Data-Driven analysis

B2B vs B2C Clients Buyer Intent

B2B Vs. B2C Clients: Key Comparisons in Buyer Intent, Decision Making, and Sales

Successful (business to business) B2B and (business to consumer) B2C sales rely on in-depth knowledge of targeted customer bases. While both of these business models involve sales, there are key differences between the worlds of B2B and B2C. Customers for each of these business models base their decisions on different factors. Understanding the decision-making process and buyer intent in B2B sales versus B2C will help you optimize the sales process.

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B2B Vs. B2C Mindsets

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B2B companies sell their products and services directly to other businesses. B2C companies sell directly to consumers. There is no right or wrong business model, but B2B and B2C have different mindsets when it comes to the sales process and buyer intent.

In a B2C environment, the product is being directly marketed and sold to the customer. There is no middle man in this process. 

Customers are directly interacting with the business during their purchase. With this model, customers tend to make purchases based on emotion.

Since the customer is directly involved, the emotional investment carries weight for B2C models. Advertising in the B2C world usually appeals to the customer by invoking feelings about the product. For example, a primary motivator to make a purchase may be because the product and advertisement make the customer feel happy.

B2C models typically see a shorter buying cycle. Customers tend to be less informed about the differences between competitive products.

It is easy for the business to capitalize on the quick decision process of these consumers

With B2C, there are fewer parties involved in the purchase. This allows B2C companies to relate directly to their targeted customers without waiting for their product to be approved by multiple decision-makers.

A B2B model focuses more on the logic behind buyer intent. B2B consumers tend to spend more time on research, and the sales cycle is longer. Typically, these purchases are larger in quantity, and the product has the ability to affect an entire company.

Because B2B consumers spend more time on research between competing products, B2B marketing tactics tend to lean on product information and avoid emotional appeals. B2B buyers invest time in the purchasing process, which allows them to thoroughly research and understand the product and compare it to alternative solutions offered by competitors.

The Markets of B2B Vs. B2C Models

B2B models rely heavily on customer retention and strong client relationships. Since the sales cycle is longer and requires more resources, it is crucial for these companies to have successful customer outreach. B2B sales teams must be prepared to speak with multiple stakeholders throughout the sales cycle, and the product must have broad appeal to the client.

A B2C model has a larger consumer base, but only targets customers on an individual basis. Most likely, any purchase made from a B2C company will be on a smaller scale with the majority of the decision-making done by a single buyer.

Because of these differences, B2B models tend to focus on a large-scale market. Typically, the products and services being sold aim to solve a problem that an entire team within a company is facing.

Understanding the price points of these purchases provides insight into the value of the product. The average B2C sale is $147. In contrast, the average B2B sale is much higher at $491. The vast difference between the average sale totals in the two business models illustrates the divergence in sales cycle length.

When B2B consumers are considering making a purchase, the higher price tag helps encourage a more informed buying process and buyer intent. The value of this purchase will most likely reach larger numbers of people since these services and products target entire organizations, teams, or departments.

The B2B Decision Making Process

Understanding the B2B buying process and buyer intent of B2B customers will help your company streamline its sales efforts. 

It is important to keep customers engaged throughout the sales cycle. B2B sales rely on informational marketing to provide an in-depth look at the product or service, as well as a strong sales strategy to make it to the finish line.

First, B2B consumers must identify a problem they need to solve. Known as the “awareness” stage in the sales process, a customer will realize there is an issue in need of an outside solution. This recognition pushes the consumer to begin researching potential products to help resolve their dilemma.

An active buyer in the B2B process will begin searching through their options to narrow down the products they would like to explore further. The market is full of B2B solutions, so customers most often begin their search online.

This is where B2B marketing and strong customer relationships play a huge role. If your marketing is targeting the correct audience, customers in need should become leads in your sales funnel. 

New leads can also come from existing clients. Strong customer relationships may result in a referral if a company knows someone who could benefit from your product.

Next, customers will begin to evaluate the solutions they have discovered. This is when numbers begin to play a huge role in the sales process. 

B2B consumers are driven by data-backed results

These clients will be evaluating products by features, conducting cost-benefit analyses, and researching the supply company.

After coming to a decision, B2B customers make their purchase. While completing a sale seems like the easy part, there are several things that will take place before a transaction occurs. Payment terms are negotiated on an individual customer basis and then the successful launch of the product can take place.

The final stage in the B2B decision-making process is nurturing the post-sales relationship. B2B models rely heavily on repeat customers. Continued contact after the original sale can be a pivotal determining factor in how long a sales relationship lasts.

Post-sales contact should include any troubleshooting with the client, collecting feedback, and providing additional offers or services over time. These interactions will help strengthen your ties with the customer and lead to future purchases during the escalation or contract renewals.

Influencing the B2B Purchasing Decision

As a B2B company, it is important to understand what factors help customers come to a decision. Knowing the driving forces behind purchase intent can help your company successfully target and provide information to potential clients.

A Gartner study reveals that a buying group spends 27% of their time researching solutions online, and only 17% of their time meeting with potential suppliers. This means that your B2B marketing and online resources play a crucial role in instigating the customer life cycle before a sales rep even reaches out to a potential client.

When looking at their purchase decisions, customers will focus on product performance. They will need to know how your product can provide a solution, as well as how your services perform against options your competitors may offer.

Durability and product pricing plays a critical role when it comes to landing a sale. The client will need to know how long your solution will last, as well as what the cost-benefit analysis looks like. In addition to the overall price, customers will look at discounts, credits, and any hidden fees that could be incurred during the product launch and regular use.

By providing transparent information about your services, the sales process can be influenced. Focus on your online marketing as well as the information provided by any sales reps to make sure customers have access to the appropriate resources.

B2B & B2C Customer Lifecycle and Buyer Journey

customer lifecycle of B2B and B2C models

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The customer lifecycle of B2B and B2C models varies in length. Most commonly, the B2B customer will go through four phases within its cycle. The customer lifecycle follows general stages for both B2B and B2C models, with greater emphasis on each stage depending on the product.

First, awareness and reach are crucial to the lifecycle. When a consumer becomes aware of a problem, they will begin searching for a solution. 

For B2B customer bases, this includes research of product options and potential outreach to companies. B2C buyers rely on advertisements and marketing to inform their buyer intent.

Next, customers will begin to act on their needs. It is important to capitalize on this stage to begin converting these leads into sales. Most of the B2B customer lifecycle will focus heavily on the purchasing process while the client tries to get the best (return on investment) ROI on their purchase. 

Converting a B2C sale will lean on emotion through promotional outreach

The end of the cycle includes engagement and retention. Both B2B and B2C businesses need to form relationships with loyal customers.  

B2B and B2C customer journeys vary in terms of complexity and client involvement. B2B models engage with more people on their journey, as there will be multiple departments involved in the purchasing process.

Customers from B2B tend to make fewer, but larger purchases, which means the relationship is more valuable. More time and resources go into closing a B2B deal than a B2C sale. Overall, the B2B process can be lengthy due to the high complexity of the decision for the customer.

Check out Leadboxer for a free trial to begin finding clients at the beginning of their customer journey today!

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Customer Data Security: What You Need to Know and How LeadBoxer Does it Better

“We guarantee 100% privacy. Your information will not be shared.” All businesses pursuing leads through emails try to reassure their clients of the security of their email services. However, customer data security is not only different from data privacy. It’s also more complex as it involves the collection and processing of data along with its protection from unauthorized sources.

Read on to learn about data collection and customer data security, why they are necessary, and how LeadBoxer is helping you keep your customers’ data secure or “jump ahead” to the following subtopics:

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Lead Generation and Data Collection

Lead generation is an integral part of the sales process, and identifying quality leads is important. LeadBoxer has been using data-driven lead qualification for a number of years.

By collecting and analyzing tracking data from websites and emails, platforms such as LeadBoxer help you generate, identify, and follow up on promising leads by providing you with an individual lead score. This method of quantifying makes it much easier for you to evaluate the quality of leads.

Modern email marketing is automated with the help of tools that can be integrated with major platforms such as Gmail and Outlook. Tools such as a tracking pixel may be used to uncover data on who has opened your emails, or clicked on a link, or started drafting a reply.

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Some popular email tracking plugins compatible with Outlook include those provided by HubSpot, ContactMonkey, SalesHandy, and Bananatag. LeadBoxer has integrated a new Outlook email tracking add-in to further enhance the efficiency and effectiveness of your lead generation process.

Data may also be collected via other means, such as social media profiles, particularly LinkedIn. Intent data, including topic data and context data, is a useful up-and-coming indicator of a potential lead. Leads generally respond favorably to the first ones to approach them in a timely manner. That’s why LeadBoxer’s data collection and analysis tools are built for speed.

While data is not infallible, it highlights major trends and subsets in your potential leads. It also showcases which parts of your service are being more frequently used, which calls to action (CTAs) are working well, and which marketing strategies are most productive. In the modern, data-driven world, lead generation is more reliant on data collection than ever before.

With highly detailed data being collected on an unprecedented scale, customer data security is more important now than ever before.

layers of protection from ADP

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What is Customer Data Security and Why is it Necessary?

Customer data security is the process of securing data against all forms of unauthorized access and corruption. This is done using a variety of techniques, including encryption, secure cloud storage, designated channels for data transfer, and more. In the case of email security, databases containing email tracking and other information are secured to prevent data breaches.

