Leadlander vs. Google Analytics
I’ve been looking at LeadLander every now and then. I find it’s a very cool product with its ability to track visitors. It does a reverse look-up of the IP address to distinguish between corporate visitors and “home/ISP” users. The idea being that in B2B sales, corporate visitors would count more.
Leadlander compared with traditional web analytics
In the past, I compared LeadLander with Google Analytics. At the surface, it was a reasonable comparison, but it wasn’t a fair one. In a way, it was similar to comparing a school bus to a sports car. Sure both get you where you want to go, but each have a different purpose. LeadLander and Google Analytics use the same principle behind generating visitor stats, but the purpose of those two solutions is different.
Comparison matrix – Leadlander vs. Google Analytics
Purpose: Leadlander is a Sales Intelligence tool vs. Google Analytics is a Marketing tool
Metrics: LeadLander gets Leads and Prospects vs. Google Analytics gets visitor stats
Target User: LeadLander is for Sales team vs. Google Analytics is for Marketing
Value Add: LeadLander identifies visitors vs. Google Analytics helps tweak web content
Pricing/Cost: LeadLander typically runs +$2,000/year vs. Google Analytics is free
Summary: LeadLander is a sales tool that lets you focus on prospects from anonymous web visitors.
“LeadLander is a customer intelligence system designed for sales people to access and use. LeadLander is not a web analytics system designed for marketing metrics, like services such as WebTrends, WebSideStory, Urchin, Google Analytics, etc, and does not intend to compete with these services,” said Sean Coulehan from LeadLander. “In fact, many LeadLander customers use LeadLander in their organizations as well as web analytics services, since they are designed for different purposes – we actually use Google Analytics ourselves.”
Wearing the Marketing Hat
Looking at it from a marketing perspective, Google Analytics (and other tools such as WebTrends, WebSideStory, Urchin, etc.) are well suited for giving a broad picture of web-content analysis. Metrics such as bounce rates, unique visitors, and length/depth of stay give indications on where the website content can be “tweaked.”
The Sales Intelligence Tool
LeadLander is designed with a sales perspective. So it follows the same premise as say – Salesforce. Keep the interface simple and provide real sales value. As Sean Coulehan commented on his solution “Consider this – if you’re already using a web analytics service, is your sales staff logging into it? Do your sales staff obtain real-time reports from it to help them identify customer activity? Probably not. But with LeadLander, sales staff can log into LeadLander, identify each individual company that is hitting your website and monitor each page that the customer has viewed.”
Even though LeadLander uses the same web-stats as Goggle Analytics, it’s not the same beast. Each has a different purpose and depending on what you are trying to solve, one may be a better fit than the other. To help you decide which option to go for, consider the following points:
- Based on your sales model, how important is it to track individual corporate visitors?
- Do you need a tool that qualifies visitors? (i.e. labels them as prospects, suspects or leads?)
- Are there any special pages on your site that you want to trigger alerts for? (i.e. when a visitor visits your registration page, but backs away when credit-card information was required)
- Once you are able to correlate visitor site activity with a lead, how can you use this information to close the deal?
- Will your sales guy actively log into the account and access this information?
- And the most important question, will this result in more more sales for my organization?
These are just some of the questions I asked myself when I looked at Leadlander. There are also other vendors out there that provide similar tools. Do a web search and find the tool that best fits with your needs. But if your need is only web analytics then Google Analytics is probably the best free tool for it.