8 Best Lead Generation Software in 2023 [Complete Guide]

Lead generation software is a powerful tool for marketers to generate and nurture high-quality leads.

It helps companies to generate leads for their website, email campaigns and social media platforms.

 

 

Best Lead Generation Software – Introduction

The best lead generation software allows you to create a compelling landing page that persuades visitors to give up their contact information.

This can be done by offering free information, discounts or other incentives.

The software also allows you to track the progress of your campaign so you can make adjustments as needed.

What is the Best Lead Generation Software?

Lead generation software can help your business by providing a way to capture leads, manage them and create follow-up campaigns. There are many different types of lead generation software available, so how do you know which one is right for your business?

What Does Lead Generation Software Do?

Lead generation software helps businesses capture leads and move them through the sales funnel. The process starts by asking potential customers to provide their contact information in exchange for an offer.

This information can be collected using landing pages, forms or popups. Once these leads are collected, they’re stored in a database that can be segmented using rules or tags to determine the type of person they are and what they need from your business.

When it comes time to send out emails or make phone calls, this information will help with targeting prospects that are most likely to convert into customers.

1. Unbounce

 Unbounce is an easy-to-use landing page builder that helps you create high-converting lead generation websites.

Unbounce is the landing page platform that helps you effortlessly create, publish and A/B test conversion-optimized landing pages. Unbounce has been helping marketers build better, faster and more cost-effective landing pages since 2008.

In a single platform, Unbounce gives you all the tools to design and publish beautiful landing pages, run A/B tests, and optimize your campaigns based on real visitor behavior.

Unbounce makes it easy for marketers to create high converting landing pages for lead generation, ecommerce and more. The drag and drop editor makes it simple to build beautiful and effective pages in minutes without code or design experience.

With integrated A/B testing tools, marketers can quickly optimize their campaigns based on real visitor behavior as well as Google Analytics data.

Features

1. Large collection of professional templates for any type of campaign: sales, pricing page, blog and more
2. Easy to use drag & drop editor to customize your design in minutes
3. Built-in A/B testing tools to optimize your conversion rate
4. Integrated with Google Analytics for easy analysis

Pros

Easy to Use

You don’t need any coding skills or design skills to use Unbounce. The drag-and-drop editor makes it very easy for you to create professional looking landing pages with just a few clicks.

You can add text boxes, images, video backgrounds, buttons and more with just one click! All you have to do is drag and drop your elements into place and make them look exactly how you want them too by customizing the colors, fonts, images and more!

Free Trial Periods Available

With most other tools out there, you have to pay full price before you even get started with creating your first landing page campaign. With Unbounce however, they offer free trials so that you can try out their product before deciding whether or not it’s worth paying

2. HubSpot

 HubSpot is a marketing and sales platform.

HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. It’s based in Cambridge, Massachusetts.

The company offers a range of products for small businesses, including marketing software, analytics tools and data management services. It also provides consulting services for larger companies looking to use these products.

HubSpot is considered one of the leading software platforms for small-to-medium sized businesses (SMBs). Its software helps users create websites, blogs, social media accounts and email newsletters.

Users can also integrate HubSpot with other apps such as Google Analytics, MailChimp and Salesforce to manage their digital assets more easily.

Features

 HubSpot is a marketing platform that allows you to create and manage your website, blog, landing pages and e-mail campaigns. It also provides analytics for your online presence.

HubSpot integrates with Google Analytics, a free web analytics service offered by Google that tracks and reports website traffic, trends and visitor behavior. HubSpot uses Google Analytics to track data on customer engagement, including the number of visits to your website, how long they stay on each page of your site and what they click on.

HubSpot also integrates with Google AdWords, an advertising service provided by Google that lets you show ads to people who are searching for products or services similar to the ones you offer. You can use AdWords to promote your HubSpot website or blog content on Google Search Network partner sites.

In addition to these features, HubSpot includes a contact management system that lets you store contact information for leads as well as contacts at companies you want to target with marketing material.

Pros

The HubSpot software is easy to use, easy to learn and has many features that make it extremely powerful.

It’s different from most other SEO software in that it doesn’t just help you build websites and manage them, but also helps you manage your digital marketing efforts.

The key feature of this software is the ability to create landing pages and generate leads. It’s also good at tracking your sales performance, generating reports and analyzing data based on customer behavior.

