Capture Leads

Identify leads and track analytics from your interactive demo

Interactive demos are an effective lead generation channel. Capture and send leads straight to your CRM, MAP, and other GTM tools along with session analytics from Storylane.

We support three ways to capture leads:

1. Lead form inside the demo

2. Lead form outside the demo

3. URL params

👉 Lead form inside the demo

Add a lead form as a step in any demo chapter. We typically recommend adding lead forms at the beginning, end, or at a "cliff-hanger" point in the middle of your demo. Here are your options:

a. Storylane's Native Lead Form

This form provides two configurable fields: email and name (optional)

Note: We split the name into "<first> <last>" before updating your integrated CRM

b. Custom Embed Form

To add your own custom form, copy and paste its embed code through the inbuilt lead form guide. Most commonly, we see forms built from:

• HubSpot

• Marketo

• Pardot, which requires a custom setup

The lead form can be added as a specific step to your chapter. We recommend going with this option if you either need to customize your form or have additional fields to collect.

Tracking UTMs inside the demo

The most common example is to pass UTM params in the URL where you embed the demo or to add it in the CTAs.

The UTMs will be sent to your CRM only if you have the Storylane integration with HubSpot/Marketo/Pardot and the UTM mapping.

If you need any additional information or need assistance, just contact us ([email protected]

👉 Lead Form outside the demo

Set up a lead form before the demo starts on your website as a gated tour. Most commonly, we see:

• Custom forms added to landing pages, redirecting users to the demo post form submission

• Forms are used as an overlay on top of the demo. Once the form is filled out, the demo is loaded.

Tracking UTMs outside the demo and Cookie tracking

👉 Cookie Tracking

• Storylane can capture leads using your marketing cookie, and associate leads with demo analytics.

• Cookie tracking has two primary use cases:

  • External Lead Form Before Demo

    • The form is filled out first, then the lead is passed to the demo.

    • The user has filled out a form already on your website and is a returning visitor

>>> Read more about cookie tracking here.

👉 Tracking UTMs

• When a demo is embedded on the website, and someone clicks the CTA, Storylane allows you to utilize UTM parameters to track and capture it.

• The UTMs will be sent to your CRM only if you have the Storylane integration with HubSpot/Marketo/Pardot and the UTM mapping.

  If you need any additional information or need assistance, just contact us ([email protected])

👉 URL param

Leads may also be identified by passing 'email' as a URL param either in the demo share URL or in the domain where the demo is embedded.

As a result, whenever a user engages with your demo, you'll be notified in Slack (provided it's integrated with your Storylane account). This data is also passed on to your CRM/GTM stack.

One of the ways we use this at Storylane is in our weekly product update emails. Most of our product emails carry a GIF of our new releases. We link this to the actual releases demo that we create and add the email param to the demo URL.

This not only helps us understand prospect engagement patterns also keeps our revenue teams, who spend the majority of their time inside the CRM updated on the lead activity. We reach out to high-intent prospects and dormant users whenever they show consistent engagement with our demos.

• See an example of passing the 'email' param in the demo share URL below:

https://app.storylane.io/share/[email protected]

• Example of passing 'email' param to landing page URL that has demo embedded in it. Storylane embed code in the page will pick the email param from the parent window URL:

https://acme.com/[email protected]

Try Interactive Demo Yourself 👇

Here is a list of tools and their respective email parameters:

• Active Campaign: https://mycompany.storylane.io/share/ivx1h59a6vdf?email=%EMAIL%

• Apollo: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Campaign Monitor: https://mycompany.storylane.io/share/ivx1h59a6vdf?email=[email]

• Constant Contact: https://mycompany.storylane.io/share/ivx1h59a6vdf?email=[[emailAddress]]

• HubSpot: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{contact.email}}

• Intercom: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Klaviyo: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Lemlist: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Lusha: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Marketo: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{lead.Email Address:default=noemail}}

• Outreach: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Pardot: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{Recipient.Email}}

• Reply: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• Salesloft: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email_address}}

• Woodpecker: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={{email}}

• ChurnZero: https://mycompany.storylane.io/share/ivx1h59a6vdf?email={[contact.email}}

Also, if you use a different tool from the ones listed above, we'd be happy to add it to the list of our supported tools.

If you need help or have any questions, feel free to contact us at [email protected].