We've helped hundreds of businesses choose the right lead generation software so they can automatically capture leads data and shorten the sales cycle. How does it work?

Lead Generation Software


Sort by:
 
Sort by:
 
Infusionsoft logo
 
Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
Rating:            (400)
Rating:
        (400)
Price:
Recommended:
82%
Platforms:
Deployment:
Business Size:
S
M
L
Built for small- and medium-sized sales and marketing teams, Infusionsoft offers tools for managing customer relationships from contact to conversion. They serve users in a variety of industries from health care to hospitality.
 
Marketo logo
 
Marketo offers a web-based email marketing platform for companies of all sizes to form and preserve engaging customer relationships. The solution features integrated modules that deliver a range of capabilities including marketing... Read More
Rating:            (293)
Rating:
        (293)
Price:
Recommended:
87%
Platforms:
Deployment:
Business Size:
S
M
L
Marketo offers a web-based email marketing platform for companies of all sizes to form and preserve engaging customer relationships. The solution features integrated modules that deliver a range of capabilities including marketing... Read More
 
Pardot logo
 
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step... Read More
Rating:            (256)
Rating:
        (256)
Price:
Recommended:
86%
Platforms:
Deployment:
Business Size:
S
M
L
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step... Read More
 
Campaign Monitor logo
 
Campaign Monitor is an email marketing solution that can help businesses add new subscribers, send email newsletters and generate various reports. It is suitable for businesses of all sizes. The solution offers several features that... Read More
Rating:            (219)
Rating:
       (219)
Price:
Recommended:
93%
Platforms:
Deployment:
Business Size:
S
M
L
Campaign Monitor is an email marketing solution that can help businesses add new subscribers, send email newsletters and generate various reports. It is suitable for businesses of all sizes. The solution offers several features that... Read More
 
SharpSpring logo
 
SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More
Rating:            (161)
Rating:
        (161)
Price:
Recommended:
79%
Platforms:
Deployment:
Business Size:
S
M
L
SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read More

Call us for a free FastStart Consultation: +1 844 746 1795


 
Act-On logo
 
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
Rating:            (121)
Rating:
        (121)
Price:
Recommended:
86%
Platforms:
Deployment:
Business Size:
S
M
L
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read More
 
Hatchbuck logo
 
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
Rating:            (116)
Rating:
        (116)
Price:
Recommended:
89%
Platforms:
Deployment:
Business Size:
S
M
L
Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read More
 
Delivra logo
 
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
Rating:            (72)
Rating:
        (72)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
 
PlanPlus Online logo
 
PlanPlus Online is a complete online solution for customer relationship management and business collaboration. It includes modules for SFA, customer support and email marketing, all designed to enhance overall productivity.
Rating:            (71)
Rating:
        (71)
Price:
Recommended:
85%
Platforms:
Deployment:
Business Size:
S
M
L
PlanPlus Online is a complete online solution for customer relationship management and business collaboration. It includes modules for SFA, customer support and email marketing, all designed to enhance overall productivity.
 
Net-­Results logo
 
Net-Results is digital marketing software built by and for data-driven marketers. The marketing automation system will work for companies of any size and offers multiple pricing scales. The system has native integrations with major... Read More
Rating:            (26)
Rating:
        (26)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Net-Results is digital marketing software built by and for data-driven marketers. The marketing automation system will work for companies of any size and offers multiple pricing scales. The system has native integrations with major... Read More

Call us for a free FastStart Consultation: +1 844 746 1795


 
Salesfusion logo
 
Improve marketing efforts with newly-designed Salesfusion. This web-based software has helped many businesses increase the effectiveness of their marketing campaigns and offers a scalable pricing structure.
Rating:            (20)
Rating:
        (20)
Price:
Recommended:
60%
Platforms:
Deployment:
Business Size:
S
M
L
Improve marketing efforts with newly-designed Salesfusion. This web-based software has helped many businesses increase the effectiveness of their marketing campaigns and offers a scalable pricing structure.
 