The best thing about HubSpot is that it’s very affordable for startups and small businesses who don’t have much cash available for marketing campaigns.

3. OptinMonster

 OptinMonster is the leading website opt-in plugin for WordPress, with over 1 million active installations and counting.

OptinMonster’s drag and drop builder makes it easy to create beautiful opt-in forms that connect directly to your list, with no coding required.

With OptinMonster you can:

• Create beautiful opt-ins in minutes, not hours or days.

• Build your subscribers list faster with customizable signup forms that are proven to convert.
• Get more email subscribers by adding signup forms on your blog or website.
• Use our free or paid plans to get started right away or upgrade later when you’re ready for more features and customizations.

Features

1. Drag & Drop Optin Editor – Create beautiful and engaging optin forms in minutes with our drag and drop editor.
2. OptinMonster Forms – Our forms are optimized for conversions. Our optin forms work on all devices, including mobile devices, as well as desktop.
3. OptinMonster Exit Intent – Increase conversions by placing a form above the fold on pages where users are about to leave your site or close the browser tab.
4. A/B Testing – Test different versions of your optin form against each other to find the best performing version.

Pros

1. It’s easy to use: OptinMonster is intuitive and easy to learn, even if you don’t have any experience with email marketing or website optimization software. No matter what type of business you run or how much technical knowledge you have, you can start using OptinMonster from day one without any training or support required from your IT team.
2. It’s affordable: OptinMonster has two pricing plans Basic (starting at $19/month) and Pro ($49/month). Both plans include core features like email collection, popups and slideshows but only the Pro plan lets you create multiple campaigns at once and add custom CSS styling for each campaign on your website. If you’re just starting out with email marketing, start with the Basic plan it will give you all the tools you need to start collecting emails from visitors without breaking the bank.
3. It’s easy to scale up.

4. Intercom

 Intercom is a human-to-human messaging platform that helps you connect with your customers. It’s used by companies like Lyft, Shopify, LinkedIn and HubSpot to engage with their customers in a more personal way.

Intercom is a great tool for businesses that want to enhance their customer service through live chat. It comes with built-in features for managing conversations, tracking user behavior and monitoring sales performance.

A few key features of Intercom include:

• Live Chat: Provides live chat support for your website or mobile app
• Messaging (messages from users): Allows you to send messages to your users via email or SMS
• Incoming Webhooks: Lets you receive messages from third-party applications

Features

Message Center

This feature allows users to send messages to their customers directly from their website or mobile application. Users can also use this feature to send automated messages to the users who have not yet converted into buyers.

Web Chat

This feature allows users to chat with their customers on their websites or mobile applications without having to download any additional software. It provides real-time conversations without any interruptions or delays.

You can also use this feature as part of your marketing campaign by displaying your products on your website and asking visitors if they have any questions about them or need help purchasing them. This way, you can gauge customer interest before making any sales pitches or offers through other channels like email marketing or social media advertising campaigns.

5. Leadfeeder

 Leadfeeder is a real-time lead generation platform for sales and marketing teams.

Leadfeeder automatically generates leads for your website, then notifies you when a visitor converts on your site.

The data you get from Leadfeeder is more accurate than what you can gather manually, and it allows you to track the behavior of prospective customers in real time.

Leadfeeder’s features include:

• Real-time leads – Receive notifications as soon as someone fills out a form on your website or submits an inquiry form.
• Lead quality – Get a better idea of who’s contacting you by seeing how they’ve interacted with your business before. Learn more about their interests and shopping history, then personalize follow up messages based on this information.
• Sales team collaboration – Integrate Leadfeeder with Salesforce to share insights about potential customers with your team in real time.

Features

• Leadfeeder scans your website and social media accounts to find leads. You can then decide which ones you want to follow up on.
• Leadfeeder also tracks every prospect’s social activity, so you know when they last visited your website or found you on LinkedIn. The software also maps out the relationships between prospects, allowing you to see who knows who in your sales pipeline.
• Leadfeeder integrates with all major CRM systems, including Salesforce, HubSpot and Pipedrive. This means that all the information collected by Leadfeeder is stored in one place and can be easily accessed by salespeople.