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When a client hears the word “tracking”’ or approves of their data being collected and used by a business, they worry that their sensitive information might fall into the wrong hands. That’s because data can be misused in many ways.

If email data is made public, phishing and spamming agencies will begin harassing clients. Potentially even widening the data breach. Multiple online accounts can be compromised, intellectual property can be stolen or misappropriated. Or worse, data can be sold to the darker sides of society.

In order to prevent a data breach—which would lead to these scenarios—data security is necessary.

When talking about the importance of customer data security, trust is another aspect to consider. The entire sales process is based on building brand awareness and trust. A breach of security would cause a breach of trust, greatly hampering your brand image. In a study conducted by IBM in 2018, 78% of respondents in the US said a company’s ability to keep their data private was “extremely important.” You can also read about brand persona more.

Lastly, leaked data may be used by competitors in order to steal your clients, reversing all your hard work. Needless to say, data security is critical to the success of a data-reliant lead generation system.

Where Do Businesses Go Wrong?

  • Not Keeping Track of Access Permissions

Instances of multiple access permissions can cause confusion within an organization. In cases where employee turnover is high, former employees may still have access to data. All databases should be strictly monitored to reconfirm who has access. Access redundancy should be eliminated.

  • Not Being Aware of Internal Threats

In many cases, internal stakeholders may “betray” the company by initiating a data leak. It is important for an organization to assess and monitor those potential threats to customer data security. It is also important to educate all internal stakeholders about safe operating procedures, ensuring the security of emails, and the importance of keeping company and client data secure.

  • Not Knowing How to Respond to a Data Breach

Many organizations do not have the knowledge or experience to effectively react to a data breach. This aggravates the issue: it leaves data compromised for a longer period of time. And encourages data thieves to expose much more data than would normally be possible, painting the organization in a poor light.

In the event of a data breach:

  • Identify the source and the extent of the breach. When you have a proper security log, this task and improving security for the future will become easier.
  • Alert your breach task force so they begin work on containing the breach.
  • Test to ensure that the temporary fix is completely secure, and implement the fix on any similarly vulnerable systems.
  • Inform all concerned authorities and affected customers of the breach. Make sure you have complied with all applicable laws in this regard.
  • Work to recover customer trust and reduce the economic impact of the breach.
  • Not Accounting for Physical Factors

Software is not the only risk factor for data security. Companies should make sure that all hardware is protected against risks such as side-channel and Trojan attacks. They should further ensure that hardware is protected against environmental and physical hazards, to prevent data loss and corruption.

  • Not Caring or Knowing Enough About Customer Data Security

Hackers and others with malicious intent often pick out “easy” targets for attacks. When an organization doesn’t put in proper safeguards to protect customer data security, there may be backdoors into your network. Remove them as soon as possible.

Organizations should routinely scan all systems for malware that may create such weaknesses, and remove them. They should also routinely check for improper configurations and corrupted files that may create weaknesses in your network. It is also important to educate employees so that user errors are kept to a minimum.

Organizations with poor data security make themselves more vulnerable to multiple/consecutive attacks. Because hackers are more aware of the weaknesses in the system, and how to exploit them.

What are Good Personal Data Security Practices?

  • Maintaining Strong Passwords

Weak passwords are hackable, providing those with malicious intent an entry into the system. A strong password should include lowercase and uppercase letters, at least one numeral, and at least one permissible special character. Take care not to repeat passwords (often). If you have a poor memory or too many passwords, use a password manager.

  • Educate Yourself (and Others)

Make sure to know the best customer data security practices, to use them. And to help others in your professional network, particularly colleagues, with the process. It will help you and your organization.

  • Be Conscientious

Integrate good data practices into your daily life! Use a virtual private network (VPN) when possible. Don’t share secure data without checking for HTTPS or a security certificate. Don’t share sensitive information over public networks. And don’t leave yourself logged in to online accounts.

How LeadBoxer is Keeping Client Data Secure

  • GDPR Compliance

LeadBoxer understands the potential risks of a data breach, and endeavors to keep your clients’ data secure. In accordance with this ideal, LeadBoxer’s lead generation process is fully GDPR compliant. GDPR, or General Data Protection Regulation, is a regulation agreed upon by the European Parliament, the Council of the European Union, and the European Commission. It applies to all companies who market to—and therefore collect the data of—citizens of the European Union, irrespective of where the company is based.

GDPR infographic on one year of work

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The regulation is stringent, ensuring that companies are transparent in their data privacy policies, and do their best to maintain data security. According to a 2018 survey by DMA, 62% of UK respondents felt more comfortable sharing their data once these laws were in place. General public response to the regulation is positive, and LeadBoxer’s compliance reflects a commitment to data and email security.

  • Privacy Policy

LeadBoxer’s privacy policy is GDPR-compliant and highly transparent. Steps we take to ensure the security of all data, irrespective of origin, or function. While data security and privacy are not the same, LeadBoxer is striving to ensure that data security and data privacy are both ironclads.

LeadBoxer provides a digitally secure, automated solution for data-based lead generation. Security of emails ensures that you are getting genuine clients and that your clients are protected. Alongside providing a secure system for your sales team, LeadBoxer is committed to maintaining customer data security and email security for you and your prospects.

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Lead Capture Pages 101: Importance, Strategies, and Software

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.

What is a Lead Capture Page?

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.

nutshell inbound marketing strategy

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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 and sales artificial intelligence tools too 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

1. LeadBoxer

lead capture pages software

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Out of the box, LeadBoxer can start identifying leads from forms, as well as IP addresses, email, and other touchpoints.

Pros:

  • Tracks leads’ online activity, including what web pages they visit on your website, how long they spend there, and what emails they click through
  • Creates a lead score to help your sales team prioritize prospects
  • Can identify website visitors who don’t complete a form

Cons:

  • Doesn’t include a CRM

Cost: LeadBoxer starts at $195 per month.

2. Leady

marketing strategies from leady

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Leady identifies and scores new leads based on their level of engagement. It includes features that help flesh out contact records, giving sales reps greater insight into who they’re selling to.

Pros:

  • Creates detailed profiles about people visiting your site so you can better segment leads for your sales team
  • Reveals where leads came from so you can zero in on the marketing strategies that work best
  • Tracks a lead’s activity with your website and email marketing, as well as all communications with your sales team

Cons:

  • Only downloads data once per day, so you can’t start nurturing new leads immediately
  • Basic plan only identifies 300 unique site visitors per month

Cost: Leady starts at $39 per month.

3. Autopilot

marketing automation software autopilot

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Autopilot is marketing automation software that can help you build lead capture pages, then nurture new leads on, well, autopilot.

Pros:

  • The interface allows you to visualize exactly how the customer journey will unfold
  • Can automate repetitive tasks like educating new subscribers, assigning leads to members of your sales team, and following up on new leads
  • Easy to build multiple drip campaigns tailored to lead segments

Cons:

  • Doesn’t come equipped with a CRM, so you’ll need to integrate it with a separate program
  • Integrates with a limited number of tools

Cost: Autopilot starts at $49 per month.

4. Act-On

web form builder act-on

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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.

Pros:

  • 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

Cons:

  • Incredibly feature-rich and on the pricier side, so it’s not feasible for many small and medium-sized businesses

Cost: Act-On starts at $900 per month.

5. Karta

marketing and sales solution from karta

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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.

Pros:

  • Includes lead tagging and scoring features
  • Doesn’t require integrations to manage all aspects of your business
  • Can create segmented campaigns that respond to specific behaviors, so you can start nurturing new leads automatically

Cons:

  • With so many features, Karta can sometimes feel clunky or unwieldy
  • Karta is newer to the market, so some kinks are still being ironed out

Cost: Karta starts at $99 per month.

CRMs with Lead Capture Page Builders

6. HubSpot

hubspot marketing platform

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HubSpot offers an all-in-one CRM and marketing platform that can build lead capture pages, organize leads, and prioritize them based on engagement.

Pros:

  • Comes with tools to build lead capture pages or embeddable forms with 1,000 form fields and a dozen different form types
  • Automatically uploads leads into the CRM and begins nurturing them with email campaigns
  • Gauges lead engagement, then prioritizes them in the CRM so salespeople know who to focus on

Cons:

  • While HubSpot CRM is free, you’ll likely need to invest in the sales and marketing bundle to get all the lead capture features you want

Cost: HubSpot Marketing Hub and Sales Hub start at $50 per month, while a bundle starts at $112.50 per month.

7. Pipedrive

marketing automations from pipedrive

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Pipedrive is a popular CRM known for working well right out of the box. With its web form builder, you can start capturing leads within minutes.

Pros:

  • New contacts in your CRM are automatically created from form submissions
  • Tracks all calls, emails, and contact activity for each lead
  • Pipedrive is so easy to use, you can train new users on it in just one day

Cons:

  • Doesn’t come equipped with predictive lead scoring, so you’ll need to integrate an additional tool if you want this feature
  • Limited marketing automation features compared to a CRM like HubSpot

Cost: Pipedrive starts at $12.50 per user per month.

8. Zoho CRM

lead generation from zoho

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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.

Pros:

  • 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

Cons:

  • 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

Cost: Zoho CRM starts at $12 per user per month.

9. Agile CRM

lead capture form tool agile

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Like Zoho CRM, Agile CRM lets you manage marketing, sales, and customer service all in one platform, but with a slightly cheaper price tag.

