Sarah Friedlander Garcia

How to Increase Lead Conversion

Blog Post created by Sarah Friedlander Garcia on Apr 24, 2019

Growing your business is a worthy goal and more often than not, a must - if you aspire to get beyond that barely-getting-by level.

But doing that can be terrifying because so many things can go wrong. That’s why you need great allies in researching and planning your next steps in order to succeed. So what can you do to turn your business into the income-generating powerhouse you envision? 

The most important step in turning your prospective buyers into buying customers has to be generating leads. But this can be tricky! Reaching out to uninterested people that you know very little about and that don’t know you, can become demotivating. But thanks to Social Media and smart CRMs, you can easily build up a customer profile, efficiently qualify your prospects and follow-up in a timely manner. 
 
Here is a list of great ways to help you increase your lead response. All of them are being successfully used by us here at W-Systems and other businesses across the world, and if applied correctly, they can work for you as well.

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1. Integrate CRM with Marketing Automation

As a business owner, you know how important your customer relationships are to your success. The idea of integrating your CRM system with a Marketing Automation software is certainly easy to agree with. But is it that simple?

It’s common knowledge that the Sales and Marketing departments don’t always get along. Sales teams swear by CRM, while marketing departments swear by Marketing Automation. As they’re both critical to business growth, they just need a way to enable knowledge exchange and to do that, they first have to figure out a sales and marketing system alignment. 

By integrating CRM with Marketing Automation, users can transpose marketing leads directly to an actual revenue number. Successfully integrating their unique capabilities can be a game-changer for your company.  Once these systems begin working together, they will provide your sales and marketing teams with lots of powerful factors that will lead to your company’s growth and success.

2. Implement a Lead Scoring System

We mentioned above the importance of aligning marketing and sales. But how can you know the quality and value of each lead? Which leads should be prioritized and followed up immediately, and which need extra nurturing?

Enter Lead Scoring, the missing link between marketing and selling. Lead scoring allows you to assign a specific value to your leads automatically thanks to your Marketing Automation, and then make this information readily available to your sales team via your CRM integration. You can rank prospects using a score that indicates their perceived business value and susceptibility to buy, in order of priority.

Missing piece on puzzle

Lead scoring is only possible when both marketing and sales departments agree on the ideal definition of a customer profile, establish a list of characteristics that are most important for that target customer and assign values to them - like company location, company size, how they interacted with your content, etc.. Once this is done, marketing can focus on generating qualified leads and sales can work to close them. Lead scoring enables salespeople to turn their attention to higher-quality leads and reduce the lead response time. Pursuing qualified leads can increase sales productivity and enable better revenue for your business.

3. Setup Email Notification Workflows

Workflows enable users to automate repetitive tasks to help increase efficiency and ensure business processes are followed. 

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You can configure your CRM system to send email messages to users when workflow-related events occur. Here are some examples of how you could use this: 

  • Notify the assigned user when their leads’ scores get over a certain value (i.e. the salesperson gets emailed when a lead's score is over 30).
  • Notify the assigned user when a new lead is assigned to them.
  • Notify an assigned user when their lead participates in a high-value event, such as attends a webinar or downloads a whitepaper. 

4. Automatically Log Calls and Emails in the CRM

In this day and age, communication is everything and everywhere. 

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Figuring out how to use communications solutions with your CRM is going to not only grow your business but also improve your customer success.

Many CRMs come with telephony integration allowing users to make inbound and outbound calls and they also enable voicemail and email automation. You can now record and automate calls, emails, or calendar directly from your CRM allowing your sales team to spend more valuable time talking to customers instead. 

5. Track Lead Response Speed

How do you measure your sales follow-up? Is there a tool that allows you to track lead response time in hours? 

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The answer is Business Intelligence (BI)! BI solutions enable users to generate reports that benchmark how long it takes to follow up with a lead that has contacted you either by phone, email or by filling out a form. 

If you want to convert more visitors into leads, it is important to respond to them as quickly as possible while you are still top of mind. By measuring your lead response time in your CRM, you can see how your team is generating more leads, how fast they reply, and which messages convert the most prospects to leads. 

Now that you’ve set up a way to track how your sales team operates when it comes to following up with leads in a timely manner, you can easily adjust their methods. For example, if your team usually generates more leads during morning time or in a certain weekday, make sure they respond to your leads’ messages or calls on those exact hours.

Concluding Thoughts

Give all of these solutions a try and let us know what worked best for you. We are always here to provide you with more information and help you find an effective solution for your company's sales & marketing needs.

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