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Lead Generation Tool

Updated on December 10, 2008


In the vast field of lead generation there are many tools that can be used to help an organization achieve its goals. A good lead generator needs to track PPC campaigns, bring on new clients, stay on top of email blasts, follow analytics feed back and much more. Below is a summary of some of the most important tools marketers use to manage lead gen businesses. In no particular order:

Lead Generation Suites

A lead generation suite of software is a sophisticated piece of software that helps marketers run successful lead generation campaigns. It often has a dozen or more different tools that support all functions of a lead gen campaign. There are many different kinds of suite that have different level of sophistication to meet the needs of novice and advanced users.

Eloqua offers a marketing platform to helps companies execute, automate and measure B2B marketing programs. The Eloqua Conversion Suite brings many different forms of marketing together with sales force automation in one piece of software to make customer acquisition a measurable process.

Their software has tools that help marketers with ROI based evaluation of marketing spend, demand generation, direct mail, custom built microsites and landing pages, multi-channel marketing, website analytics, marketing/sales integration, lead scoring, event management, best practices, email marketing data management, prospect profiling, lead nurturing/management, integration with popular CRM software and more.


Aprimo provides software and services that automate marketing processes. Their software portfolio includes:

· resource management- software that manages planning, campaign management and workflow, ad management, brand assets, as well one place to store and distribute advertising materials.

· Enterprise marketing management - a technology for marketing and IT executives to help them get a birds eye view of what their employees are doing.

· Campaign Manager – software that helps users to create multi-channel (websites, print, television, radio etc.) campaign designs.

· The company also provides software that helps optimizes campaign strategy; deliver lead management solutions; create and execute event-triggered marketing; data mining and predictive modeling capabilities for campaign management requirements; sophisticated, easy to use analytics.

Aprimo also offers enablement services such as managed hosting and education services. It serves markets as varied as , such as financial services, consumer goods, automotive, telecommunications, entertainment and media, retail, consumer goods, and agencies. Aprimo used to be known as Genesis Technologies, Inc. Aprimo, Incorporated was founded in 1998 and while it has offices on three continents it is headquartered in Indianapolis, Indiana.


Email Marketing Software helps users send bulk email to target audiences.  It usually includes a database that stores contact information of individuals as well as other records of promotion statistics, and message history. The interface has features needed to create a campaign, such as message customization, image and text editing contact importing, and reporting.  Prices for this software range from free, to about five hundred US dollars. Also there are enterprise solutions that can cost thousands of dollars a month to manage large campaigns.


Constant Contact provides email marketing and online survey software and online survey small businesses, associations, and non-profits in the U.S. It’s software helps customers create, send, and track permission-based email marketing campaigns. Its features easy to use campaign creation tools, professionally developed templates, email delivery management, list management, email archive, email tracking and reporting, image hosting, and security and privacy.  Its survey software helps users survey their customers, or members and analyze the responses. The company was started in 1995 and is currently headquartered in Waltham, Massachusetts.

Exact Target allows users to optimize email marketing campaigns and strengthen its relationships with users through advanced software that powers permission based email marketing.  More specifically its software helps users:


  • See the big picture by integrating ROI metrics into the reporting interface.
  • Optimize campaigns by running A/B tests across different customer segments and promotions.
  • Better target email marketing messages to a wide variety of potential clients through dynamic rules.
  • Better engage customers by creating visitor profiles with online and offline information to target and cater to the visitors that drive the most value.  By automating the process of providing highly relevant information users can improve volume and conversion.


Vertical Response is an email marketing service that is great for first time email marketers.  The service lacks some of the features of higher end services.  For example it  doesn't support Unicode or international character sets and you cannot build demographic filters or track forwarded emails. Also it is slower to send email than other services. 

This software allows you can run a SPAM check and send a test email to yourself before you send it out to your customers to ensure emails are delivered as intended.  It can also automatically add an unsubscribe link to the bottom of the email and integrate with Google Analytics.

This program lets you can create emails with plain text messages, pre-existing templates or custom built HTML pages.  The only draw back to using custom is that source code cannot exceed 31KB including the white spaces.

The reporting section will display summary of how many emails were sent, bounced, opened, unsubscribed and display the number of times every hyperlink in the email was clicked.

Overall, Vertical Response will help you to create good bulk emails but is not the most sophisticated or the most easy to use email software on the market.

Search PPC

Pay per click (PPC) is an Internet advertising model where advertisers pay other websites an advertising fee when users click on links from another website to the advertisers website.  Advertisers bid on keyword phrases or pay a fixed price to reach people who might be interested in their products and services. The advertisements themselves are referred to as sponsored links or sponsored ads, and appear in clearly marked areas of a page.