Pros:

  • Lead capture forms automatically sync data with the CRM, which can then segment leads based on behavior and characteristics
  • Can help you find unknown email addresses for leads using only a lead’s name and their company’s website address
  • Allows you to purchase additional features without upgrading to the next subscription level

Cons:

  • Users find some of the marketing automation features buggy
  • Customer support can be inconsistent

Cost: Agile CRM starts at $8.99 per user per month.

10. Keap

marketing and sales processes from keap

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Keap is the solution for teams who want all of the marketing and sales processes within the same platform. From the moment you capture leads to the time they make a payment, Keap does it all.

Pros:

  • Automatically segments leads based on form answers, then nurtures them with emails and content based on certain behaviors and triggers
  • A great e-commerce business solution
  • Full range of marketing automation capabilities is notably strong

Cons:

  • Doesn’t work well at blocking spam form submissions
  • New users need significant training before they can expect to use the program efficiently

Cost: Keap starts at $79 per month.

Landing Page Builders

11. Instapage

landing page builder from instapage

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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.

Pros:

  • 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

Cons:

  • 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

Cost: Instapage starts at $149 per month.

12. Unbounce

lead capturing opportunities from unbounce

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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.

Pros:

  • 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

Cons:

  • 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

Cost: Unbounce starts at $79 per month.

13. Leadpages

lead generation tool leadpage

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Leadpages is a landing page builder and lead generation tool geared toward small business. It’s extremely easy to use and has almost no learning curve.

Pros:

  • Comes packed with templates so you can start capturing leads even faster
  • Has a feature that tells you exactly what you need to tweak on your landing page in order to increase your conversions
  • If you only want to build a few basic lead capture pages, Leadpages is the most affordable option

Cons:

  • Doesn’t integrate smoothly with software like Stripe, so if you want to add fields like coupon codes to your pages, you’ll have to find a workaround
  • The price of the fully functional version can be prohibitive for small businesses

Cost: Leadpages starts at $25 per month.

14. Landingi

landingi landing page creator

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Landingi is an affordable alternative to some of the bigger landing page builders in the industry but is just as easy to use.

Pros:

  • Customer service is receptive to user feedback and often implements suggestions into future upgrades
  • Includes a feature that tells you where site visitors came from, so you know which marketing efforts are leading to the most conversions.

Cons:

  • Not good for making several similar landing pages with tweaks only to certain blocks or modules
  • Less feature-rich than some of its competitors

Cost: Landingi starts at $29 per month.

15. Mailchimp

mailchimp all-in-one marketing platform

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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.

Pros:

  • 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

Cons:

  • 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.

lead form from leadboxer

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Even if they need to enter additional info before they can start using the program if feels less forced than a form that demands several lines of data upfront.

Compare that to this form, which requires visitors to fill out seven fields before they can access a report.

how to loose valuable conversions

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Chances are, this company is losing out on valuable conversions because visitors aren’t ready to divulge that level of information.

Match the fields in the lead form to the offer

It doesn’t matter if it’s helpful for you to know a lead’s company or job title. If that info doesn’t relate to the gated resource you’re offering, it might reduce your conversion rate.

Check out this registration for a free webinar from Kinsta, a managed WordPress hosting provider, which only requires that attendees submit their name and email.

registration form from kinsta

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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.

right positioning for the lead form

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Sometimes the form is positioned next to an image of the product. This serves as a visual reminder of what the visitor will receive in exchange for their info.

Another option is to position the form at the bottom of the page.

lead capture form from hubspot

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Visitors who read through all the info about your product or resource before submitting their info demonstrate a high level of engagement, which helps your sales team prioritize them.

Finally, you can put your lead capture form in a pop-up, as Instapage does for visitors who want to download a free guide.

pop-up capture form from instapage

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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.

Include your privacy policy

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.

In addition to including this disclosure in your existing privacy policy, you should also link to your privacy policy on the lead capture page. HubSpot, like many B2B companies, positions this link at the bottom of the form so that visitors are sure to see it before they submit their info.

privacy policy on display ob hubspot

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Aside from being a legal necessity, having your privacy policy on display shows your brand’s professionalism and commitment to the customer’s best interests.

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.

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Comparison: The 10 Best Sales Intelligence Tools

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.

Keep reading or skip ahead to these sections:

What are Sales Intelligence Tools?

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
  • Track online behavior, including email clicks, website interactions, and search habits around the web
  • 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 and sales AI, 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.

The 10 Best Sales Intelligence Tools

1. LeadBoxer

sales intelligence tool leadboxer

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LeadBoxer helps you identify, track, and prioritize leads with ease.

Pros:

  • Identifies anonymous website visitors
  • Finds and fleshes out prospect profiles with contact info, company size, and other important details
  • Tracks website and email marketing behavior
  • Assigns contacts a lead score and helps prioritize prospects

Cons:

  • Doesn’t include intent data
  • Doesn’t gather insights from news outlets regarding recent company changes

Price: LeadBoxer’s basic plan starts at $195 per month.

2. ZoomInfo

zoominfo sales tool

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ZoomInfo keeps your lead database up-to-date with the most relevant and actionable details.

Pros:

  • Includes intent signals, so you know exactly which accounts are actively researching problems for which you provide solutions
  • Enriches contacts within your CRM, as a result, information like company size, funding, and technology use is always accurate

Cons:

  • Doesn’t score or help prioritize leads

Pricing: Contact ZoomInfo to find the right plan at the right price for your needs.

3. LinkedIn Sales Navigator

linkedin sales navigator

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LinkedIn Sales Navigator helps you find new leads and offers a ton of insight, for example, who they are and what makes them tick.

Pros:

  • Advanced search and lead recommendation options make it easier than ever to find prospects that fit your ideal customer profile
  • Integrates with your CRM so the leads you find are automatically saved as new contacts
  • Sends you alerts about job changes and other big shifts happening at target accounts

Cons:

  • Offers no insight into a lead’s behavior on your company’s website or around the web
  • Doesn’t help score or prioritize prospects

Pricing: LinkedIn Sales Navigator starts at $65 per month for a basic plan.

4. EverString

everstring business data tool

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EverString uses a combination of artificial intelligence (AI) and human intelligence to monitor companies and give you the most comprehensive view of their current situation.

Pros:

  • Firmographics, news, intent data, and more certainly give you a 360-degree view of prospects
  • Tracks 20,000 intent signals per company, therefore giving you insight into who needs your product most
  • Automatically verifies contacts so you’re reaching out to the right person every time

Cons:

  • Requires significant training before you can use it efficiently
  • The cost can be prohibitive for smaller businesses

Pricing: EverString starts at $820 per month, so it is on the pricier side.

5. HubSpot Sales

hubspot lead searching tool

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HubSpot Sales is a CRM and lightweight sales intelligence tool all in one. As a result, making this a comprehensive solution for businesses on a tight budget.

Pros:

  • Tracks who visits your website in real-time so you can find new, qualified leads without actively searching
  • Prioritizes leads and scores them, showing reps who to reach out to first

Cons:

  • Doesn’t search for news or other insights that may impact your lead’s willingness to buy
  • Doesn’t automatically update or verify contact information

Pricing: HubSpot has a free version of its popular CRM, but Sales Hub starts at $50 per month.

6. Clearbit

sales contact database clearbit tool

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Much like ZoomInfo, Clearbit for sales is a contact database that updates your records with a range of insights.

Pros:

  • Includes a database of 200 million contacts at 20 million companies. So finding leads within your parameters is a breeze
  • Automatically enriches records with up-to-date contact and company information
  • Scores and routes leads to reps, who can strike while the iron is hot

Cons:

  • Doesn’t track website or search behavior
  • Some customers complain that Clearbit’s databases don’t update often enough

Pricing: Clearbit starts at $99 per month.

7. Adapt

lead builder tool adapt

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Adapt is one of the more lightweight and inexpensive tools on this list. However, it also offers limited features.

Pros:

  • The lead builder tool lets you build a list of new prospects in seconds using Adapt’s contact database
  • Chrome extension finds emails for leads on LinkedIn

Cons:

  • Doesn’t offer insights based on news or intent signals
  • Doesn’t score or prioritize leads

Pricing: There’s a free version, or you can choose a basic plan that allows more views and downloads. The basic plan is $39 per month.

8. InsideView

sales acceleration tool insideview

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InsideView integrates with your CRM to provide accurate information about target accounts and employees.

Pros:

  • Includes data like finances, recent news, and competitors, therefore giving you the clearest picture of who your lead is and what their pain points are
  • The “corporate family tree” feature shows you all the key players involved in a decision-making process. As a result, allowing you to build all the necessary connections to make a sale

Cons:

  • Doesn’t score or prioritize leads
  • CRM integrations can sometimes be buggy or clunky

Pricing: InsideView’s Sales Acceleration tool starts at $99 per user per month.

9. Lusha

lusha tool for connections with leads

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Lusha makes it easy to enrich and verify contact profiles. In other words, you can make faster and better connections with leads.

Pros:

  • Can be used as a Chrome extension to verify leads during your browse in LinkedIn
  • Automatically updates leads in Salesforce
  • Comes with a feature that scores and routes leads. As a result, reps always connect with the right prospects

Cons:

  • Customers complain that the phone numbers for leads are often incorrect.

Pricing: Lusha offers a free version of the tool. A basic plan starts at $23 per user per month.

10. UpLead

uplead sales process acceleration

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UpLead is similar to Adapt or ZoomInfo. For instance, you can find verified contact info for leads, therefore enriching the records in your CRM.