Pros

Easy to set up

Leadfeeder works by monitoring your sales pipeline and showing you which companies are about to close a deal. It’s easy to set up, so you don’t need any technical skills or coding experience to get started.

Lightning fast result

The best part about Leadfeeder is that it works instantly. Once you install the app, it will start monitoring your pipeline and alert you as soon as there’s an opportunity!

6. Mailchimp

 Mailchimp is an email marketing company that allows you to send emails to your subscribers. Mailchimp provides a free service for up to 2,000 subscribers and 12,000 emails per month. For more than 2,000 subscribers or 12,000 emails per month, you’ll need to upgrade to the paid plan.

How do I set up Mailchimp?

After signing up for Mailchimp, you can create an account by clicking on “Sign Up” in the top right corner of the page. Once you’ve created an account, you’ll be asked to choose a username and password as well as fill out some basic information about your business.

Next, you’ll need to set up your first campaign by clicking on “Campaigns” in the left navigation pane and then clicking on “Create Campaign.” This will take you through a series of steps where you can add subscribers and customize your email template.

Features

1. Email List Management: Set up autoresponders, create email campaigns, track opens and clicks, segment your lists, and more.
2. Email Templates: Create beautiful emails with pre-designed templates or build your own from scratch.
3. Signup Forms: Create a signup form that matches your branding so you can grow your list quickly with minimal effort.
4. Marketing Automation: Track subscriber activity automatically, send triggered emails based on actions taken by subscribers (e.g., purchase confirmation), and trigger thank you messages based on subscriber activity (e.g., purchase).

Pros

1. Large user base – MailChimp has over 9 million users around the world, so you can easily find people to subscribe to your newsletter or mailing list.
2. Easy-to-use interface – MailChimp is easy to use for both beginners and experienced users alike. The dashboard is intuitive and simple to navigate; it provides everything you need in one place with no complicated setup required.
3. Segmentation and targeting – MailChimp allows you to segment your lists based on interests, demographics, location and more so that you can send targeted emails that are more likely to convert into customers or subscribers.
4. 

   Mailchimp

   The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create targeted emails, run Facebook ad campaigns, automate follow-ups and monitor campaign progress, among others.

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What is Lead Generation Software?

 Lead generation software helps businesses generate leads through websites, blogs, social media and other online methods. It can be used to identify the right prospects and convert them into sales.

Lead generation software is a marketing tool that helps businesses generate new leads by creating engaging content and activities on their websites, blogs and social media platforms.

The goal is to attract customers who are interested in what you have to offer, and then convert them into leads by capturing their contact information with lead capture forms.

Lead generation software is a powerful tool for generating more sales leads for your business. It does this by helping you create content that drives traffic to your website and engages potential customers on social media sites like Facebook or Twitter.

You can also use lead generation software to track how many new customers visit your website each day and which pages they viewed. This information will help you tailor future marketing campaigns so that they’re more effective at converting leads into sales.

What Features Do You Need in Lead Generation Tools?

The answer is not simple. There are many different types of lead generation tools, and each one offers a different set of features.

There are some basic features that every lead generation tool should have. For example, they all need to be able to generate leads and send them directly to you.

They also need to be easy to use, because if they’re complicated then you’ll have a hard time using them and generating leads.

The more advanced features will depend on the type of business that you’re in. If you’re an ecommerce store or a software company, then you’ll need different types of features than if you’re in finance or insurance.

Here are some common types of lead generation tools:

• Email marketing: Email marketing tools let you send out newsletters or promotional emails to your audience at any time so that they can learn about what’s going on with your company or product line. You can segment your list by location or by other demographic factors so that you know exactly who should receive each piece of content.
• Social media management: Social media management tools help automate social media posts so that they go out without any effort from yourself or your employees.

1. Lead Generation Software Ease-of-use.

 The best lead generation software is the one that you will actually use. This is why ease of use is so important to the success of a lead generation program.

Some software companies make it easy to get started, but difficult to customize and scale your campaign. Others are more complicated and harder to figure out, but have more features and can handle a broader range of campaigns.

So how do you choose?

The good news is that there are many different types of software available on the market today, so you can find one that meets your needs perfectly!

When evaluating lead generation software, there are a few key factors to consider:

Ease-of-use: How easy is it for someone without any technical background to set up and run the campaign? Some programs require extensive training or knowledge of programming languages, while others are designed with non-technical people in mind.

