Insights & Reflections

Lean into our thoughts and perspectives on the future of work, remote culture, technology, collaboration and much more.

Everything You Need to Know About Sales Enablement
Sayani Deb
Everything You Need to Know About Sales Enablement

Before we dive into the informative part, let us tell you why reading this post is a must!

Did you know that only 22% of businesses are actually satisfied with their conversion rates?

Well, every business aspires to boost its conversion rates regardless of its existing customer base. They aim at optimizing conversions to increase the overall business revenue.

But, how do you achieve optimum conversions?

The answer is sales enablement.

Your sales teams often need the right materials, tools, and other resources to convert leads. And it is through a sales enablement strategy that you can ensure providing them whatever they need to drive more conversions.

So, let’s get down to the nitty-gritty of sales enablement!

What Does Sales Enablement Mean?

Sales enablement is the process of providing the sales teams with the resources they need to drive conversions or close more sales. The resources may include information (on a lead or industry updates), content, tools, and specific knowledge that can help the sales reps effectively convert a lead into a customer.

The goal of an organization’s sales enablement strategy is to successfully provide the salespeople with the resources they need to engage the lead throughout their journey.

Importance of Sales Enablement

Research suggests that a successful sales enablement strategy results in a 23% higher lead conversion rate and 32% higher team sales quota attainment.

Here are the reasons why sales enablement is important for your business.

It takes the salespeople ‘back to basics’

Though buying behaviors have changed over the years, the fundamentals of a successful sale remain the same.

If your sales team emphasizes the basics like pre-call planning, setting an agenda, call execution, etc. the sales process will be much more effective.

Sales enablement teams and functions help the sales reps to hone these basic skills. As a result, sales reps can have more valuable lead conversations.

It promotes training programs for salespeople

Sales enablement promotes consistent and comprehensive training sessions for the sales teams to ensure everyone is on the same page.

The training programs deliver all up-to-date industry information, latest trends, products, technologies, etc. to ensure maintaining a competitive edge.

It creates content clarity

As defined, the foundation of a sales enablement strategy is to provide the necessary resources to sales reps.

Done effectively, sales enablement can provide the right content at the right time to the sales reps.

Also, sales enablement tools can gather resources like;

− internal and external content,

− value messaging,

− market intelligence, etc., and deliver them to the sales team to keep the leads better engaged.

Its benefits go beyond the sales team

Though the main focus of sales enablement is to equip the sales team with resources, they are not the only ones enjoying its benefits.

Everyone in an organization who deals with buyers requires the right content and training, aligned with the sales strategy, to engage leads. For instance, the support teams, customer success teams, etc.

All of these sales and customer-related teams can share the sales and training content of sales enablement. They can rely on the information provided by sales enablement teams to enhance customer experience.

Who Owns Sales Enablement?

Both marketing and sales own sales enablement.

The marketing team provides the salespeople with the resources they need to sell a product/service effectively. These resources include;

  • Blogs
  • Videos
  • Product guides
  • Podcasts, conversations, etc.

These resources support your sales team to interact with the prospects efficiently. Your sales team shares these materials with the prospects to help them make a purchase decision.

Additionally, the sales team can communicate with the marketing team about the missing resources that they need to share with their leads. Thus, the marketing team can get the new resources to enable sales reps to close more deals effectively.

Overall, both sales and marketing impact the sales enablement strategy of the organization.

What are the Components of Sales Enablement?

A learning and coaching plan

The first step to creating a sales enablement strategy is to develop a strong sales and marketing team. And to do so, you need a concrete learning and coaching plan.

The learning and coaching plan essentially involves training sessions for sales reps that can help them close more sales. They will understand the product, buyer personas, and target markets in detail.

Further, they can also acquire and hone their soft skills to remain competitive and ensure the best experience for prospects and customers alike.

Updated content

To ensure a successful sales enablement strategy, you need the right, updated content. That’s because if your sales reps want to convert a lead, they must provide value at every step. Thus, you must equip your sales team with the best possible content.

The more you make up-to-date content like blogs, videos, demos, whitepapers, etc. available to sales reps, the more confident they will be in dealing with the prospects. Hence, you can expect better conversion rates.

Tools and technology

While a sales enablement strategy can be implemented manually, the risk of errors will linger. So, without wasting any time, implement the best sales enablement tools and platforms.

Sales enablement technology will support your sales process and ensure that your sales reps efficiently close more sales, reducing the sales cycle.

Strategic initiatives

Your sales enablement strategy must be aligned with your business goals and organizational vision. While you may have the best of resources if your strategy isn’t aligned with your goals nothing will make sense.

So, devise a proper sales enablement strategy, considering buyer personas and the attributes of your sales team. For instance, identifying the stage of the sales process where your reps struggle the most will help you provide them with the right content, training, and tools.

Reporting and analysis

To develop data-driven strategies, reporting and analysis are a must. And to make the most out of the collected data, you must identify qualified leads and implement a standard sales enablement software.

With the help of a sales enablement solution, you will be able to interpret the sales information efficiently. You can also get insights like deals won, leads lost, sales reps’ actions, etc.

A leader-in-charge

An important aspect of the sales enablement process is to put the right leader in charge of the strategy. The leader should be flexible and must communicate with everyone involved in the sales enablement strategy.

Further, the leader must be able to communicate with the other employees of the organization who can deliver additional information to the sales reps.

Defined responsibilities and roles

A sales enablement team must have defined roles and responsibilities to ensure seamless workflow. Certain team roles must be assigned before implementing the sales enablement strategy. For example,

  • Chief Enablement Officer – Manages the overall sales enablement strategy
  • VP of Sales Enablement – Assists in overseeing the sales enablement strategy
  • Director of Sales Enablement – Converts the strategies into programs or initiatives
  • Sales Enablement Manager – Executes and delivers the programs developed by the director.
  • Sales Coach – Helps sales reps with their performances
  • Content Specialist – Finds out the most beneficial sales enablement platforms and tools for the company.

Regular check-ins

The regular check-ins point toward constant communication between the marketing and sales teams. The sales team must continuously update the marketing team with lead and customer insights that would be beneficial.

Further, the marketing team must share updated content with the sales team that would help them address concerns and sell effectively.

Sales performance KPIs

A sales enablement strategy is incomplete without KPIs or metrics. Well-defined sales metrics help you to understand which areas need improvement. Also, you can identify where the sales team needs the most help.

A few sales metrics examples are –

  • Average sales cycle length
  • Conversion rates
  • Average deal size
  • Sales reps & team productivity
  • Number of closed deals

What are the Goals of Sales Enablement?

Sales enablement has goals. It is a well-thought strategy and NOT a tool or templated solution that works for every business.

The one-size-fits-all formula does not apply to sales enablement. As a business grows, the objectives and goals of a sales enablement strategy will evolve. In short, it is an iterative process.

Coming to goals, the sales enablement function has three primary objectives:

  • To increase sales productivity
  • To reduce the sales cycle
  • To create long-term customers

All sales enablement activities are directed towards achieving these objectives. These activities target specific areas for improvement and create programs, platforms, and processes to boost the outcome.

A few areas that sales enablement activities improve are:

  • Align the buyer’s journey and the seller’s actions
  • Increase revenue by engaging prospects and creating a consistent experience
  • Improve sales rep’s performance
  • Build brand loyalty
  • Build and test sales enablement best practices to shorten the sales cycle

Sales Enablement vs Sales Operations

Though the terms ‘sales enablement’ and ‘sales operations’ are often used interchangeably, they are different. Here’s how.

  • Sales enablement focuses on helping the revenue teams to engage leads successfully. It orchestrates and drives a prospecting mindset across the organization. Whereas, sales operations focus on activities like compensation, incentive plans, benefits, revenue strategies, etc. to help the sales team function effectively on a day-to-day basis.
  • Sales enablement provides sales reps with the necessary resources, systems, tools, and training to improve their performance. Whereas sales operations evaluate sales productivity tools that streamline the sales process. It allows the sales reps to focus on selling rather than on administrative tasks.
  • Sales enablement aims at equipping sales reps to speed up the buyer’s journey. Whereas sales operations focus on the analytical and technological motions that boost revenue.

How to Setup Sales Enablement Process?

Aligning the sales team and optimizing outcomes determines the success of the sales enablement strategy.

Here’s a blueprint for setting up the sales enablement process.

Sales enablement drives business growth. But to implement an effective process, it must begin with a plan. So, start with;

Building a business case that explains the purpose of sales enablement in the organization or why you need it. Clarify the roles and responsibilities, establish the value of the sales enablement strategy, and ensure leadership’s buy-in.

Next, create the charter detailing the strategy and execution plan. Include the following information in the charter:

  • Mission
  • Stakeholders
  • Key responsibilities
  • Key deliverables
  • Budget
  • KPIs
  • Leading and lagging indicators

Focus on customer

Sales enablement focuses on shifting the organization’s focus on customers. It ensures refining and updating customer profiles and buyers’ journeys.

Thus, it helps sales reps to understand what customers are looking for, how to interact with prospects, and what is needed to convert the prospects into loyal customers.

So, to refocus on customers, you must;

Create the buyer’s profile

For a seamless customer experience, start with building the ideal buyer’s profile. If you already have one, reset it if required.

Though most sales teams know their ideal buyers, update them with the current details. Sales enablement usually reviews and refreshes the ideal buyer profile twice every year.

Map the buyer’s journey and touchpoints

Sales enablement aligns the sales process to the buyer’s journey to ensure a seamless customer experience. It ensures engagement and a positive experience for buyers, regardless of the stage they are in.

The main goal of sales enablement is to make the buyer’s journey hassle-free, no matter who they are interacting with or why.

Hence, sales enablement trains every sales rep and person in customer-facing roles to associate with buyers at every stage of their journey. This will result in winning customers’ trust and reducing the length of the sales cycle.

Develop sales enablement programs

There are four main programs that you must develop to support the sales team.

Recruitment

The 2021 Sales Development Report by the Bridge Group mentioned that retaining sales is difficult. The average salesperson tenure is 1.8 years.

With such high salespeople turnover, sales teams always recruit new talents. Thus, sales enablement helps develop an ideal profile of sales reps that includes their skills and experience levels.

Onboarding

Onboarding sets the new salesperson to the organization, its culture, benefits, values, etc. In short, it makes them feel comfortable. But there is no standard onboarding program.

A good onboarding program includes training sessions aligned with the sales rep’s experience level. This ensures that the experienced salesperson becomes productive in no time. Also, the new inexperienced salespeople are given core training.

For instance, B2B sales enablement process will have training programs for freshers and experienced sales reps.

The experienced ones may simply go through the product demonstration while the new sales reps must undergo soft skills training, product demo, and core training to be ready to perform.

Training

One of the main goals of sales enablement is to improve sales reps’ performances. Thus, the process involves training and reinforcement programs to;

  • Develop or enhance core competencies
  • Build better habits
  • Use tools and tech
  • Improve overall performance

Sales leadership program

Under this program, sales enablement supports the sales leadership roles and managers. It ensures coaching them to drive more revenue.

For instance, the front-line managers get training on how to coach more effectively, sales leadership gets an understanding of how to improve forecasting, and human resources can learn about attracting and retaining top talents.

Optimization of Technology

Sales enablement tools and platforms are an integral part of the sales enablement strategy. They ensure data-driven approaches, better-informed decisions, and better-equipped sales reps.

With the right sales enablement software, you can automate administrative tasks so that sales reps can focus on sealing more deals.

Check out the top sales enablement tools of 2022 here.

Develop feedback loops

The sales enablement process is iterative. That means, it keeps evolving.

Once you set up the process, you must ensure running a feedback loop between prospects, sales reps, marketing team, and sales enablement team. This will ensure a smooth communication flow.

As a result, sales reps will be able to share their insights about the leads. The marketing team can share updates and information with sales reps to help them sell more effectively.

Meanwhile, the sales enablement team can identify the areas for improvement. Additionally, customer success teams can be involved for extra information on existing customers.

Measure and optimize

To improve your sales enablement process, you must keep it under constant review. At regular intervals, check the KPIs and metrics. Find out how the strategy is performing. Measuring the progress will help you make necessary adjustments in the sales enablement process.

5 Sales Enablement Best Practices to Drive Sales

1. Leverage, tools, tech, and integrations

According to a study, 60% of sales organizations report longer sales cycles due to a lack of appropriate sales enablement tools.

So, implementing the right sales enablement software is a must for every organization. Using the right tech and tools will ensure that your team performs more efficiently. It will make the overall sales process more effective.

Sale enablement tools can help sales reps by providing them with the right content at the right time, automating tasks, lead management, etc. Additionally, they can be integrated with the CRM system to improve effectiveness and increase productivity.

2. Invest in coaching and training

Continuous training is an important aspect of sales enablement. To have a strong, high-performing team you must provide training opportunities throughout their tenure.

Apart from onboarding and regular training sessions, employ effective training tools, and teach the sales team to make the most out of these tools. Conduct quizzes, share crucial industry information, test their knowledge, and coach them on their soft skills.

Offer your sales reps the opportunity to progress. This way their productivity will increase and they will be motivated to perform as well.

3. Use analytical insights to scale best practices

A good sales enablement tool has reporting and analytics features. These analytics reports provide you the insights into sales performance.

Make it a ritual to evaluate these insights now and then. It is through insights that you will understand how your strategy is performing – what’s working for customers and what’s not.

Also, taking a data-driven approach to reduce the sales cycle and making informed decisions based on performance insights, will help you optimize the sales process.

4. Collaborate with sales and marketing teams

Sales enablement can be successful only when the sales and the marketing team work together. Both teams must be closely aligned so that they can share the right information and the right content with each other.

Also, establishing a good communication system between both parties is a must. Together, they can access all content, drive better customer engagement, and ultimately boost conversion rates.

5. Set up a content strategy

Your sales enablement strategy may not perform up to the mark if you do not have a proper content strategy.

High-performing businesses use sales enablement software to track how effective the content is. They evaluate and measure various metrics and analytics to identify the content that is performing well and the ones that are not.

Also, with a proper content strategy and set KPIs, you can track the content pieces driving engagement. Thus, you can ensure a high-performing sales enablement strategy.

How to choose a Sales Enablement tool?

Since there are plenty of choices out there, here’s a list of factors you can consider to choose the best sales enablement tool for your business.

User-friendly Interface

A simple UI works best. It enables the sales reps to navigate easily. Moreover, other stakeholders can also use the tool if required. They would not need additional training if the tool is simple and user-friendly.

Enables CRM integration

Though most sales enablement platforms provide CRM integrations, ensure to check for it. CRM integrations help you to directly deliver materials and content into the CRM. Thus, your sales reps can easily access them from the CRM system.

Inter-department collaboration

Sales enablement involves several departments – sales, marketing, product, human resources, etc. So, look for a solution that enables easy collaboration across departments.

Training feature

Does the tool provide the facility for delivering training resources to the sales team? Find out whether or not the platform is equipped with tools to support training sales reps.

Reporting and analytics

One of the most significant features of sales enablement software is reporting and analytics. Ensure that the tool has an advanced analytics system to generate insights from the sales performance.

Easy access to content

Finding the right content at the right time is critical. So, figure out if the sales enablement software has the functionality for easy content access. It will save time for sales reps and make them more productive.

User-friendly content creation tools

The sales enablement tool you get must have an easy-to-handle content creation tool. Check if you can create quality content fast without wasting any time. Ensure that the sales and the marketing function are working at the same pace.

Benefits of Sales Enablement

Sales enablement has far-reaching impacts on business growth. With an ideal sales enablement strategy in place, you can transform your average-performing sales team into a high-performing team.

Here are a few top benefits of sales enablement.

Sales process efficiency

Businesses with sales enablement achieve a 49% win rate on forecasted deals, compared to 42.5% for those without.

Sales enablement benefits your sales team. It helps the team to operate more effectively and efficiently.

Sales enablement tools integrate easily with CRM systems making every process strategically aligned with the sales department.

The sales team can access data and make changes whenever required. Resultantly, sales reps can focus more on selling than on data entry and updating.

Empowering sales managers

Sales managers’ buy-in is crucial as they play a pivotal role in implementing sales enablement strategy.

The perfect sales enablement program backed by advanced tools and tech can empower sales managers to hire better and speed up the ramping process.

According to research, sales enablement can reduce new-hire ramping by 60%. Also, it decreases the time spent on admin by 30%.

Improved sales training

Sales reps undergo a lot of training to ensure successful deals. In addition to new sales reps’ training, there’s ongoing training for the existing sales reps.

Furthermore, sales reps may not retain all of the training information no matter how good the training material is unless visited regularly.

With sales enablement, sales managers and leaders can design and implement training initiatives and make them easily accessible to the sales reps. These training materials can be pulled out from the system whenever required. As a result, you can see an increase in the sales training effectiveness.

Empower your Sales Team with Sales Enablement

Sales enablement helps the marketing and sales teams to collaborate and work towards driving revenue. It systematizes the sales process, making it more effective and efficient.

With the growing competition around, you cannot deny the importance of a sales enablement strategy in your organization. Statistics say that there has been a 343% increase in the adoption of sales enablement over the past 5 years.

So, what are you waiting for?

Devise your sales enablement strategy and partner up with a platform like RevenueHero. This platform can ensure hassle-free lead qualification, routing, and prioritization. Essentially, RevenueHero can ensure creating a positive impact on your bottom line ROI.

Lead Vs. Opportunity — Understanding The Difference And How To Manage Them Successfully For Your Business!
Sayani Deb
Lead Vs. Opportunity — Understanding The Difference And How To Manage Them Successfully For Your Business!

Ideally, your sales funnel would consist of a single step—from leads to clients! Your archetypical customer would approach you, already in love with your product and ready to hand out their cash. What a dream!However, in reality, you have to jump hoops between the lead and opportunity stage, and even then, those opportunities convert into paying customers only if properly managed.For many B2B companies, 73% of leads are not ready for sales—and the secret to undermining that statistic is known to only a few.Want to know how to nurture your leads to make them sales-ready? Then let me tell you—all you need to know is the differences between a lead and an opportunity and the right ways to head them both, all the way to the end stage i.e., trusting consumers.In this blog, I will discuss what leads and opportunities are, how they are different, the correct ways to manage them, and the different ways to convert leads into opportunities through your sales pipeline.

What is a lead?

A lead, is simply someone who has shown the first signs of interest in what your company is trying to sell. They have learnt about your products or services from a variety of sources viz. Socials, affiliates, referrals or maybe a Google search—and filled out a contact form on your website or subscribed to receive your push notifications.