Pros:

  • 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

Cons:

  • 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 is Cost Per Lead Why You Should Be Using It

What is Cost Per Lead & Why You Should Be Using It

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:

What is Cost per Lead?

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 vs cpc vs cpa vs cpl

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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.

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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.

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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.

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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:

best crm

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:

zoho crm

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Notice anything familiar?

“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.

This degree of campaign personalization might seem like overkill, but according to a 2018 survey by Evergage, 88% of today’s customers expect to have personalized shopping experiences.

Resultiks, on the other hand, misses the mark. Search for “marketing automation software”, and you might run across this ad:

marketing automation software

There are some indications within the ad’s title that Resulticks is the right match for marketing automation software, but clicking through to the landing page only confuses matters:

Resulticks

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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:

adespresso ebook ad

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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:

whitesharkmedia bid

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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.

A lead generation tool like LeadBoxer tracks all lead website and email activity for you, so all you have to do is go into a lead’s profile and check out where they’ve been and what they’ve done.

leadboxer tracker

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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.

lead intelligence

What is Lead Intelligence & Why Should You Care?

Imagine knowing your leads’ level of engagement with your brand, the likelihood that they’ll buy your product, and even the best strategies for communicating with them. With that kind of information, you could increase the effectiveness of your prospecting and win more deals. Lead intelligence is what makes it possible.

But what is lead intelligence, and how do you start using it in your business? This guide covers the basics, including the most useful types of lead intelligence and the best tools available today. Once you learn how to leverage lead intelligence, you’ll wonder how you ever managed to make sales without it.

What is Lead Intelligence?

Lead intelligence is a form of data that significantly elevates your understanding of your prospects. So you can better address their pain points, communicate effectively with them, and win their business. When it comes to B2B sales, lead intelligence is invaluable.

What is Lead Intelligence

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Given how effective lead intelligence is for prospecting, chances are that if your competitor isn’t already taking advantage of this sales strategy, they will be soon. All the more reason why you should start incorporating this form of data into your company’s sales process today.

There are several different types of lead intelligence. Which ones you should focus on depends on the needs of your business.

Types of Lead Intelligence

Knowing your lead’s name, email address, and phone number is just the beginning of lead intelligence. The following data points tell you just how interested prospects are in your product, what their pain points are, and how you can better connect with them.

Site visitors

Who’s visiting your website that isn’t already on your radar? Some lead intelligence software can unveil a visitor’s name, contact information, and company before they ever fill out a form.

Given that only 2% of website visitors fill out a form, being able to tap into that other 98% is a game-changer.

Contact information

If you know your lead’s name and company but don’t know how to reach them, there are tools available that can dig up and verify their email address or phone number for you.

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A Chrome extension such as this one from Lusha or a contact database like ZoomInfo both make it simple to find up-to-date info for all of your prospects.

Company details

If a company has recently received a big investment or has launched a new project, you should know about it. This information can give you insight into whether or not now is the right time to reach out with your offer. Updates about new hires or job changes also let you know if you’re contacting the right person.

Demographics

Study your company’s ideal customer profile, then make sure your lead intelligence software is gathering any details you need about a prospect’s age, job role, and geographic location. Knowing that a prospect has the essential characteristics of your ideal customer ensures that you spend time reaching out to the best leads.

Social media profiles

There are more ways than ever to connect with prospects. Knowing their LinkedIn profile, Twitter handle, or other social media profiles gives you more opportunities to engage with prospects outside their inbox and earn their trust. It also helps you come up with talking points based on the content they’ve recently posted.

Pages visited

Knowing the number of pages a prospect visited on your site can help you gauge their level of interest in your product. Lead intelligence can take it one step further and show you exactly which pages they’ve visited. And how long they spent on that page, shedding light on what problems they need help solving.

Emails opened

Ideally, you also want lead intelligence software that can integrate with your email marketing platform. To show you which emails a prospect opened, how long they spent reading the email, and if they clicked through on any links.

Site revisits

Does a prospect often return to your site? This can signal a greater level of interest in your product. Some lead intelligence software will alert you at the moment of a site revisit. So that you can reach out while your at the top of a prospect’s mind.

Personality characteristics

Knowing if a prospect prefers to communicate by email or phone is sometimes the difference between making or losing a sale. Some lead intelligence software can also clue you into their negotiation style, mannerisms, and questions that are most likely to prompt a desirable response.

Lead Score

Now that you have all this lead intelligence, how do you make sense of it quickly enough to take action? A lead score takes all the data you’ve gathered on a prospect and turns it into a number. This number indicates the likelihood that they’ll buy. There are formulas out there for calculating this yourself, but it can be a tedious process. Luckily, some lead intelligence software will make this calculation for you.

The Best Lead Intelligence Software

There are several different types of lead intelligence tools available that can find and help you interpret the best data on your prospects.

LeadBoxer

LeadBoxer is a solid all-in-one lead intelligence option that integrates with your CRM and marketing tools of choice. Not only does it help you identify and track website visitors and email behavior, but it also assigns them a leadscore based on their engagement with your brand across multiple channels and mediums. With LeadBoxer, not only do you know what kind of content prospects are most interested in, but you immediately know which prospects are most worth pursuing.

HubSpot Sales

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CRM heavyweight HubSpot offers sales tools that anyone can start using for free. The paid version of the platform comes equipped with features that identify prospective companies and their level of engagement. It can also track page views, pages visited, and the number of visitors from each company. However, HubSpot Sales doesn’t identify individual or anonymous visitors to the degree that LeadBoxer does.

VisitorTrack

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In addition to identifying and tracking anonymous website visitors, VisitorTrack offers intent data about a business. Intent data indicates that a prospect has been actively researching topics relevant to your business at other locations around the web. For instance, if you sell a marketing automation solution and a visitor to your site has been researching similar tools or topics on other websites, VisitorTrack will let you know.

Albacross

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Like HubSpot Sales, Albacross identifies companies that are visiting your website and shows you how engaged they are. It also goes into stats like the company’s revenue, the number of employees, exactly which pages they visited, and how long they spent on the site.

Albacross doesn’t identify individual visitors, but it does offer a list of GDPR compliant email addresses for decision-makers at the companies visiting your site. With this tool, you can have a better idea of whether or not the person you’re contacting has the authority to make a purchase.

LeadSift Buzz

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Buzz from LeadSift tracks what’s going on at a prospective company, such as if they found new sources of funding or launched a new product, eliminating the need to do that research yourself. In addition to curating all this news for you, Buzz offers guidance about what to do with that information, taking the guesswork out of conversation starters or talking points.

Crystal

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Crystal sets itself apart from other tools in this list by focusing on intelligence about a lead’s personality. This is especially useful for when you’re ready to contact a lead, deliver a proposal, or negotiate a contract. Few other tools can offer the same level of insight about a lead’s personality that Crystal can, but it doesn’t track their level of engagement with your brand or tell you how likely they are to buy.

LinkedIn Sales Navigator

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LinkedIn Sales Navigator leverages a platform that both you and your prospects are already using. Sales Navigator comes with advanced search functions that make it easier than ever to find leads that match your ideal customer profile and can even recommend leads that you wouldn’t have thought of.

Lusha

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Lusha is one of the highest-ranked lead intelligence tools on G2. Its Chrome extension provides B2B contact enrichment based on profiles from places like LinkedIn or Twitter, making it easy to build up your list of prospects while you browse.

Use Lead Intelligence to Find and Engage With Qualified Prospects

If you’ve ever felt like you’re engaging with too many prospects and have not enough to show for your efforts, it’s time to integrate lead intelligence into your sales process. With lead intelligence, you’ll know exactly which prospects you should focus your attention on, plus which talking points you should use with them and how to engage with them in a way that earns their trust.

When it comes to choosing a lead intelligence tool, you can’t go wrong with an option that gathers data about anonymous visitors from a variety of sites and platforms, then interprets it into an actionable lead score. That way, you’ll spend more time on prospects who intend to buy and win more deals.

cross domain tracking

Cross-Domain Tracking: A Guide to Tracking Visitors Across Multiple Websites

Is your business operates across multiple domains and you aren’t already taking advantage of cross-domain tracking? Then you’re probably missing out on the sort of insights that could turbocharge your marketing and sales. Cross-domain tracking is a tool that’s all but essential for businesses with two or more sites. For example, the main website, a cart checkout site, a knowledge base, or a marketing campaign site.

In this guide, you’ll learn what cross-domain tracking is, why it’s important, and what tools are available to help you access it. By the end, you’ll know if this tracking is right for your business and which tool is best for your needs. With this kind of tracking and sales prospecting tools in your tool belt, you’ll be able to market more effectively to individual users and earn more sales.

What is Cross-Domain Tracking?

This kind of tracking gathers data about two or more sites. In particular, the navigation path from one site to another during a single session.

One Domain Tracking

For businesses with one domain, such as www.example.com, Google Analytics has made it simple and free to install a tag so that you can monitor data like:

  • Pageviews
  • Unique visitors
  • Average session duration
  • Acquisition
  • The flow of traffic between pages

You can even see what specific businesses are viewing a site thanks to Google’s ISP identification.

If your business has a second domain, you can install a separate Analytics tag that will record data for that site. However, the reports for both sites are kept separate.

diagCrossDomainTwoProfiles

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Therefore, if a user begins a session on www.example.com and then navigates to www.mysite.com, the data report from www.mysite.com will treat it as a new session. Instead of a continuation of an activity that began on www.example.com.

