When we interviewed David Gilroy of Conscious Solution, he argued that it’s the job of the marketing agency to find and evaluate tools for its clients.
According to Gilroy: “We have over 300 law firms who actively pay us money, and part of that agreement is to save them time by finding things that they can’t, and frankly shouldn’t, be finding for themselves.”
Researching marketing tools and finding the best allows Conscious Solutions to provide value to its clients, and it also helps with retention.
When you’re the expert on a tool a client depends on, dropping your agency also means dropping your access to technical support for a tool you’ve learned to depend on.
If your marketing agency isn’t finding and recommending tools to clients, you’re missing out on a huge opportunity to provide value and boost retention.
Get started by considering the following eight lead generation tools.
These tools may help your clients generate more leads and revenue, proving the invaluable ROI of the services your agency provides.
Your agency could spend a lot of time A/B testing different iterations of lead capture or contact forms for clients to determine which version generates the most completions. But with Leadformly, you don’t have to.
YouTube Channel: Leadformly
Leadformly provides a variety of templates and designs for your clients to choose from for their website forms.
Each form template utilizes 58 best practices that the Leadformly team uncovered through online form conversion-optimization testing.
Clients don’t need development assistance to build, customise, and publish forms. And once the form is live, detailed analytics provide a complete picture of how well forms are performing.
Drift is a marketing chatbot that uses artificial intelligence to communicate with website leads, qualify them, and even schedule calls or demos with sales on your behalf.
YouTube Channel: Drift
Say a lead spends 60 seconds viewing a client’s pricing page.
He may be struggling to understand different aspects of available plans, or he may want to see the product in action before committing to a purchase.
With Drift, a chat window pops up and asks the lead if he has any questions.
In some cases, the chatbot answers questions, or if it doesn’t know the answer, it can automatically schedule a call with one of your client’s customer service or sales reps.
Drift removes the delays associated with leads filling out forms and waiting for someone to reach out by making the whole process more conversational and real-time.
Use it to increase the number of leads that book demos for your clients—or even for your agency.
ActiveCampaign is a marketing automation tool focused on messaging services.
Using preset triggers, ActiveCampaign delivers targeted and personalised email, site, and SMS messaging to leads based on pages they’ve viewed or campaigns they’ve interacted with.
YouTube Channel: ActiveCampaign
Say, for example, you have a client in the e-commerce space.
One of that client’s email subscribers views a new product advertised in a previous email but doesn’t make a purchase.
That client can set a trigger to automatically send an email to the lead when that product goes on sale, increasing the likelihood of making the sale.
ActiveCampaign’s drag-and-drop interface makes it easy for clients to create triggers and start automating messaging campaigns immediately.
Over time, the system grows with your clients marketing automation efforts, allowing clients to create more complex and personalized messaging campaigns.
The most effective modern marketing campaigns are targeted and personalised. It’s not enough to reach out to leads with general, generic information.
YouTube Channel: Unbounce
Prospects are looking for detailed information that speaks directly to their unique pain points and challenges.
Unbounce provides the tools your clients need to provide personalized experiences to every lead.
With Unbounce, clients can create personalized landing pages to go along with all of their marketing campaigns.
For example, say you have a client in the SaaS industry who targets both SMBs and enterprises.
Both business sizes have different needs and pain points; cramming everything into a single landing page isn’t practical or effective.
With Unbounce, clients can create different versions of a landing page and link to those landing pages from marketing emails, a site homepage, or a PPC ad. When prospects click those links, they arrive on a landing page that has all of the information they need to move further into the purchasing funnel—and no unnecessary or irrelevant information.
Sumo encourages visitor interactions with non-intrusive tools.
For example, a Sumo bar can pop-up when visitors are reading website content, encouraging them to share the content on social.
YouTube Channel: Sumo
Sumo also provides non-intrusive newsletter signup forms that can be pinned to the top or bottom of a page—or appear as users are preparing to leave the website.
Sumo makes it simple to capture leads and grow client’s newsletter subscriber counts without creating a poor user experience or causing detrimental impacts to SEO.
It’s a simple lead generation tool that does all of the heavy lifting for you so your clients can just sit back and watch their share and subscriber counts soar.
One of the best ways to generate leads is holding a contest or giveaway.
Vyper makes it easy to use contests to generate leads, encourage referrals, and inspire visitor interaction by allowing your clients to build a variety of contest landing pages and popups.
YouTube Channel: Vyper Growth Hacking
Keep things simple with a viral giveaway landing page that collects email addresses for leads, or encourages ongoing participation with a leaderboard contest that lets leads see how they’re faring against other participants.
Or create an interactive popup that encourages participation with different aspects of gamification.
Vyper manages the entire contest for you, applying a complex algorithm that prevents entrants from cheating.
After entering the contest, leads are encouraged to follow your social profiles and share the contest with their friends. Each of these things can be done with a click of a button after leads submit their entries to the contest.
The final tool on our list is Datanyze.
If your agency often partners with clients in the tech sector, Datanyze is a must-add to your list of tools to recommend.
YouTube Channel: Datanyze
Using Datanyze, clients can see what technology different businesses are already using.
This helps clients identify companies that are likely to be interested in their products—and eliminate unqualified leads.
Datanyze integrates with many popular CRMs and appends company information with technographic data that highlights businesses’ current technology stacks.
It shows details like what analytics, email marketing, advertising, hosting, and e-commerce systems companies are already using, allowing your clients to make more personalized and targeted pitches.
Additionally, if you’re not already using a tool to collect data on leads within your CRM, Datanyze can provide that information as well.
Have lead details expanded with attributes like company size, geographic area, industry, revenue, and more to give sales teams all of the information they need to increase the likelihood of converting new leads.
8. Ruler Analytics
Now, we couldn’t write a blog about lead generation tools for agencies without mentioning our own agency partner program.
If you’re not aware of what we do, we’re a website analytics platform built by marketers for marketers.
As an agency, you can offer clients a white-labelled version of Ruler to use in viewing site metrics and building reports. Then, access all client data on a central platform in a single view.
As a lead generation tool, we have many features that provide value to both agencies and their clients.
It collects detailed data about the different marketing campaigns each prospect—both anonymous and those who’ve completed a form—has viewed, and it passes that data on to your CRM so sales teams get a complete picture of what leads are interested in.
Once a lead converts, the CRM passes that data back to Ruler so both you and your clients can see exactly how much revenue specific marketing campaigns and channels are generating.
We’ve called this the Closed-Loop Revenue framework.
We have a whole handbook dedicated to this. So, if you want to show your clients how much actual revenue your marketing campaigns are generating then click here to download.
Now, with our recommended lead generation tools, as a marketing agency, you have them at your fingertips to add value to what you offer your clients.
These tools can help your clients generate more leads and revenue, as well as accurately measure their return on investment.
Plus, with the help of Ruler Analytics, they can close the loop between leads and revenue.