person/ company’s LinkedIn personal feed. Click here for a blog post we wrote on LinkedIn advertising.



a) locate the company identified by LeadBoxer on LinkedIn b) find the person or persons responsible for the problem you solve c) send a LinkedIn invite request d) OR use Chrome extension called (email) Hunter – to locate their email address and email them e) OR send relevant materials via LinkedIn advertising (see above)

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customer touchpoints

Definition of customer touchpoints for sales and marketing

Visitor or customer touchpoints are any way to collect information in order to qualify a lead. This pertains to sales and marketing cycles where some contact is needed to close or further a deal, for example in the B2B or personalised B2C sectors.

What are customer touchpoints?

In creating a Best Practice guide, we came across extensive literature on the subject, which we are summarising here. To begin with, there is currently a lengthy Wikipedia article running at 20 pages without references, and over 16,000 words. Let’s unpack that.

Goal: the point here is to understand that there are numerous points at which (potential) clients come into contact with brands (products & services). This is the buying / decision-making process, also called customer journey, and can refer to both B2C and B2B scenarios.

For purposes of lead generation, we are concerned with contact points through which decisions to purchase or not purchase are made.

Specific to identifying and nurturing leads, we recommend creating touchpoints that can be measured. In other words, touch points that involve some sort of interaction. Ideally, a touch-point will result in another piece of the puzzle being revealed, meaning that you learn something about your lead, and get a step further in the qualification process.

Definition: a ’visitor touchpoint’ refers to any way to collect information in order to qualify a lead.

We also call this enrichment; it means adding touch-points to your website (or other digital assets) which enrich the information that you have about leads. Please click here to see a list of examples with technical documentation: visitor touchpoints.

Using touchpoints in practice – examples for lead generation

Q: So what does this all mean in the context of nurturing leads?
A: It means an opportunity for companies to structure their information-gathering techniques.

Historically, lead generation technologies created techniques such as contact forms, demo calls, and product surveys for interacting with visitors. This has not changed. What has changed are the interaction points. This technology has been formalised into what is currently called Marketing Automation – which bundles all steps across the spectrum.

List of example touchpoints

  • Blog
  • Trial sign-up
  • Purchase
  • Demo/ video
  • Webinar
  • PDF brochures / downloads
  • Implementation / configuration/ enrichment
  • Customisation process
  • Feedback/ data analysis
  • Automated report generation
  • Email newsletters
  • Contact form
  • Login event
  • (Social media) logins – meaning ‘login with Facebook’ or ‘login with LinkedIn’
  • Downloads
  • Social media sites and feeds
  • For SaaS products, the website itself is the main touchpoint

Useful definitions from Wikipedia article on Touchpoints

“A touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication… Touchpoints allow prospective customers to become knowledgeable on the brand and the benefits offered and allow them to make a decision to whether they will buy the product or service.”

“Touch points are the first association that a customer has with a product or service offered by a company or individual and are the contact points between a customer and said provider of services. The touch point offers a link between the customer and the service, acting as a go between of what the customers wants and what the service provider is offering, providing a central service in the communication between customer and supplier. The touch point is the first interaction that a customer has with a company and that interaction is considered as the starting point of a customer journey.”

“The customer journey/experience is the full involvement that a customer has with a particular brand, starting at the first connection between customer and service, and ending with the purchasing of a product or service and the advocacy of said product or service to others.”

“Touch points provide the basis and foundations for information gathering techniques used by customers.”

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