Cross-Domain Tracking

If you want to treat a session that begins on www.example.com and ends on www.mysite.com as a single entity instead of two unique sessions, then you’ll want to use cross-domain tracking.

The data for both sites will then be presented as a single report, like so:

diagCrossDomainOneProfile

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It’s possible to use Google Analytics or other software to enable cross-domain tracking, as you’ll see in a later section. Depending on which tool you use, you’ll either get a bird’s eye view of how the average user engages with your sites, or you can follow the experiences of unique visitors and then get actionable insights that your sales and marketing teams can use.

Why is Cross-Domain Tracking Important?

This kind of tracking can have different benefits for multiple divisions in business, chiefly marketing and sales.

For Marketing Teams

Marketing teams who are looking to improve the buyer’s journey across multiple sites and create a better customer journey map likely need to use it.

For example, if your business has some form of Lead Generation component or shopping cart checkout housed on a separate domain, cross-domain tracking allows marketing teams to analyze what’s working across multiple domains to help convert visitors to buyers and what needs more refinement.

Here’s an example of how this might look in Google Analytics:

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This User Flow report shows what pages visitors navigate to and from over the course of their sessions. You can see which paths are most common, as well as which pages users are more likely to bounce from. With cross-domain tracking, you can observe this flow across more than one site.

Cross-domain tracking can also make it possible to serve specific content to users across multiple domains based on their previous behavior, especially if you’re using a tool that’s designed to identify website visitors and respond to their behavior. This kind of targeted marketing can increase conversion rates.

For Sales Teams

Sales teams who prioritize a user’s level of interest when qualifying leads will find cross-domain tracking useful. It provides a more detailed picture of visitors’ engagement with one brand across multiple domains, giving sales teams a better frame of reference for how engaged, qualified and possibly interested a lead is.

Data about a user’s engagement or intent data is often used to calculate a lead score or a number value that describes how promising the user is as a lead. The example below shows a site user with a lead score of 83.

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Tracking engagement across multiple domains is essential for qualification and accuracy. Without cross-domain tracking of user engagement, you might be missing out on leads who are more engaged on one site but not the other.

How Do You Install Cross-Domain Tracking?

There are a few different tools that can enable tracking, including Google Analytics and LeadBoxer.

Google Analytics

Setting up a Google Analytics tag for one domain is pretty straightforward. Most people with basic web maintenance skills can figure it out on their own.

Things get more complicated when it comes to cross-domain tracking. If you decide to go with this method, it’s best to bring an experienced engineer into the picture who can install it correctly and maintain it as necessary.

Check out this guide for a complete rundown of how to install it with Google Analytics. As you’ll see, it’s a fair bit trickier than installing single domain tracking.

Even with this method, you won’t be able to track individual users. Google Analytics can give you a sense of what businesses are using your site and how users on average are engaging with the site, but it’s not designed to get any more granular than that.

LeadBoxer

LeadBoxer is platform for identifying and tracking individual users and their actions across one or more sites, where it is enriched, segmented and used  to calculate a lead score. This lead score helps sales teams know who they should invest their time and energy toward to nurture that lead into a customer.

Marketing teams can also benefit from LeadBoxer. They can get under the hood of individual users and see what content they’re engaging with across one or multiple sites, then target them with content that’s reflective of their previous behavior.

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In short, the big difference between Google Analytics and LeadBoxer is the ability to zoom in on a single user and take action based on their behavior. LeadBoxer also makes it possible to identify visitors who would otherwise remain completely anonymous, so you can reach out and make contact with these users in the event of B2B sales.

Cross-domain tracking is a standard feature included in LeadBoxer and can be enabled for you without doing any additional work.

To get started, schedule a call with LeadBoxer and ask for a trial with cross-domain tracking.

Installation is easy, simply install the same pixel in all your domains and we will take care of connecting the users/sessions without the use of 3rd party cookies!

All in all, LeadBoxer is a painless way to get cross-domain tracking at your fingertips. For more information about how to install t tracking with LeadBoxer, click here.

Opentracker

Opentracker offers a blend of Google Analytics and LeadBoxer features. Its primary purpose is to track unique visitors in realtime. Cross-domain tracking comes standard with this tool and is easy and intuitive to access.

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Unlike LeadBoxer, Opentracker doesn’t calculate a lead score or provide actionable insights about prospects to sales teams. It can identify a visitor’s company, but it doesn’t capture name and contact information the way LeadBoxer can.

Turn Visitors Into Buyers With Cross-Domain Tracking

If you have multiple related websites that users are likely navigating between during the same session, then cross-domain tracking is essential for capturing a complete picture of visitors’ online experiences. Cross-domain tracking is possible with Google Analytics but installation can be tedious and prone to mistakes. Analytics also doesn’t allow you to identify unique visitors.

If you want the ability to give visitors a face and a name, gauge their potential as a lead, and notify your sales team about when they should reach out and turn that lead into a customer, then LeadBoxer is a more appropriate tool. Best of all, installing cross-domain tracking with LeadBoxer is so easy that anyone with basic web maintenance experience can install it.

Sign up for a demo call of LeadBoxer today and try out cross-domain tracking in minutes.

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intent data

What is Intent Data & How Can You Use It?

According to research, the average B2B buyer is already 67% of the way through the buying journey before having extended contact with a salesperson. By that time, they’ve likely formulated some ideas about possible solutions to their pain point. And might even be leaning toward buying from your competitor.

Intent data is the key to identifying those leads sooner, nurturing them earlier in their buying journey, and making more sales. This comprehensive guide will outline the fundamentals of intent data, including:

By the end, you should know exactly how intent data fits into your marketing and sales processes. You’ll also learn how to pick the right intent data supplier for your needs. So you don’t end up with the wrong strategy for your business.

What is Intent Data?

Intent data shows the likelihood that a person or company is in the market to purchase a solution for a pain point. It’s derived from information about the online research contact or account is conducting about a particular topic. As well as context clues that might signal their purchasing intention. Topic and context data are the two main types of intent data. Both rely on tracking cookies, cross-domain tracking and IP addresses to form a complete picture.

Topic Data

If a hiker needs to buy new hiking boots, she may scout online reviews of top brands. Before she ever goes to the store and tries on a pair. Anyone looking at her search history might assume she’s interested in the topic of “hiking boots”. The same is true of B2B leads and target accounts. Forrester claims that 68% of B2B buyers research by themselves, a significant increase from 53% in 2015.

In addition, 47% of buyers viewed 3-5 pieces of content before connecting with someone in sales. Even before signing up for a free trial of the software that might solve their problem, your lead is probably researching their pain point and weighing multiple options. Topic data tells you what they’re researching. There are four types of topic data available.

Anonymous First-Party Behavioral

These are unknown visitors to your company’s site and the actions they take while there. They haven’t yet filled out a form or explicitly revealed information about themselves. However, it’s possible to identify their company by tracking their IP address. unknown visitors A lead generation tool like LeadBoxer can help fill in the gaps and show more contact information about these otherwise anonymous visitors. Consequently giving a more complete picture of who they are and what they’re researching on your site.

Known First-Party Behavioral

These visitors to your company’s site have provided their contact information by filling out a form, therefore they are “known” individuals. Lead generation or marketing automation software can track what pages they visit and other ways they engage with the site.

Anonymous Third-Party Behavioral

These are unknown visitors to sites you don’t own but that might still be relevant to your business. You can track different topics over a network of sites and see what’s most popular.

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If you’re a supplier of project management solutions, and someone from a company that fits your ideal customer profile is reading articles about “project management” on Business Insider, you can access that information through intent data suppliers. A few of which we’ll review in a future section.

Known Third-Party Behavioral

These are visitors to sites you don’t own that have shared some of their contact information. Like with anonymous third-party behavioral, you can access their information and the topics they’re researching through the right supplier.

Context Data

Context data tells you whose intent data is valuable and who only has a passing interest in a topic. There are a few details that are especially useful for establishing context.

Job Title

If a sales professional is researching “sales pipeline management”, it’s possible they’re looking for a CRM tool that can help manage leads. If a marketing professional or content creator is researching the same topic, it may be more likely that they’re putting together a blog, video, or another piece of content on the subject.

Job Postings or Leadership Changes

Job postings and leadership changes can tell you whether or not to reach out to a lead. If you sell advertising services but the target account is in the process of looking for a new marketing director, now might not be the best time to approach them. And if the account has announced the recent hire of a marketing director, it’s a better opportunity to pounce and offer a better option than what the predecessor left behind.

New Funding

A new round of funding is another indicator that a company could be open to new solutions, both because they have a bigger budget and because they may be growing their operation and need more sophisticated tools to manage their company.

New Legislation

Did new legislation just pass that requires an account to operate their company in a certain way, or opens them up to new business? If you have the solution they need in response to these changes, this context lets you know if you should act.

Press

Keep a close eye on accounts that make the news. Press about an expansion of operations or increase in earnings might indicate that they need new solutions, while bad press may mean that they need some space to do damage control before focusing on other things. However, not all bad press is a sign to stay away. If an account makes the news for poor customer service, maybe now is the time to reach out and offer information about your CRM software.

What to Use Intent Data For

There are several uses for intent data, but before diving into the specifics, know that if your competitor isn’t already using intent data, they might soon. Polls show that nearly a quarter of B2B companies are already using intent data, while another 35% plan to use it within the next 12 months. Using intent data in some capacity will become increasingly necessary to stay competitive. These are the main ways that it can benefit your business.