What is Lead?
Image source

Let’s explain this with an example. Suppose you are a marketing agency for B2B SaaS brands. Now, a lead would be someone who books a discovery call from your website, to inquire about your LinkedIn organic growth services. It could also be someone who subscribes to your newsletter from your website.Two things that characterize a lead: first, they are interested in what you have to offer, but you don’t know whether they will buy, and second, you haven’t engaged them yet. Without your sales rep contacting them, you have no idea what it is your lead wants from you, whether you can fulfill their needs if their budget aligns with your quotations, and lastly, if they want to buy from you now or a little later in the future.

What are they worth?

A lead is someone who has already engaged with your brand and its marketing verticals (congratulations, your ads worked!).They know what you do and probably, want to buy from you (if not now, then in the future). However, since these people are already connected to the value you provide, they are primed to provide you with suggestions and feedback to improve both your product and customer experience. The leads you nurture well can eventually turn into brand loyalists and your revenue on the retainer.

What are the different types of leads?

Now, let’s see what different types of leads there are and what are the best ways to nurture them throughout your sales pipeline:Note: You should always qualify and categorize your sales leads in business, so that you know how to market your products/services best.

1. Cold Leads:

A cold lead is someone who exactly fits your ideal consumer profile but hasn't expressed any interest in your product yet. You can compile your list of cold leads using a lead generation software or even, thorough market research. One of the hardest type of leads to convert into prospects, you must learn the art of communicating with cold leads, since they are your potential target customers.How to communicate with them?

  • Set up emailing campaigns, generally with the first reach-out sequence, followed by two to three follow-ups; research and acquaint them with helpful information about how your company can help solve their pain points.
  • You can also direct outreach efforts through cold calls or social touches; be respectful of their time and concisely explain how you can help them when on call, and use social media to update them of latest offers and discounts on your products/services.
  • Nurture them over time since cold leads may not respond to your efforts right at the beginning; send them gentle reminders so that when they are ready to buy, you are the first option on their mind.

2. Warm Leads:

A warm lead is a potential customer who is already familiar with your company's operations or even simply your name. These are the leads that just so happen to read your blogs, view your videos, or maybe became familiar with you through a previous interaction.How to approach them?

  • Set up a meeting on call to personally explain them the features of your products/services that are suited best to their business.
  • If you had communicated sometime in the past (within the last six months) but weren’t a match because of budget constraints or any other issues, reach out to them again.
  • Circle back with an improved value proposition after you research their business and craft your offers, adjusted to the changes in their operations.

3. Hot Leads:

The type of lead has expressed interest in your business presently. They may have completed a demo offered by your business or even contacted you directly to request more information. These leads need to be addressed immediately since they can lose interest if you wait too long to answer. They may also contact your rivals immediately to see which strategy will work best for them.Hot leads are characterized by three features:

  • They need a solution right away and are looking for a problem-solver;
  • They usually hold purchasing or decision-making power for their company; and,
  • They come from a market that fits your ideal customer profile.

The way to convert hot leads to acting fast! You must still research their business to tailor your value proposition to their needs. Still, if your products/services serve their purpose, these leads can usually be closed after a couple of follow-ups and pushed into your sales pipeline towards being converted into paying customers.

1. Information Qualified Leads (IQLs):

These are the type of leads who found you via. Free gated content, such as an ebook or a case study. They may not have any specific interest in buying from you, but you have access to their contact details—which you can use to follow up with them to qualify their chances of purchasing your products/services.Here’s how you can reach out to your IQLs:

  • Find out more about their business and what they want with your products/services.
  • Nudge them with the latest updates on your products/services, offers or discounts through emails or newsletters.
  • Research their pain points and reach out to them with customized solutions that help them solve their problems fast and easily.
Types of Business Leads
Image source

2. Marketing Qualified Leads (MQLs):

These kinds of leads are qualified for fast sales—they are interested in what you’re providing and want solutions to their problems as soon as possible.Here’s how you can assess the quality of MQLs:

  • They download your case studies
  • They subscribe to your newsletter to receive the latest updates
  • They attend webinars that your company publishes

It shouldn't be too difficult to convert these leads into customers because they are interested in learning more about your products. You can easily complete the qualification procedure by email or voice chat. You can arrange a demonstration or presentation if you think they are prepared.The only thing to remember is they also might be interested in what your competitors might have to offer, so you need to be persistent and follow up with them regularly.

3. Sales Ready/Accepted Leads (SRLs):

A sales-ready lead can be qualified as someone who wishes to talk with a salesperson. They might still be debating whether to buy from you, but they are curious enough to bring it up.How you qualify sales-ready leads is up to you, though. A company may consider a lead sales-ready if they have attended a webinar, while others may only qualify them when they have expressed buying interest.Marketers effectively use the BANT strategy to qualify such leads:

  • Budget - Is the potential customer prepared to make a purchase?
  • Authority - Do they have the power to make decisions?
  • Need - Does the potential customer need to be met?
  • Timing - When do they need a solution—immediately or shortly?

Just because they are sales-ready doesn’t mean they want to buy from you currently—you need to nurture them with regular communication to convert them into paying customers.

4. Sales Qualified Leads (SQLs):

A sales-qualified lead (SQL) is prepared to meet with your sales team. They are prepared to buy because they have shown great interest in your offers. They might still be contrasting your offering with your rivals, though. You should treat these leads as really hot and get in touch with them immediately. All you need to do is get in touch with these fully qualified prospects, confirm their identification, and then start guiding them through the sales process.There are multiple ways to generate sales-qualified leads (SQLs):

  • Qualify your leads with lead-scoring
  • Promote your services by hosting an event targeted towards your niche product/service market
  • Automate responses for leads reaching out through social media (for example, Instagram stories, Twitter ads, LinkedIn ads etc.)
  • Enable a contact form for submitting queries, directly from your website
  • Build a lead magnet, that concisely shows how effective your product/service really is, and set up an opt-in option on your website
  • Use SEO tactics for more visibility, and once, your website traffic increases, construct a landing page that covers all the essential information about your product/service in one place
  • Bid on long-tail keywords associated with your product/service
  • Use promotional emails, but sparingly; also select the right promotional platforms where you know your niche market audience is present
  • Utilize a CRM to monitor every individual lead so that none fall through any cracks, and create a sales funnel to automate the lead flow

What is an opportunity?

An opportunity is typically an individual with a good probability of becoming a customer. In other words, they have a pain point that your offering can help them solve. They have the funds and are prepared to make the transaction. It is now up to the salesperson to close the deal.A sales opportunity is more formally known as a qualified prospect. A company must establish precise standards to determine if a person qualifies as a sales opportunity. The sales pipeline is created by the criteria or standards established by the companies.Most B2B businesses lose a majority percentage of sales because sales representatives do not qualify opportunities before putting them through the entire purchasing process—which is why it is important to look into each sales opportunity individually, and qualify them. You can do that according to the BANT framework i.e. verify whether the lead approaching you has (a.) the budget to buy from you, (b.) the authority to make the purchasing decision, (c.) an urgent need for your product/service and, (d.) if they want to invest now or later. You can also use technology such as a CRM tool to automate the lead qualification process.

What is an opportunity?
Image source

What are they worth?

They are prepared to purchase, which is a clear win. They are significantly more likely to make a purchase than a lead or prospect—and you hardly have to work hard to close the deal.You already know there is a need at this point; all that is left is to guide them through the sales pipeline, into becoming loyal consumers.

Lead vs. opportunity: Major differences

Lead vs. opportunity: Major differences
Image source


Let’s talk definitions.A typical top of the funnel inbound "marketing-generated lead" is a request for a white paper or eBook. A "sales-generated lead" is an outbound asset, such as a caller who expressed interest in speaking with an SDR or scheduling a call.A “sales opportunity” is the penultimate stage in a sales funnel, who is usually a qualified prospect already familiar with the free marketing and sales materials you have available to attract customers—and is interested in your offers, in an authoritative position to make the purchase decisions and on a time crunch to find solutions to their company’s pain points.The BIG difference between leads and opportunities is that a lead is not a sure thing, meaning they may not possess one (or more) of these following attributes, that can turn them into a sales opportunity:

  • Problem: Say a lead approaching you is interested in your offerings, but cannot identify (or are not aware of) the pain points they are trying to solve with your products/services. That’s where your sales rep comes in—to artfully ask the right questions, to generate awareness about the problems that are hindering their business growth. Once they realise where they stand, what you offer may or may not be the right choice for them.
  • Interest: Yes, your lead may be aware of the pain points in their business, and your company may be providing them with just what they need—but do they really need to solve them urgently (or at all)? Executives must prioritize, and you have no clue where you will land on their list of contingencies.
  • Fit: Now the lead has both pain points and the interest to sort them out, but suppose their budget doesn’t fit your base rate of services? Or maybe your product is suited to companies with 3-10 employees, but they have a workforce in the hundreds? The expectation of your client needs to align with what you can best offer. If both are not well-aligned, they won’t be satisfied with you in the long-term and everyone knows what that means—bad customer reviews, yelp!

An opportunity, however, is a potential source of revenue for your organization, if managed right. The challenge to converting a sales opportunity into a paying customer, is to simply show them why you are the best at you do.Now, how do you qualify the quality of a lead? You can do that using the BANT framework as discussed above. Qualifying lead quality helps you focus your attention where it is needed, and saves you hours of verifying whether every lead you receive through your various marketing channels is worth chasing or otherwise.

what is mean by BANT?
Image source

How to manage your leads vs. your opportunities?

Let’s face it. Keeping track of your leads is hard. When you are going into marketing your products/services fully prepared, you should be prepared to manage the leads coming out of every marketing channel.Be it networking at events, running organic/paid social media campaigns, hosting webinars where you sign up prospects through an online lead gen form, or getting recommended by affiliates and referrals—you should have a system to log in every lead you get for qualification by your sales reps.That’s where a CRM comes in.

What is a CRM?

A CRM or a customer management tool is a schema of processes your company should implement to manage all communications with current, former, and potential clients.A CRM tool benefits your business and especially, your sales team, by storing all necessary contact details of both inbound and outbound leads in the same space and updating the status of each lead, being engaged in real-time. It basically:

  • simplifies the qualification and nurturing of your leads;
  • automates many laborious and manual sales workflows; and,
  • monitors the development of your leads and sales possibilities.

This all enables you to close more sales, improve lead connections, and accelerate your sales process.

What is a CRM?
Image source

Now, there's a very elementary difference in the managment of leads vs. opportunities using a CRM tool.

  • For leads, the CRM qualifies them as cold, warm or hot using a universal framework, such as the BANT and filters out those that are not the right fit for your products/services. This helps you save time and resources.
  • For opportunities, the CRM tool assigns stages that clarify the high value deals at a glance. There is a likelihood associated with each stage, from prospecting to negotiation, that shows you the potential revenue in your pipeline and shows you how near you are to concluding the sale.

As for contact management, your CRM tool acts like a hard drive for storing information about your past, present and potential leads. It hosts all the information in one place—phone numbers, email addresses, past purchases, personal details, etc. It makes things fast and easy for you to locate and share that information with both your marketing as well as your sales teams.Lead and opportunity management is important for both your marketing and sales teams.Your marketing team needs to know about your leads and where they came from. It helps them create email campaigns that are successful and make marketing investments that have a high return on investment.Your sales team, meanwhile, needs to be aware of the opportunities to determine possible sales, cultivate connections and generate income. Opportunities in the pipeline are crucial to sales managers. They aid in potentially generating income and estimating your company’s future performance through the pipeline management data.

How can you convert your leads into opportunities?

Pushing your lead through the sales pipeline and converting it into a paying opportunity is what your marketers and sales reps aspire to do. For this, they try to tick off the following boxes:

  • Scouring the internet for your ideal leads and contacts who require your goods and services, can afford them, and have the power to order them;
  • Maintaining a mainline of communication with a lead or contact that is effective—by creating points of contact with potential clients to engage with them, demonstrating the value your product or service offers in solving their requirements and building a rapport with them through continuous nurturing, using emailers, social media and your website’s content; and,
  • Pursuing leads through timely scheduled follow-ups keepstheir interest and intent alive until they turn into opportunities. This will typically involve, regular direct communication between them and someone on your sales team or in your company who understands that there is a good chance of making a deal.

Besides these basic steps, here are some ways you can effectively convert qualified leads into paying opportunities:

1. Capture the Right Market:

To capture the right leads, understand the market that you’re operating in, and the behavior of your target audience. Use demographics (age, gender, education level, employment), geographic (location, address, region, country), and socio-economic (life-style, social class, personality, attitude) data of your target audience to show them relevant content and even incentivize them to convert into leads.

2. Segregate Your Leads and Score Them:

Select only those leads based on the business context that you believe would be actually beneficial to your company and are interested in purchasing your goods or services.Investigate these leads carefully, analyze their intentions and interactions with your platform, look into their most recent sales activity, and then get in touch with them. This is crucial, since if your sales team follows up on every lead for your company, they will not only waste a lot of time and effort.You can assess a lead's worth and significance using the lead scoring tool. Lead scoring is considered as a top revenue contributor by 68% of highly efficient marketers. The better it is, the bigger the lead score. Lead quality also entails selecting only those leads with the ideal profiles who can be converted into loyal customers over time.

3. Establish Communication with Your Leads Using Effective Channels:

Nurturing your leads is a regular exercise, lest they lose their iinterest and intent to buy from you.Be modest if you call them to get in touch with them. Make sure they are satisfied and address any of their questions and concerns. Inquire if they'd be interested in a demo call to better understand your product(s) or service(s), frequent updates on your brand's offers, or anything else related. Make it clear to them that you care about them and would stop at nothing to help them better their business and revenue.Delve deeply into the platforms that prospects utilise to interact with your brand. To reach out to them, try utilizing your complete gamut of marketing methods like emails, cold calling, social media, etc.

4. Regular Follow-up:

It is essential to follow-up with your targeted leads on a regular basis and in a timely manner. They must develop the impression that you are concerned about their wants and are ready to give them all the services they require.Don't give up after making that initial demo call or after sending your target audience one or two emails. Follow up with them frequently. Inform them about the services offered by your company and emphasise your unique selling propositions.

5. Employ a CRM to Speed Up Sales:

Having two divisions within your sales staff is always a good idea; one that handles all of your current customers, and the other to manage all of the new leads your company generates.Another way to help your sales team is by utilizing a decent CRM system to track your prospects' sales progress and other associated actions. Additionally, you can employ specialised personnel to keep an eye on and distribute leads to various sales managers. This will assist your sales staff in managing all incoming leads and managing their sales funnel throughout the whole purchase process.

6. Improve Credibility by Highlighting Reviews from Past Customers:

82% of customers responded that their purchasing decision was impacted by reading positive customer reviews and product testimonials. So, make the most of your customer reviews.Make prospective clients read the reviews of your satisfied existing customers to earn their trust. Add them on pages like the home page, pricing page, blog page, and others where people are most likely to read them.You must correctly feed and nurture leads throughout their sales journey to turn them into trusted customers. You should determine your lead conversion ratio and keep track of every individual lead’s journey to identify any opportunities your brand may be missing to convert leads into clients.

Leads Funnel
Image source

Final Thoughts

Qualifying leads into sales opportunities and moving them through the sales pipeline to convert them into paying customers is the backbone of any business. As we discussed above, having an efficient system to verify the quality of leads, communicate with them and find the intent behind their buying decision—is a priority in today’s fast-paced digital selling setup.Consumers that approach you for your products/services are already well-informed, from studying your website content, following your brand on social media and reading your past customers’ reviews on Google. They have probably even evaluated you alongside your competitors and are primed to make a decision, even before they send you their first inquiry.What helps you with closing such deals then? First, directing these qualified leads through the fastest route to your sales reps, without wasting their time.Turn these leads into opportunities with RevenueHero.This sales acceleration platform handles lead qualification and routing, scheduling, and prioritizing leads based on high-value offers as well. Combined with a reliable lead scoring system and seamless integration into all the tools in your GTM stack, you can convert as many prospects leads into sales opportunities as you’d like, and never run out of a full sales pipeline.Wish to learn more? Check out the platform!

Related Resources

What is Lead Management Process? | Importance, Best Practices, Tools
Sayani Deb
What is Lead Management Process? | Importance, Best Practices, Tools

What’s the first thing that your leads want?They want you to win their attention!Earning your lead’s attention is the first step toward lead management. After that, going for a quick revamp of your lead management strategy to meet the leads’ evolving needs won’t be a bad idea.Thanks to lead management automation tools, businesses can be in their best form to garner attention from their leads.But before you get to the tools, you must ensure that you have the right lead management process.And if you’re new to following an organized and effective lead management process, keep calm and read on.In this post, I’ll walk you through the ABCs of the lead management process – what it is, its importance, stages, lead management best practices, metrics, and much more.So, let’s begin with a cup of coffee!

What is Lead Management Process?

Lead management is acquiring and managing potential customers until they convert. It involves capturing leads, qualifying, and engaging them to a point where they make a purchase.

Lead Management Process

Lead management is quite complex but popular. It involves several steps and strategies to track prospects, engage, and nurture them to ensure conversion. Let’s get into the details of lead management stages down the line.

Why is Lead Management Important?

A proper lead management process can help you understand your customers better. Not only that, lead management can contribute significantly to your business growth. Check out a few statistics here.

  • Nurtured leads produce 20% more sales opportunities
  • Organizations that nurture leads generate 50% more sales at 33% lower costs

So, the better lead nurturing and engagement, the higher the conversions and revenue.Besides more conversions, here are a few other important reasons why the lead management process is vital.

  • A lead management process can provide your business with lead data like demographics, contact, and how they respond to your marketing strategies. Thus, you can find out the possible areas of improvement to ensure a frictionless buyer’s journey.
  • A lead management process enables your sales reps to be in touch with the prospects constantly. Therefore, with consistent nurturing and engagement throughout the sales process, they can place your product at the top of their minds.
  • Throughout the buyer’s journey, you can create a stable relationship with the prospect, winning their trust. Also, with sales lead management, you can improve user experience and stand out from the competition.

What are the Five Stages in Lead Management Process?

As mentioned already, the lead management process is all about;− capturing leads and tracking their behavior across all channels,− nurturing them with valuable content,− managing interactions, and− helping your sales team to push them faster down the sales funnel, thereby making a successful conversion.There are five main sales lead management stages included in the process. Let’s size up!

1. Lead Capture

Where do you find your leads?Email marketing, social media channels, inbound calls, website forms, seminars, referrals, etc.A good lead management tool or software can capture leads automatically from all sources and feed them into your CRM system. It prevents the risk of leads falling through the cracks.Lead management combines your lead generation efforts with sales opportunities. As you run marketing and sales campaigns for lead generation, this lead management stage ensures collecting these leads from several sources and bringing them to a single platform.

what is lead generation
Source

2. Lead Qualification

Did you know 67% of lost sales are due to improper lead qualification?Qualifying leads is a vital stage of the lead management process. It ensures quality leads and increases the possibility of higher conversions.Sending all the captured leads directly to the sales team simply increases their workload resulting in a drop in productivity and waste of time. Thus, it is critical to qualify leads based on:

  • Interest to purchase
  • Capacity or budget
  • Needs addressing (does the solution meet their needs?)

