September 22, 2023

Lead era and qualification are elementary facets of any profitable enterprise.

Lead qualification is the method of discerning the potential worth and suitability of a gross sales lead or prospect on your services or products. It entails evaluating and assessing leads primarily based on varied standards to find out their stage of curiosity, readiness to buy, and alignment along with your goal market.

Nevertheless, manually managing and qualifying leads can shortly turn out to be an awesome time sink. At JustReachOut, we confronted this problem with our lead qualification efforts. We found that solely 5% of the leads who contacted us grew to become paying prospects utilizing our conventional strategy. We realized the necessity for a change and carried out an automatic system for our lead qualification course of.

We achieved outstanding outcomes by integrating a demo web page with our CRM and automating follow-up communications. To say it revolutionized our gross sales pipeline may be an understatement: We quickly had 70% of leads displaying up for demo calls and a 40% total conversion fee (an eightfold improve in gross sales).

This success story showcases the transformative influence of automating lead era. Trendy automation instruments and techniques allow you to save time, enhance effectivity, and focus your energies on nurturing high-quality leads. This text will discover the ability of automating lead era and supply a step-by-step information that can assist you streamline your processes.

Let’s dive in:

Desk Of Contents

Step 1. Arrange the infrastructure

Constructing a powerful on-line presence is the primary a part of automating your lead era as a result of nearly all of your potential prospects will probably discover you on-line. So, the 1st step in automating lead qualification is to create an superior demo web page that reveals off your services or products. You’ll additionally wish to embody a type the place folks can depart their particulars.

Relating to that lead seize web page, put within the additional effort to indicate off your product. Spotlight all of the options and advantages of what you’re providing. You wish to get your prospects excited and keen to offer you their contact data and request a demo.

And talking of contact data, make sure that your type has all of the related fields. Title, electronic mail, cellphone quantity, firm identify, and different vital particulars you should know. This data will assist you qualify the leads and automate all of the follow-up messaging utilizing a CRM system. You may see an instance of this on our demo page for JustReachOut:

JustReachOut's demo page
JustReachOut’s demo web page

Step 2. Combine a CRM to collect contact data and handle leads

You too can leverage automation instruments to get your lead administration sport on level. The easiest way to try this? Combine your lead seize type with a Buyer Relationship Administration (CRM) system that robotically types and ranks your prospects for follow-up. It’s like having your personal lead-nurturing private assistant.

First, decide a CRM software program that fits what you are promoting wants. Salesforce, HubSpot, and Zoho are a number of standard CRM suites. Join an account and get aware of all of the options they provide. Take your time to discover and see which one seamlessly connects along with your lead seize type.

Subsequent, it’s time to configure that lead seize type in your demo web page, like the instance above. Guarantee it’s set as much as robotically sync all of your leads’ contact data along with your CRM. This integration ensures that each lead you seize easily flows into your CRM system. This may make your life a lot simpler within the subsequent steps.

At JustReachOut, we built-in Zapier to automate lead seize. After a prospect fills out a request on our demo web page (we use WordPress for this), Zapier sends this data into HubSpot. There, a contact web page is robotically populated, a deal is created for that lead, and a gross sales crew member is assigned to the prospect. Afterward, we attain out to schedule the demo name, however you possibly can automate this half, too – extra on that later.

Step 3. Automate electronic mail advertising and marketing for efficient lead nurturing

Now it’s time to work some advertising and marketing magic to information your leads by means of the gross sales funnel. Electronic mail advertising and marketing automation is the way you’ll do it. End up a very good electronic mail advertising and marketing service.

It is advisable select one that may work nicely along with your chosen CRM software program. Search for integration choices and ensure they’ll speak to one another. That is essential for synchronizing lead knowledge and getting your electronic mail automation up and working easily.

The excellent news is that almost all CRMs have you ever lined. They provide native integrations or help third-party integrations with standard electronic mail advertising and marketing software program like GetResponse. When you’ve made that connection, leads ought to stream seamlessly out of your CRM system to your electronic mail advertising and marketing platform, and you can begin creating focused electronic mail campaigns.

We did this utilizing Zapier. Here’s what our Zap seems to be like. All we do is anytime we get a brand new buyer trialing our platform we use Zapier so as to add them to our GetResponse drip marketing campaign:

Connecting Stripe and GetResponse via Zapier
Connecting Stripe and GetResponse by way of Zapier

Right here is considered one of these emails simply to offer you an thought of how we nurture leads:

Topic Traces:

  • [VIDEO 1] The pitch I despatched to Ashton Kutcher (it labored!)
  • Suck at PR? This hack is for you…
  • Obtained butter?
  • [VIDEO 1] The one PR hacks you should turn out to be buds with influencers 

Physique:

Dayum, it was bloody chilly rising up within the Soviet Union… 

I’m speaking about temperatures dropping all the way down to -25 F some days. 