Reaching Leads Early

The most obvious use of intent data is to establish contact with leads earlier in the buying journey. Getting in touch with leads before other salespeople do is one of the biggest ways to get a leg up on the competition; research shows that in 70% of cases, the first salesperson to connect with a lead is ultimately who they give their business to.

Lead Prioritization

Context data can help make a distinction between who is actively researching a pain point and who is just reading about a certain topic without any intention of making a purchase. This information illuminates whether or not a lead fits your ideal customer profile. prioritize leads A tool like LeadBoxer quickly shows you the highest priority leads by allowing you to search by filters such as location, industry, and company size.

Automated Outreach

First-party leads that give off certain signals can trigger automatic marketing or sales processes, such as an email series, that can instantly start nurturing them when it matters most.

Account-Based Marketing

Hone in on what content works best at engaging first-party leads, and what needs more refining.

Personalization of Outreach

By knowing what topics and articles leads are researching, sales agents can personalize how they make contact and develop a relationship with them. They can mention specific topics and establish relevance quickly to capture and hold a lead’s attention.

Targeted Advertising

Get even more granular with your advertising strategy by honing in on leads who give off certain signals. That way, you’re not wasting any of your advertising dollars on people who only have a passing interest but have no intention of buying your product.

Targeted Account List

Develop a list of accounts who are engaging with third-party sites about relevant topics but aren’t yet engaging with your company. You’ll be able to connect with leads who your sales team might have otherwise never considered.

Analyze and Retain Customers

Intent data works with existing customers, too. Monitoring what current clients are researching so you know if they’re thinking about switching to a competitor or if there’s something you can upsell them on. With intent data in your toolbox, you can continue to anticipate and solve problems long after the initial purchase has been made.

How to Obtain Intent Data

There are several intent data vendors out there who can help you access intent data on your site or data available on third-party sites.

First-Party Intent Data Vendors

First-party intent data is nothing new. You may already have access to some thanks to free tools such as Google Analytics. Other vendors can provide you more details about who is visiting your site and turn anonymous visitors into known visitors.

Google Analytics

Google Analytics is a free tool that monitors the activity on a site, such as page views and how visitors arrived at the site. While it can’t identify individuals, it can hone in on IP addresses and show you what accounts are active on the site.

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In the example above, several businesses use branded aliases, making it possible to identify which accounts are visiting a site. However, Google Analytics can’t provide any further context than that. It also can’t go into detail about what the visitors’ unique actions were on the site.

LeadBoxer

LeadBoxer catalogs all known visitors to your website. If a visitor fills out a form, the information they provide automatically populates their profile within the software. LeadBoxer can then calculate a lead score for that person using other data points such as what pages they visited, what topics they seem most interested in, and how engaged they are with the site.

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With this information, you’ll know exactly when to act on a lead. LeadBoxer takes it one step further and can help identify previously unknown visitors. For example, if the visitor didn’t fill out a form but arrived at the site via LinkedIn, LeadBoxer can trace back to that person’s LinkedIn profile and use the information to populate the visitor’s information within the software.

BounceX

Like LeadBoxer, BounceX can identify many website visitors (40-70%) who would otherwise remain anonymous. It then creates personalized marketing experiences – similar to account-based marketing – for these visitors based on their engagement.

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BounceX can automatically engage with visitors who have not yet filled out a form or appear that they’re about to leave the site. In a way, it identifies users who are displaying intent and then begins to nurture them before a sales agent ever steps in.

While sophisticated, BounceX is said to have nearly a $4,000/month price tag, making it a serious investment for most businesses. It also doesn’t prioritize showing you accounts who express high intent but instead tries to let the AI nurture users through website personalization.

Third-Party Intent Data Vendors

If an account is researching topics around the web that are relevant to your product or service, these solutions will help you find them.

Bombora

Bombora can tell you what companies are expressing active intent to purchase your products or services long before someone from that company ever lands on your site. This tool does this by monitoring 6,000 intent topics across 3,800+ publisher websites.

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Bombora only tracks IP addresses, cookie IDs, and company domains provided by the publishers’ registration data. They can tell you what companies are expressing intent, but they can’t tell you exactly which employee is doing the research or who your sales team should engage with. In short, there’s no context data with this vendor.

Aberdeen

Aberdeen bought The Big Willow, and intent data supplier, back in 2018. They offer a lot of the same value that Bombora does but take it a step further by integrating their solutions into Salesforce.

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Companies expressing active intent pop up in the Salesforce dashboard so sales teams know exactly which accounts to jump on. You can also see how those accounts will impact the pipeline. You can also choose to integrate Aberdeen Marketscape, a product that shows all the topic keywords researched by each account showing intent.

This helps establish more context. If you’re not already using Salesforce, getting started with Aberdeen’s intent data (and then Marketscape) might be a little too complicated and cost-prohibitive.

How to Select an Intent Data Vendor

There are several different suppliers of intent data out there. It’s important to work with the one that best fits the needs and size of your company, or else you risk losing time and money. Here are a few considerations to keep at the top of mind when screening vendors.

How many sites are in the vendor’s network?

Ask this question if you’re considering third-party data vendors. The network refers to the websites they monitor, which tend to be publisher sites like Forbes. The larger the network, the better, as this gives them a bigger pool of data to draw from.

How many topics does the vendor monitor?

Third-party data vendors monitor a finite amount of topics. At the time of this writing, Bombora claims to have nearly 6,000 topics in their system, while Aberdeen claims to have hundreds of thousands of keywords at their disposal.

Can the vendor give context?

On its own, a list of names and topics they’re researching isn’t very useful. You need context to know if their company fits your ideal customer profile, as well as what their job title is and if they have any purchasing authority. Third-party data vendors can’t give much context at this time, but some solutions for first-party intent data can.

How to Use Intent Data

Trying to make use of intent data in its raw form is inefficient. Intent data works best when used to calculate a lead score. A lead score is a concise, visual way to describe how promising the lead is and therefore how much it’s worth pursuing them.

Some solutions, like LeadBoxer, will not only capture intent data but will automatically input it into a lead score. You can adjust what data points to use for calculating a lead score based on the needs of your company. set lead score 900

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Here are three of the most important factors to keep in mind when adjusting what data points to use for a lead score.

Fit

This is as simple as asking the question: does this lead fit our ideal customer profile? Are they the right size company, in a certain location, etc.? If an account showing active intent doesn’t fit the mold of your ideal customer, then their lead score will go down.

Intent

Take into consideration not only the topics researched by that account but the frequency and recency of the research.

Engagement

Has this account not only engaged with relevant third-party pages, but with your site or social media profiles? A solid first-party data vendor will be able to track and show you individual actions. Use that information to increase their lead score. track actions The more specific the data points used to calculate a lead score, the more accurate and useful the lead score will be. This will help weed out accounts that aren’t the right fit or are researching topics without having any intent to buy a product or service.

When Intent Data Isn’t Enough

Intent data isn’t a magic bullet for identifying leads earlier. There are limitations to this technology that will hopefully improve as time goes on. Be aware of the following when incorporating intent data into your marketing and sales processes.

When a Visitor is Registered Under the Wrong IP Address

If an unknown visitor to your site or a third-party site is registered under the wrong IP address, you won’t be able to tell what company they work for. This often happens by accident but nevertheless makes it impossible to identify the correct account.

When a Buyer is Conducting Research Out-of-Network

Third-party intent data vendors like Bombora and Aberdeen don’t aggregate data from every corner of the internet. They only draw information from sites within their networks. If a buyer is researching on sites not covered by that network, then you’ll never know.

Decay Rate of Third-Party Data

Given the amount of content people consume regularly, you shouldn’t expect sales agents to always be able to reach out to a lead and reference content they read a week or two earlier.

Third-Party Data Lists Account But No Contacts

Bombora and Aberdeen only list the account, not the contact information of the individual who was searching.

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While it’s certainly useful to know which accounts have an interest, you’re still limited by not knowing who to reach out to.

When Used At the Expense of a Sustainable Sales Pipeline

Relying on intent data is no reason not to have robust marketing strategies that help draw new leads into your sales pipeline. Like most sales tactics, it’s best used in tandem with other processes.

Get an Edge Over the Competition With Intent Data

Intent data is a hot technology that more and more businesses are using to gain an edge over their competitors. By seeing what topics leads are researching, you can reach out to them sooner and have a better chance at closing the deal. While it’s not the end-all, be-all way to keep your sales pipeline full, it is a valuable tool to have at hand.

Third-party intent data still isn’t as precise as some would hope it to be. Vendors can only provide accounts, not individual contacts, and don’t offer much in the way of context data. Third-party data also decays more quickly than first-party data.

Some first-party data is free and already at your fingertips via Google Analytics. A tool like LeadBoxer can keep you apprised of who exactly is visiting your site whether or not they’ve filled out a form. It’s also easy to get context data and use each data point to calculate a lead score, showing you exactly which leads to act upon at that moment.

If you haven’t already started taking advantage of the intent data laying untapped on your site, now is a great time to start. Try a free trial of LeadBoxer today.

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attractive beautiful beauty 974964 e1567599699389

10 Buying Signals You Should Look For

Imagine if some magic words or signs indicated how likely a prospective customer is to buy. Your sales and marketing teams would know exactly who to focus their efforts on. As it happens, there are such signs. They’re called buying signals, and taking note of them is key to giving prospects a better buying experience and increasing the efficiency of your sales process.

This guide will review ten of the most common buying signals to look for and how to look for them. It will also go over how to capture, analyze, and act upon those signals. With this information in hand, your team will be well on its way to gaining and retaining plenty of satisfied customers.