When qualifying leads, ensure that you record this information for future reference. Lead management platforms can help you store and access qualification data whenever necessary.

3. Lead Distribution

Lead distribution is assigning the right leads to the right sales reps. Let’s say, you have a team of sales reps with experience in different B2B products and geographies.How would you determine the best sales rep for a lead?Here, the lead distribution process comes in.For instance, you can;

  • Assign the lead to a sales rep who is a specialist in a specific industry
  • Or you can pass the high-potential big-budget lead to someone who’s more experienced in sales

Though you can assign leads manually, having good lead distribution software is an asset. Lead distribution solutions can ensure routing the leads based on your predetermined criteria.In fact, with an automated lead distribution system, you can expect a whopping 87% higher conversion rate. So, look for a platform like RevenueHero that works best for lead management and witness your sales soar higher.

4. Lead Nurturing

Lead nurturing is a process in itself. It involves building a relationship with the leads through consistent interaction and engagement.This stage of the lead management process consists of strategies like running educational campaigns, promotional campaigns, sending informative and follow-up emails, and engaging the leads with valuable content like blogs, newsletters, e-books, etc.At each sales funnel stage, provide leads with appropriate content to help them make an informed purchase decision.

Lead Nurturing Benefits
Source

5. Lead Conversion

The final stage of the lead management process is conversion. The best thing about this stage is that if you ensure proper performance in the above four stages, the lead is bound to convert.At this stage, the lead makes the buying decision. So, if the lead's interest in your product is genuine, they have the budget, and the product addresses their needs in the best possible way, you can expect a successful closing.To seal as many deals as possible, track all the other stages of lead management minutely. Let the lead management process flow seamlessly without any friction. The better the user experience, the higher the conversions.

Challenges with lack of lead management process

Your sales process is far from efficient without a properly defined lead management process. Here are the possible challenges you may face without a lead management process.

Performing all activities manually.

Manual lead hunting, qualification, typing and sending emails, and follow-ups can get exhausting. In fact, your sales team may miss out on quality lead interactions with the administrative work overload.With a lead management process, your sales team can focus more on closing more sales. At the same time, the repetitive tasks can be performed automatically with an effective lead management process.

Lack of lead visibility and insights

An overview of the lead’s experience across different touchpoints can help you provide them with a better experience. That’s why a lead management process is essential. Moreover, a lead management process enables the tracking of a lead’s activities on your website. Therefore, you can score the leads based on their actions and prioritize the high potential ones.

Lack of lead nurturing

Without a lead management process, your sales team cannot understand the prospect’s requirements. Hence, they cannot personalize customer experience or send custom emails on time to build long-lasting relationships with prospects.

Low conversion rates

The ultimate impact of not having a lead management process is declining conversions. Without a proper process, your sales and marketing teams may miss out on follow-ups, fail to prioritize leads, and personalize experiences, resulting in leads falling through the cracks.

How to Implement a Perfect Lead Management Process?

Your lead management workflow can only get better with a solid lead management process. So, if your organization lacks one, follow these lead management steps to implement an effective method.

Step 1: Identify leads and understand them

Who are your potential buyers?Where do they stand in the sales process?What are the buyer personas?Address these aspects at the initial stage of implementing a lead management process.Your marketing team must identify the buyer personas to focus their marketing efforts in one place. First, try and create a profile based on your existing customers. Here are a few starting points to carve out the buyer persona.

  • Demographics - Includes details like your ideal customer’s location, size of the organization they work for, their industry, problems, challenges, and needs.
  • Behavior – How are your ideal customers behaving? What are their decision-making patterns? Do they read blogs, eBooks, etc.? Or simply Google the information they want?
  • Lead source – Here, identify the sources wherefrom the leads typically find you. Did they come across your page on LinkedIn or one of your tweets? Are the leads from direct website traffic? Or have they read a blog mentioning you?

Besides, you must also dig deeper to find out the job position of the lead, their mindset, how they visited your website, etc.

Step 2: Generate leads and collect lead data

The lead management process begins with the marketing team determining the first point of contact of the potential lead. To generate leads, you must know their source. This, creating and tracking content is vital.

  • Deliver valuable content like whitepaper, eBooks, blogs, and webinars behind lead capture forms to generate leads. Collect critical lead information through the forms to use during lead management.
  • Add trackers to social media and emails links to understand lead behavior and interaction with your content.
  • Further, use marketing analytics to determine your lead source – how people come to your website, the most visited pages, their clicks, etc. It will help you identify the top-performing content and the content type your leads engage with. It will also help you understand their needs, wants, and interests.

Step 3: Lead Scoring

Lead scoring is an essential part of the lead management process. It helps to determine the lead’s interest in your product.Demographics and behavioral details are potential factors in determining a lead’s score. Based on this information, you can check if the lead can qualify or not because;

  • The higher the lead score, the more likely it is for the lead to convert.
  • Cold leads (unqualified ones) can go through the lead nurturing process until they are sales-ready
  • Lead scores consider the actions taken by the lead. The score is likely to reduce by inactivity (like not clicking on links or blogs)
  • Your sales reps can prioritize lead calls. For instance, they can prioritize and schedule meetings based on lead activity.

To ensure a sound lead scoring system, spend time determining the factors critical to your business. Then you can develop a lead scoring system that best suits your business.

lead scoring

Step 4: Nurturing leads

Use the collected lead data in this step. Know your leads’ interests and their likely position in the sales funnel.The leads who aren’t sales-ready yet can pass through a good lead nurturing campaign. Many of these leads can be in the awareness or research stage, finding the solutions to their pain points.Provide these leads with relevant content, and educate them with useful blogs, product demos, tutorials, promotional offers, etc.Here are a few practical tips for creating an ideal lead nurturing campaign.

  • Add relevant and prominent CTAs (Call to Action) buttons or links in your content.
  • Personalize emails and social media communications to build relationships
  • Plan your content and use a content map to know what type of content would be appropriate for what type of lead
  • Maintain constant communication from first contact until they are sales-ready and can be passed off to the sales team. Offer targeted and customized content to build relationships.

Step 5: Pass on leads to the sales team

Once you are sure that the lead is sales-ready, pass them off to the sales team. Take a look at the lead scores to identify the qualified leads. Here’s how you can pass off the lead strategically.

  • Score the lead based on activity and ensure that they do not need further nurturing
  • Get accurate information on lead activity and background from the marketing team. Ensure that the information provided is accurate
  • Ensure lead research by the sales team as well. It will help you gather as much lead information as possible. Before scheduling a meeting, ensure you have vital lead information like their organization or business size and structure, revenue model, existing products/services, key decision makers, etc.
  • Ensure immediate initial contact of leads to avoid their return to the nurturing phase.
  • Motivate the sales team through incentives, encourage them to perform well, and follow up on leads more systematically and strategically.

Step 6: Track leads

Track and measure your leads throughout the sales funnel. Even though they are passed off to the sales team, keep tracking and evaluating as needed.The primary motive is to keep the leads moving through the sales funnel without being lost or sent back to the nurturing stage.

  • Measure sales performance
  • Measure marketing and ROI
  • Track leads throughout the sales cycle

Along with focusing on leads, evaluate your processes as well. Find out what works and what doesn’t so that you can wipe out the roadblocks and make the sales process seamless.7 Tips for Improved Lead Management

7 Tips to Improve Your Lead Management Process

Lead management is a complex process. And for those who haven’t tried it yet, it may be challenging to plan, manage, and optimize the entire lead management process.To help you, I have created a list of six tips to improve your lead management system process flow.

1. Start with buyer personas

Before anything else, craft your buyer personas. Create an avatar to list their most important characteristics or traits like;

  • Pain points
  • Industry
  • Age
  • Income
  • Job title

Creating a buyer persona will help you provide more targeted information to the prospects. At every step of the lead management process, you must use this persona to ensure that the prospect feels like your interactions are personalized and just for them.

buyer Persona

2. Personalize lead capture

Even though you create a buyer persona, you must know that no two leads are identical. So, to optimize your sales lead management, personalize the lead capture process. Here are a few quick ways to implement personalization.

  • Get AI chatbots at work. They are great at imitating real-life conversations. Moreover, they are quick to make prospects comfortable. FYI, 68% of consumers like talking to chatbots because they provide quick answers.
  • Use custom web forms for prospects at various stages of the sales funnel. Instead of using one standardized web form, create different forms for different portals of lead capture. For instance, let the form on the landing page be different from the form on the free-trial page because the visitors of these pages will be from various stages of the sales process.
  • Once you implement the lead capture method, evaluate it with a second method like A/B testing. Test the form fields, CTAs, and other elements of your web pages, optimize them, and make changes where required.

3. Score and prioritize leads

I have already mentioned lead scoring above. It is one of the most valuable and effective ways to improve your lead management process.Score the leads to rank them based on their sales readiness. Then, use our predetermined criteria for qualifying the leads as ready to talk to the sales team.Scoring helps with lead prioritization and also improves alignment between marketing and sales. It also streamlines the follow-ups with the right leads.

4. Craft targeted content for lead nurturing

Create targeted content for unqualified and qualified leads with low lead scores. These leads aren’t a great fit currently, but they can be sales-ready with proper nurturing. So, focus on the content you offer them.Run email marketing campaigns on autopilot. Personalize these emails and provide the right content based on their stage of the buying journey.For instance, if the lead is still in the initial stages, send them content that introduces your product and tell them how it can address their needs.You can also invest in webinars. Invite qualified leads and unqualified groups in separate sessions and provide them with relevant content. Delivering valuable information can help you build relationships and win their trust.

5. Maintain a clean database

Don’t make your sales team search for data when they need it the most. And prevent blunders like inaccurate lead information by cleaning your database.Maintain database hygiene and ensure that the information you have is accurate. Some good practices for cleaning data include:

  • Detailing hygiene protocols to your team. Mention how and when they should clean the database to maintain hygiene.
  • Getting a data analysis tool to identify duplicate entries – names or other information. Delete these entries monthly.
  • Implement automatic verification to ensure that the contact numbers and email addresses work.

6. Technology integration

Your lead management workflow can perform the best with tech integrations. Integrations play a massive part in optimizing your lead management process.So, invest in the right lead management automation software. It will help you capture, organize and update leads systematically.Also, lead management automation systems can eliminate the tedious and repetitive tasks often performed by sales reps. Thus, they can focus on lead interaction and conversions.

7. Create an ideal lead routing process

The process of passing qualified leads from marketing to sales is crucial. Here’s why-Website leads go cold within 90 minutes. Shocker!So, you must ensure that the lead routing process takes place faster than ever. Though a quick follow-up is fine, it isn’t enough. You must set up a detailed process for fast and efficient lead routing. There are two options here.

  • Either, establish a comprehensive service-level agreement (SLA) between marketing and sales outlining the procedure.
  • Or the best way is to implement lead management software like RevenueHero that guarantees instant real-time lead routing. The platform ensures routing the incoming leads instantly to the right sales rep based on predetermined criteria.

6 Benefits of using a lead management system

Here are six benefits you must know about if you’re still looking for reasons to implement a lead management system.

Efficient lead tracking

Keeping tabs on every lead is a daunting task. Also, it is hard to identify the leads that would convert. So, you need lead management software to make it easy for you to track leads.Lead management software ensures monitoring of every lead and their interactions with your website, thereby helping you optimize the experience for leads closer to converting.

Lead filtering

When you have hundreds or thousands of incoming leads, it is impossible to filter the high potential leads manually. Here comes the role of a lead management system.Lead management systems usually have a lead scoring feature that automatically assigns scores to leads based on their actions. Thus, you can identify the leads with high scores as the most potent ones. Further, you can also get insights into lead engagement from the scores. As a result, you can optimize your communication towards the highest score lead first.

Automate response

When your goal is to increase conversions, speed to lead is crucial. But responding to each lead manually may keep them waiting for long. So, automated responses to the lead’s queries work best here.One of the best advantages of implementing a lead management system is to respond to leads instantly with an automated email. Also, you can schedule lead nurturing emails and automate follow-ups.

Increased sales team’s efficiency

A lead management system can assist your sales team in the best way, resulting in the team’s increased efficiency.A lead management system keeps the flow of leads organized and helps optimize sale staff by instantly assigning the incoming leads to the right sales rep. Results? A highly efficient sales team.With the different features and capabilities of a lead management system, your sales reps can actually focus on converting more leads into customers. Also, they can customize their lead interactions based on lead insights and analytics.

Improved team coordination and collaboration

It is critical for your marketing and sales teams to be on the same page to create a smooth flow of the sales process.A lead management system ensures that the marketing and sales teams learn from the same datasets and work together harmoniously. Thus, both teams stay on the same page, and the risk of miscommunication reduces as well.

Improvise customer journey

A lead management system makes improving your buyer’s journey easier. With a lead management system's reporting and analytics capabilities, you can track your leads effortlessly and understand their interests better. Also, you can know your audience’s demographics in detail. Thus, you can improve and personalize your buyer’s journey based on these insights.

Lead Management Best Practices

Want your lead management process to work better for you? Then implement these best practices to achieve the best results!

process

Track lead sources to ensure productivity

Identify the lead sources that bring you the most productive sales leads. For instance, you may attract the best high-potential leads from your blogs and product videos as these contents are relevant to the target audience and deliver high value.You can leverage the relevant content to attract leads by protecting them behind a web form. That means to access the content; the prospect needs to fill out the form. Thus, you can record the lead information in your system.Even after attracting the leads, track them to find their type. Also, keep monitoring the leads after they purchase to understand their satisfaction and needs. These lead lessons will help you improve the process and make the sales cycle more efficient.

Map the sales process

As leads travel through the different sales process stages, map out how they are documented. Before you expect your lead management automation software to give the best results, define how the leads will be followed-up.Chalk out an ideal sales process before you begin changing your map. A benchmark or vision will help you achieve the perfect sales process.

Check and maintain data quality

According to a survey by Gartner, organizations believe that poor data quality is responsible for average losses of $15 million per year.Moreover, about 60% of the surveyed organizations have no idea how much bad data costs their business.To avoid such overwhelming losses, make small changes like monthly reviews and deletion of duplicate entries to improve data quality. It will help you;

  • Make better-informed decisions
  • Boost productivity
  • Improve customer relationships

Keep tabs on anonymous users

Anonymous visitors to your website can give you a lot of information. Although they may never fill out your form, you can track their IP address and location.The information about anonymous users can also help you determine whether or not you are getting the right people to your page or website.You can think of tweaking your message in social posts and ads if you have too many visitors and too few leads.

Important Lead Management Metrics

How to know if your lead management process is working or not? By tracking metrics!Here are the three most important metrics that indicate whether or not your lead management system is working.

1. Cost-Per-Conversion (CPC)

CPC tells you the amount spent to acquire a customer. You can calculate CPC by dividing total ad cost divided by the number of conversions.Your objective is to reduce this metric as much as possible without affecting the best outcomes. Ask yourself these questions when calculating the ad costs:

  • What total is spent on direct advertising like banners, PPC, etc.?
  • How many dollars/ hours were required to set up the initial lead generation strategy?
  • How many dollars/hours were spent on maintaining the lead generation effort or automation?
  • What are the other overheads (like additional sales reps, server costs, etc.)?

Addressing these questions will help you determine the balance between tactics that generate higher leads but are expensive and tactics that generate lower leads but are affordable.Balance both tactics can help you generate leads without spending massive amounts.

2. Conversion rates

Measure your conversion rates to evaluate the lead management process. But before doing so, set a benchmark conversion rate per industry standards.You can also set a conversion rate based on your past performances. For instance, if your previous year’s conversion rate was 5%, set a benchmark of 10% in the current year.To improve your conversion rates, there are a few things you can consider working on:

  • Tweak your ads. Make improvements.
  • Optimize your landing pages
  • Ensure lead nurturing at its best
  • Craft good CTAs

3. Average lead response time

Is your lead response time within 5 minutes? Or 30 minutes? Or do you take 24+ hours to make contact with your lead?To capture leads, you need to be fast. The faster you respond to your leads, the more likely they will convert.When a lead makes initial contact, try interacting with them within 5 minutes of contacting you. It is the golden window you must aim to achieve.Research says 78% of customers buy from a company that responds to their inquiry first. So, grab that chance and don’t let your competitors take over.

How to Choose the Best Lead Management Tool?

Getting the best lead management software is essential to make your lead management process seamless and efficient.Here are a few features you must look for when purchasing a lead management tool.

1. Automatic lead capture

Your lead management tool must be able to capture leads from various sources like websites, events, social channels, marketing campaigns, etc.If you have an existing list of leads, the best lead management tools help you import these and eliminate duplicate entries, thereby cleaning the data automatically.

2. Intelligent routing

The best lead management systems assign incoming leads to sales reps based on predetermined criteria.For instance, to assign leads based on geography, you can input the criteria in the software and get leads from a specific location given to reps from the same geographic area.

3. Track lead actions and schedule meetings

Tracking multiple leads manually is a big no-no. Lead management software can follow each lead seamlessly without your intervention. In addition, it helps sales reps to access previous records of interactions like meetings, phone calls, and emails and also reminds sales reps of follow-ups.

4. Sales metrics analysis

Your lead management tool must enable users to track significant metrics like conversion, close ratios, acquisition rates, sales cycle, etc.

Sales metrics analysis

It must also help users identify suitable lead sources, lead quality, and evaluate performance. Advanced tools can also help you discover trends and patterns in marketing processes.

5. Data security

Data security measures are a must in your lead management tool as lead data is highly confidential. You do not want it to land in the wrong hands or even internal teams. Hence, ensure that the tool has top data security protocols.

6. Integrations

The best lead management tools integrate with your existing tools, like CRM systems, product development platforms, etc. Your lead management system must connect to your existing software through native or supported APIs or integrations.

Top 3 Lead Management Tools in 2022

While many lead management tools are out in the market, I have handpicked the three best ones (with great difficulty!). Here they are:

1. Salesforce Sales Cloud

The lead management tool has one of the best features, a lead management software by Salesforce. It is best suited for enterprises that require advanced lead management features. The software nurtures leads, automates the sales process, and tracks the marketing ROI.Key features

  • Automatic lead scoring and routing
  • Tracking marketing campaigns
  • Rick activity timeline
  • Integrates with Outlook, Google apps, and several others.

Users can start with a 30-day free trial. But the price range of the software is relatively high. So, it seems to be a fit for enterprises or large-scale businesses.

