Have you tried LeadLander yet? Unlike other visitor tracking services which are primarily designed for web analytics, Leadlander is designed with the “sales guy” in mind. The premise behind it is simple. As a B2B company, you care the most about enterprise visitors that bring you revenue. LeadLander filters out the “tire kickers” and lets you focus on the corporate/business visitors. It removes clutter from your web logs to show “sale” interested data.
A landing page is a simplified version of your website that showcases a single product or service. The web visitor comes to a landing page from an external site (i.e. Google.com) and is enticed to try or buy your offer. A good landing page only focuses on a single message with a goal. This goal can be a download, registration, trial or a buy action.
We used various online sources to estimate market share of several visitor analytic tools. These approximations are generated for LeadLander, Snoobi, Eloqua, Marketo, Pardot, DemandBase, NetFactor, ActiveConversion, Loopfuse and LeadExplorer. Also included are Google Analytics and Statcounter, just to see how these popular free tools score. The results are shown below:
I came across the Metrics not Myth campaign Ads from Adobe. I found them pretty creative and compelling enough to visit the “Adobe Marketing Cloud” product page.
With such cool ads, I had expected the follow through message to be just as creative. The content on the page isnt that bad – it’s segmented towards different marketing roles (CMO’s, content marketeers, search, social, etc). It’s sprinkled with testimonials, credibility building logos, awards and all that. But it falls short on the call-to-actions. There is the chance to download a whitepaper or see a webinar (that’s after you fill out a long lead-gen form).
I’m sure its luring enough for research/academic type leads to convert. But how about addressing more tactile users and giving them something to try? After all, your product name has the word cloud in it… so why not offer a trial as most cloud vendors do?
Could it be that Adobe marketeers have fallen trap to the first myth they want to bust – the use of buzzwords in marketing? Or does it indicate a loose integration between various solutions that make up the Adobe cloud marketing suite… but its hard to judge since there is no trial to see.
I was looking at Mamut, a company recently acquired by one of my clients. Mamut offers installed/on-premise software. So I was surprised to see a message asking visitors to test drive the software on the browser.
I filled out the lead capture from to see they were using Runaware, a citrix-based platform. With this, you can view an instance of Mamut’s desktop client. That’s a pretty cool service. You get to view a full-fledged working copy of a complex system within 30 seconds.
From a lead-generation point of view, this can be an effective way to capture leads who prefer an hands-on approach. Runaware also captures analytics so that you can see what features your lead spent time on. Pretty neat!