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Lead Capture Software


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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.
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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.
 
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
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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
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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
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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
 
Oracle Marketing Cloud logo
 
Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More
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Oracle Marketing Cloud is a software-as-a-service solution that meets the needs of both the B2B and B2C marketer. Oracle Marketing Cloud (previously Oracle, Responsys, BlueKai, Compendium, and DataLogix) is an email marketing automation... Read More

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Net-­Results logo
 
Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read More
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Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read More
 
ActiveDEMAND logo
 
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read More
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ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read More
 
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
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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
 
ActiveTrail logo
 
ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
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ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
 
eTrigue DemandCenter logo
 
eTrigue DemandCenter is a cloud-based marketing automation solution that caters to SMBs in various industries including advertising, healthcare, technology, transportation, utilities and B2B. DemandCenter's drag and drop interface... Read More
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eTrigue DemandCenter is a cloud-based marketing automation solution that caters to SMBs in various industries including advertising, healthcare, technology, transportation, utilities and B2B. DemandCenter's drag and drop interface... Read More

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Katabat Marketing Automation logo
 
Katabat Liberate is a cloud-based marketing automation solution that helps businesses to manage workflows and customer relationships. The solution caters to a variety of industries including telecom, retail banks, credit-based consumer... Read More
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Katabat Liberate is a cloud-based marketing automation solution that helps businesses to manage workflows and customer relationships. The solution caters to a variety of industries including telecom, retail banks, credit-based consumer... 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
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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
 
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
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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
 
MailChimp logo
 
MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read More
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MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read More
 
HubSpot Marketing logo
 
With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More
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With its cloud-based, all-in-one marketing software platform, HubSpot helps companies of all sizes create a web presence, convert online traffic into leads that can be tracked and nurtured and analyze business metrics to ensure marketing... Read More

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Marketo logo
 
Marketo offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. The solution features integrated applications that deliver a range of capabilities including marketing... Read More
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Marketo offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. The solution features integrated applications that deliver a range of capabilities including marketing... Read More
 
Planable logo
 
Planable is a cloud-based social media collaboration and approval solution that caters to media agencies, freelancers and marketing teams. Key features include automated publishing, content management, multi-account management, multi-user... Read More
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Planable is a cloud-based social media collaboration and approval solution that caters to media agencies, freelancers and marketing teams. Key features include automated publishing, content management, multi-account management, multi-user... Read More
 
eClincher logo
 
eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
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eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
 
ActiveCampaign logo
 
ActiveCampaign is an integrated marketing and customer relationship management (CRM) suite with a foundation in email marketing. Targeted towards small-to-midsize businesses, the software is designed to help organizations build their... Read More
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ActiveCampaign is an integrated marketing and customer relationship management (CRM) suite with a foundation in email marketing. Targeted towards small-to-midsize businesses, the software is designed to help organizations build their... Read More
 
Salesforce Marketing Cloud logo
 
Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
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Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: July 17, 2018


Even though they're separate departments, sales and marketing work toward a common goal: Converting prospective buyers into satisfied customers.

  • Marketing develops a variety of initiatives—ranging from traditional advertisements to targeted email and social media campaigns—to generate interest in your company's product or service.
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  • Sales capitalizes on that interest, closing deals and selling your product or service to targeted consumers.

This conversion depends on successfully attracting, or capturing, "leads," i.e., people or businesses with a potential interest in what you're selling.

It's crucial to track where your leads come from for two reasons:

  1. So marketing knows which campaigns are successful.
  2. So sales knows which leads are the most promising.

That's where lead capture software comes in. These tools help marketing teams aggregate and review the leads they pull in from various marketing campaigns, and help sales teams identify which ones get put on the "nurture" track.

In this guide, we'll discuss the key features of lead capture software, outline which tools you should look at based on your business size and highlight some considerations you should review with vendors before making a purchase.

Here's what we'll cover:

What Is Lead Capture Software?
Common Features of Lead Capture Software
What Type of Buyer Are You?
Key Purchase Considerations

What Is Lead Capture Software?

Lead capture software gathers data about the people or businesses with a potential interest in your product or service and aggregates it into a searchable database. These tools then help teams analyze that data so that either the sales or marketing department can take the immediate next best action.

The information contained in these leads may include:

  • Name
  • Source of lead
  • Contact information
  • Preferred method of contact
  • Previous interactions with your company

The sources of these leads include, but are not limited to:

  • Responses to marketing materials
  • Responses to sales outreach
  • Customer support agents
  • Purchased lists

Lead capture is the first step in the sales pipeline. The next steps include nurturing, lead scoring, analytics and a variety of other procedures that sales teams follow to turn leads into closed sales.

Thus, although lead capture software can be purchased as a best-of-breed, or stand-alone solution, you will frequently find it as just one component of a larger lead management suite or marketing software suite.

See the "What Type of Buyer are You?" section below for a breakdown of which tools you should consider based on the size of your business.

Common Features of Lead Capture Software

Lead capture software will contain some, if not all, of the following features:

Leads database Create and store leads data from numerous marketing efforts in a centrally accessible database. Organize leads using tags or classification criteria that you can set. Import or export data to or from other sales and marketing software platforms as needed based on the buyer journey.
Lead forms Place forms in key places on your website prompting visitors to enter contact details, often in exchange for access to gated information.
Multiplatform support Gather leads from multiple platforms and marketing efforts, including your website, email, social media and other sources.
Lead analytics and reporting Create and analyze lead reports to see how marketing and sales efforts are performing, i.e., which marketing campaigns are most successful and which types of leads are converting at the highest rates.
Integrations Integrate lead capture with other lead management tools to make effective use of your database and nurture leads through to closing a sale.

A lead dashboard in Infusionsoft

A lead dashboard in Infusionsoft

What Type of Buyer Are You?

You can purchase lead capture software as a stand-alone tool, as part of a larger lead management suite, or as one application within a robust CRM or marketing platform. Your company's size and industry needs will influence how you should invest.

  • Small business. If your business is small, you can likely get by with stand-alone lead capture software—if nothing else, it's good to have a database that keeps track of all the leads you've obtained. However, as you grow, you'll want your leads database to integrate with other sales tool, so consider how long you expect to use the stand-alone system based on your business growth expectations.
  •   
  • Midsize business. If you're a midsize or growing business, consider a lead management suite, which will offer lead capture in addition to nurturing, scoring and segmentation capabilities. You'll want it to integrate with your other sales, marketing or customer relationship management (CRM) software.
  •   
  • Large business. At the large or enterprise scale, your business will almost certainly need lead capture functionality as a part of larger lead management or sales and marketing software. It is unlikely that it would be cost-effective for you to purchase best-of-breed lead capture software.

Key Purchase Considerations

Other factors to consider when picking lead capture software include:

Integration with other systems. This will likely be the key consideration when it comes to choosing lead capture software. A database of leads that doesn't integrate with other sales or marketing tools won't prove very useful. To make lead capture a valuable resource to your company, you'll need those other functions to nurture leads along the sales pipeline and turn prospective buyers into satisfied customers.

Cloud-based vs. on-premise software. These days, most lead capture software is distributed over the cloud. This means that your business doesn't need to host the platform on its own hardware, and you won't require ongoing IT resources to maintain that hardware, as with on-premise solutions. Due to lower upfront and maintenance costs, cloud-based tools are often the smarter choice for small businesses. Ask vendors about their deployment options, training and customer support services when you're evaluating software to ensure you choose a system that best meets your needs.

 

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