2. RevenueHero

A sales acceleration platform, RevenueHero offers users the necessary lead management software features. The tool allows marketing and sales teams to qualify leads, route them in real-time, and schedule instant meetings.Key features

  • Third-party app integrations (Salesforce, Zoho, Mixpanel, HubSpot, etc.)
  • Schedule instant meetings
  • Real-time routing to enable sales reps to get into quick conversations and follow-ups
  • Qualify leads faster based on your qualification criteria
  • Lead prioritization

For pricing details, contact the RevenueHero team.

3. Apptivo CRM

Apptivo has several features, along with lead management. It can effectively track leads and manage them in a centralized database.Key features

  • Lead scoring
  • Instant report generation
  • Unlimited custom fields
  • Customizable views

Compared to Salesforce, the platform is affordable with a 30-day free trial and a free forever starter plan.I promise many lead management tools will be added to this list. Want a few more options? Check out here.

Time to Wrap Up!

I hope there’s no doubt regarding the importance of a solid lead management process.To stay ahead of the competition, you must (ASAP) implement a sales lead management process if you haven’t already. Once you implement the process, you can make continuous iterations to achieve perfection.Manage your leads efficiently; nothing can stop you from witnessing a massive surge in conversions and bottom-line revenue.

RevenueHero for lead management process

While several enterprises have leveraged the benefits of a lead management system, many small businesses are still unaware of the significance of a lead management process.Now that I have provided you with all possible details of a lead management process, you must consider planning and implementing one soon enough.To help you out, there are platforms like RevenueHero. RevenueHero is a lead conversion software that can make your lead management process a breeze. The platform has a few promising features, like instant scheduling of meetings and real-time lead routing, along with lead qualification and prioritization.So, once you start working with RevenueHero, nothing can stop you from creating a solid lead management process.Click to learn more.

Related Resources

13 best tools for SDR teams to increase sales
Sayani Deb
13 best tools for SDR teams to increase sales

Have you ever wondered how tough life is for your Sales Development Representatives?No?Then, step into their shoes right now and experience the challenges of prospecting, qualifying leads, and assisting them through the sales pipeline.Doing everything manually isn’t possible. It takes a lot of time, and time is money (I agree it’s a cliché, but it’s true🙄)So, to save time and make things a little easier for SDRs, get Sales Development Representative tools. Yes, SDR tools are saviors. They can help SDRs, simplify processes, and make your sales process more efficient.So, what are the SDR tools you must get? Well, keep reading to know!I have listed 13 SDR tools in this blog, along with some beginner’s info about SDRs and SDR tools’ advantages.Dig right in!

Who are Sales Development Representatives (SDR)?

Sales Development Representatives (SDRs) are individuals who find potential clients, qualify leads, move them through the sales pipeline, and then pass them on to the team responsible for closing sales.In short, SDRs act like a filter. They pass only the high-value leads so that the team that closes sales can dedicate their time and effort to the highest potential leads only.Consider SDRs as educators who assist leads in identifying the best-fit solution to their problems. They help prospects by understanding their needs and offering relevant and feasible solutions, information, and ideas (without product pitching or sounding salesy!)

What are SDR tools?

Sales Development Representative tools or SDR tools allow SDRs to collect quality lead data faster, streamline the lead qualification process, improve customer management, and engage prospects appropriately.SDRs can also use SDR tools to automate repetitive tasks and help the sales team to track cold calls. Thus, with SDR tools, SDRs can focus more on qualifying leads efficiently without being consumed by administrative jobs.

Advantages of Using SDR tools

SDRs can use SDR tools in every step – finding potential leads, qualifying them, making cold calls, and automating target market segmentation.Getting the right SDR tools can make the SDRs’ jobs easier and seamless. They can streamline tasks, internal and external stakeholder communication, and automate repetitive work allowing sales reps to invest their time to reach their closing sales target.Moreover, you can integrate SDR tools with your existing tools like CRM and other marketing tools to streamline workflows. The integrations can help you collect and access data, and make more informed and data-driven decisions. It can ensure a more effective and efficient sale process.Now that you know about SDR tools let’s see which tools would be the best for your business.

13 Best SDR Tools you should use in 2022

SDR tools are of different types, but each contributes to making your sales process more efficient.Take a look at the best 13 Sales Development Representative tools to help improve your sales process.

1. Salesforce

An ideal solution for small to large enterprises, Salesforce is a comprehensive SDR tool for scaled-up teams. The platform offers several customization and integration options with a wide range of CRM and pipeline management features.Using Salesforce, sales teams can access advanced features like lead scoring, market segmentation, lead generation, task automation, track contacts, key deals, new opportunities, and much more. In short, Salesforce makes it possible for the business to offer an incredible customer experience.

Salesforce

2. RevenueHero

RevenueHero is an SDR tool that can help you with lead distribution and management. With features like instant scheduling and real-time routing, RevenueHero can assign your incoming leads to the right sales reps.This SDR tool allows you to automate scheduling and routing leads based on your predetermined criteria, like round robin. Want to know what round robin is? Find out here.Also, the software helps you with lead capture through web forms, qualification, and prioritization (with scoring). Moreover, you can link RevenueHero with your GTM stack. Integration with Salesforce, HubSpot, Google calendar, Zoom, and Pipedrive can help you streamline your lead management workflows.RevenueHero can assist your SDRs immensely and make their jobs easy, while your sales reps can focus solely on converting leads into customers.

RevenueHero

3. Pipedrive

Pipedrive is a simple and user-friendly SDR tool that helps you streamline sales CRM. The solution is easy to set up and use, focusing on a highly intuitive UI.Coming to what features Pipedrive offers, the tool can help SDRs increase their prospect management capabilities with its sales automation features. Pipedrive is highly effective for companies with multiple sales teams as it can help them maintain and grow their pipelines.Further, you can integrate Pipedrive with your existing CRM or spreadsheet to automatically import lead contacts and create the sales funnel stages using templates. Thus, it saves a lot of time and resources, making the entire sales process hassle-free.

Pipedrive

4. Close

Close is an excellent SDR tool that helps you manage your customer relationships. The tool has features like lead management, email automation, and a predictive dialer to help you streamline your lead management workflows and eventually make more sales.Close also offers outbound sales feature like a one-click voicemail tool and automatically logged calls. The UI is simple and clean, but it may take time to get the hang of the tool.Also, Close integrates with the workflow automation tool Zapier and PandaDoc that helps create, share, and track documents online.

Close

5. Showpad

Another useful SDR tool is Showpad – a sales enablement software that enables your sales teams to offer prospects seamless and custom engagement, resulting in closing deals faster.Showpad supports your sales teams and keeps the marketing and sales departments on the same page. It serves as the central point in an organization that facilitates content sharing throughout all departments.What’s more interesting is that Showpad allows sales teams to create a shared space and give clients access to content. They can encourage clients to solve their queries directly within a shared folder.The sales development representative tool ensures making content centrally available to stakeholders. It promotes real-time interactions and keeps the sales teams enriched with content every step of the way.

Showpad

6. Hunter.io

Hunter makes prospecting easy. This email finder SDR tool helps you find the email address of any professional. It lets you check and verify the email addresses so that your emails land straight into the prospect’s inbox.Further, Hunter is also great for sales outreach automation. You can automate many processes in the sales cycle, like email verification, personalization, and email follow-ups at scale. The software also has several integrations with CRM systems that make workflows simpler and seamless.

Hunter.io

7. PandaDoc

PandaDoc can be another important addition to your SDR tools kit. When it comes to handling proposals, quotations, and contracts, PandaDoc is essential.The software helps you create, manage, share, and e-sign documents. You can get real-time access to approvals, comments, and tracking. Also, PandaDoc has smart features like conditional logic and variables that reduce document errors.Your sales teams’ paperwork can get much easier and faster with PandaDoc, resulting in a shorter sales process and faster conversions.Also, the SDR tool integrates with ActiveCampaign, monday.com, Slack, google Workspace, Zoom, and Salesmate to make it easier for you to share documents (even via Zoom video conferencing).

PandaDoc

8. Saleshandy

Saleshandy is a sales communication and analytics tool that’s best for cold email outreach.The software can be a fantastic addition to your SDR tools list as it offers advanced cold email features that help you personalize the emails and strike a spam-free meaningful conversation with your prospects. Overall, Saleshandy can improve the productivity levels of all your sales reps and SDRs.So, what can you do with Saleshandy? You can use the SDR tool to get an overview of your sales cycle, dedicate efforts to shorten it, track relevant metrics, and discover actionable insights to improve the processes.Saleshandy also gathers quality data, including behavioral insights, and provides them to the sales teams (including SDRs) in an actionable content format. Further, the tool can also be used to automate cold email strategies, campaigns, and follow-ups. You can send cold emails in bulk to up to 5000 leads per day.

Saleshandy

9. Zoom

Honestly, I don’t think anyone is unaware of this sales video software anymore. Though the software was used by businesses before, 2020 made Zoom’s presence much stronger across industries.Zoom took the spotlight by serving millions of people to conduct virtual meets. The video conferencing SDR tool is easy to use, and it makes collaboration simple. You can simply share your meeting link with clients, who can join in for a quick call.Moreover, the platform also allows screen sharing and helps you host product demonstrations. Thus, you can speed up your sales process through a ‘show-and-tell’ product demo tailored for prospects.

Zoom

10. Crunchbase

Crunchbase is the SDR tool that makes prospecting easy. The software offers users access to a large database with over 60 million profiles and a comprehensive API too.SDRs can access verified and validated lead contact information, find companies that match their buyer’s persona, and make direct contact with decision-makers within the platform.Crunchbase also has filters that make it easy for SDRs to search for high-potential and quality leads. Therefore, with Crunchbase’s all-in-one prospecting solution, you can scale your business faster.

Crunchbase

11. HubSpot

A popular platform for marketing, sales, customer service, and CRM, HubSpot never disappoints. The platform is popular for its free CRM plan, but companies also find its sales management features beneficial.With HubSpot, users can customize the sales pipeline, modify pipeline stages, monitor processes and ensure that they are optimized. The platform has a simple UI that allows users to implement and learn it easily.HubSpot’s full tools range and integrations are ideal for your SDR tools stack. They contain sales management and productivity tools to help your sales reps perform better. All in all, the CRM platform remains one of the crowd’s favorites to make sales processes more efficient.

Hubspot

12. Consensus

Consensus is an incredible sales enablement tool or, more specifically, a sales demo tool that can help sales teams to create fully customized product demos for prospects.Add relevant documents, video clips, data, and other content from your demo library that would grab your prospect’s attention and keep them engaged.Consensus can be a highly beneficial SDR tool as it helps create interactive product demos and saves time. It gives your prospects a positive demo experience that eventually contributes toward a faster sales process and more lead conversions.Moreover, Consensus allows users to put together a vast content library wherefrom prospects and customers can guide themselves through the product demo. They can choose the way they want.Overall, Consensus helps a great deal in the presales process. It allows leads to choose what they are interested in and gives SDRs lead insights. Therefore, lead qualification becomes simpler and easier.

13. Linkedin Sales Navigator

If you are trying to make prospecting easy, LinkedIn Sales Navigator can help you. This SDR tool allows users to access and browse through the huge database of professional LinkedIn profiles, fulfilling your prospecting needs.Several filters and search features help SDRs create trusted and long-term relationships with prospects. However, the tool does not allow you to download lead information from the LinkedIn database. Therefore, you can use it as a beginner’s tool to lead generation and social selling.Overall, the SDR tool is quite useful and assists SDRs in finding high-potential leads who can turn into profitable and long-term customers.

LinkedIn Sales Navigator

Ready to Find your SDR Tools?

The list makes it pretty evident that SDR tools can be any application or software that makes SDR jobs easy and hassle-free. They can make the team more capable of handling high-potential leads. In fact, implementing the right SDR tools can drive more results from your marketing efforts.SDR tools can help you find better-quality leads faster. They can automate tasks, validate lead information, automate lead capture and qualification, and schedule instant meetings as well.If your goal is to make the sales process more efficient and frictionless, make RevenueHero your partner-at-work. The lead conversion platform can help you boost your revenue with its instant scheduling feature, automated lead distribution, and superfast lead conversions.

Related Resources

27 New-Age Sales Automation Tools You Should Be Using In 2022 - 2023
Sayani Deb
27 New-Age Sales Automation Tools You Should Be Using In 2022 - 2023

Are you a sales rep tired of doing the tedious sales-related tasks that are not even part of the process, day in and day out? I get you.Research shows that sales professionals spend just 35.2% of their time, actually selling. The rest of the work week goes into managing their CRMs and doing a bunch of non-sales (and non-revenue generating) activities such as dealing with internal policies and approvals and researching target prospects to approach for sale.No matter how efficient and productive your sales team is, doing these tasks manually is dated and risks your startup being left way behind by your competition. If you have a growing prospects list, coordinating interactions, corresponding with clients, making notes, documenting data, and following up can turn into a challenge to scale.So what’s the solution?Sales automation. Tools that can streamline your sales process and automate repetitive tasks like sending emails, scheduling meetings, etc., can help a sales rep focus on what they are paid to do—selling. Sales automation tools can also reduce the percentage of human errors in the sales process and generate high-quality leads while saving you time and resources.In the digital era, sales automation, if implemented with the right software—can be the answer to all your selling problems.In this blog, I will discuss sales automation and its benefits before introducing you to 27 new-age sales automation tools that you should be using in 2022—that will help you bring in more customers without clocking in more hours.Let’s get started!

What is sales automation?

If you’re thinking cyborgs, think again. Sales automation is basically creating a synergy between sales reps and technology to sell better. Using the software, artificial intelligence (AI), and digital tools, sales automation allows human sales professionals to speed up manual, time-consuming sales operations. It enables the sales team to concentrate on crucial duties like forging connections and nurturing leads.

Did you know that utilizing sales automation to nurture leads have led brands to see a 225% increase in prospect volume, that ultimately converted to sales opportunities?To further elaborate on why you need sales automation in 2022, I will highlight some of the most evident benefits of sales automation for your business.

Benefits of using sales automation tools

1.Increases efficiency and productivity of sales reps:

No more mundane non-sales activities that eat up your time—automate your sales process so that you can focus on customer interactions that will actually convert them.

2. Improves customer satisfaction:

You can prioritize interactions with your prospects and spend more time in your sales process—understanding and better solving their problems. Now wouldn’t that make your future customer happy?

3. Save time:

No-brainer here. You can work smart instead of working hard—approach high-value prospects and generate better revenue for your organization.

4. Qualify better quality leads:

These tools can help filter out prospects who don’t align with your selling objectives—and help you focus on selling to those ideal customers who need your product or service and are willing to pay for it.

5. Increase data consistency:

Leave no space for errors with a consistent recording of all data related to your prospects and the sales process—all categorized individually to help keep all information at your fingertips!

6. Maintain customer relationships:

There’s a lot of back-and-forth between a sales rep and a customer during the sales process, which means—you need to be top-notch with communication. Automate emails and follow-up comms with these tools.

7. Simplify internal reporting:

No hassle creating manual reports every quarter—acquaint your managers with each customer’s journey status, using CRMs and save time on internal protocols and audits.

8. Speed up your sales process:

The culmination of all advantages is the end goal of using sales automation tools. From prospect to buyer, streamline the journey for your customers and generate more revenue while investing way less time.Now that you’ve read through the benefits of using sales automation tools, are you ready to learn about 27 new-age tools that you should be using in 2022, to automate selling and drive greater profits for your business? Let’s jump into the list, then!

27 new-age sales automation tools you should use to optimize your sales process

Here’s the list:

  1. HubSpot

It would be a crime not to begin listing sales automation software without the HubSpot Sales Hub. It is a one-stop solution for all your sales automation functions, being used by over 100,000 customers, in more than 120 countries.Top Features:

  • Comes with reporting and analytics trackers and sales engagement tools;
  • Provides CPQ functionality—that provides you with more detailed prospect data and automates tedious chores so you can follow up efficiently, tailor outreach, monitor engagement, and close more deals more quickly; and,
  • You can customize emails, simplify workflows, automate lead nurturing and keep at pace with follow-ups so that no leads are missed, and all steps in the sales process are taken care of efficiently.

Additionally, you can create a Shopify Plus account and integrate it with the HubSpot CRM to increase traffic, strengthen your brand, and increase sales in your current market.Free plan: YESPricing: Begins at $45 per month

2. Copper

Ideal for SMBs and SMEs, Copper streamlines complex workflows with its drag-and-drop-pipelines feature.Top Features:

  • Using this sales automation software, your sales teams may build several phases according to business lines;
  • They can also create tasks, automate follow-up emails, keep track of all sales tasks, and gain real-time insights into their performance;
  • It also allows you a complete view of your relationship history with the customer; and,
  • It allows you to qualify leads based on any criteria, through its tag and filter features.

Additionally, it is connected with the G-Suite, thus, saving your sales staff's time that would otherwise be spent copying and pasting significant amounts of data.Free plan: YESPricing: Begins at $25 per month

3. RevenueHero

RevenueHero is a sales automation software that helps you turn more of your inbound leads into sales opportunities.Top Features:

  • Enables you to align marketing and sales functions by automatically qualifying and routing leads and booking meetings with them, depending on their priority status in the customer journey; and,
  • It includes a solid lead scoring system, instant meetings, and real-time routing. You can also integrate this tool with every other product in your GTM stack and generate as many leads as you would like.

Free Plan: NOPricing: Customized pricing plans are available to businesses that send commercial quotes through their website.

4. Freshworks

One of the most popular options across the globe, with over 40,000 customers, the Freshworks CRM, better known as Freshsales, is designed for sales teams in “high-growth” startups—to shorten the sales cycle.Top Features

  • Gathering and combining customer experiences in one location can give your team a 360° perspective of your customer;
  • You can design your life cycle phases and unique activities based on your business process;
  • Define outcomes, monitor interactions, check in at meetings, record phone conversations, make notes, and so on;
  • Helps your sales team boost group productivity with its automated capabilities;
  • Creating tasks, reminders, and appointments while obtaining a preview of impending activities, making task management simple;
  • The Freshworks CRM also aids you in closing deals faster with personalized interactions tailored to the customer’s needs and preferences; and,
  • The Activity Timeline feature helps you (and your managers) gauge customer engagement at a glance and helps you figure out what’s working and what’s not.

Additionally, the program enables you to use intelligent workflows to automate your crucial procedures and duties.Free plan: YESPricing: Begins at $29 per month

5. Picreel

Who doesn’t love pop-ups? Picreel is an AI-based popup marketing tool you can use to generate leads and increase sales from the internet. This is the best method to turn traffic into sales if users leave your website without taking action. Top Features:

  • Comes with more than 100+ editable popup layouts for various businesses; and,
  • Provides an ideal solution for immediate business growth because it includes customization options, A/B testing, and real-time data.

