Unkover your competitors’ Marketing Secrets
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Stay Ahead with AI-DRIVEN Competitive Intelligence
Unkover is your AI-driven Competitive Intelligence team delivering critical updates about your competitors the moment they happen:
Track your competitors website changes
Why spend all day stalking the competition when you don’t have to?
With Unkover, you’ll know instantly when your competitors tweak their messaging or shake up their pricing. No more endless scrolling through their sites or second-guessing your strategies.
Let us do the heavy lifting for you, ensuring you’re always in the loop by notifying you the moment a critical change happens on your competitor’s pages.
Sit back, relax, and keep winning—Unkover makes sure you’re not just in the game, you’re always a step ahead.
Read your competitors emails
Companies love updating their customers and prospects about relevant news, product updates, and special offers.
That juicy info from your competitors? It’s yours too. Unkover will automatically capture all their emails and bring them right to your doorstep—accessible to your entire team, anytime.
[COMING SOON: Our fine-tuned AI will sift through these emails, extract key information and send them over to the best team within your org. Less noise, more signal!]
We hear you! Unkover’s goal is not to flood you with tons of data points that no one in your team will ever read. We gather competitive intelligence from thousands of data sources and use AI to highlight actionable information to the right team in your company.
Say goodbye to noise. We’re 100% signal.
ROADMAP
We’re excited to get Unkover in your hands as soon as possible and keep building the best competitive intelligence tool with your precious feedback. The roadmap for the next few months is already exciting, so take a look!
While we build and deliver, here’s our promise to you: as an early tester and customer, you’ll lock in an exclusive bargain price we’ll never offer again in the future.
Spy on your competitors’ full marketing strategy: social, ads, content marketing, email flows, and more.
Track competitive Win/Loss analysis and build battle cards. Get alerted at every pricing change.
Get immediate alerts when competitors announce new features or major releases. Identify strengths and weaknesses from online reviews.
Get the competitive intelligence you need where you need it: Slack, eMail, MS Teams, Salesforce, Hubspot, Pipedrive and more.
slack integration
Unkover’s Slack integration lets you keep your whole team up to speed with your competitors’ updates.
Join now to lock in an exclusive 50% lifetime discount
For startups and small teams, it’s the essential toolkit you need to keep an eye on a select few competitors.
Up to 5 competitors
50 pages monitored
10 email workflows
3-day data refresh
$39
/per month
$ 79
50% discount
Billed annually
For growing businesses, it allows you to monitor more competitors, pages, and email workflows.
Up to 10 competitors
100 pages monitored
20 email workflows
1-day data refresh
$79
/per month
$ 159
50% discount
Billed annually
For large companies, it is tailored to meet the needs of multiple teams needing granular insights.
Custom number of competitors
Custom number of pages monitored
Custom number of email workflows
Hourly data refresh
Custom price
Billed annually
Content marketing has become an integral pillar in sales strategies around the globe.
And it’s not hard to see why.
Not only does valuable content inform, educate, and entertain ideal audiences, but it also helps businesses generate demand, build trust, and capture high-quality leads.
In other words, content has become currency.
So much so that 97% of organizations worldwide have a content marketing strategy in place.
You read that right.
That’s why it’s essential to understand how to use demand-generation content marketing to build awareness and nudge prospects into your lead-generation flow. Then you can use tools like Breadcrumbs to start your process improvement strategy and convert more leads into paying customers.
Let’s take a closer look at demand generation marketing, how it naturally progresses into lead generation marketing, and six ways to capture high-quality leads using gated content and special offers.
Ready to learn more?
Let’s get started.
Demand generation marketing refers to using free content assets to pique your target audience’s interest and start the process of building trust.
With demand gen content, you have two simple goals: Create awareness and generate interest in your brand and its offers.
You do that by creating and posting “free content” across your marketing channels to solve your target audience’s pain points and deliver tremendous value to their lives.
For instance, if you’re a productivity coach, you might post things like:
With these assets, you won’t use opt-in forms or collect contact information. You’re simply posting to educate, inform, and delight your audience.
Over time, doing so can help you build rapport, attract organic traffic, and establish yourself as a thought leader in your industry.
So, whether you’re blogging, guest posting, or publishing content on social media, when it comes to demand generation marketing, think in terms of value-driven content you simply give away.
With ongoing demand gen tactics, you can organically expand your reach and nurture prospects at the top of the funnel (ToFu). But there’s something else you’ll need to do before you can capture their information.
Demand generation itself isn’t designed to help you capture high-quality leads. It’s meant to pave the way for lead generation to take place.
That’s why it’s important to understand the differences between demand generation and lead generation—and how they apply to the marketing funnel.
Let’s dig into this a bit further.
When potential customers pass through the demand generation stage, they’ve officially entered your buying process. They trust you at this point, and they’re ready for more.
