The 5 Features a Lead Generation App Should Have

April 18, 2018 Rieva Lesonsky

lead generation

You've read dozens of articles about lead generation software, checked out plenty of providers' websites and asked your colleagues for recommendations. But with so many options out there, how do you know which lead generation app will work best for your business?

What to consider when choosing a lead generation app

Before you select your lead generation software, there are many factors to take into account. These include your particular industry, whether you sell to consumers or to other businesses, the size of your marketing and sales team, the apps you currently use for sales and marketing functions, and your business’s budget for the software.

Using these parameters, you should be able to narrow down your options, eliminating lead generation software that's too complicated, too expensive, or not a fit with your business’s needs.

Lead generation software must-haves

Working from your short list of contenders, here are five features you should demand from any lead generation software you choose.

1. SEO, paid search and local search

Nearly three in 10 marketers say that generating high quality leads is their biggest challenge, and almost eight in 10 say improving lead quality is their top priority. To get better leads, select a lead generation tool that uses a variety of search tactics to attract your exact target market. It should integrate your lead generation with your website by optimizing your website for search. But don't rely on organic SEO alone. Paid search is an important component of lead generation as well, so make sure the tool you select can help optimize your paid search campaigns. Finally, if you’re trying to attract local customers, a solution that optimizes your placement on Google maps will give you an edge over the competition.

2. Lead management

It's easy to drop the ball when you're juggling dozens (or hundreds) of different leads at different stages of their buying decisions. Good lead generation software will help you manage your leads by tracking your interactions with each one, including calls and emails, in real time. Cloud-based software ensures that you and your team can always access this critical information, whether you're at home, in the office or on a business trip across the country.

3. Automation

Of course, you don't want to automate every task involved in lead management and lead nurturing. But the option to automate can save a lot of time while also allowing you to be more responsive to leads. Look for lead generation tools that can automate basic steps such as responding to a lead’s initial contact or sending follow-up emails.

4. Measurement

A good lead generation app will help you monitor and measure the results of your marketing and advertising campaigns. For example, it should track lead sources so you can easily identify where each lead comes from. This will help you determine which tactics work best at generating leads, and segment leads into different types of prospects, such as those who respond to an ad or offer and those who find your website via search. The app should also track your ad spending so you don't have to worry about going over budget. Here’s a closer look at key lead generation metrics you should measure.

5. Good customer service

Unless you're a marketing expert yourself, look for an app that is backed by great customer service and access to marketing professionals who can assist you with your lead generation program. In addition to providing ongoing support, they should monitor and review your results and be available to discuss the performance of your different lead generation campaigns.

Choosing a lead generation solution that can handle all of your marketing needs is a smart way to save time and money. Find out why an all-in-one marketing solution is a wise investment.

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