Push your prospects to take action with targeted pop-ups that provide a delightful website experience.Free Plan: NOPricing: Begins at $14 per month

6. Zapier

Zapier is a sales automation tool that allows you to pass information through workflows known as “zaps”, that you can build even if you don’t have a clue about coding.Top Features:

  • Facilitates simplified workflows for you and your entire organization;
  • Enables you to seamlessly integrate with online apps to ensure everyone is on the same page; and,
  • Helps you integrate your web apps with a few clicks and quickly share data with your sales force.

You can start your workflows from any app. Be it Google Sheets, Google Docs, Slack, Quickbooks, or Facebook Lead Ads—Zapier integrates with many leading industrial applications to make sales activities fast and easy for you.Free Plan: YESPricing: Starts at $19.99 per month

7. Mailchimp

Mailchimp is popular automation software that compiles information about your audience, marketing channels, and analytics in one location to help you accomplish your objectives more quickly.Top Features:

  • Provides custom domains and assists you in building a website with integrated marketing tools;
  • Helps you market your company to the appropriate demographic; and,
  • Has features that help you create email drip campaigns, landing pages, ads for social media, postcards and more, and send them to the right prospects.

Additionally, Mailchimp, also has engagement automation tools that allow you to interact with the right customers and push targeted quality content, to convert them.Free Plan: YESPricing: Begins at $9.99 per month

8. Clearbit

Automated updation of customer information is integral to any CRM platform. But automated customization for lead generation? Now, there are not many tools that can boast of this. Then, there is Clearbit.Top Features:

  • Enables you to define specific criteria like industry, staff quantity, job description, and other factors so that you develop a sound understanding of your intended audience;
  • Helps you to reach your ideal prospects more quickly and effectively; and
  • Provides real-time updates when important accounts visit your website, enables you to create customized lists in only a few minutes, and automates outgoing emails.

Clearbit integrates seamlessly with third-party programs like Zapier, Salesforce, Segment, and API.Free Plan: NOPricing: While Clearbit does not have public pricing plans, businesses can establish direct contact, and based on their requirements, Clearbit can send quotes for their services.

9.Engagebay

The marketing automation and CRM tools from EngageBay are primarily geared to assist small and mid-size enterprises in attracting and converting website visitors into clients.With the help of this CRM software, businesses may employ marketing software to develop relationships with customers to keep them. Because it keeps the consumer at the center of your organization, EngageBay is renowned for empowering companies to provide excellent customer service.Top Features:

  • Provides you with a 360-degree view of client data;
  • Helps you with features like appointment scheduling, email monitoring of your leads, and call recording, all automated;
  • Enables you to turn customers into brand ambassadors, control social media, and gather leads on your website; and,
  • You can access all of these practical capabilities from a single platform and run tailored campaigns using EngageBay to separate your audience based on their persona, lead score, and behavior.

Additionally, it automates the entire interaction process with your clients, from the first contact to the final payment. Your sales and marketing teams will be aware of their target market and where they are in the sales pipeline.Free Plan: YESPricing: Begins at $10.39 per month

10. Calendly

Calendly is another sales automation tool that has a user base of over 2 million and serves clients like LinkedIn.Top Features:

  • Focuses on automating meeting schedules so you don't have to waste time sending emails back and forth for sales meetings;
  • Enables you to send a meeting booking link through email or embed it on your website—your invitees can then book individual timeslots or a time with several of your team members using this link;
  • Facilitates group scheduling for webinars, workshops, and other events.; and,
  • You can alter automated scheduling by adjusting buffers, the minimum schedule notice, daily restrictions, and time zone identification.

Free Plan: YESPricing: Begins at $8 per month

11.Keap

The sales automation solutions from Keap offer data on customer behavior and assist with lead follow-up.Top Features:

  • You can learn about consumer preferences and the likelihood of buying. This will facilitate efficient lead targeting and conversion;
  • Enables you to follow up with prospective customers via. text and emails to provide updates on deals and promotions; and,
  • Helps you track affiliate conversions and provides educational guides in case studies and explainer videos.

Additionally, Keap and Zapier have been merged, giving users access to more than 2,000 apps as integrations.Free Plan: NOPricing: Begins at $40 per month

12. Salesmate

Using Salesmate, you can design, automate, and carry out your sales and marketing processes to enhance the overall customer experience.Top Features:

  • The CRM and marketing automation software provides you with a complete gamut of solutions that shorten your sales cycles by automating customer journeys and, consequentially, increasing your sales.
  • You can take care of every business process with Salesmate, thereby simplifying them for increased effectiveness;
  • You can manage your prospect list, automate marketing campaigns, vastly enhance the sales pipeline, and do much more;
  • Enables you to manage your marketing and sales operations and use live chat features built directly into the CRM to engage visitors;
  • You can automate your follow-ups to better engage customers on time with Salesmate's email and text sequences; and,
  • Provides features that aid you in designing stunning and interactive reports that help you make data-driven decisions.

Since Salesmate is a flexible platform, you may alter it to suit your brand's needs to get the best results.Free Plan: Free trial for 15 daysPricing: Begins at $12 per month

13. Process Street

Automate recurring sales processes with Process Street. Picture your work day without chores like ensuring that the team meeting actually gets finished this time, putting up the next client, or onboarding new employees. Sounds like a dream, right?Top Features:

  • Provides you with a no-code platform that transforms those stale old processes, probably written down by founding members at the start of your organization—into dynamic, interactive workflows that document the process as you go each time;
  • You can store important documents like employee handbooks and SOPs using the Pages feature, making it simple to keep track of processes and documentation in one place;
  • Enables automation and integrations with Zapier, Slack, DocuSign, and many others, saving time and improving the accuracy of your regular chores.

Process Streets wins a place on this list for facilitating accountability and transparency amongst your various team members, altogether helping you run a tight ship!Free plan: YESPricing: Begins at $25 per month (for each user)

14. Crystal

An up-and-coming SaaS tool for sales automation, Crystal promotes adaptive selling, i.e., customizing your pitch to every prospect based on their behavior and preferences.Understanding your audience is essential, especially when you email someone for the first time, bargain with a customer, or engage in any other significant conversation.Top Features:

  • You can infer the characters of your audiences from their online behavior by using Crystal's AI—you can then communicate most effectively and increase your chances of conversion; and,
  • Helps your sales teams in advancing deals and inspiring clients throughout their lifetime.Some big-name clients of Crystal include Amazon, Dropbox, and Google, amongst other Fortune-500 companies.Free Plan: YESPricing: Customized pricing plans are available to businesses that send commercial quotes through their website.

15. SalesDiary

SalesDiary is a sales automation platform that offers services for all sales channels. It has solutions for all your sales needs, including primary sales, secondary sales, and modern trade.Top Features:

  • The software keeps track of all your orders, payments, and expenses, tracks inventory, and categorizes prices and pricing structures based on the potential of your business;
  • You can access standout features like AI-powered route management, competition research, and on-the-spot billing—all at customized pricing; and,
  • You can employ a simplified approach to recurring tasks while receiving real-time updates on projects.

Free Plan: NOPricing: Customized pricing plans are available to businesses that send a commercial quote through their website.

16. Lemlist

Another sale email marketing tool in this directory, Lemlist helps you conduct automated cold outreach based on selective criteria that you can choose and modify according to your ideal buyer personas.Top Features:

  • The unique "Lemwarm" feature automatically sends and receives emails from other Lemlist users, throughout the day; and,
  • You may also utilize it for automatic email cold outreach, A/B testing, and intended reporting.

By keeping your email account "warm" and appearing natural to email algorithms, you can avoid being added to spam and blacklists.Free Plan: Free trails for 14 daysPricing: Begins at $25 per month

17. Unbounce

At its core, Unbounce is a platform that optimizes your conversion rates.Top Features:

  • It allows you to easily A/B test landing pages to determine which versions are the most effective in customer conversion;
  • It is really simple to use and integrate with WordPress websites (through a WordPress plugin);
  • You can develop and A/B test pop-ups on your site and use its features for landing page conversion optimization (I enjoy using the popup with exit intent); and,
  • You can evaluate the conversion rates of top and bottom bars by mounting them.

Basically, use Unbounce if you want to produce an A/B test pop-up CTAs and landing pages automatically.Free Plan: Free trial for 14 daysPricing: Begins at $80 per month

18. Pipedrive

Pipedrive is a web-based sales CRM and pipeline management tool that will let you schedule sales activities and keep track of deals.Top Features:

  • Makes it easier for you to use an activity-based selling methodology to turn leads into profitable sales; and,
  • You can track interactions, manage transactions and leads, eliminate tedious administrative work, learn from AI, and more.

What makes Pipedrive the perfect tool to obtain insights and data, is its user interface that aids you in accessing the platform from a mobile device and interacting with outside sales apps.Free Plan: YESPricing: Begins at $18 per month

19. Clickflow

With the help of the sales automation platform Clickflow, you can automatically increase your reach via organic search.Top Features:

  • You can test various title tags and meta descriptions for your content to determine which versions get more clicks from organic search results (i.e., Google); and,
  • By experimenting with different title tags, you can increase the number of organic visitors to your pages and improve their SEO ranks.

Research indicates that better click-through rates translate toward better SEO rankings. You'll therefore acquire more traffic by testing and improving your page titles and descriptions and getting more traffic from the increased conversion rate that results from your improved SEO ranks.Free Plan: YESPricing: Begins at $109 per month

20. LevelEleven

Your sales staff will perform better thanks to the gamification of performance management that LevelEleven brings to the table.Top Features:

  • You and your team can utilize LevelEleven to monitor their development because it gives them real-time insight into their daily performance;
  • You sales staff get access to individual scorecards, live TV broadcasts, and other important indicators to keep everyone engaged—thus, every sales representative on your team may understand where they are thriving and need to improve by tracking their progress in real-time; and,
  • Enables you to develop unique reward programs to encourage each salesperson, identifying the team's performance and critical KPIs, and provides coaching software to empower sales teams to perform better.

Free Plan: NOPricing: Customized pricing plans are available to businesses that send commercial quote through their website.

21. Voicent

An enterprise-level sales automation software, Voicent Sales Automation is designed to automate sales pipelines and operations for mid-size businesses and enterprises.Top Features:

  • It automatically keeps track of sales transactions, notifies you of the progress of each transaction, assigns leads and deals to particular agents, and evaluates agent performance;
  • You may also build role-based permissions with this sales automation software, allowing some agents to generate and distribute emails, campaigns, and contacts while limiting others.
  • You can store all information, interactions, context, and progress in one place, using the software's contact and potential management, which is another significant feature.

But unlike other companies, Voicent doesn't collect monthly or yearly fees; instead, it sells lifelong rights to businesses, making it special and wonderful.Free Plan: NOPricing: Customized pricing plans are available to businesses that send a commercial quote through their website.

22. Revegy

Revegy is the perfect tool to run ABM strategies for prospect sales.Top Features:

  • It streamlines, automates, scales, and monitors account management procedures to perform the critical task of account planning for enterprises;
  • The platform gives sales teams insightful data to improve client interactions, at every step of the sales process; and,
  • Helps you identify customer pain areas, find high-value leads, and take advantage of opportunities with critical accounts.

Free Plan: NOPricing: Customized pricing plans are available to businesses that send a commercial quote through their website.

23. Outreach

Identifying itself as a “sales execution” platform, the primary objective of Outreach is to automate sales procedures while increasing sales rep productivity.Top Features:

  • Enables you to facilitate more meetings with prospects, and shorten the sales cycles;
  • Its platform CRM's 360 view lets users see all important metrics and everything sales-related in one place on the dashboard, including the number of engaged prospects, team schedules, and today's agenda;
  • It includes meeting schedules, an effective sales dialer, email tracking, and even sales texting capabilities; and,
  • You can automate sales workflow procedures, using task prioritization tools that are integral to enhancing the efficiency of sales reps.

However, the lack of connectivity with the LinkedIn Sales Navigator account is a major drawback.Free Plan: NOPricing: Customized pricing plans are available to businesses that send commercial quotes through their website.

24. Bombora

Bombora demands a hefty monetary investment, but its payback is astounding.Top Features:

  • You can discover critical information about your prospects, i.e., intent data that can multiply your chances of selling manifold—thus, your sales reps can engage their top accounts immediately with relevant action;
  • You may discover which of your potential customers' enterprises are actively looking for the solutions you are providing; and,
  • You can access information such as the size of the business, the location, the industry, and the key decision-makers, all of which can help you make a strong strategy to make a case about your product or service to your future customer.

Get ahead with buyer-led marketing with Bombora!Free Plan: NOPricing: Customized pricing plans are available for businesses that send a commercial quote through their website.

25. Leadiro (now DemandScience Intelligence)

Leadiro (now known as DemanScience Intelligence) wins a place on this list owing to its massive directory of contacts that lets one access leads in emerging markets, with the contact details of companies from more than 98 countries available in its database.Top Features:

  • Helps you identify potential prospects using advanced data selection through firmographic and demographic profiling;
  • You can use a variety of criteria to generate your list, including job title, function, and type of experience, company name, cities, states, countries, and more; and,
  • You may create and save numerous campaign audiences using Leadiro. Then, filter buyer personas and separate data into particular prospect lists.

To maintain the authenticity of the contacts, ones only with 95% validity scores and higher pass the platform's strict selection process and are added to its live database.Additionally, this tool also integrates with both SalesForce and HubSpot.How does Leadiro maintain such a huge database? The platform uses technographic intelligence to map the information on the technology installation bases of millions of businesses.Free Plan: YESPricing: Customized pricing plans are available to businesses that send commercial quotes through their website.

26. Uplead

Uplead is a sales prospecting tool was developed to maintain data accuracy and build you a clean prospecting list. Now, you don’t need to tear your hair out when half the emails you send bounce right off.Let’s face it; inaccurate prospecting lists can be frustrating.Top Features:

  • Focuses on efficiency and provides you with access to countless verified B2B contacts and their email addresses—you can plug those into your sales tools to generate fresh leads;
  • You have access to more than 50 search filters, that can help you find contacts and businesses that fit your buyer profile; and,
  • Enables real-time email verification that guarantees you qualified leads.

Make lead prospecting easy with Uplead!Free Plan: YESPricing: Starts at $99 per month

27. Boxxstep

Being a buyer-centric platform that aligns the concepts of both selling and buying, Boxxstep is a sales automation software that allows you to understand better your customer’s perception of you and close deals quickly and easily.Top Features:

  • You can use the program to locate, comprehend, and assist all consumer committees; and,
  • You can also use this tool to perform functions like relationship mapping, figuring out how to help them through shared action plans, and prospect analysis.

Additionally, Boxxstep may be integrated with your CRM for a sales process that is much more customer-focused.Free Plan: NOPricing: Customized pricing plans are available to businesses that send commercial quotes through their website.

Final Thoughts

It is also compulsory to mention that sales automation needs a strategy—before you begin purchasing tools left and right and then a year later, you see no results and zero ROI.There’s no “one-size-fits-all” plan here. You need to talk with your sales team to determine which sales automation software can truly help them. Identify their weak spots and utilize these tools to strengthen your sales process.Sales automation helps your sales reps do more sales-related tasks, which in turn, has the potential to bring in more revenue. It maximizes your limited resources and helps you scale up your business. So what are you waiting for? Invest in sales automation today!

Related Resources

What is CRO Marketing and Why is it Important?
Sayani Deb
What is CRO Marketing and Why is it Important?

Stop giving much thought to shortcuts and quick hacks to pull website traffic!The online traffic produced via social media, SEM, or paid search efforts do not guarantee conversions. Thus, it has always been a quest for marketers to find out ways to help generate high-quality leads that convert.This is where CRO or Conversion Rate Optimization comes into the picture.So, let’s learn more about CRO marketing and make the best move to convert leads into customers!

What is CRO Marketing?

CRO marketing is a strategic approach to increasing the percentage of website visitors who perform the 'desired action'. Here, the 'desired action' includes:− filling out a web form,− adding products to the cart,− clicking a link,− signing up for a free trial,− subscribing to the mailing list,− buying a product, etc.

User-Centric Definition of CRO

A more user-centric definition of CRO would be-CRO is the process of understanding what drives, stops, and convinces your users so that you can offer them the best possible user experience - and this, in turn, makes them convert and improves your conversion rates drastically.CRO marketing is crucial as optimizing marketing efforts enables businesses to gain a competitive edge over companies that do not practice the approach.As per research, the average ROI from investing in CRO marketing tools is 223%. That being said, CRO marketing deserves a try. Marketers can actually discover sure-fire ways of conversion using the CRO marketing strategy.

The Four Principles of CRO

Here are four basic principles of CRO that entrepreneurs and marketers use to achieve maximum conversion rates.

1. Define a Clear Value Proposition

Communicate what sets you apart from the competitors. If it’s your price, highlight pricing. If it is the service quality, dedicate a web page that explains your services. In short, make your value proposition prominent. Let customers compare your solution with that of the competitors and instantly identify the benefits your solution has to offer.

2. Incentivize Customers to take Action

Encourage customers to act with 50% discounts, a 30-day free trial, no extra charges, free installation, and others. Give away free stuff so that customers get motivated.However, only free things and half-prices may not work. So, you must focus on providing more social proof and money-back policies.Also, ensure that you have high-quality ‘FAQ’ and ‘About us’ pages, as these pages determine whether the visitor moves on to the product pages or bounces. The quality of product images, page content, and even blogs can incentivize customers to return to your website for more.

3. Reduce Roadblocks to Conversion

No matter how enticing your incentives are, customers are most likely to leave if they are faced with challenges during their conversion. So, eliminate all obstacles in the conversion process. These may include:

  • Slow page-load times
  • Navigation issues
  • High prices
  • Forceful customer registration
  • Hard to find CTAs or ‘buy now’ buttons
  • Complex product descriptions
  • Vague value proposition
  • Off-site and lengthy checkout process

4. Make Customers Feel Safe

Making customers feel safe and winning their trust comes first. Everything about your website - from the color scheme and content to the payment gateway - affects the customer’s comfort level. They notice these aspects to identify if there’s anything fishy about the company.There are a few marketing tactics that already attracts distrust from customers. For example, website popup ads. These ads (though popular for easy conversions) carry a taint that cyber thieves use such ads to access users’ confidential information. Moreover, the popups are bothersome.So, before implementing your CRO marketing tactics, weigh the pros and cons. Do not sacrifice customer trust for any shortcut to faster conversions.

Importance of CRO Marketing

CRO
Original Source

Imagine yourself running an eCommerce business with 10000 monthly website visitors but only a 0.5% conversion rate.That means, only 50 out of 10000 people take the actions you want them to take. Thus, only a few sales in a month aren’t sufficient to cover your business costs.CRO marketing critically impacts the bottom-line ROI. But apart from that, there are other reasons behind its importance.