Growlabs logo
 
Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
Rating:            (16)
Rating:
       (16)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
 
ActiveDEMAND logo
 
ActiveDEMAND is a web-based marketing tool designed specifically for marketing agencies. Subscriptions are based on the number of contacts loaded into the application rather than the number users, so agencies are able to create sub-accounts... Read More
Rating:            (16)
Rating:
        (16)
Price:
Recommended:
87%
Platforms:
Deployment:
Business Size:
S
M
L
ActiveDEMAND is a web-based marketing tool designed specifically for marketing agencies. Subscriptions are based on the number of contacts loaded into the application rather than the number users, so agencies are able to create sub-accounts... Read More
 
CallidusCloud Marketing Automation logo
 
CallidusCloud was recently awarded a Bronze award by the American Business Awards for Best New Product or Service of the Year - B2B - Software. Their Marketing Automation product is web-based and incorporates Sales Automation.
Rating:            (12)
Rating:
        (12)
Price:
Recommended:
75%
Platforms:
Deployment:
Business Size:
S
M
L
CallidusCloud was recently awarded a Bronze award by the American Business Awards for Best New Product or Service of the Year - B2B - Software. Their Marketing Automation product is web-based and incorporates Sales Automation.
 
eTrigue DemandCenter logo
 
eTrigue DemandCenter gives businesses of all sizes the ability to create and execute demand generation campaigns using their existing resources. It enables marketing automation through a variety of web-based tools. This solution is... Read More
Rating:            (9)
Rating:
        (9)
Price:
Recommended:
60%
Platforms:
Deployment:
Business Size:
S
M
L
eTrigue DemandCenter gives businesses of all sizes the ability to create and execute demand generation campaigns using their existing resources. It enables marketing automation through a variety of web-based tools. This solution is... Read More

Call us for a free FastStart Consultation: +1 844 746 1795


 
Cosmos Integrated Marketing Portal logo
 
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
Rating:            (3)
Rating:
        (3)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
 
Lead Guerrilla logo
 
Lead Guerrilla by 1CRM is a cloud-based all-in-one marketing platform for small to midsize businesses and marketing agencies. Key features of Lead Guerrilla are: lead activity tracking (website browsing history, form submissions, email... Read More
Rating:            (2)
Rating:
       (2)
Price:
Recommended:
100%
Platforms:
Deployment:
Business Size:
S
M
L
Lead Guerrilla by 1CRM is a cloud-based all-in-one marketing platform for small to midsize businesses and marketing agencies. Key features of Lead Guerrilla are: lead activity tracking (website browsing history, form submissions, email... Read More
 
Enabler logo
 
Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
Rating:            (2)
Rating:
       (2)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
 
Experiture Marketing Platform logo
 
Experiture is an all-in-one marketing automation and customer engagement platform used by small to mid-sized businesses in many verticals. In addition to creating marketing programs across email, web, mobile and more, the system... Read More
Rating:            (2)
Rating:
       (2)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Experiture is an all-in-one marketing automation and customer engagement platform used by small to mid-sized businesses in many verticals. In addition to creating marketing programs across email, web, mobile and more, the system... Read More
 
bpm'online marketing logo
 
Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More
Rating:            (1)
Rating:
       (1)
Price:
Platforms:
Deployment:
Business Size:
S
M
L
Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More

View More Products
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: November 16, 2017


Lead generation software allows companies to automate the capture, segmentation and assignment of leads to improve targeted marketing communications and shorten sales cycles. Meanwhile, lead nurturing software allows companies to stay in contact with those generated leads until they are ready to commit to a purchase. A number of customer relationship management (CRM) systems provide lead generation and nurturing capabilities, and some vendors offer solutions developed specifically for these tasks.

This guide explains features commonly found within these systems, the types of buyers who will get the most use out of this software and other considerations to help buyers narrow down their choices.

Here’s what we’ll cover:

What Is Lead Generation Software?
Common Features of Lead Generation Systems
What Type of Buyer Are You?
Best Tactics to Select Lead Generation Software
Benefits and Potential Issues

What Is Lead Generation Software?

A lead is any contact—either an individual or a business—that has the potential to be converted to a customer. Leads can be collected through a variety of online and offline channels, including:

  • Website forms
  • Virtual events
  • Trade shows
  • Direct mail
  • Phone calls

Lead generation software automates the capture and distribution of lead data from online channels. For example, a website visitor may enter their name and email address in a Web form to gain access to a piece of content. Their information is then recorded in the CRM database, and distributed to the appropriate salesperson to manage.

Silverpop lead generation screenshot

Screenshot of Silverpop’s Web form and landing page design tool

Lead nurturing software automates and streamlines the process of maintaining contact with prospective customers. If lead generation gets prospective customers into the sales funnel, lead nurturing helps guide those who aren't yet ready to buy through the funnel toward a purchase decision. Lead nurturing software enables companies to remain in touch with their leads, keeping them engaged (e.g., through the delivery of relevant content) until they're ready to buy.

Lead data can be very basic—name, title, phone number, company name and number of employees, for example. When visitor tracking and analytics is used, more in-depth data can be added to the lead’s profile, such as the referring website, pages viewed by the lead and other behavioral information.

