MAY 30, 2017 BY SRINIVAS PENUMAKA

Giving More Lead Intelligence to Your Sales to Increase Revenue

Giving More Lead Intelligence to Your Sales to Increase Revenue

What does your Sales want

Leads. Not just leads, but highly qualified leads. And more of them. And they want to know everything about those leads.

When you miss out on the quality or quantity of leads, all you hear is that marketing is not working.

At that time we remember the effort that went into thinking about a campaign, coming up with the messaging and the offer; garnering support from your IT / web developer to put together a landing page and getting the budget to promote across different channels. That shiny landing page yields 3 to 4% of conversions, which could be an awesome result for many of us.

However, we gather very little information about the leads. Maybe a name, company and a couple more data points with some of the fields not mandatory. The result – we get limited information about the leads. No one disputes the need for more information.

You can augment what you have collected with manual efforts such as going to the prospects company website and looking up in LinkedIn. These efforts are costly and may not be completely repeatable without significant stress and potential for errors. No one disputes the need for more information. You can augment what you have collected with manual efforts such as going to the prospects company website and looking up on LinkedIn. These efforts are costly and may not be completely repeatable without significant stress and potential for errors.

Is there a better way?

Is there any way to get more information on known prospects and also some information about those who chose not to give their contact information? Fortunately, the answer is yes. Thats where digital marketing gets exciting. Especially when you have the tools and platforms that can make the promise of digital marketing become a reality.

Let us see what digital footprints our prospects leave behind. There are three types of information you can get about prospects without asking them and then we can pass that information to sales to help them with the context and setting them up for success. Your salespeople will appreciate it.

Basic Information

Information like company name, location, size of the company, and vertical / industry can be gleaned over from the IP address and using a couple of APIs to stitch the information together. Once you have the company name and related information such as size and vertical, you can apply some qualification criteria to create a target list for your outbound sales development team. In order to get this information, there are platforms such as Demandbase and of course our own platform, Qwardo.

Behavioral Information

Based on the behavior of the visitors such as visiting pages, scrolling of the pages, time spent and repeat visits, we can get some idea on what topics they are interested in. You can also detect interest levels on certain topics based on frequency and recency of the visits. This behavioral data can be compiled for a specific contact, company and any other segment such as location and visitors from a particular campaign or a visitors to a specific landing page. Getting this data is a bit more tricky. You will need a specialized platform that can not only track but also make sense out of the user behavior on your website. Our platform Qwardo provides these capabilities at a very affordable cost, and there are others as well. As artificial intelligence becomes prevalent in marketing technology, there will be massive advances in this area.

Add Company Data from Your CRM

Since the user behavior data and company data can be matched by the domain name and/or email ID, you now have a way to create insightful pivots using your CRM data. These pivots can be useful for both sales and marketing for various purposes including prospecting, follow-up, account planning and campaign planning.

Putting the Interest Profiles into Work

Once you collect the behavioral data that can show the interest levels of the leads (known and anonymous), you can use that information in multiple ways.

  • Provide contact specific interest information to your sales and that can be used in the follow-up messages.
  • Use the interest information to automatically show recommended content to the visitors while they are browsing your website. This is a very useful step forward from the current static nature of mostre B2B websites.
  • Understand which topics are trending among your target audience and then create campaigns – email, SEO, SEM, Social and outbound call blitz (telephone).
  • Use the topics to figure out your content calendar. Are you creating the right content for your audience? Do you have enough content in the area you are targeting?

What do you need to get started?

Based on the type and the size of the company you work for, there are a few ways we can recommend you to take the next steps:

  • Do an audit of your landing pages and form data completion – you want to know how much of the data is typically missing and whether the digital footprints can fill up that gap.
  • Check if your current website tracking tools/analytics tools provide the basic visitor data – Tools such as Google Analytics are great in terms of macro-level information and they aren’t cut out for tracking at the company and known contact level for various reasons.
  • Find the right user behavior tracking platform – make sure that you can get not only basic information but also the interest profiles for each company and contact.
  • Implement an interest tracking program that can start with a campaign – take a campaign where you are investing money, e.g., SEM or Social Ads. Identify all the topics are covered within the content you created for that campaign. Create a segment of campaign visitors to see which topics covered by the campaign content are trending.
  • Integrate the user behavior data and company data to your CRM based on company domain name and/or Email ID.
  • Train your sales users on how to use the new data before they connect with the prospect.

A quick plug about Qwardo’s platform. Qwardo enables marketers to deliver personalized customer journeys to your website visitors. It provides intelligent tools to engage, nurture and convert your website visitors to increase quality and quantity of your leads. In addition, you can learn about the interests of your visitors and insights on your content consumption. To give a try, sign-up for to Qwardo at https://app.qwardo.com/register.

Credits: Image source – Creative commons attribution/CC BY 2.0

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