My stroll to highschool was 20 looooong minutes—loads of time for my pores and skin to crack!

And again then, we didn’t have any fancy shmancy lotions or Aveeno to guard our pores and skin from cracking. 

So my good ol’ grandmother lathered salted butter on my face each morning like she was greasing a friggin’ pie pan. 

…And it labored like a allure.

(Check it for your self, for those who don’t imagine me.)

Image it: a pudgy little Russian child marching his method by means of the howling tundra, coated in butter like I’d plunged my face straight right into a bag of film popcorn.

Then, I’d both wash the butter off in school, or, being the…er…”hungry” (learn: massively chubby) child I used to be, I’d wipe my face with bread and revel in a late snack. 

Completely regular, proper??? 

So how did a butter-masque sporting immigrant like me find yourself getting the corporate I labored at acquired by effin’ Google?

And the way within the hell did I find yourself as a contributor to influential websites like NYTimes, Entrepreneur, TechCrunch, FastCompany, Inc, WSJ, Mashable and HuffingtonPost?

This NOBODY did it by constructing genuine relationships with high influencers and changing into a SOMEBODY.

And I did it with out the assistance of PR corporations. (You don’t want them!

You are able to do this too, with 4 of my finest PR hacks. 

(I’m speaking concerning the precise PR outreach techniques considered one of my college students used to land 850K+ views on Quora and rating 200+ new prospects in 24 freakin’ hours!)

UNLOCK VIDEO ONE: HOW TO STRIKE UP A CONVERSATION WITH ANY INFLUENCER RIGHT NOW >>>

This primary video in our 3-part unconventional PR video collection will present you how one can: 

  • Construct genuine relationships with of us like Gary Vaynerchuk, Man Kawasaki, Tim Ferriss, and Fred Wilson (seize the precise emails I despatched to them!)
  • Win a response each time you pitch an influencer, blogger, journalist, or investor with 4 of my unconventional PR hacks (I’ve used these to assist corporations like Wistia and Appsumo skyrocket development)
  • Begin a actual dialog with any journalist by engineering “dialog starters” (and using them on the good time)

Plus, I’ll present you precisely how I pitched Ashton Kutcher to talk at considered one of my occasions (spoiler alert: I bought a REAL response, and we’ve been speaking ever since…) 

The perfect half?

TEST ONE OR ALL OF THESE 4 PR HACKS FOR YOURSELF RIGHT NOW. >>> 

Pay attention, if this no person from the Soviet Union did it, I do know you possibly can too. 

In order for you outcomes, full your first micro-assignment (it’s going to take ten minutes or much less). 

Then, submit your feedback under the video, and I’ll personally reply. Cool?

Seize a nut butter sandwich and get began.

Dmitry “Meatsauce” Dragilev
(Get it? Daaa Meat, Daaaaaamitry… Meat… Meatsauce. Gotta love faculty!)

Step 4. Sync contact data and automate lead qualification in your CRM

Establishing your CRM to robotically sync contact data out of your lead seize web page is a game-changer as a result of it helps you see top-notch prospects very quickly. Right here’s the way it works:

First issues first, outline your lead qualification standards. What makes a lead an ideal match for what you are promoting? Take into consideration the trade, firm measurement, funds, location, and ache factors – issues it’s best to have leads fill in themselves in your seize web page. This manner, they’re providing you with every part you should establish the high-potential prospects and focus your gross sales efforts the place it’s probably to lead to a conversion.

The qualification standards at JustReachOut is the next, a very good potential buyer should:

  • Have gotten printed in press earlier than
  • Have a crew of two+ devoted PR consultants or content material entrepreneurs tasked with PR outreach
  • Have had some expertise reaching out to press and publications with out PR corporations
  • Have no less than 4+ folks engaged on a advertising and marketing crew
  • Have no less than one copywriter engaged on the advertising and marketing crew
  • Have a funds of 1K+ per 12 months for PR software program

Your guests present all that juicy data on the seize web page, and also you wish to sync it along with your CRM for qualification. We use Zapier for this. When a prospect requests a demo on our web page, this sends a Zap to our CRM which data their contact data. Our CRM then robotically types and prioritizes the leads primarily based on their suitability. Solely the cream of the crop will make it by means of these filters.