Many PPC providers exist, but Google, Yahoo, and Microsoft own the largest PPC networks. Minimum prices per click vary widely depending on the nature of a keyword with some minimum CPCs as low as one cent and some as high as ten dollars. This model is open to abuse through click fraud, but the major players have implemented automated systems to guard against fraudulent clicks.


Adwords is the advertising network that allows business to place ads on keyword searches.  Any individual with a credit card can set up an account that will allow them to create their own google ads in minutes and set the price they are willing to pay per click.  This advertising network is very popular with lead gen companies because it allows them to buy the targeted traffic they need to convert into leads.

Yahoo! Search Marketing is a keyword based internet advertising service that offers advertisers pay per click advertising opportunities.  It provides essentially the same services as Google’s Adwords but for the yahoo search results and advertising network.

Microsoft AdCenter provides the same services as Adwords and Yahoo search marketing with the only significant difference being that is only displays ads through Microsoft’s advertising network.

What web analytics programs do you use

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Web Analytics

Web analytics the science marketers use to study web behavior with the goal of learning how to build advertising campaigns that have higher ROI. There are two main types; on-site and off-site web analytics.

Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.

Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.


Google Analytics is a free service offered by Google that shows statistics about visitors to a website that can be used to improve advertising. One of the biggest differentiators between this and other software is that Google Analytics is built for marketers as opposed to webmasters and technologists from which the web analytics industry started.

It can track visitors from all referrers (including specific search engine keyword traffic) email marketing, display advertising, pay-per-click networks and other sources. When it is combined with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). This data helps marketers figure out how well ads are performing, and it provides information to optimize campaigns.

Users can track up to 50 websites. This service is limited to sites which have a traffic of less than 5 million pageviews per month, unless the site is using Adwords to monetize its traffic.


Omniture SiteCatalyst offers a wide variety of tools to track the behavior of a website’s users so webmasters can optimize their business. It is very useful for a lead generating company because they can see how well each advertisement is performing and how much they should be paying to buy traffic. It can also provide data that helps a webpage developer understand what needs to be changed on the site to increase revenue.


WebTrends Analytics is a package of analytics software that collects and helps analyze information about people interact with websites. It harvests great quantities of information from server logs and client-side scripts, then presents results in an easy to use GUI. The reporting is easy to use and allow marketers to get a high level view of and issue and then drill down. One downside to the software is that it is technically sophisticated and it requires user to understand HTTP and other Web technologies in detail. The dashboard interface allows users to pull information on top pages, referrers, search words, visitor information, etc. in detailed tables, with some drill-down options.


Webcasting the name given to video files that are streamed over the web either live or on demand. The largest "webcasters" are big media companies that distribute television content over the web, but the phrase also applies to any act of distributing video even if it is a presentation.

It is a frequently used form of communication in the commercial sector for investor relations presentations, in formal training excercises, and for other communications activities like meetings.


WebEx Communications, Inc. sells Web collaboration software that helps people conduct meetings and share applications, presentations, documents, and other over the internet. There software also coordinates conference calls during web meetings and works with standard devices, like web-cameras, and microphones.

Webex sells its services itself and through retailers. The company has partnership agreements with several large universities in various countries. WebEx Communications was co-founded by Subrah S. Iyar in 1995 and was bought Cisco Systems in May 2007.

Users can schedule and send meeting invitations from Microsoft Outlook or start meetings by clicking a button within Yahoo Business Messenger or Microsoft Office. Like any software Webex has some drawbacks: it's difficult to learn, and video images some times freeze. For most users WebEx quickly becomes an effective, money-saving alternative to the face-to-face conference after a 30 minute training session and a little practice. WebEx guards privacy, and data integrity by sending meeting data off of the Internet and onto WebEx's secure network. This software can be set up in a few minutes after downloading setup software from the web.


Microsoft Office Live Meeting is free software that allows people to communicate via video and phone over the internet using a computer. The interface is simple, inconspicuous and well organized. The newest version has reduced the need of users to learn features and controls because the interface is geared toward familiar concepts like slides and showing.

Live Meeting is not compatible on the Mac in safari or fire fox but it will work on the mac for users who browsing with Internet Explorer. Users pay nothing to join a Live Meeting session. Charging for Live Meeting is done on an account basis. Supply of accounts is mostly done by resellers (Global Telecoms companies) who supply on a pence per minute or monthly standing charge.


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    • profile image

      Dave Johnson 

      10 years ago

      Great article.


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