Reduces bounce rate

CRO marketing improves the overall customer experience. Your visitors engage more as they are satisfied navigating your website. Little changes as simple as;− CTA (Call to Action) button,− appealing layout,− legible font, etc.can make a huge difference in customer experience. Thus, it can reduce the bounce rate significantly.

Improves dwell time & brand affinity

Dwell time is the duration spent on your web pages after visitors find them on Google. Visitors spend more time when websites include valuable information and become easy to navigate. As engagement increases, visitors become more likely to consider a purchase and to refer your brand to family and friends.

Generates revenue

With a better customer experience, you are more likely to attract new customers and turn the existing ones into loyal customers.CRO marketing even increases the indirect conversions like content (eBooks, white paper, etc.), downloads and registering of personal information. Thus, you can see an improvement in customer engagement. This, in turn, can improve your sales and overall revenue generation.

Upgrades your website or online store

Most CRO marketing campaigns include redesigning websites to upgrade their look and feel. This helps boost the website's overall usability or an eCommerce store.These reasons are sufficient to convey that CRO marketing is important to businesses. But how do you get started? Let’s see.

How to Get Started with Conversion Rate Optimization (CRO)?

To get started with Conversion Rate Optimization, start with your website. Perform tests, and website audits and assess the elements.Here are a few quick tips that can help you get started with a proper CRO marketing strategy.

Create a website with a simple structure and clean navigation

Websites must have a clean structure with a simple UI else, it becomes a clutter of webpages. Your visitors should be able to navigate with ease and find what they are looking for seamlessly.Not only that, even google uses website structure to navigate and index your web pages.

Design interactive landing pages

Visitors notice your landing page layout as they enter your website. So, to grab their attention transform your landing page completely with interactive elements.Product recommendations, live chat widgets, calculators, and chatbot quizzes are a few elements that you can embed in your landing page. It makes the entire landing page design interesting and engaging.

Create simple and crisp website copies

A well-design website is also the one that has its content positioned at the right places. Keep the content limited to space availability. Do not clutter the web pages with too much content. Create a well-versed crisp copy to attract traffic and convert them into leads.Also, convey your message and product functions clearly to give the visitors an overview of your solution.

Improvise CTAs

Interactive CTAs work well to encourage visitors to take action. Using CTAs that prompt action like - ‘take a quiz’, ‘schedule a demo’, ‘book a meeting’, and ‘schedule a call’ can make the CTAs more interesting and actionable.

Improve page-load speed

Do you like waiting if a website takes too long to load? I don’t.Similarly, your visitors wouldn’t want to wait too long while your website loads slowly and steadily. So, speed up.Improve the page-load speed and prevent visitors from waiting. Page load time affects the user experience significantly.

How to Develop a CRO Marketing Strategy?

CRO marketing works best when you have a properly documented and structured strategy. But only 39.6% of businesses have a documented CRO marketing strategy.

CRO Marketing Strategy
Source

To make the most out of CRO marketing, start with developing a CRO marketing strategy. Follow the steps detailed below.

1. Define your conversion marketing goals

What are the goals you want to achieve from the optimization exercise?Sit with potential stakeholders, discuss, and zero down on a set of goals.Also, identify the CRO marketing metrics or KPIs depending on the campaign you want to run. For example, page speed, cost-per-conversion, bounce rate, etc. (Get a detailed list of CRO metrics in the next section).

2. Map your buyer’s journey

Knowing and empathizing with your customers can help you create the best strategies. So, gain a good knowledge of how the buyers discovered your brand and how they interacted thereafter.

Map your buyer’s journey

Once you understand the buyer’s journey, you can identify the touchpoints that can be further improved to drive conversions.Also, you must determine the high-potential buyers who are most likely to convert. Get their data that includes;

  • Interests and buying behaviors
  • Demographics (age, income, gender, etc.)
  • Geographics
  • Priorities
  • Occupations, etc.

Different tools and tech can help you with segmentation based on the collected data. You can then rank the prospects who are most likely to convert.With RevenueHero, lead qualification and prioritization can get easier. The platform can integrate with your CRM and other marketing tools to qualify and prioritize only the most potential leads. Hence, you can target only the most valuable prospects and ensure conversions.

3. Evaluate your current conversion process

Before you can plan your CRO marketing strategy, you must find out the flaws in your existing conversion process. Ask yourself and the involved teams – Why aren’t the current website visitors converting?While you assess the current process to find an answer, you may discover reasons like;

  • Slow-loading pages
  • Unclear font
  • Lack of reviews or customer testimonials
  • Images are not currently formatted
  • Easy-to-miss CTA buttons
  • Too many ads and pop-ups
  • No spacing, congested website layout
  • Troublesome navigation
  • Missing value content

Identify the web pages with the highest potential to boost conversions. You can do so by looking for the ones with the lowest traffic-to-conversion rate (pages with the highest traffic but lowest conversions).

4. Test

The next step is testing. Once you have identified the faulty areas, test different solutions. For example, you can try other layouts to make the website look more appealing.Testing can be of two types – A/B testing and Multi-Variate Testing (MVT).

  • A/B testing involves testing two versions of a page that you are optimizing. But it changes only one variable like layout or font. This helps you to identify the element that drives or reduces conversion rates.
  • MVT enables users to trial multiple variables for different page versions simultaneously. It is similar to conducting multiple A/B tests at a time.

But before you conduct tests, look into each page element. Find out how they can be improved. For instance, changing the CTA button placement can help you drive conversions. Also, run a content audit to ensure that the content aligns with the page context. Ensure clarity of message and reduce potential confusion.

5. Evaluate

Analyze the changes you have made. If you have changed the layout or the website font, find out if it’s working or not. Did the change increase conversions? How can you prove it?While analyzing the changes, do not let the original CRO marketing strategy KPIs slip out of your mind. If your tests fail, note down the learnings and start moving forward again.

6. Make revisions and re-evaluate

The final step is about making continuous improvements to the CRO marketing strategy. It involves tweaking the edits here and there. Also, re-evaluation of the KPIs, and resetting goals after more customer research can be essential.Regardless of how little progress you make, successful CRO marketing is all about enhancing the efforts. So, keep notes from failures and implement the changes as you progress.

How to Improve Your Conversion Rate Today?

You can adopt several ways to improve your website conversion rate. Take a look at the most effective ones.

Get a CRO planner

A CRO planner contains information on how to audit a site, identify areas to improve your conversion funnel, A/B testing and experimentation, and whatnot.Using a CRO planner helps you get started with conversion rate optimization in a simpler and easier way. It no more seems like a daunting task. The CRO planner guides you through the website analysis and assists you in developing an ideal CRO strategy.

Shorten your long forms

Friction in the conversion process does not let your visitors convert. For instance, you have a long web form that users find boring and time-consuming. Hence, they are hesitant to fill it out.Shortening your forms will let customers trust you more because the form will ask for vital information (like email addresses) only. Also, it takes lesser time to fill out. So, no more hesitant visitors.

Add a live chat widget

Your visitor may not convert because of certain doubts and queries regarding your product. A live chat on your website can help you resolve their queries instantly. With live chat, an AI bot or a customer service agent can alleviate your visitor’s concerns about your product.

Track visitor's interaction with your website

Track the visitor’s interaction with your site to understand where your visitors are facing obstacles. With website analysis tools, you can identify the areas where visitors are tripping on your website. You can see what they are clicking on, what offers they skip, and if they are filling out the form or leaving it midway.

5 Important Metrics in CRO Marketing

As of May 2022, the average eCommerce conversion rate is 1.78% which is significantly low considering the amount spent on driving traffic to the website.If the conversion rate goes up to 2.0%, eCommerce revenue will increase by 11%. Further, if the conversion rate increases to 2.8%, the revenue will increase by a whopping 55%.So, what can you do to improve CRO? Start with tracking the right metrics in CRO marketing for performance optimization. Here are the top metrics to measure CRO.

What Is a KPI?
Source

1. Bounce Rate

The bounce rate is the percentage of people who visit your website and leave without taking action. The lower the bounce rate, the better.This metric helps you determine the number of visitors scrolling through the content, looking at products but never engaging.With the bounce rate, you can consider reviewing the content surrounding the page where more people are bouncing. You can run a content audit or test the navigational tools, layout, loading speed, etc. of the specific page.Bounce rate is important because it gives you the direction for improvement. It helps you identify areas that require improvement.

2. Email growth rate

Is your email list growing? If yes, then your CRO marketing strategy is working.This metric shows the growth in the number of people on your email list or the number of people signing up for future emails from the company.The more monthly subscribers, the better. A high email growth list indicates a successful CRO marketing strategy. It also indicates that the brand is winning the trust of its visitors.On the contrary, a low email list growth rate, and reducing opening rates mean that you must review the message sent out to the customers.

3. Click-through Rate

The click-through rate helps to measure the effectiveness of your marketing efforts across different platforms.For instance, your marketing efforts may drive users to click on your website but the webpage content may require improvement to generate sales successfully.This metric is significant because it shows how many visitors are finding your content and clicking through it. It indicates the content quality and the landing page design as well.To determine your click-through rate, you must know the number of people clicking on your content and CTA. Also, you must determine how many people leave the website without taking action.

4. Cost per Conversion (CPC)

CPC is a metric that measures the average amount spent to generate a conversion. It can vary significantly depending on the specific conversion you want to track.This metric is important to measure the returns. For instance, your CPC may be high due to the huge amounts spent on ads. But you may not get as many conversions compared to the spending. This would mean that the Return on Investment or ROI is low.Further, it may also happen that your ad expense (CPC) is high and your visitors are bouncing from the site. This will result in no conversions at all. This indicates that the investment is not generating any return.A successful CRO marketing strategy has low CPC. You can determine it by tracking the percentage of traffic that converts, the amount of content consumed by visitors, running paid ads, their budget, etc.

5. Cart Abandonment Rate

As of 2022, the cart abandonment rate ranges from 59.2% to 79.8%. This indicates a massive loss of sales.Though a 2021 study showed that more than 60% of users made a purchase eventually, it is necessary to reduce the cart abandonment rate.Track, measure, and analyze your cart abandonment rate vigorously. It is one of the most important metrics to improve your sales.Check out the following to see if changes in any one of these aspects make a noticeable difference or not:

  • Simplified page layouts
  • Customer support or real-time chats
  • CTA buttons
  • Account creation requirements
  • Secure payment gateways

Any of these items can affect your cart abandonment rate. So, keep evaluating these aspects to make a difference.

CRO Marketing Best Practices

Not only CRO, optimization of anything can feel overwhelming to evaluate the existing site and start making improvements.Here are a few CRO marketing best practices to make the process easier.

CRO digital marketing
Source

1. Define your goals

Did you know goal setters are 377% more successful than peers? Goal setting drives the desired marketing outcomes.Before you start making changes to the current site, get specific, measurable, and realistic goals that allow you to track your progress.For instance, an ideal goal would be – Drive 15% more traffic by (date/timeframe) with a specific strategy (like a change in font or layout).

2. Know your users

If you do not listen to your customers, they will leave. Period.You may collect data and learn about your users but understanding them is more valuable. So, dive deeper to know who visits your website. Develop buyer personas that align with the different sets of visitors.Understanding your users deeper will help you optimize your content in the right direction. Also, you can improve the visitor’s on-site experience based on their unique needs and preferences.

3. Evaluate CRO marketing strategies with A/B testing and MVT

Now that you know what A/B testing and MVT are, use both to track your CRO strategies. Both tests can help you make data-driven decisions.Though the uses of A/B testing and MVT are different, when you use them combined, you can test different elements across your website.For instance, A/B testing is great for CTA, copy, headlines, and images. It can help to yield on-page outcomes. On the other hand, MVT indicates the elements that have the largest impact on audience engagement. It can help you optimize off-page elements.

4. Organize before testing

Once you have identified the on-page and off-page elements that you want to test, keep the tools ready.Run the tests, analyze the outcomes, and find out what’s working and what’s not. It will give you a better understanding of your site elements.Further, once you identify the things that are working well, start making widescale changes across the site.

5. Conduct multiple CRO tests

It may be tempting to run a test once and call it a day. But CRO testing is not the one that gets done at once. You must run your tests multiple times to ensure accurate outcomes.Remember these three principles when conducting the tests.

  • Conclude your tests only when you have reached the minimum sample size to yield statistical significance.
  • Avoid stopping your tests mid-cycle
  • Run the tests for a full business cycle.

Best 3 CRO Marketing Tools in 2022

CRO marketing tools can be of different types – web analytics, behavior, CRO testing, sales platforms, etc.Here are the top 3 advanced CRO marketing tools you can consider.

1. Google Analytics

It is one of the best web analytics tools that gives you comprehensive insights into your website performance.With the help of Google Analytics, you can;

  • Track traffic patterns, sources, and goal conversion rate in real-time,
  • Measure session duration,
  • Identify the visitor exit areas,
  • Identify pages with high bounce rates, etc.

2. Algolia

Another beneficial CRO marketing tool is Algolia – an API platform that helps businesses to maximize search speed and discovery. The platform also resolves the issue of relevance through AI.With the help of Algolia, your visitors can access the right content or product on your website much faster.The best features of Algolia include;

  • Reporting and analytics
  • Heatmaps
  • Product search, display, recommendations
  • Web content management

3. RevenueHero

RevenueHero is a sales acceleration platform you can rely on to multiply your sales growth. The platform ensures a systematic lead management process.The tool facilitates real-time lead routing, qualification, prioritization, and scheduling meetings within a short time. It makes the sales process more effective, thereby increasing conversion rates.A few key features of RevenueHero include;

  • CRM integrations
  • Real-time lead assignment to the right reps
  • Instant lead scheduling from web forms
  • Quick and easy lead qualification

Get Started with CRO Marketing

The CRO marketing process is all about understanding what drives your users, what stops them, and what persuades them.It is with the help of this information that you can offer users the best possible experience. This, in turn, increases your website conversion rates.CRO marketing is not a one-time process. It does not change or interfere with other marketing strategies. Rather, it is a quest to offer users a better experience than today. It aims at enhancing the marketing efforts to convert better.

Conversion Rate Optimization FAQs

Here are a few FAQs that can instantly clear the basic questions about CRO.

What is CRO in Marketing?

CRO in marketing is Conversion Rate Optimization. CRO marketing is a strategy that focuses on increasing website visitors taking the desired action. Here the meaning of the desired action can vary depending on the company goals. It may mean signing up, subscribing to newsletters, downloading content, or purchasing the product.

What does CRO stand for in SEO?

CRO (Conversion rate Optimization) and SEO (Search Engine Optimization) are two strategies that should go hand in hand. While SEO focuses on boosting a website’s ranking in organic search results, CRO constantly tests the website elements to earn more sales, leads, and conversions. Therefore, CRO helps you convert the SEO-driven website traffic.

What is CRO example?

Suppose a website landing page receives 2000 visitors monthly and has a 10% conversion rate. Therefore, the page will generate 200 conversions per month. If optimizing the landing page elements (CTA, content, colors, spacing, etc.) improves the monthly conversion rate to 15%, then the generated conversions will jump to 300 per month.

What are the benefits of conversion rate optimization?

Conversion rate Optimization helps to understand customers better. It enhances your SEO efforts, converts website visitors into customers, increases the customer lifetime value, helps to generate new leads, and lowers the cost per acquisition.

Related Resources

What Is Round Robin Scheduling and How It Helps Sales Teams?
Sayani Deb
What Is Round Robin Scheduling and How It Helps Sales Teams?

Hit the sales target, and take the trophy home 🏆. That’s how sales works!The pressure in sales results in frequent burnouts. Sales reps exhaust themselves to reach the sales quota, but they still miss it somehow!Today, automated processes and systems are trying to make things easier for the sales team. These solutions take up the additional workload giving sales reps ample time to hone their skills.Round robin scheduling is one such brilliant technique that saves sales reps from overwork. It ensures even distribution of workload while offering every sales rep (new & experienced) the opportunity to serve prospects.So, here’s what you can learn from today’s blog:📌 Round robin scheduling definition📌 How round robin scheduling works (with example)?📌 How round can round robin scheduling help your sales team?

What is Round Robin Scheduling?

Round robin scheduling is a method to distribute leads equally among team members, with each lead assigned to the next sales team member on the list.Here’s Salesforce’s round robin scheduling definition – “Round robin assignment means that each new lead is assigned to a different user until everyone has been assigned the same amount and the cycle repeats.”

How does round robin scheduling works?

I hope you got an idea of what round robin scheduling is by definition. Now, I’ll tell you how round robin scheduling works. Let’s take a round robin scheduling example to understand it better.Suppose there are 5 sales reps and 100 leads. Your round robin distribution would give the first lead to the number one sales rep, the second lead to number two, the third to number three, the fourth to number four, and the fifth lead to the fifth sales rep. Now, the sixth lead would be assigned to the number one sales rep, and the cycle will continue until the 100 leads get distributed.

How does round robin scheduling works
Source

The only exception happens when a sales rep is unavailable or cannot take a lead; then the lead is assigned to the next sales rep. However, this can continue for a cycle or two (or three max!) until the sales rep is available to take new leads.

How round robin scheduling can help the sales team?

Round robin scheduling distributes leads evenly among your sales team members. So, it eliminates cherry-picking leads.Besides removing the bias, there are a few more ways how round robin scheduling helps your sales team. Here they are:

1. Round robin scheduling gives everyone an equal opportunity

Assigning leads can take place manually or through an automated sequence like round robin scheduling.When assigning leads manually to the sales reps, sales managers can route leads based on expertise, industry, territory, and other factors.However, manual lead routing has its own challenges. Firstly, sales managers must prioritize factors based on which they will decide which prospect should go to whom.Then, there’s a possibility of favoritism. A few leads may be routed to sales reps who perform well or prefer interacting with specific leads. In this case, other team members may not get an opportunity, resulting in friction between team members.

Round robin scheduling

Using round robin scheduling is like hitting two birds with one stone. While eliminating the favoritism possibilities, you can also save time with custom lead routing rules. Sales managers would no longer be required to decide on the factors for lead routing.So, to give every sales rep a fair chance to perform and improve, round robin scheduling is an effective way.

2. Round robin scheduling helps speed up lead response time

Lead response time makes or breaks a sale.When a prospect shows interest in your product, you must give them a call or send an email within no more than 5 minutes (or sooner!). The sooner you reach out, the more likely you will capture their interest. In fact, data suggests that if you can respond to a prospect within an hour, you are 7 times more likely to have a meaningful conversation with the decision maker.Round robin scheduling doesn’t let you waste any precious minute. It helps you accelerate the lead response time. With this powerful lead routing system, you can assign the lead to any available sales rep who’s next on the list. Thus, they can immediately schedule a call and then an instant meeting too!