Scalability: Is this program scalable? Can it be used for large enterprise campaigns or just small business ones? If so, how big can it go?

Some programs have limits on how many leads they can generate at once or what kind of data they collect from prospects. Others have no limits at all – as long as you have enough money in your budget!

2. Lead Generation Software Third-Party Integrations

Lead generation and nurture are two of the most important pieces of the marketing mix. Generating leads is an investment that can help you grow your business, but nurturing those leads is just as important.

To help you get more out of your lead generation efforts, we’ve compiled a list of some of the best third party integrations to make your marketing efforts more effective and efficient:

Salesforce.com: The Salesforce integration with HubSpot makes it easy to import contacts from Salesforce into HubSpot, including their contact fields and activity history from Salesforce CRM into HubSpot CRM.

This integration helps streamline sales processes by making it easier for salespeople to access customer information without having to switch between multiple tools.

Zapier: Zapier lets users automate tasks between different apps using triggers and actions so they don’t have to spend time manually entering data or repetitively clicking through screens. You can use Zapier when sending an email campaign, creating a lead scorecard or setting up drip campaigns all with just one click!

3. Lead Generation Software Reporting and Analytics

Lead generation reporting is a vital part of any lead generation campaign. You need to know how much you’ve spent, how many leads you’ve generated, and what percentage of those leads are converting into sales.

Reporting helps you determine what’s working and what isn’t, so you can make data-driven decisions that optimize your lead generation campaigns.

4. Lead Generation Software CRM System

Lead generation software is a comprehensive tool that helps you generate leads and manage them. It provides you with an easy-to-use interface, so that you can easily create and manage leads.

You can also automate your lead generation campaigns, which will save you time and effort. This way, you can focus on other important tasks in your business.

Our lead generation software has the following features:

• It allows you to create custom fields to store information about each contact in your database.
• You can create different lists based on different criteria, such as company name or location.
• You can export your data into Excel format for further analysis or report creation.

5. Lead Generation Software Scalability

Lead generation software is one of the most important tools for any business that wants to grow and expand its reach. This software allows you to capture, manage and nurture your leads, so that when they are ready to buy, you can be there with a solution for them.

Lead generation software has become an essential part of any business’ sales strategy. It helps companies generate leads and convert them into opportunities. But what if your lead generation software isn’t scalable?

What is Scalability?

Scalability refers to the ability of an application or system to operate efficiently with an increasing load or number of users. In other words, it means that your application can handle more data without affecting performance negatively.

This is especially important when considering lead generation software because as your company grows, so does the amount of leads being generated by your sales team’s efforts. If your lead generation software isn’t scalable enough, then it can’t keep up with demand, which could cause problems down the road if not addressed early on.

6. Lead Generation Software Exit Intent Technology

The most popular way to get leads is through online lead generation software. For example, you can use tools like exit intent technology to capture emails when your visitors are about to leave your site.

What is it?

Exit intent technology is a type of web analytics software that monitors the behavior of visitors on your website and detects when they are about to leave your site. When you detect this situation, you can then pop up an offer to stop them from leaving and give them an opportunity to subscribe or purchase something from your site.

How does it work?

There are many different types of exit intent technology available but all of them work in similar ways. They track when a visitor is about to leave a page and then display an offer for something that relates to what they were looking at before they decided to leave (ie: if someone has been looking at gardening tools then an advert might be displayed offering discounts on gardening products).

How Do You Use Lead Generation Software?

 Lead generation software is a valuable tool for sales representatives because it allows them to generate leads without having to spend time and money on cold calling. The software can be used for lead generation in a variety of ways and can be very effective if used properly.

Here are some ways in which you can use lead generation software effectively:

1. Generate leads from social media pages and websites. This is one of the most common ways in which companies use lead generation software, as social media has become very popular and more people are using it every day.

If you have a business page on Facebook or another site, you can use this tool to find new potential customers and clients.

2. Generate leads from websites. You don’t have to restrict yourself to just social media sites when using this tool; it can also be used on other websites too, such as those belonging to local businesses or bloggers who may be interested in your product or service.

3. Generate leads through emails and texts. If there are people who fill out forms online, then you can send them an email or text message asking them if they would like more information about your company or product offering.