What are buying signals?

Buying signals are the actions prospective buyers take that may indicate they’re close to making a purchasing decision. For B2B sales and marketing teams, buying signals are especially important because they can help you hone in on the most promising leads, saving time and closing more deals.

Buying signals can occur at several different steps of the buyer’s journey. Some signals occur when a prospect visits a company’s website. Lead generation software such as LeadBoxer can capture this data and consolidate it into a lead score. A lead score is a way to easily visualize buying signals.

Lead Score

Other buying signals occur during conversations between the prospect and a sales agent. These are usually phrases or behavioral cues that show how interested the prospect is. Recognizing these signals requires training and keen attention to detail.

The following ten signals occur during both digital and physical encounters between a company and prospective clients.

1. The prospect signed up for a free trial

Signing up for a free trial or other complementary offerings through a lead capture page is a clear indication that a prospect has some interest in the product.

buying signals signup

Lead generation software can capture this action and use it as part of the data that generates a lead score.

Even if the prospect doesn’t immediately take advantage of the trial, that doesn’t necessarily mean they’re no longer interested. It may show that they’re simply unsure how to use it. To mitigate that risk, consider enrolling anyone who signs up for a trial into an automatic email series that provides tutorials or tips.

You can also offer free one-on-one meetings or phone calls with a customer service representative who can walk them through the trial. A more personalized experience can help move some prospects further along on the buyer’s journey.

2. They filled out a form

If someone filled out any form, whether it was to sign up for an e-newsletter or a request for more information, it’s a sign that they want to know more about the company.

LeadBoxer captures that data and uses it to populate a prospect’s profile. The software will then log future actions the prospect takes on the site and use it to adjust their lead score.

Even if a prospect doesn’t fill out a form, LeadBoxer can track and identify previously unknown website visitors.

3. They’re engaging with your brand on social media

Following your company’s social media profile and engaging with the content you publish strongly suggests that the prospect is interested in your product.

To identify who is engaging with the brand most often, encourage marketing team members to monitor mentions of the brand or associated hashtags.

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Regular check-ins between the marketing and sales team are important for identifying the prospects who are active on social media. With that information, sales agents can know who might be most worth reaching out to or nurturing.

Another option is to integrate your lead generation software with social media sites like LinkedIn so you can capture a prospect’s actions on the platform. LinkedIn is an especially fruitful platform for identifying and cultivating B2B leads.

4. They’re interested in one product

Interest in a single product or solution shows that prospective clients are clear about what they want. They’ve done their research and are taking steps toward making a purchasing decision.

This signal might appear during a consultation between a sales agent and a prospect, but it could also occur on your brand’s website. Multiple visits to a product page, especially over a short timespan, indicate growing interest.

Calibrate your lead nurturing software to look for these actions and use the data when calculating a lead score.

5. They’re interested in the price

If a prospect asks about pricing during a sales call, it’s generally a sign that they’re at least thinking about buying.

Some sales agents might misconstrue questions about money as a pricing objection, or that the prospect finds the cost prohibitive. Instead, think of it as they’re trying to understand how this solution fits into their budget. Use their question as an opportunity to talk about why your company is the right fit for them with respect to the price.

buying signals pricing

Another way to know if a prospect is interested in the price is to check if or how often they’ve visited the pricing page. This information should be available within the lead generation software in the log of actions they’ve taken on the site.

6. They’re interested in case studies

Pay attention to prospects who are looking at case studies on your site or are asking about other customers’ success stories. These potential clients are trying to imagine how they fit into your business and if you have a track record of solving problems that are similar to theirs.

buying signals use cases

To keep the conversation moving, sales follow-up process should start with rep talking about other case studies that are similar to the prospect’s experience or ask if they have any questions or concerns about the company’s previous work.

7. They ask for advice from their peers

Sometimes you’ll notice that more than one person from a company is visiting the site. This might be an indication that someone with purchasing authority has asked his or her peers for their input about the product.

This might also be true when someone copies their colleagues during email correspondences with a sales agent. If they’re cluing other people into the conversation, it’s a good sign that they’re discussing amongst themselves how the product fits with their needs.

In any case, if the main contact is seeking the opinions of people they work with, it’s likely that they’re weighing the pros and cons and are close to making a final decision.

8. They ask about terms and conditions

When a prospect starts asking about warranty details or money-back guarantee policies, they’re likely feeling out whether or not they can trust you to deliver excellent customer service.

Look for this signal during meetings or calls with sales agents. If there is a warranty page on your company’s website, check to see if the prospect has visited it. If they have, it’s a prime opportunity for an agent to reach out to them and see if they have any questions about moving forward.

9. They ask about contract specifics

This buying signal will likely happen during an in-person meeting or phone call. Prospects who are asking sales agents about what needs to happen to move on to the next step are almost ready to pull the trigger on the purchase.

For example, they might want to know when the service or use of the product can begin. Show that your company can adjust to their expectations by asking how soon they need it by.

This is also a great time to ask if they have any other questions or considerations about moving forward. Any opportunity you can take to demonstrate outstanding customer service is another reason why the prospect should go with your company.

10. They ask about methods of payment

Sales agents should be attuned to questions about when or how payment can be made. Prospects who ask about this topic are close to making a purchasing decision but need to make sure that payment options align with their company’s needs.

In this case, the more convenient options you can provide, the better. Automatic payments, payment plans, and accepting credit cards are just a few of the possibilities to make customers’ lives a little easier. The more convenience you can provide, the more likely that they’ll keep buying from you.

Pay attention to buying signals and close more deals

Knowing when a prospect is ready to buy doesn’t take a crystal ball or a sixth sense. The clues are all there in the buying signals they give off. Good old fashioned attention to detail as well as a mix of data gathered and interpreted by lead generation software makes it possible to take note of and act upon these signals.

LeadBoxer is a lead generation software that makes much of this process easy and automated. It can also deliver alerts that let you know when it’s time to take action and make a pitch to a prospect. Get started with a free trial today.

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LeadBoxer Email Tracking

Email Tracking: The Complete Guide for B2B Sales Teams

Have leads and customers opened your email? If so, when, and what links they click? This is valuable information for Sales teams. With this information, you can find out if your emails are actually being read, and pinpoint the optimal for a follow-up.

Tracking emails is nothing new. Popular email marketing platforms like MailChimp and Constant Contact have been providing statistics on open and click rates for years. What these platforms lack however, is the crucial ability to track a lead’s email interaction history over the entire course of their customer journey.

This is where email tracking software can provide Sales teams a much-needed edge in closing deals

With the right email tracking software, you’ll be able to identify when, exactly, a lead has opened your email, who opened it, and what pages they viewed since opening that email.

To help introduce you to email tracking software, we’ve put together this in-depth guide to cover what information you can learn from email tracking, how you can use that information, email tracking software options, how to setup email tracking, and a few tips for success.

Use the links below to navigate to each section:

What Can You Find Out Using Email Tracking & How You Can Use This Information?

With email tracking, you can find out the following information:

If Someone Has Opened Your Email

The first thing you can learn is if someone has opened your email.

This tells you if you’re sending to the correct email address and if the email subject your using is capturing the recipient’s attention. If they don’t open your email, try to follow up and/or use a different subject line in the future.

You can also identify how many times a person has opened an email and which people have opened the most emails. This allows you to identify the warmest leads and pinpoint which people you should follow up with first/spend the most time contacting or calling. Best kept secret: do not waste time on people who aren’t interested.

Who Opened Your Email

As a salesperson, you often have to navigate through a few different positions at a company before finding the person who can actually make a purchasing decision (DMU or decision-making-unit). With email tracking, you can identify other people that may be opening the email and reach out to them directly.

What Time They Opened Your Email

If you find that a specific person opens your email in the morning, sending to them again at that time will increase your chance of capturing their attention.

If you find most of your list opens your emails at a specific time, send future emails at the time to increase engagement.

Additionally, you can pinpoint exactly when your emails are being opened and decide if now is the right time to follow up. In many cases, it’s best to reach out right away when the person is already thinking about you versus interrupting them when they’re focused on something else. Extensive statistics tell us that “pizza is best eaten hot”. In other words, people at work are making decisions, and their interest is the most valuable during that decision-making process.

Where They Opened Your Email

If someone opens your email in say Hawaii or some other tropical resort, you can probably guarantee they’re on vacation. It might be best to follow up a week or two in advance when they return from vacation and will have the time to respond to your email.

Additionally, some email tracking platforms will track the following:

What Pages the Person Has Visited on Your Website After Clicking via Your Email

Software such as LeadBoxer and SharpSpring (which we’ll discuss in further detail below) take tracking a step further and identify which pages the person visits after clicking a link in your email.

For example, in the email, the person may click on any link to your latest blog post. But from there, they then navigate to your features page and pricing page. This is all tracked and it can allow you to identify when to follow up, and on what subject.

Email Tracking Software Options

Now, let’s cover a few email tracking platforms that will enable you to track emails at a deeper level than most email marketing services.

This article doesn’t cover every single option out there. But, it does list some of the major players and a few different options based on how in-depth you’d like to go with your tracking.

A few of these options will integrate with Gmail or Outlook only, while a few others can be used with any email client or service you are using.

LeadBoxer

We’ll start this list of software with an introduction to ourselves and our email tracking tool so you know who we are and what LeadBoxer does. LeadBoxer is a lead analytics platform that allows you to see who visits your website, what company they work for, lists that person’s contact information and more.

