The State of Marketing Software in 2017
The battle in 2017 is about the ‘all in one marketing suite’ vs the open marketing stack’ @richardpatey
A year ago, Clay Collins, the CEO and co-founder of Leadpages, the landing page creator platform, wrote a post he stated may have been the most important thing he’s ever written about marketing. This is saying something as Clay has been a prolific content creator from his early days of the Marketing Show back in 2011 where he would break down people’s landing pages and talk shop.
Clay argues that the trend in software is unbundling; moving away from platforms such as Infusionsoft, Ontraport and Hubspot that offer all in one marketing automation solutions from CRMs to landing pages to email marketing to order forms through to membership sites.
It’s interesting to see on the Ontraport homepage that there is a section called ‘Why all-in-one?’ which argues that ‘trying to manage a bunch of separate tools to run your business creates a frustrating mess that simply won’t work as your business grows.’
Clay would argue the opposite, that having just one system, which has to do everything and which you are solely dependent on for your online business, is not just a frustrating mess but a dangerous position to be in.
This is why the Leadpages strategy is to be the best landing page builder whilst adding other best in breed products into it’s portfolio offering, and this leadpages review goes deep into this.
Leadpages has drip
Leadpages recently acquired Drip, co-founded by Rob Walling, which I use for my email marketing. Drip is the fastest growing email marketing automation platform in the market today and again I’m proud to say I’ve been an early customer since October 2014.
Thousands of entrepreneurs, bloggers, e-commerce sites, businesses and more are switching to Drip every month and I’ve just updated my post on why I moved from Mailchimp to Drip.
This email platform lets you send targeted emails to individual prospects and customers based on their actions throughout your marketing—including what links they click on, what pages they visit, what products they’ve purchased from you, how often they open your emails, etc.
That means you can always send the right email to the right subscriber on your list (at the right time) to get them to take action.
Leadpages also has Center.io
Center connects all your marketing and sales applications together. With Center, you can watch what your customers are doing across platforms – and create rules to trigger automatic actions across your entire business.
Here are just a couple of examples of what you can do with Center:
- If someone buys your product for the first time (say within PayPal), you can send them a series of emails to get them excited about using your product from your email service provider, and exclude them from seeing any more emails promoting your product.
- If someone has attended your webinar presentation and watched your sales video – but hasn’t made a purchase yet – you can automatically notify your sales team to reach out.
- And my favorite thing: create dynamically updated custom audiences for Facebook ads based on any of these types of actions (as shown in the video below)
Lead pages pricing starts from just $25/m if you choose the annual plan discount otherwise it’s $37/m:
You get unlimited pages, traffic and leadboxes (explained below) however to do A/B testing and additional features such as leadlinks (below) you will need the pro account (which is the one I have). There is no leadpages free trial.
Clickfunnels has Actionetics
Clickfunnels, co-founded by Russell Brunson, is actually one of three products in an all in one platform called the ‘Etison Suite’ released in their 2.0 version. Their second product is Actionetics which is a communication system that enables you to interact with all your leads and buyers in an individual way through email and text message based on their actions on your site (or funnels). It also pulls in data from all of their social profiles to let you know how likely they are to purchase from you – their action score. It enables you to replace your existing autoresponders with ‘action funnels’ within the software.
Clickfunnels also has Backpack
Backpack CRM is the third product in their ‘Etison Suite’ and is an affiliate management system or JV management partner system that is fully integrated into clickfunnels. Backpack let’s you recruit your own affiliates to expand and grow your business in order to leverage the email list and audiences of others.
What is a landing page
A landing page technically is any page that a web visitor first lands on, most commonly through organic search. Looking inside google analytics, my top landing pages are actually blog posts.
However in this context, a landing page is an optimised page designed to elicit the action you want the visitor to take. The best way to do this is to channel them into just one action by limiting distractions. The most common action of a landing page or lead page is to collect someone’s email address in exchange for something of value. This is normally structured through having a lead magnet offer in the form of a free email course, PDF or book. This can also be a registration page for a free webinar or to sign up to a free members area which is my main current offer with the Bootstrappers Vault (created in clickfunnels).
Next in this Leadpages review, let’s look at the landing page builder options within both platforms.
Leadpages landing page generator
A great feature of this leadpages review over all other landing page creators is that you can sort by highest converting landing page template, i.e. the best landing pages of all time:
They also now have a drag and drop page builder with new widgets or page elements to add to your pages:
The video below shows the functionality of the drag and drop interface – leadpages beat clickfunnels to this, however they are about to roll out their own drag and drop interface in their V2 editor (details below).
Leadpages was first to have a marketplace which boasts a huge selection of landing page and minisite templates
to help you grow your business and again you can sort by highest converting. You can upload your own templates however you need to delve into source code and upload in a zip format, adhering to their template marketplace directory structure however there is great documentation explaining how.
Leadpages Unique Features
Leadpages not only has a landing page builder, it also has a bunch of other builders:
Leadboxes are list-building forms that you can add to blog posts or sidebar widgets where once clicked generates a popup to claim a lead magnet offering. This is an example of a leadbox. They can also be added as an exit popup and it has a simple to use wordpress plugin.
Leadlinks allow subscribers to join your list or subscribe to a webinar with a single click from within an email.
Leaddigits enable you to create phone numbers where people can text to optin to your offer. It then sends a reply with a link to your landing page.
As can be expected with it’s new Center.io offering being the hub of marketing technology, leadpages integrates exceptionally well with almost all services you would want.
Leadpages Affiliate Program
With leadpages you get 30% monthly commissions for the lifetime of the customer. I love monthly recurring commissions, it’s predictable and you can build a real asset as I describe in how to create an authority site / muse business.
You get a 3rd party affiliate management system to log into at affiliate.leadpages.net which enables you to track the number of clicks you send along with the all important conversion rate which tends to be around 1% which is great:
As well as sending to their homepage, you can also promote their:
- Weekly webinar
- Landing page tutorial
- Conversion Cast
- Facebook Ads Course
- Email Marketing Course
- Webinar Funnel Marketing System
- Perfect Lead Magnet
- Blog posts such as their one on reducing bounce rate
Leadpages Support & Community
I’ve always found leadpages support team and Alivia at their affiliate team to be excellent, have not had any issues. Plus their facebook group has over 10,000 members and is a super supportive community.
Leadpages Review Conclusion
So which approach is right – an all in one solution or picking best of breed components?
It would be a cop out to say “it depends on your business” so I won’t. To sell products online it’s super convenient to choose clickfunnels where you can create optins, sales pages and take payments within one platform without having to use and pay for a 3rd party shopping cart provider such as Samcart.
However there are inherent limitations with the all in one approach. There are obvious things you can do with Samcart that you can’t do within clickfunnels such as charge $X now and $Y after 7 days in a single payment. Instead you have to hack this together with different stripe plans and using the ‘order bump‘ feature in the way shown below. I wanted to set this up on a free plus shipping ski wax funnel but didn’t use this approach as it felt unclear and misleading to the customer.
Instead I was forced to go with offering the item for free and then trying to upsell into a recurring membership through offering an additional product that came with the trial.
Clickfunnels is no doubt currently the best funnel building platform on the market, despite individual limitations vs the competition. However despite building a business on top of clickfunnels, I’m still invested in Leadpages and use the best email marketing automation software Drip instead of Actionetics (part of Clickfunnels full suite).
What do you think of this leadpages review? Let me know in the comments below and if you liked this review please share 🙂
If you sign up to Leadpages through my links I’ll give you free access to my private slack group of online entrepreneurs. Just let me know the email you used to sign up.Check Out Leadpages