1. Lead Generation Software Create a Campaign

 The campaign builder is the most important part of lead generation software. The campaign builder is where you create your campaigns, which are essentially lists of steps you want to take with your leads.

You can create as many campaigns as you like, and each campaign can have several steps that are executed one after another. You can even add multiple steps to a single campaign for example, if you have multiple offers for different types of customers or leads, then it makes sense to have a separate campaign for each offer.

You can also set up a series of steps to be executed automatically as soon as a lead appears in your database. This way, when someone fills out an online form or clicks on an email link from your website and enters their contact information into your database, they will automatically receive follow-up emails from your company until they either respond or opt out of receiving any more emails from you.

2. Lead Generation Software Set Your Target Audience and Display Rules

Lead generation software solutions are designed to help you reach your target audience in order to generate more sales leads, generate more sales and increase revenue.

Lead generation software is a perfect fit for companies that want to automate the process of lead generation, but don’t have the resources or time to manage it manually.

Lead generation software solutions are typically offered as an all-in-one solution or as a suite of tools. An all-in-one solution offers everything from visitor tracking and lead management to analytics and marketing automation tools.

A suite of tools is a collection of individual applications that can be purchased separately or together as a packaged offering.

3. Lead Generation Software Analyze Your Campaign

 The most important thing to remember when running a marketing campaign is that every business is different. There are no hard and fast rules, and every company has different needs.

This means that what works for one company may not work for another.

However, there are some things that all companies should be doing during their campaigns. These are:

Analyze your campaign. This is the most important thing that you can do to improve your marketing efforts.

You need to know where you’re going wrong before you can fix it, so make sure you analyze your campaign after each push and learn from it so that you can improve on future pushes.

Important Lead Generation Points To Consider

 The lead generation process is sometimes treated as a one-way street; where the customer calls, and you answer. But this is not exactly right.

You have to be proactive, and initiate the process by reaching out to them. You need to be able to communicate with them in a way that they can understand, and be understood by them as well!

Here are some tips on how you can ensure that your business generates better leads:

1. Have an effective landing page – A good landing page is the first step towards getting more leads from your website. It should be compelling enough for people to visit it again and again.

A great way to make sure that your landing page is effective is by using A/B testing methods. This allows you to see which of the two versions of your landing page performs better with customers, and also helps you identify any areas for improvement with your current design.

2. Use call-to-action buttons – Call-to-action buttons are important because they help increase conversions from visitors on your site. They give visitors an idea of what they should do next, whether it’s signing up or making a purchase order etc., and thus ensure that they take action immediately instead of leaving the site or forgetting about their visit altogether.

Lead Generation importance of qualified leads

 How to Generate Qualified Leads

Qualified leads are the ones that are most likely to buy your product or service. It’s important to know who these people are, so you can target them effectively.

If you’re a salesperson, it’s important to understand the difference between qualified and unqualified leads.

Unqualified Leads

Unqualified leads are people who may or may not be interested in what you’re selling. They might have heard of your company, but they don’t have any immediate plans to buy anything.

If they do make a purchase at some point, it will be because of their own research rather than because of your efforts.

On the other hand, if someone is qualified for a certain product or service, then they are actively looking for ways to solve their problem or achieve their goal and they’re open to hearing about your offer from someone else (like a salesperson).

Qualified Leads

A qualified lead is typically someone who has an existing need or desire for your product or service but isn’t yet aware of how it will help them solve their problem or achieve their goal. As such, you’ll need to take some time upfront educating them about what it is that you do and why it will solve

Best Ways To Convert Leads Into Paying Customers

 How do you convert leads into paying customers?

You’ve put a lot of effort into getting leads, but now that they are in your hands, how do you make sure they turn into paying customers? This is one of the most important parts of your business and it’s worth spending some time on.

If you want to successfully convert leads into paying customers, here are some tips for how to do it:

1. Target those who have already expressed interest in your product or service and are ready to buy. For example, if someone has already downloaded an ebook or watched a webinar, they’re more likely to be interested in buying something from you because they know what they’re getting.

2. Create a free offer (such as an ebook or discount) that addresses their biggest pain points. Then send them an email with a link to download it so that they can get started solving their problem right away.

3. Ask for contact information so you can follow up with them later about converting them into paying customers. You’ll need their name, email address or phone number so that you can reach out to them again through email or phone calls later on (and then again multiple times).

