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Table of Contents

• What is Lead Generation Software?
• Benefits of Lead Generation Software
• Typical features of Lead Generation Software
• The cost of Lead Generation Software
• Considerations when purchasing Lead Generation Software
• Relevant Lead Generation Software trends

What is Lead Generation software?

Lead generation software helps businesses automate lead generation activities such as contact management, lead segmentation, form customization, surveys, social media marketing, lead assignment, and post-sale follow-up. 

Lead generation tools allow users to create web forms that capture leads data from sources including company websites and social media. Visitors to these pages might be required to complete a contact form to access restricted or gated information, such as pricing. These tools can also integrate with other applications such as CRM and customer service software.

Benefits of Lead Generation Software

The benefits of using a lead generation solution include:

• Targeted marketing: Classify leads based on demographics, referral source, and website engagement to help sales teams distribute targeted marketing messages via email or social media.
• Centralized lead database: Sales managers can maintain all customer-related information such as name, title, phone number, company name, and number of employees in a central repository that is easily accessible for all users.
• Improved efficiency: Automate manual operational tasks such as lead assignment. Sales teams are notified whenever a new lead is added so reps can contact them promptly with the right information to close sales faster.

Typical features of Lead Generation Software

• Contact database: Create a central repository of leads data. Store and search contact information such as name, email, and telephone number.
• Lead capture: Automatically identify and store contact information for potential customers. 
• Web forms: Create an online form that allows website visitors to contact your company. 
• Lead qualification: Score lead quality and likelihood to buy based on certain behaviors. 
• Lead segmentation: Divide leads into buckets based on predefined criteria and routing rules.
• Pipeline management: Track the effectiveness and volume of various sales channels.

The cost of Lead Generation Software

Most products in the market are priced on a per user, per month basis and can be divided into three pricing tiers based on their starting price.

Price ranges:*

• $15 - $29
• $29 - $44
• $44+

*The pricing included is for the entry-level/lowest-priced offering found on vendor websites on July 23, 2021. These ranges correspond to the 25th, 75th, and 100th percentiles of pricing information gathered from vendor websites of sample products.

The above list summarizes pricing for the base plans of most products. An enterprise or premium product that is priced higher may include additional features such as geotargeting, returning visitor recognition, traffic source detection, conversion analytics, A/B testing, and more. 

Considerations when purchasing Lead Generation Software

• Callback timing: Typically, lead generation software allows website visitors to leave their phone number or email if they want to be contacted. Some tools also allow visitors to specify when they would like that contact to occur. While evaluating software, keep an eye out for this feature as it can help reduce the possibility of missed leads. 
• Integration with other applications: As leads can be collected from multiple channels including website forms, direct mail, phone calls, and virtual events, make sure your lead generation software integrates with applications such as Google and Facebook ad builders, your CRM tool, and multiple social media channels. This facilitates effective sales pipeline management.

Relevant Lead Generation Software trends

• Intelligent leads: Lead generation software uses artificial intelligence to collect and analyze leads data, connect this data to sales, develop intelligent marketing insights, record customer engagement, and shorten the sales cycle by providing access to the right information at the right time. More and more software providers are adding AI and machine learning capabilities to their tools to make them more reliable and effective.