3. Round robin scheduling helps manage routing for time zones & unavailable sales reps.

A few of your sales team members may be off for a holiday, sick leave, personal emergency, or any other reason. Here round robin scheduling helps you manage the lead routing process by assigning the leads to the available sales reps. Once the sales reps are available, round robin scheduling assigns them leads again.Round robin scheduling also makes dealing with prospects in different time zones easier. This is especially beneficial for the sales teams of global companies.Round robin scheduling allows you to deploy sales reps to different time zones where they can respond to customers instantly and leverage the opportunity to convert them.

4. Round robin scheduling software helps to gain insights through reporting and analytics

For those planning to get a round robin scheduling software (like RevenueHero 🤓), your sales team gets an additional benefit.A few meeting scheduling tools offer the integrated reporting feature that helps sales teams and managers track the team’s progress and individual performances. The tools help you align the sales team and streamline workflows to achieve the same goal.Further, these tools allow you to determine the criteria to define round robin scheduling, total leads contacted by sales reps, sales reps’ availability, and the sales reps lined up next to serve the prospects.Overall, you get the opportunity to assess the sales team’s performance. Thus, based on these insights, you can restructure the team, motivate employees, incentivize and create other strategies to improve their performance.

Work out your Round Robin Scheduling with RevenueHero

Regardless of what you’re offering your customers, one-to-one meeting with prospects is something you cannot escape. Whether you are a SaaS company offering product demonstrations or a retail business needing a sales rep to guide a potential prospect through the online sale, scheduling digital meetings is a must.Here you can go about round robin scheduling manually, but enter RevenueHero; instant meeting scheduling becomes as easy as pie.RevenueHero automates the lead distribution process. With RevenueHero’s round robin scheduling, you can instantly route leads based on the availability of sales reps.You can see who’s available in your sales team to take up the prospect meeting or offer a product demo. This way, if any of your sales reps are unavailable, you can immediately skip and assign the lead to the next sales rep. Easy and no fuss, right?So, are you ready to explore round robin scheduling? Click to know more.

Related Resources

How To Create an Effective Inbound Marketing Strategy?
Sayani Deb
How To Create an Effective Inbound Marketing Strategy?

Inbound marketing tactics generate 54% more leads than traditional paid marketing.While it may be a mind-blowing fact for you, folks who are into full-fledged inbound marketing are familiar with its results (and complexities too!)If you want to get ‘seen’ in the sea of competitors and be a happy entrepreneur, then a solid inbound marketing strategy is what you need.Come along, then!Let’s discuss inbound marketing – definition, examples, importance, benefits, and how to create a strong inbound marketing strategy.Get set, go!

What is Inbound Marketing?

An inbound marketing strategy is an approach to crafting valuable content aligned with the needs of your target market and tailored to their experiences.Inbound marketing tactics inspire long-term customer relationships. They engage the target audience by connecting them to valuable content and actionable insights through organic means, like shared links and search engines.An example of inbound marketing is a blog post crafted with industry-specific valuable information. It will communicate with the target market in a way that ad posts cannot.

Inbound Marketing

Best Inbound Marketing Examples

Though I have mentioned an example to explain what inbound marketing is, here are the top examples of inbound marketing.Using these inbound marketing methods, you can also create a solid inbound lead generation strategy. These marketing efforts do get customers!

Example #1: Blogs

Ask about the best inbound marketing technique, and the answer you get will always be ‘blogs’. According to HubSpot, marketers prioritizing blogging are 13x more likely to see a positive ROI.

Best Inbound Marketing Examples

Blogs work well when you’re consistent. Wordstream says that those who publish blog content at least 16 times a month generate 3.5x more website traffic and 4.5X more leads than companies that update their blogs only a few times a month.Blogs are a terrific way to generate traffic and answer the most pressing questions of your prospects. How-to guides, current trends, statistics, listicles, and other educational long-form content can help your prospects trust and remember you.Thus, you can move them towards the bottom of your marketing funnel.

Example #2: Webinar

It is not easy to make personalities evident in your textual content.Though you can write something witty, crack jokes, and create informal blog posts, other written contents like eBooks and white papers are more formal and polished inbound marketing techniques.Enter the world of eBooks and white papers; a few prospects may want something simpler and more human. That’s when you need webinars.Webinars are digital seminars. They are organized online, where lecture-style content is presented to an online audience.With webinars, a few of your content team members can come forward to provide valuable information to the audience. The best thing about webinars is that you can avoid the formal lecture-type environment and make the session more interactive, engaging, and relatable.

Example #3: Podcasts

Much like webinars, podcasts are a way to attach some personality to your brand. They are the buzzword for now (they may stay as well, who knows🤨).Through podcasts, you can make your brand worth remembering. That way, when prospects make a buying decision, they will consider you for delivering valuable and relatable content.Also, creating podcasts isn’t very laborious. All you need is a laptop, good-quality mics, and perhaps, a co-worker who need not necessarily be Steve Harvey (a super popular American TV host).Create a 30-minute episode every Tuesday to engage with your prospects and convert potential customers while they travel to their workplace.

Example #4: Video content

Video content engages a massive audience. It’s growing by the day.In fact, short reels and videos are proving to be highly effective for inbound marketing.According to 2022 trends, two-thirds (66%) of marketers will either increase or maintain the same spend on video content this year. Also, 88% of people want to see more videos from brands in 2022.As per statistics, video content is huge. It is the content form people want to see when they scroll through their Facebook and Instagram feeds.Videos make content more consumable. They are the best, especially for bite-size information. But remember not to make your videos no longer than a minute or two as people lose interest.So, use videos to bring your brand to life, interact with consumers, and build long-term relationships.

Example #5: Search Engine Optimization (SEO)

An inbound marketing strategy to make all of the above four more effective is SEO.SEO is a strategy that covers a suite of practices to make your content more visible in search engine results.SEO is the reason behind finding your content through organic search. No matter how fun your podcast or informative your blogs are, people can find them in a sea of content if they are optimized.So, no matter what inbound marketing strategy you use, keep SEO constant. On-page SEO, off-page SEO can directly make your stuff more visible to the audience.

Why use an Inbound Marketing Strategy?

There are three significant reasons why you should use an inbound strategy. But before I tell you the reasons, here are three statistics to explain why an effective inbound marketing strategy is vital.82% of companies say that they actively engage in content marketing – one of the most popular inbound marketing strategies. (HubSpot, 2021)A properly executed inbound marketing campaign is 10x more effective for lead conversion than any outbound tactic. (Thrive, 2022)Inbound marketing leads cost 61% less than outbound leads. (99 Firxms, 2022)

Why use an Inbound Marketing Strategy?

Now, here are your three reasons why inbound marketing is important.

1. Inbound marketing strategy is cost-effective.

To start inbound marketing, you only need a website and content. That costs a lot less than outbound marketing strategies like printing ad banners and TV advertisements.Even building a website, social media profiles, and creating content may seem intimidating for small businesses. But they can always start small and scale the inbound marketing tactics as the business grows.Also, you can tweak your inbound marketing campaigns by considering the outcomes of the previous ones.All in all, an inbound marketing strategy reduces your expenses drastically compared to traditional ads like posters, billboards, TV ads, etc. While traditional marketing is effective for mass awareness, they are not as effective at engaging, converting, and retaining customers.

2. Inbound marketing gives long-term value

Inbound marketing gives you long-term value. Content such as blogs, instructional guides, demo videos, or eBooks has a longer lifespan than outbound content like posters and ads.You can update inbound marketing content with the latest industry trends and republish them to increase usability. Also, you can keep your content up-to-date to ensure relevance at all times.Inbound marketing strategy helps you build long-term customer relationships based on trust and value. It focuses more on building a strong, high-quality customer base than on increasing the number of customers.

3. Smart customers prefer inbound marketing

Tech-savvy and smart customers are more inclined toward inbound marketing. In fact, in the current times, traditional marketing is losing its traction with customers.Research says that since 2020, inbound marketing tactics like social media and paid search have increased by 26%. On the other hand, television, direct email, and print media have declined by 46% 😮So, it is quite evident that inbound marketing is here to stay.As more people stay indoors and browse through their phone screens, they spend most of their time on digital platforms. Thus, they are more likely to discover brands and learn about their products from online content before purchasing.

Difference Between Inbound and Outbound Marketing

There are several differences between inbound and outbound marketing. Before I give you the differences at a glance, let me explain it most simply.Inbound marketing focuses on creating and distributing content across different channels to attract the target market to a company. By contrast, outbound marketing involves proactively reaching out to the target audience to get them interested in a product or service.Further, inbound marketing strategy is generally subtle. It focuses on approaching a specific group of people to purchase over time. On the other hand, outbound marketing is a more aggressive approach that targets a larger mass with an expectation that some people will convert.Here are a few other differences between inbound marketing strategy and outbound marketing.Inbound MarketingOutbound MarketingInformative and valuable digital content crafted to address customer issuesNon-digital content crafted to capture the audience’s attention and copies are product-oriented. They are written to sell products.Content comes in interactive forms like blogs, social media posts, webinars, reports, etc.Content forms include magazine ads, billboards, TV ads, direct mail, etc. The content is mostly passive.Targeted content for a specific groupThe content or message must stand out in the crowd to be noticed by the target market.Inbound marketing strategy is all-encompassing and implemented across multiple channels.Linear strategy implemented across limited channels.

How To Create a Rockstar Inbound Marketing Strategy?

How To Create a Rockstar Inbound Marketing Strategy?

There are nine steps to creating a killer inbound marketing strategy. These nine steps will help you save planning time and directly get into action.So, take a glance at all the nine steps, and then I’ll explain each.

Step 1: Build your Buyer Personas

The process starts with building your buyer personas. Buyer personas are fictional representations of your ideal customers. They help you identify your high-value prospects.For example, your target market comprises of various buyers. Your product may be frequently purchased by sales managers, accounting executives, and marketing executives.Now, each of these buyers will have different goals and priorities. When defining buyer personas, you need to understand and define each buyer's personality.Identify your ideal customers, find out their problems, how you can address them, their goals, preferences, interests, demographics, etc. It will help you create targeted content to attract these ideal customers.

Step 2: Define your Marketing Triggers

Okay, let’s get into the second step. Identify the events and pain points that tick your ideal customers to look for solutions like yours.What makes your customers search for your product?Once you identify these marketing triggers, you’ll know how to hit the bull’s eye. I mean, you can then position your product right at the customer’s point of need. Create highly informative and relevant content directed towards them.Such an inbound marketing strategy works way better than creating content and scattering them for the right audience to pick up.Let’s take an example to understand marketing triggers better.So, what would be the marketing triggers for interior designing company customers?

  • New homeowners or property buyers
  • New business organizations
  • Houses and offices undergoing renovation
  • People with a desire to stay up-to-date with the latest interior trends

Any individual or entrepreneur experiencing any of these events may be triggered to look for an interior designing company.Once these customers begin their online research, you have a perfect point to make your top-of-the-funnel offer. Introduce your product and communicate how you can help.

Step 3: Build your keywords list

Buyer personas. Check. ✅Marketing triggers. Check. ✅Now, it’s time to find out how your customers search for information about your product. Here keyword research begins.Keyword research shows the search volume of the keywords or phrases internet users type to search for your product. It is significant to understand the terms that your potential customers use so that you can build your content around the keywords.Not only topping the search results, keyword-rich content will also help you address the common customer questions and challenges they face.Google Keyword Planner can help you quickly generate a list of relevant keywords and search terms to target in your content.

Step 4: Set your Inbound Marketing Goals

Without goals, you can measure the effectiveness of your inbound marketing strategy. The first step to measuring returns is setting goals you want to achieve.Use HubSpot’s Smart Goal Framework to outline specific, measurable, attainable, realistic, and time-bound goals for inbound marketing. You can begin setting goals by evaluating your website’s current traffic, lead conversion, etc.A few KPIs you can track and assess are

  • Number of inbound leads per month
  • Unique website visitors per month
  • Traffic sources – social media, blogs, email, PPC, etc.

Consider a competitive analysis to set your goals, follow the industry benchmark, and then set your targets.

Step 5: Chalk Out your Content Strategy Aligned to the Buyer’s Journey

Outline your content strategy before crafting content. Align the content with your buyer’s journey.Generally, prospects fall into one of these three stages:Top-of-the funnel – In the Awareness stage, buyers typically search for general information about a product/ service.Middle-of-the funnel – Leads in the Evaluation stage must be introduced to the brand. You must tell them what it is like to collaborate with you.Bottom-of-the-funnel – Leads in the Purchase Decision stage look for content that conveys the benefits and functionality of your product/ service.

Chalk Out your Content Strategy Aligned to the Buyer’s Journey

The top-of-funnel content must focus on spreading brand awareness. Social media posts, blogs, infographics, reels, and videos are ideal at this stage.The middle-of-funnel content must focus on positioning your product. Case studies, webinars, free samples, and catalogs are best for leads at this stage.The bottom-of-funnel content must focus on giving a little taste of your product to the leads, as leads at this stage are caught up in the dilemma of whether to buy the product or not. Free trials, demonstration videos, live product demos, tutorials, complimentary consultations, or assessments work well for this stage.To build a leakage-proof content strategy, assess your present content for gaps. Ensure that all three stages have appropriate content so your leads do not leave mid-way resulting in funnel leakage.

Step 6: Build a Lead Nurturing Process

If you want the best lead nurturing process, automate. Implement a sales automation or lead conversion software to help you manage leads while you focus on strategies.Automation can include a series of valuable automated emails scheduled for prospects. It can be a phone call or a pop-up message for the lead when they return to your website.Further, it can also be retargeting ads focusing on people who have already visited your site in the past month, but it did not result in a conversion.Automating your lead nurturing process will ensure that your prospects do not have to wait. They can get whatever information they want whenever they want. Thus, the chances of leads going cold will be significantly reduced.You can also design your lead nurturing process aligned with the content strategy. For instance,

  • Automate emails for top-of-funnel leads that answer basic queries. Or proactively reach out via AI chatbots to make your lead better-informed and more qualified to learn more about the product.
  • Offer middle-of-funnel leads an email series automated to deliver specific brand information. Address anything specific about your business, product, or service.
  • Once the leads reach bottom-of-funnel, they become sales qualified considering their actions. At this stage, they are handed over to the sales team, who directly engage to make a successful sale.

Step 7: Create Conversion-Oriented Blogging Strategy

Conversion-oriented blogging involves strategies designed to attract highly-relevant website traffic to convert maximum leads.Each blog post must answer the common questions of your buyer personas, encouraging them to read your content.For instance, let’s consider the interior designing company example. If you write an eBook on ‘The Top 7 Living Room Interior Ideas’, you can then craft a closely related blog post series that help you to attract traffic to the exclusive eBook download. Your blog topics may include:

  • Does your Home need a Renovation? Check out the Best 5 Interior Trends.
  • 5 Design Ideas for your Contemporary House
  • Top 4 Best Designed Living Spaces

Embed a ‘The Top 7 Living Room Interior Ideas’ eBook CTA in each blog post to ensure maximum reach and downloads.

Content Strategy Aligned to the Buyer’s Journey

Step 8: Choose and Implement Inbound Marketing Tools

Make things easier with inbound marketing platforms. These solutions can automate your repetitive tasks and let you focus on your business.Since an inbound marketing strategy has bulk work, getting technology to manage things better is always a good idea.

Step 9: Set up An Inbound Marketing Experts Team

Building an inbound marketing strategy requires a diverse yet specific skill set. Based on your in-house team expertise, hire additional resources who can contribute to your inbound marketing success.Typically, a well-rounded inbound marketing team comprises of the following skill sets:

  • Web design
  • Inbound marketing strategy
  • Blogging
  • Copywriting
  • Email marketing
  • SEO
  • Conversion rate optimization
  • Social media management
  • PPC marketing
  • Web analytics, etc.

Top 5 Benefits of Inbound Marketing

Once you have your inbound marketing strategy and inbound marketing best practices in place, you’re bound to enjoy its benefits!Here are the top benefits of inbound marketing that can significantly contribute to your business growth.

1. Build trust and credibility

Inbound marketing strategy is about creating content that attracts customers to your company.Prospects research their product and find your brand through organic search. It is much more trustworthy than a ‘buy now’ billboard.Inbound marketing builds long-term customer relationships by delivering valuable and informative content. As prospects consume your content, they start trusting the brand more.

2. Quality website traffic and leads

Unlike outbound marketing, inbound marketing isn’t about creating brand awareness only. An effective inbound marketing strategy draws the right kind of web traffic and leads.Since inbound marketing involves building more targeted content in an informed approach, it attracts leads interested in your product or service.

3. Reach out to new markets

Inbound marketing is purely an online strategy. Hence, it has immense potential to reach various audiences and diversify your customer segments through different campaigns.Say, you are an SEO services agency and you decide to add social media marketing in your list of services. With inbound marketing, especially PPC campaigns, you can reach people looking for social media services by targeting the related keywords in your campaigns.This is one type of example. There are several other aspects of inbound marketing where you can select your exact target market and craft very specific and targeted content.

4. Achieve higher ROI

Inbound marketing is undeniably cost-effective. As I have explained it above, an inbound marketing strategy costs much lesser than outbound marketing techniques.Think about the price tag associated with magazine ads, TV ads and blog creation or social media. Further, inbound marketing has paid options like paid search and PPC campaigns, still, the prices are reasonable.As a result of its cost-effectiveness, inbound marketing brings down your cost per lead. Moreover, it contributes significantly to closing more sales. Thus, your returns are much higher than your investment.

5. Precise measurements to show effectiveness

One of the best things about inbound marketing is that you can access the readily available data to measure your inbound marketing strategy’s effectiveness.Inbound marketing analytics can show you the best leads to prioritize and follow up on. By tracking inbound marketing metrics like clickthrough rate, keyword ranking, customer acquisition cost, etc. you can know what’s exactly working and what’s not.Thus, you can tweak your ad campaigns or strategy to generate better results from your inbound marketing tactics. Also, you can make better-informed decisions in real-time based on the inbound marketing data and analytics.

Wrapping Up

It’s quite huge for a business to transition from outbound or traditional marketing to inbound marketing. It feels so much out-of-comfort zone!But once you take the leap of faith and make your inbound marketing investments, the benefits would be undeniable. So, the sooner you start building your plan and getting into action, the better.Put your best foot forward and all you’ll get is – more leads, at lower costs, better conversions, and higher ROI.To make your inbound marketing strategy fool-proof, don’t forget to take help from the various automation platforms. RevenueHero is one such inbound lead conversion platform that automates lead capturing, qualification, routing, prioritization, and instant scheduling of meetings. Learn more about the platform here.So, ready to implement your inbound marketing strategy?!

