If “lead capture software” makes you think of forms and popups, you’re missing out! Forms are obviously an important part of lead generation – they’re (usually) how you actually capture the lead, so that makes sense. But just like there’s more than one way to skin a cat (if you’re into that sort of thing 🤨), there’s more than one way to capture a lead (focus on this and leave the cats alone, please).
Lead Capture Forms
Most marketers probably just use the lead capture forms packaged with some of their other marketing software. Email marketing platforms, marketing automation software, and CRMs often come with some sort of lead capture form capabilities. But they’re usually not very robust.
For something a little better, try OptinMonster.
OptinMonster includes standard issue lead capture tools like popups and inline forms, but it goes beyond that. For example, you can use conditional redirects to send people to different confirmation pages depending on factors like their answers to a field in the form.
And that’s just on the Basic Plan. The Growth Plan ($82/mo) includes coupon wheel campaigns, real-time personalization, geolocation targeting, and more.
Typeform is probably the most visually appealing way to capture leads, but it’s costly. It’s especially expensive if you want access to some of the more useful features. Jotform looks good too and has a similar feature set, but it’s more affordable and it’s priced based on usage, not features.
Webinars are a good way to capture leads because, if you do them right, they feel like high-value offerings and they give you a way to connect directly with prospects. Zoom is the popular choice, but according to G2 reviews, Wistia is the easiest to use.
Wistia also has the benefit of a slicker, more intuitive user interface. That said, webinar functionality is only available on its most expensive plans ($399/mo and up).
For a more affordable option, check out Airmeet. It’s pretty pricy ($6,000/yr+) if you decide to upgrade to a paid plan, but they have a free version that will allow you to host 90-minute webinars for up to 50 people.
Lead Capturing Lead Magnets
Most people can’t think of lead generation without thinking about lead magnets. Lead magnets are the lure we use to get people to submit their contact information, but it can be difficult to create digital products, tools, and experiences that are valuable to potential customers.
There are two tools that not only make it easier to create lead magnets but also capture the leads for you.
Outgrow makes it easy to create interactive content like quizzes and calculators. And it has a built-in lead capture feature. So all you have to do is build a piece of content (from scratch or with one of their templates) and connect Outgrow to your CRM or marketing automation software.
For more traditional lead magnets, Beacon is a tool that you can use to create eBooks, workbooks, email templates, resource libraries, and more. Instead of uploading your lead magnets somewhere and setting up an automation workflow to deliver them, Beacon does all the work for you.
Website Visitor Identification
No matter what lead magnets you use, some visitors won’t fill out a lead capture form. That’s OK! With website visitor identification software, you can still get their contact information.
LeadPost turns your traffic into B2C or B2B leads automatically. It also includes an integrated retargeting platform so that you can trigger email, paid social, display, and direct mail campaigns to nurture your leads.
Engineering as Marketing
This is known as engineering as marketing, and you can read more about it in the book Traction (the one by DuckDuckGo CEO and founder Gabriel Weinberg, not Gino Wickman, creator of the Entrepreneurial Operating System).
You create tools that are relevant to your target market and the problems you solve. They use them and hopefully share them. By requiring users to submit their contact information in order to use the tool (something most people expect), you can then continue to nurture them as leads (albeit top-of-funnel leads who might not be ready to make a purchase in the near future).
You can create those kinds of tools relatively easily with no-code app builders like Quickbase, Glide, Jotform Apps, and AppSheet from Google. Even though they don’t require coding, not all no-code app builders are easy to use.
Take Capturing Leads to the Next Level
Leads aren’t leads until you capture them! So try the tools in this article and see which ones will help you turn more of your visitors into contacts in your CRM.