Here’s what our Zap seems to be like:

Connecting the lead capture form with a CRM
Connecting the lead seize type with a CRM by way of Zapier
Automatically qualifying leads in Hubspot via Zapier
Robotically qualifying leads in Hubspot by way of Zapier

However don’t neglect to try it out. Ship some take a look at leads by means of your demo web page and guarantee their contact data is synced to your CRM system. This ensures every part runs easily and there’s a seamless switch of lead knowledge out of your seize web page to your CRM for additional qualification.

Step 5. Automate electronic mail follow-up and demo reserving

Well timed and customized follow-up is essential for lead conversion. When you’ve recognized certified leads, it’s time to streamline the reserving course of for automating demo calls. You’ll do that by automating your electronic mail follow-up and making it simple for potential prospects to schedule a demo.

To do that, arrange an electronic mail automation device inside your CRM to create a sequence of emails to be despatched to certified leads. These automated emails needs to be designed to supply further worth, handle your leads’ ache factors, and nurture their curiosity.

Craft compelling emails that educate, construct belief, and embody a powerful name to motion. You should utilize a common template to fill within the lead’s data and any more information that addresses their particular wants. The decision to motion is essential. Present a transparent CTA inside the emails that encourage results in schedule a demo name. Lastly, combine a scheduling device like Calendly to simplify the reserving course of. This enables prospects to schedule a demo themselves at a time that’s handy for them.

Here’s what our drip marketing campaign seems to be like:

Establishing a drip marketing campaign

Step 6. Use automated SMS follow-up for extra engagement

Don’t restrict your follow-up to electronic mail. Integrating SMS automation along with your lead era course of may considerably improve engagement and response charges. You may join an SMS automation device along with your CRM to interact leads by means of customized and well timed textual content messages. Twilio and TextMagic are standard choices to contemplate.

With this in place, you should utilize contact center software with VOIP and SMS capabilities to craft and ship customized SMS messages that observe up with leads after they’ve proven curiosity. These needs to be despatched at strategic factors within the lead nurturing pipeline, providing extra data and vital updates. It’s particularly vital to make use of SMS to remind prospects about an upcoming demo name or to deal with any queries.

At JustReachOut, we discovered that these textual content reminders considerably elevated attendance and minimized no-shows. For instance, we arrange an automatic SMS reminder to be despatched half-hour earlier than a demo name. This elevated our show-up fee by 3x and ensured that leads remembered the demo date and had the knowledge they wanted to be ready for the decision.

Right here is the precise SMS message we despatched:

Hello Kyle, are we nonetheless on for our name in half-hour? – Dmitry @ JustreachOut

Right here is how we did it by utilizing Zapier and SalesMsg. Here’s what our Zap seems to be like. 30 min earlier than the demo name we set off this Zap to textual content the client:

This zap is triggered when a Google Calendar occasion takes place in half-hour and sends an SMS reminder to the lead – half 1
This zap is triggered when a Google Calendar occasion takes place in half-hour and sends an SMS reminder to the lead – half 2

Step 7. Frequently monitor and fine-tune your system

The web enterprise world is fiercely aggressive and ever-changing, and automation instruments and applied sciences proceed to evolve. Steady monitoring and optimization are important to make sure your automated lead era system stays efficient and aligned with what you are promoting objectives. Recurrently analyze key efficiency indicators, reminiscent of open, click-through, and conversion charges, to establish areas of enchancment inside your automated lead era system.

Additionally, constantly refine your web site, electronic mail, and SMS content material primarily based on engagement knowledge and buyer suggestions to maximise their influence and relevance. CRM system reminiscent of Hubspot or Shut can present these analytics for you, making it simpler to fine-tune your lead qualification and gross sales pipeline so you possibly can keep forward of the competitors.

Conclusion

Automating lead qualification is a game-changer for companies trying to streamline their gross sales course of and enhance conversion charges. With the steps outlined on this article, you possibly can create an environment friendly system that robotically captures, qualifies, and nurtures leads, drastically growing effectivity and your conversion fee.

In the present day’s automation instruments mean you can focus your crew’s time and power on nurturing high-quality leads and turning prospects into paying prospects. Embrace the ability of automation, monitor its efficiency, and frequently optimize your methods with the most effective instruments out there to remain forward within the aggressive market. Automating your lead qualification course of will elevate your gross sales sport and pave the way in which for long-term success.