After lead information is captured, the use of lead management software enables sales teams to efficiently nurture, score and track leads to increase qualification and conversion rates.

Common Features of Lead Generation Systems

Applications vary from vendor to vendor, but a lead generation system will typically include the following types of features:

Web form and landing page creation Web forms embedded on landing pages are the most popular method for capturing leads. With this feature, marketers can create custom forms and landing pages—or integrate existing forms—to deploy on websites and collect leads. Some systems also support the creation of promotions, such as contests and surveys, as an additional method for generating leads.
CRM integration Lead data is automatically recorded and stored in the CRM database, where it can then be utilized for a variety of marketing campaigns based on leads’ interests and behavior.
Social media integration Social media is a vast data source for companies that generate leads across multiple channels. Lead generation tools that collect data from social platforms, such as LinkedIn and Twitter, go beyond a company’s own website to deliver greater insights and increase the number and quality of opportunities for the sales team.
Lead segmentation Demographics (e.g., job title and company size), referral source (e.g., organic search and paid advertising) and behavior (e.g., type of content downloaded and website path) information is used to categorize the lead. This allows it to be assigned to the appropriate sales team member for evaluation and scoring.
Lead assignment This function routes leads to the right employee within a company based on filters users define, and alerts the sales team when a new lead is captured.

Below is an example on one CRM vendor's landing page and Web form creation tool. Lead generation CRM applications with these types of tools make it easy to design and embed forms on websites to capture lead information.

Infusionsoft lead generation screenshot

Screenshot of Infusionsoft’s Web form and landing page design tool 

What Type of Buyer Are You?

Any industry can benefit from using lead generation software: from student loan providers to restaurants to software vendors to advertising agencies. Generally, however, buyer segments are broken into two categories:

B2C buyers. These buyers sell their products directly to consumers. Typically, B2C sales cycles are short, with leads turning into buyers soon after their first interaction. For example, someone might visit several online retailers shopping for a new pair of sunglasses. When that person finds a retailer offering the style they desire for the right price, they make the purchase immediately. In cases where leads don't turn into buyers right away, lead nurturing software for B2C buyers might serve up content such as discount vouchers or information about special deals to potential buyers.

B2B buyers. These buyers sell their products and services to other businesses, rather than to consumers. Because B2B purchasing decisions are often made by more than one person—or even a formal buying committee—more nurturing is required to convert a lead into a buyer than in the B2C sales cycle. Thus, lead generation and nurturing software tools are often used in conjunction to guide prospective customers through the sales funnel.

Best Tactics to Select Lead Generation Software

There are hundreds of lead generation applications from which to choose. Selecting the best one for your business depends on a variety of factors, including the type of lead generation campaigns you want to run, which channels you use to capture leads and what other software needs to integrate with the solution.

Even after paring down your list based on the above criteria, you’ll likely have many products to evaluate. We recently surveyed software buyers across multiple industries to determine the best tactics for selecting software. Top methods include checking vendor references, having an attorney review agreements and preparing a request for proposal (RFP).

Software Selection Methods

Software selection tactics quadrant chart

Quadrant indicating where selection tactics fall on the “impact” and “satisfaction” spectrum

After creating a shortlist of products that have the functionality your business requires, you can use the methods above to speed further evaluation to find the product that best meets your needs.

Benefits and Potential Issues

Companies that adopt a lead generation system can experience several benefits:

Shorter sales cycle. Because the sales team is alerted to new leads in real time, reps and managers can contact leads promptly and with the right information to close sales more quickly.

More accurate data. There is less room for data entry errors because lead data collected from online forms is automatically synced with a CRM system, rather than being collected from various mediums and manually entered by an employee.

Improved efficiency. The core benefit of automation is to reduce or eliminate manual tasks, thus saving employees many hours of time evaluating leads and performing data entry.

Companies that fail to see these benefits often do so because of:

Unoptimized landing pages. Poorly designed landing pages and Web forms may fail to motivate potential leads to take action.

Lack of training. Employees who aren’t properly trained to use the software’s complete scope of features may miss out on opportunities to capture leads.

Lack of planning. Businesses that don’t strategically plan for their business’ changing needs and growth may make poor software purchasing decisions.

Free Download:
Marketing Automation Software Pricing Guide

 

How it Works

We match organizations with software that meets their needs.

Our service is simple and 100% free to customers like you because software vendors pay us when we connect them with quality leads. You save time and get great advice. Vendors get great referrals. It's a win for everyone!

Call now for advice: +1 844 746 1795
Software Advice Advisors
×