Lead Capturing

Identify leads from your interactive demo and track analytics

Demos can be used to increase your lead pipeline. With Storylane demos, you can capture new leads and send them to your CRM or marketing platform (along with their session analytics on engagement).

There are 3 main ways in which you can identify leads who watched your interactive demo:

1. By adding a Lead Form inside the demo

2. By adding a Lead Form outside the demo

3. By forwarding the emails through the URL param

👉 By adding a Lead Form inside the demo

Lead forms can be added as a step in any demo chapter. They can be inserted anywhere in your guided demo - beginning, middle, or end. Lead forms provide ways to gather user information such as name and email address while they are engaged.

You can use:

a. Storylane Native Lead Form

This form provides two fields: email and name (optional) that are configurable. The form can be added as a step in any chapter to collect user info.

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

b. Custom Embed Form

You can build your own custom form, and 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 ([e-mail])

👉 By adding a Lead Form outside the demo

You can also configure your custom lead forms even before the demo starts on your website as a gated tour. Most commonly, we see:

• Custom forms are being added to the landing page and users are redirected to demos after they fill out the form;

• 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 ([e-mail])

👉 By forwarding the emails through the URL param

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

As a result, whenever someone engages with the demo, you get notified about it in your Slack (provided it's integrated with your Storylane account) and the data gets passed on to your CRM/ Marketing 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 the engagement patterns of our prospects, customers, and dormant users but also keeps the revenue teams, who spend the majority of their time inside the CRM, updated on the lead activity. We then also reach out to the prospects and dormant users whenever they show consistent engagement with our product demos.

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

https://app.storylane.io/share/vyxhoclq5jpr?email=[e-mail]

• 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/product-tour?email=[e-mail]

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.