“Eighty percent of sales are closed after the fifth call or after the fifth closing attempt.” — Brian Tracy The 100 Absolutely Unbreakable Laws of Business Success
Sales cycles are often long, involved processes. Each stage can be extremely complicated, and you can find yourself fielding multiple rounds of objections from several different stakeholders before you actually close a lead.
Or not. It can be frustratingly difficult to predict when a seemingly warm lead will suddenly go cold on you. Sometimes, there’s an obvious mismatch the very first time a prospect visits your website. Other times, you might hit a dead end only after you’ve spent a huge amount of time and resources nurturing a lead.
Whether you run an e-commerce store, a tech startup, a large SaaS company or a multi-million dollar consultancy, your business has the potential to leak hundreds of thousands of dollars every day simply because your lead generation program is faulty. However, with the latest available technologies, which are capable of automating the extraction of insights from business data, there is no reason for companies to bleed money like this any longer.
Let us examine how three companies — an online B-to-B service, a consumer e-commerce company and a well-known multichannel retail store with online and physical presence — use marketing technology to nurture leads and generate more sales. Active in different verticals and using different intelligence-driven nurture techniques, each of these three cases achieves a similar goal: a more effective, scalable and efficient lead nurture program.
Prescreen.io Hunts the Hunters
B-to-B businesses typically aim to generate sustainable traffic from a mix of sources, including organic search, display ads, retargeting and content marketing. But even amid this diversity, it can be difficult to close leads. Somewhere along the long journey from the first time a potential customer visits a site to conversion, companies lose opportunities for a number of indefinite reasons.
Prescreen.io, an e-recruiting service based in Vienna, is one such B-to-B company. They found the difficulty of generating enough qualified leads to be overwhelming, especially given the pressure of having large players like SAP to compete with. Instead of increasing their ad spend, though, Prescreen.io’s leadership started looking for ways to know more about and engage with visitors coming to their website via different sources. Google Analytics was the obvious starting point, but they quickly realized that GA doesn’t offer enough functionality to identify, score, vet or qualify anonymous site visitors.
So they started using Leadfeeder, a tool that works on top of Google Analytics to gather accurate data about website visitors and pass it on to CRMs and other marketing automation systems. Leadfeeder provides user-specific logs that come pre-filtered with detailed visitor insights, such as time spent on specific pages, the company the visitor works for, and contact details of relevant people working there.
Prescreen.io has a relatively aggressive outbound sales team that doesn’t hesitate to reach out to a qualified lead identified via Leadfeeder, no matter how big or small.
“We used Google Analytics for the identification of our visitors,” Prescreen.io VP Sales and Marketing Andreas Altheimer recently explained in a Leadfeeder blog post. “But the filter options just weren’t sufficient, and it was tough work to gather all the information needed to be able to contact the lead.”
Altheimer reported a significant increase — as much as 85 percent — in his team’s sales call conversion rates thanks to Leadfeeder pointing them to the right people at companies with self-qualified interest.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at email@example.com.