This is when lead generation marketing comes in.
In this stage, qualified leads have demonstrated enough interest in your brand that they’re willing (and maybe even excited) to hand over their email address in exchange for more value or information.
Here, you can use lead scoring to sort and prioritize your leads and lead magnets to entice your qualified leads to opt in.
For instance, Breadcrumbs uses fit (demographics and firmographics) and activity (actions and behaviors) scoring while incorporating frequency and recent actions. As a prime go-to tool for all the stages in the customer journey, Breadcrumbs can help you pinpoint which leads are most likely to convert.
Beyond knowing which leads are closer to conversion, you also have to know which lead magnets would captivate them most. In other words, you have to give them a reason to give you their contact information.
Lead magnets, otherwise known as “gated content” or “gated offers”, are downloads, freebies, or guides that prospects must opt-in to receive. They get access to information or an item they want, and you get access to their contact details. It’s a mutual value exchange.
Before we cover lead magnet strategies, let’s quickly review where lead generation and demand generation fit into the marketing funnel.
Simply put, demand generation marketing nurtures leads at the top of the marketing funnel, and lead generation nurtures leads at the middle and bottom of the funnel.
The two work in sync to help you attract, inform, convert, and engage aligned prospects.
Let’s take a look at what you can offer your qualified leads to encourage them to give you their contact information.
Personalize your lead magnets by focusing on content or freebies that solve your audience’s pain points.
Look at your best-performing content and repurpose them as in-depth pieces.
Review your most inquired-about products or solutions and allow leads to try your item or service before they invest.
If a lead isn’t ready to convert after opting in, don’t force it. Create a follow-up strategy, such as adding them to an automated, segmented email marketing flow or scheduling phone check-ins.
With that said, here are six effective lead magnets you can use to capture high-quality leads:
Adding a personal touch and tailoring your lead magnets to your audience is key to capturing high-quality leads. But it’s equally (if not more) important to ensure that you’re targeting the right audience in the first place.
After all, you don’t want to spend time and resources targeting small to medium-sized businesses when your ideal customer profile is large enterprise companies. It’s like flushing money down the drain.
Ebook
Ideal Customer Profile (ICP) Worksheet
Learn how to create an Ideal Customer Profile and build a successful sales strategy with this Ideal Customer Profile (ICP) Worksheet.
To avoid this dreaded fate, you can use Breadcrumbs Reveal, a tool within Breadcrumbs. It pinpoints your data-driven ICP based on the customer data you already have in your existing tech stack. And the best part? You can start using it for free! Talk about seamless integration.
By honing in on your ideal customer profile backed by real data points, you can create effective gated content to boost your engagement rates and attract the right prospects that are most likely to convert into paying customers.
Encourage leads to give you their contact details by offering to host a live webinar or boot camp on a topic that’s always on their minds.
For instance, take a look at the example below.
In this example, Elise Darma, a business strategist, and social media marketing expert, offers a “Reel Of Fortune” boot camp to capture leads interested in video marketing guidance.
Her strategy is simple: Users that comment “ROF” on her post get a direct message with a link to her boot camp sign-up page.
Motivate prospects to opt-in by offering an in-depth guide that solves a major pain point.
For instance, if you offer consulting services for startup project management firms, relieve the burden of tireless research by recommending a curated tech stack they can use to operate their new businesses.
For example, the following in-depth guide on the 15 best project management software options is a great example of an asset that could be repurposed as a gated content download for this particular market segment.
Take a complex product, service, or topic your audience is curious about and break it down in an eBook.
For instance, in the above example, Nlyte, a company that provides colocation data center facilities for enterprises, created a “DCIM For Dummies” eBook to educate its audience on data center infrastructure management—a complex topic its audience can learn more about in a digestible format.
Make prospects feel like VIPs by inviting them to opt into a special email list that delivers exclusive content, generous offers, and important industry updates.
For instance, LeatherCult, an online apparel brand that specializes in selling leather pants, has an opt-in banner at the very top of its product page:
With an emphasis on “exclusive content”, “special offers”, and news its target audience cares about, LeatherCult entices qualified leads to join its email list for a chance to be part of an exclusive community.
If you want to gain more subscriptions, sell more products, or book more clients, consider giving prospects a free taste.
Here are some examples of lead magnets you could use depending on the industry you’re in:
While these options are just scratching the surface, they’re great places to start. Over time, you can expand your gated content offers to help you attract leads in specific audience segments.
Remember, if you’re ready to capture high-quality leads, start by building trust with demand-generation marketing. Next, nurture prospects and collect opt-ins with personalized lead magnets.
From there, you may still need to continue building the relationship via follow-up campaigns or check-in calls. Over time, following this strategy consistently can help you build a book of aligned, loyal customers.
Are you ready to capture high-quality leads? Book your free demo of Breadcrumbs to convert leads faster today!