In its quest to drive ‘deeper connections with customers’, global microblogging site Twitter has today unveiled a new tool for marketers.

The Lead Generation Card is the new addition to its suite of Twitter Cards, and aims to help brands drive highly qualified leads.

It is designed to make it simple for users to express interest in brand offers as they can easily and securely share their email address with a business without leaving Twitter, or having to fill out a form.

Shortens Distance Between Brands & Prospects

“When someone expands your Tweet, they see a description of the offer and a call to action,” Twitter’s product manager of revenue, Mitali Pattnaik, said.

Their name, @username, and email address are already pre-filled within the card so the user simply clicks a button to send this information directly to the brand.

In response to Twitter comments about the new offering being a ‘new Groupon-style ad product’, president of global revenue at Twitter, Adam Bain, hit back online and said: “It is definitely not a ‘Groupon-style’ ad and is for lead generation.

“It shortens the distance between brands and prospects on Twitter.”

Bain said the reason Twitter launched the Lead Generation Card is because mobile landing pages are ‘notoriously bad and poorly created and optimised’ – but the Lead Generation Card helps fix this.

The new product has been trialled with a handful of brands, including web application performance tool New Relic, Full Sail; which offers degrees in gaming, film, music, design, business and art, and online deal site Priceline.

Twitter says all three have received positive feedback on how the feature helps to drive ‘deeper connections with customers’.

Will Launch Globally

“Additionally, many beta participants found the streamlined nature of the Lead Generation Card was instrumental in driving a low cost-per-lead compared to other technologies in their marketing suite,” Pattnaik said.

The Lead Generation Card is only available to Twitter’s managed clients, but it does have plans to launch the card globally, and to small and medium-sized businesses ‘soon’.