All of this information is then organized into your “LeadBoard” and each of your different leads are given a score to gauge how engaged they are with your company:

Additionally, email opens and click-throughs can also be tracked. From there, any visits to other pages on your website can be tracked and each action is shown in the history for that lead:

This allows you to see every action that the person has taken since first opening your email.

You can use this information to identify when will be the best time to follow up (for example, if that person has visited your pricing page). You can also identify what emails work, which ones don’t, and where your visitors tend to go after clicking through via your email.

LeadBoxer tracks all of this activity via a tracking pixel (which we’ll discuss how to implement further below)

Therefore, LeadBoxer can be used with any email client or email marketing platform you are using. All you have to is add the tracking pixel link to any links inside your email that you like to track.

This allows you to track activity and identify leads at scale. Pricing starts at $250/month for SMEs. Custom packages are available for larger organizations.

You can learn more on our email tracking features here: Email Lead Generation

Or jump straight to our solutions for Gmail, Outlook, MailChimp, or Others

Note: For all our email tracking features a (free) trial account is available: Start your free-trial here.

SharpSpring

SharpSpring is a full CRM and email marketing platform. With the tool, you can manage contacts, customer relationships, create a content calendar, and send out emails all from the same tool.

In addition to tracking email opens and link clicks, SharpSpring will also track website activity. Therefore, you can see which leads have opened your email and which pages they may have visited directly after viewing your email (or at a later time).

This is all organized into what’s called the “Life of the Lead”. This page shows the entire history of the lead’s interaction with your company. It lists what emails the person has opened, what pages they’ve visited, and so on.

All of this information is then used to create a Lead Score that can be used to identify how engaged that person is and whether or not you should reach out to them.

SharpSpring will be great for teams that want to scale their sales follow up efforts and would like a tool that combines CRM and email automation. However, that amount of power won’t come cheap.

SharpSpring’s plans start at $450/month (for up to 1,500 contacts). Pricing goes up from there based on the number of contacts you have.

Hubspot Sales

Hubspot Sales’ email tracking allows you to track email opens straight from your Gmail or Outlook account. Setup with Gmail will require you to allow Hubspot to integrate with your inbox. This is done by installing an extension to Google Chrome.

This extension can be clicked to see who has opened your emails and who hasn’t. A notification will also popup when the recipient has opened the email:

You can also check the history of a lead in the Hubspot dashboard:

Hubspot’s email tracking feature is free to use to track up to 200 email opens. From there, paid plans for Hubspot Sales start at $50/month.

Hubspot is great for sales people who need a simple approach and want to track opens in Gmail or Outlook. However, it lacks the in-depth details of a platform such as LeadBoxer or SharpSpring.

Additionally, it can only be used with Gmail or Outlook. It can not be used with an email service such as MailChimp.

Yet Another Mail Merge

If you send a lot of emails from Gmail and want to track opens, Yet Another Mail Merge can help speed up your process.

Yet Another Mail Merge (YAMM for short) integrates with Google Sheets. To use the add-on, you would create a Google Sheet with information for each person you want to reach out to (separated by row). You would include their email, but you can also include any custom information (such as their name, company, role, etc.).

Then, you can send out an email and use YAMM’s tags to insert that information. For example, you might say “Hey <>” in your email. YAMM will insert the name that you set for that email. This works similar to MailChimp’s “Merge Tags”.

Additionally, the tool will track who has opened your email, who hasn’t, and who has responded. This is all documented right in the Google Sheet you’re working in. You can then create a follow up directly in that Google Sheet and send from a template you create in Gmail.

The tool is great for speeding up your process if you currently use Gmail to reach out to leads. However, it will only work with Gmail and it won’t track information on the life of the lead. Thus, it will be difficult for teams to use to scale.

Yesware

Yesware is a tool that will work with Gmail and Outlook only. It is a paid application that starts at $12/month and is installed via a Google Chrome or Mozilla Firefox extension.

The tool is similar to Hubspot’s email tracker. Email tracking can be turned on for a specific email by checking the Track box when using the email composer. However, Yesware does take over your inbox and change the look and layout:

From your email inbox, you can check tracking, templates, and create follow up drip campaigns. Additionally, you can also set reminders for email (much like the way Boomerang works).

The tool is powerful but is a bit intrusive. Some people may not like the fact that it will change their inbox interface. Additionally, the tool can’t be used with email marketing platforms such as MailChimp to track emails at scale.

Mixmax

Mixmax is another email tracker that installs via a Chrome Extension. It is not available via Mozilla Firefox or Safari, however.

One of the unique features of Mixmax is the “Enhance” feature inside the email composer of Gmail. Clicking this button will bring up a list of options that will allow you to share calendar availability, create a calendar invite, add a poll, add a custom CTA button, and more directly from the email composer.

Again, just like Hubspot and Yesware, email tracking can be enabled on a per-email basis. With Mixmax, you can do this by clicking the “Track” icon when composing an email. By default, this will stay enabled until you disable it for a particular email.

Mixmax can be used for free. However, a link will be placed at the end of each email that says “Sent by Mixmax”:

You can remove this link, but you will have to do so everytime you create a new email. Paid plans start at $12/month.

Mixmax will be good for anyone that uses Gmail and likes the features of a tool like Yesware but doesn’t want the intrusive interface that Yesware adds to Gmail. Again, Mixmax will only work with Gmail and can’t be used with email marketing platforms such as MailChimp to track leads at scale.

How to Setup Email Tracking (with an Email Tracking Pixel)

Setting up email tracking is different with each email tracking software. Some companies, such as Hubspot, have a Chrome Extension that will set this up for you if you track emails via Gmail. But as we mentioned above, tools like Hubspot can be a bit limited.

So we want to briefly cover how to setup email tracking with LeadBoxer so that you can track leads over the course of a person’s entire customer journey.

In order to track email opens, LeadBoxer uses a tracking pixel

This tracking pixel is a transparent image with the size of 1×1 pixels that can be embedded in an email. Then, once someone opens that email, the image is downloaded. This is how email tracking can identify when an email has been opened.

From this download, it’s also possible to tell the time and date the email was opened, how many times the email has been opened, and from what type of device the email was opened on.

From with LeadBoxer, this pixel can be generated and needs to be added to the source code of your emails (example below):

There are 3 parameters within this snippet of code that can to be set: the dataset ID, Campaign Name, and the email of the recipient. The recipient’s email can be added using a Merge tag. This tag will dynamically add a person’s email from your list to this link so that their activity can be tracked. Our generator can be used to easily create your tracking pixel.

For more information on these parameters, Merge tags and using the generator, please visit this article.

Tracking email clicks

The tracking pixel will take care of tracking email opens and reads. From there, to track link clicks and identify customers with it, parameters with merge needs to be added to any link in your email that you’d like to track.

Here’s how the URL will look once the code has been added and a person clicks on that link:

Once the code is added, LeadBoxer will be able to begin collecting data. For example, when a person opens that specific email, this action will be added to the person’s existing customer journey.

This way, you will know exactly when a person has clicked your email and you’ll be able to see their entire history. Also, once this person clicks through via email, they are then identified for all past, present, and future behavior.

Email Tracking Limitations

Of course, there are limitations when it comes to email tracking. The main ones include:

Images Need to be Enabled

With any email tracking software that relies on a tracking pixel to identify opens, in order for email tracking to work, image loading must be enabled by the person’s email client.

Some email clients block external images by default or can be set by the user to not load when opening an email. If this is the case, the pixel will not be loaded and there will be no way to identify whether or not that email was opened (or any other information that can be gather using email tracking).

Your Pixel Could Be Blocked

Just as there is email tracking software, there is also software to prevent email tracking. Pixel Block and Ugly Email will both prevent the email tracking pixel from being loaded. Ugly Email will also let the recipient know if you are using email tracking software and can even identify which software the sender is using.

While it may be rare that your recipients will use an application like this, it’s something to be aware of.

Email Tracking Tips & Best Practices

Lastly, we want to cover a few tips to make email tracking easier for you and hopefully, more successful:

Use Email Templates

Using email templates can help save time when adding tracking links to your email and help you follow up to leads quicker.

For one, having a few email templates that you can edit will save you time having to insert the tracking pixel code to links within the email that never change (for example, a CTA at the bottom of your email).

Additionally, having a few emails ready to go when you need to follow up with a lead will allow you to touch base quicker versus having to waste time trying to think of what to say.

Test Thoroughly

Before sending any tracked emails, make sure to test that everything is working correctly. First, send a tracked email to yourself or other members on your team to ensure that email opens and other track information is being identified.

Encourage Recipient’s to Whitelist Your Email

Whitelisting is an action that can be completed in a person’s inbox to ensure that emails from a specific email address are received and that images are downloaded.

By encouraging your recipient’s to whitelist your email address, you can ensure your emails are being delivered and that images are being download. Therefore, the tracking pixel will also be download, allowing you to track the recipient’s email and web activity.

Develop a Follow Up Strategy

Decide on a follow up strategy before you even send an email to any of your “hot” leads. That way, when someone opens your email or completes another specific action, you’ll already know what to do next.

Decide when will be the best time to follow up. For example, how many times do you want the recipient to open the email before following up? Or, how much time do you want to wait after they’ve opened the email?

Additionally, have some follow up emails already created and ready to go. This will help to save time and allow you to follow up quickly.

Start Your Free Trial to track your emails

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?

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