1. Analyze your current lead generation process

 The first step in the lead generation process is to analyze your current process. To do this, you need to look at how your company currently generates leads and determine how much time and money it spends on this activity.

To do this, you can use a simple chart like this one:

The second step is to figure out how many leads you’re generating each month. You can do this by looking at your current sales pipeline (if you have one) or by estimating the number of leads you can generate each month based on historical data from similar businesses in your industry.

The third step is to estimate the cost of each lead that you generate. You can do this by looking at what other companies in your industry are paying for similar services or by looking at what similar services cost in other industries.

2. Look for a solution that will help automate the lead management process

 The first step in creating a successful lead management system is to identify what you are trying to achieve. For example, if you want to increase the number of leads closed each month, then look for a solution that will help automate the lead management process and make it easier for your sales team to close deals.

If you want to reduce the number of leads going stale and ensure that every lead is contacted within 24 hours of being created, then look for a solution that can automatically assign tasks to your sales team based on their availability and skillsets.

If you want to be able to track all of your leads from prospecting through qualification up until they become customers, then look for a solution that can integrate with your CRM software so that all activity is recorded in one place.

3. Focus on personalized, relevant, and timely messaging to your leads

A lot of people think that sales means “always push for the sale.” While it’s true that you want to make money, you also have to be willing to listen to what your customers want.

You don’t have to sell something the exact way they want it but you should always be willing to listen and learn from them.

You may find that there are some things that you can do better or differently. You may even find that there are things you shouldn’t be doing at all!

The bottom line is this: if your business is built around selling something, then you need to build relationships first and foremost because people don’t want just any old product or service; they want something that will solve their problem (or make them look good).

4. Have a good follow-up process for your leads

The most effective way of following up on leads is by contacting them within 24 hours of receiving the lead.

You can do this by sending them an email or calling them.

Here’s a simple formula that you can use:

Day 1 – Send an email to thank them for taking time out of their day and filling out your form. Include a link to your website and a coupon code or discount code if applicable.

Day 2 – Call and ask if they have any questions, offer help with something they need, or schedule a demo/review session.

Day 3 – Email again (this time include some kind of value in the email like a free report, checklist, cheat sheet, etc.)

Day 4 – Call one last time and ask if there’s anything else you can do to help them out before they make their decision on which company to go with.

5. Make closing a prospect feel smooth and easy

 The prospect has made it clear they’re interested in the product or service you’re offering, and they want to move forward.

But you don’t want to rush them into a decision right away. You want to make sure they feel comfortable, that they feel like they can trust you, and that they get all the information they need.

Here’s how to close a prospect so that everything feels as smooth and easy as possible:

1. Make sure the prospect is ready for a decision

Before you start discussing pricing or payment options, be sure your prospect is ready for a decision. If someone asks for more information and then calls back later to ask for more time, this could mean there isn’t enough urgency in their mind yet.

2. Give them time to think about it

If the person needs time to think about the offer, don’t pressure them into making a decision immediately that will only make them feel pressured by you and less likely to trust you with their business. Instead, wait for them to call back when they are ready for another conversation about your offer.

Best Lead Generation Software – Frequently Asked Questions

 What is the best lead generation software?

This is a difficult question to answer, because it’s a bit like asking what’s the best software to create a website. It depends on your requirements, and on what you’re looking for.

If you’re looking for a list of the top lead generation software, see our reviews page. If you’re looking for advice on how to choose the best one for your business, read on!

I want to know what kind of features I should look for in lead generation software.

The first thing to look out for is support from a reputable company. You don’t want someone selling you something they’ve made themselves that doesn’t work properly or isn’t well maintained.

You also want to make sure that the software has all the features that you need: whether that’s basic automation or advanced personalization options. Some companies offer both; others specialize in one area or another.

It all depends on your budget, but if possible try and get something that covers everything you need now and can grow with your business as it grows over time

Best Lead Generation Software – Wrapping Up

Lead generation is an important part of any business. It’s the first step toward sales, and it’s how you can make the most money out of your marketing efforts.

Lead generation software helps you to do just that. It allows you to collect leads from various sources, store them in one place, and follow up with them at a later date.

If you want to get started with lead generation software, in this guide we’ve covered some of the best ones available on the market today.