Inbound Marketing FAQs

Though inbound marketing is pretty easy to start with, here are a few common questions that often cloud the minds of entrepreneurs.

Q1: How does inbound marketing work?

Inbound marketing strategy works towards making your business easily visible and accessible to customers who look for products similar to yours. By using SEO and crafting targeted content on the website, social media, CTAs, emails, etc. inbound marketing techniques attract customers to your company.

Q2: What type of content should I create in inbound marketing?

When creating content, choose media that can introduce your brand, explain your product, and offer educational information. Based on the buyer’s journey stages, you can craft different types of targeted content like videos, product demos, blogs, eBooks, infographics, and social media posts.

Q3: Which social media channel is the best for inbound marketing?

Though it depends on the industry you are in, there are a few key platforms that businesses use for their inbound marketing strategy. These include LinkedIn, Facebook, Twitter, Instagram, and YouTube.

Q4: Do I need a massive budget for inbound marketing?

No. Absolutely, not. You have the option to start small when it comes to inbound marketing. All you will need is a website, content, and social media profiles. The inbound marketing strategy is quite cost-effective.However, you can also scale your budget and expand your inbound marketing strategy by implementing paid options like paid search, PPC campaigns, etc.Hope these FAQs have cleared the web of queries about inbound marketing. Time to get into action! 😎

Related Resources

Differences Between Demand Generation And Lead Generation
Sayani Deb
Differences Between Demand Generation And Lead Generation

Picture this: Your customers contact your sales reps and straightaway ask to buy your product or service. In fact, they insist on it. No scripts are required. No education is necessary. Too good to be true, isn’t it?Inbound leads, as a modern sales methodology, are based on you generating awareness about what you’re selling amongst your ideal prospects. You should aim to educate, inspire, entertain, inform and generally create hype using the power of good content, leading your prospects to knock on your door, wanting to try out your product or service. 60% of B2B marketers consider content marketing an integral part of demand and lead generation.But is demand and lead generation so synonymous that these terms should be used interchangeably? The surprising answer is a no.There are several differences between these two concepts, and you need to study each strategy in detail to ensure that you successfully generate inbound sales.In this blog, we will discuss demand generation and lead generation, the dissimilarities between the two, and how to execute both strategies together to maximize your brand growth.Let’s jump right into it!

What is demand generation?

As the name suggests, demand generation is raising awareness and creating “demand” for the product or service your company offers. Demand gen tries to introduce your business to new customers by helping them identify a pain point that is hampering their growth and offering your product or service as a solution. mDemand generation primarily focuses on building a target audience, creating trust, establishing you as an authority in your industry, and garnering their interest in your business.

demand generation
Image source

Multiple channels can be used to generate demand around what you’re selling— these include videos, blogs, webinars, infographics, social media posts, PPC ads, and much more. What sets demand generation activities apart from other marketing initiatives is that they are not purposely targeted toward lead conversion.Demand gen uses free content (not gated or paywalled) to acquaint your prospective customers with the value you provide. Demand generation aims to increase awareness of the problems that your target audience is facing and puts your product or service front-and-center as the potential solution.

Examples of Demand Generation Practices

There are multiple processes that can make your ideal customer aware of your brand, and each takes its own sweet time to bring you the desired results. That said, here are some effective demand generation tactics:

  1. Guest posting

Did you know that guest posting boosts your product or service sales by ensuring an 80% growth in organic and referral traffic to your website?Guest posts help you improve your search rankings while building authority around your brand and offers, thereby, facilitating audience extension as well as an increase in brand awareness. If you’re launching a new product category, guest blogging, guest podcasting, or advertising on third-party sites relevant to your offer can be especially useful.Building relationships with high-authority websites and contributing content to them is a good way to make yourself visible in front of your ideal prospects. It can also help readers in the awareness stage of the buyer's journey get to know and trust your work better, eventually leading to them becoming leads and, eventually, customers.

  • Publishing SEO content

46% of marketers consider SEO content a priority in their content marketing strategy.Your search rankings can be raised by including an efficient on-page and off-page SEO strategy in your demand generation campaigns. This will increase traffic and establish your authority with top-of-funnel prospects just starting their buyer's journey.Maintaining top results for your most valuable keywords requires time and effort, but it can build credibility before a potential customer even visits your website. To retain excellent search rankings, everything in your content should be constructed around your primary keyword approach.In short, a search engine-optimized blog can lead an anonymous prospect, who may have never come across you otherwise—-straight to your blog! And who knows? Using a powerful CTA at the end of all that valuable information (that you divulged for free!) may lead the prospect to pay to view some gated content or buy a free trial for your product.

Demand Generation Practices
Image source
  • Offering digital freebies

Educating your prospect is a significant part of the sales process. And everyone loves free stuff! The more value you provide for free, the more your ideal customers will find your expertise credible. Thus, digital freebies become a great way to generate demand for your product or service. These could include walkthroughs of straightforward self-service tasks, free trials or free-to-use features, audits, estimating tools, calculators, or audits.For example, if you provide website content and developer services, you could offer your prospects a free website audit to identify the current problems with their website that are preventing them from generating leads or converting customers and provide them your service as an ultimate solution targeted to grow their business.Digital freebies can include a social media content calendar or an editorial (blog) calendar, how-to guides, to-do checklists, newsletter templates, mini-courses, contract templates, ideas for social media captions, cheat sheets, starter kits, etc.

  • Running PPC or social media campaigns

Demand generation may be the first stage in a marketing funnel, but there’s a vital activity you must perform before that—market research! Less than 40% of marketers drive their decisions based on consumer market research. This is where you can outshine your competitors! You should invest in learning about your buyer personas and customer journeys and then use what you learn to put yourself in front of your ideal prospects, using paid and organic social media campaigns. With all the free content you provide, you can quickly grow to become a potential (and perhaps, the best) solution for your client to solve their problem.

What is lead generation?

Lead generation is the logical next step after you’ve created the desired demand for your products or services, bringing a prospect forward along the marketing or sales funnel. Lead generation builds on the interest generated during the awareness stage and advances the prospect into the consideration and decision stages. Now you transition into offering your prospects gated content that they may be interested to invest in, which in turn, helps you collect leads from anonymous prospects, either for more focused marketing or to give to your sales team.Lead generation tools need to provide more specific and valuable information that your audience finds worth investing in. They include live or virtual events, white papers, case studies, how-to guides, webinars, ebooks, survey reports, thought leadership articles, retargeting campaigns, ABM campaigns, etc.In a nutshell, lead generation focuses on pulling in potential buyers watching your free content to pay for access to more valuable gated content that may ultimately convert them into paying users of your product or service.Here are some useful statistics that give you a complete picture of lead generation and its significance in sales.

Examples of Lead Generation Practices

Lead generation content is created from a more detail-oriented perspective, delivering far greater value than ungated content. The tools, which can be referred to as “lead magnets,” should be customized to the individual client's demands, compared to demand generation content—it is specifically created with the potential buyer persona's pain points in mind.

  • E-books, survey reports, case studies, and white papers:

Depending on the subject, in-depth, downloadable resources can be quite helpful in displaying knowledge and guiding the reader through the consideration stage. Examples include ebooks, case studies, whitepapers, survey reports, and other thought leadership and instructional content.This gated material usually delves more deeply into a topic than is covered in a piece of content that is more demand-focused. Trend-focused content that demonstrates your foresight into upcoming changes in the industry can also provide great value to your potential client. You can even share the knowledge from other industry experts by including their quotes. When those industry experts advertise your content in front of their audiences, it can multiply your lead generation efforts.

  • Webinars:

Profiting from the strength of human connection, webinars may be a successful approach to build a stronger relationship with consumers during the contemplation and decision stages of the sales funnel and even after they have signed up. Webinars can address specific aspects of the prospect's problem, which may prompt the prospect to join up for more comprehensive help or use a paid resource.Webinars are an effective way to generate lots of leads, with 72% of marketers citing that webinars have a direct positive impact on both pipeline and revenue. Furthermore, marketers also concur that 66% of sales teams prioritize leads that come from webinars, making it the numero uno digital marketing channel for generating qualifying sales leads.

Differences between demand generation and lead generation

TL; DR: Although the terms "demand generation" and "lead generation" might be used interchangeably, demand generation focuses on building brand awareness and product knowledge at the top of the funnel, while lead generation is concerned with turning prospects into qualified leads who can then be nurtured into customers. To generate resources and offers that will result in conversion, the lead gen process depends on sound segmentation, data analysis, and alignment across content, sales, and customer teams.Both demand and lead generation tend to use many of the same tools and tactics to bring you the desired results. However, they both use content and targeting processes differently.

Targeting for demand generation

The most effective demand generation efforts concentrate on generating interest among those who are most likely to become leads rather than simply maximizing reach and awareness. In a similar vein, they stop paying to share free content with customers who already have all the free formation they require about your company.With LinkedIn being 277% more effective as a social media platform, converting B2B leads is the best place to generate demand for your product or service. The profile data that Linkedin provides access to is spectacularly detailed—you can filter your ideal audience based on parameters such as industry, job title, experience level, and location. Once you get your leads on a verified list of possible buyers, you can:

  • Use website retargeting to enable the most relevant content to be visible to your prospects:

LinkedIn’s Matched Audience Capabilities tool can help you segment website visitors based on what pages they visited and then use the information to retarget them with content that piqued their interest in the first place. You can target demand generation efforts towards readers of specific thought-leadership entries on your blog, for instance, by connecting your solutions to problems you know these readers are considering.

  • Use ABM strategies to target specific client accounts:

ABM techniques concentrate your demand generation and lead generation efforts on companies who are more likely to buy what you're selling and will be worth more to your company when they do. You can upload a list of the companies you've chosen as part of your ABM strategy using LinkedIn’s Matched Audience Capabilities tool. By doing this while targeting your ideal prospects on LinkedIn, you can be certain that your money is going toward promoting awareness among your most important potential prospects.

  • Exclude contacts who are already leads:

There’s no sense in generating demand amongst customer segments who are already in your sales pipeline. Gathering the email contact information on LinkedIn profiles and putting them into LinkedIn’s email matching processor, you can effectively add or exclude contacts, making your targeting efforts much more precise.

Targeting for lead generation

Lead generation aims to increase the number of high-quality leads that will be accepted by sales and turn into sales, demonstrating the return on investment of your lead generation marketing. When you can find the proper people to target—those who are pertinent, have the right degrees of business knowledge, and are at the right stage of the decision-making process—you can more easily accomplish all of these goals.With 80% of B2B leads coming from LinkedIn, it is the most effective marketing channel for B2B lead generation. The LinkedIn Lead Gen Forms tool was developed as an efficient way for you to gather in-depth and accurate information about your prospective clients. Owing to it, marketers have seen an increase in the number and quality of leads as well as upped their conversion rates by 3x.

  • Website retargeting to pick up intent, at a lower cost;
  • Target the prospects who have shared contact information, but are yet to fill the sales pipeline;
  • Create a priority segment with high-value account names to further deploy customized lead generation campaigns (i.e. formulate an ABM client list); and,
  • Upsell and cross-sell to existing customers.

Content marketing for demand generation vs. lead generation

Content is the secret to success in both demand development and lead generation. Content marketing is reported to be 3x more effective for lead generation and costs a stunning 62% less in budget, compared to outbound marketing measures. Mind-blowing, isn’t it?

Content Marketing
Image source

Content marketing for demand generation:

Demand generation content is —

  • Geared more towards brand messaging, positioning, and recognition; and,
  • Primed for exposure, therefore must not be countered by any obstacles.

This is where you should give customers the data sheets, videos, webinars, blog articles, and other materials they require to make a purchase.

Content marketing for lead generation:

Lead generation content is —

  • Focused on getting contact information from the lead;
  • Gated to leverage the curiosity of the prospects; and,
  • Filled with value, such that, it effectively lays the groundwork for sales.

When the prospect clicks on a lead gen content piece, they are directed to a landing page with a lead-generating form that they must fill out in return for your content. You may give your sales team more qualified leads by leveraging the fact that prospects that fill out a form in exchange for information, are probably convinced that it will benefit their purposes.Limiting access to your material can prevent less qualified prospects from entering the funnel and reaching your sales staff.It's important to remember that some content assets might serve as demand and lead generators. You'll have a terrific tool for teaching potential customers and establishing authority if you generate in-depth research or an eBook packed with value for your audiences.You'll also have something prospects will be ready to offer their contact information for. However, even if you have a resource with this kind of multitasking ability, it still makes sense to format and deliver the content differently for demand and lead creation.

Metrics for demand generations vs. lead generation

How do you know if your demand gen or lead gen initiatives are succeeding? An important question, isn’t it?Well, you can monitor the effectiveness of a particular campaign using metrics and key performance indicators (KPIs). To gain a complete view of your inbound marketing performance, you must examine each channel for acquisition and referral.

Demand generation KPIs:

  1. Organic traffic: that is, the prospects coming to your website from your organic marketing initiatives primarily including social media channels;
  2. Market share percentage: that is, the percentage of total sales in an industry, earned by a single company; and,
  3. Cost per mile (CMP): that is, the price of an advertisement per one thousand clicks.

Lead generation KPIs:

  1. Conversion rate: that is, the number of visitors on a website who complete a desired objective out of all the prospects who visited the website;
  2. Time taken by the customer to purchase (i.e., length of the sales cycle)
  3. Customer acquisition cost: that is, the investment made by a company to win over the business from a single customer;
  4. Marketing ROI: that is, the return on investment your company receives from the combined results of all your marketing initiatives;
  5. Number of newsletter subscribers; and,
  6. Number of sales qualified leads (SQLs)

This is, by no means, an exhaustive list, but you can start to measure the effectiveness of your demand gen and lead gen campaigns with these metrics.

How to use demand generation and lead generation together to gain maximum benefits?

Both demand and lead generation may have the same goal, but they must be carried out in the right order to produce healthy conversion and maintain a healthy pipeline. Without a strong demand-gen plan, your sales teams won't have the number of inbound leads required to produce sales metrics.Employing demand gen without lead gen might find you directing loads of traffic to your website or other assets, but you might come up empty on conversions without the right nurturing or no precision focus on conversions. Similarly, lead gen without demand gen would make you come across as inaccessible, and you’d make little to no sales.

demand generation Vs. lead generation
Image source

A crucial element in maintaining the health of your funnel is the variety of your demand creation. Prospects use a variety of channels for browsing and working, and they each prefer distinct methods of information gathering. The best method to ensure you're not passing up on valuable chances is to have a robust selection of branded videos, social media postings, guest opportunities, speaking engagements, and paid advertising.Additionally, compelling incentives and CTAs during the demand gen stage can encourage prospects to focus on a business, providing lead generation the best chance to persuade them to provide contact information and continue with the buyer's journey.

Final Thoughts

It is possible to create combined programs, utilizing the power of both demand and lead generation processes, that complement and support each other. The ultimate goal is to attract more attention to your website and to your products and services and turning that attention into high-quality leads and customers who will support revenue growth and stability. Demand generation and lead generation are both integral components of driving inbound sales. Your lead generation methods will nurture qualified leads into happy clients if you ensure that your demand-generating strategies will assist you in attracting qualified leads.Strengthen your strategy to convert inbound leads into sales opportunities with RevenueHero.How can RevenueHero help?We provide full-cycle inbound sales acceleration services.

  • Lead qualification. Check.
  • Lead routing to the most appropriate sales reps? Check.
  • Lead prioritization based on high-value prospects? Check.
  • Monitoring leads and scheduling meetings at different stages of the marketing funnel? Check.

Using features like a strong lead scoring system and seamless integration with every product in your GTM stack, you can generate as many inbounds leads as you’d like and convert them into paying customers.Want to know more? Check out the platform right here!

5 Advanced ABM Strategies To Successfully Improve Your Revenue
Sayani Deb
5 Advanced ABM Strategies To Successfully Improve Your Revenue

Let’s face it. The number #1 goal for any business is to make sales (duh, we know!).But selling your product (or service) is the final step in a frankly long funnel, and there are multiple challenges your sales reps face before your ideal customer decides to purchase and swipes their card.Demand generation is critical for any business, but you can’t simply sell to any lead. You need to qualify them (possibly, using lead scoring) to determine whether what you’re selling suits their needs and whether their budget is enough to access your product (or service).This is where you can implement account-based marketing strategies or ABM campaigns to boost sales and increase revenue.57% of marketers agree that integrating demand generation and ABM processes have drastically improved customer acquisition percentages and led to better alignment between the marketing and sales functions.If you’re wondering how you can begin to leverage ABM strategies to ramp up both demand and revenue generation, keep scrolling below!In this blog, I will discuss what account-based marketing is, how it is essential for B2B businesses, and even provide you with five fire shot ABM strategies that are bound to increase sales and give you the best ROIs for your business.

What is account-based marketing and how is it important for B2B businesses?

Marketing today is focused on creating hyper-personalized experiences for one customer—that is, treating each potential prospect as a market unto themselves. To stand out from the competition, it is therefore essential for brands, to target micro-segments and curate brand-specific experiences, for their most-values accounts. To put it another way, marketers should be all in when it comes to supporting ABM.There are many ways to define ABM, but let’s look at the HubSpot definition,Account-Based Marketing is a growth strategy in which marketing and sales work together to create personalized buying experiences for a selected set of high-value companies.76% of B2B marketers believe that ABM strategies deliver a higher return on investment than other marketing activities.One of the best practices for a B2B business is to concentrate on securing quality leads with a proven need for their products (or services) and who can afford to pay for them. ABM strategies need to be supported by a balanced and advanced tech stack. This should include tools for identifying genuine connections, capturing leads (with a high chance of qualifying), scoring them, measuring engagement, managing client interactions, creating personalized rewards, etc.Features like these significantly strengthen your account-based marketing strategy. This is crucial for B2B marketers (and even sales reps) because it is the most effective use of your time, effort, and resources.

Different Kinds of Account-Based Marketing Campaigns

Account-based marketing campaigns can be of three types:

Account-Based Marketing Campaigns
Image source

1. Strategic ABM (One-to-One):

In short, you marry your target business. You need to thoroughly understand the needs of your premium clients' businesses to forge strong personal ties with them. In the same way, you would understand your spouse's needs and develop solutions for a better life for the two of you; this understanding allows you to offer selected transformative solutions.The goal is to establish a strategic alliance where your success depends on the client's success, ensuring that you would work your hardest to achieve it, much like you’d try to make your marriage last years. Strategic ABM involves the human touch for a significant portion of the campaign.There are seven steps in a one-to-one ABM campaign as depicted below:

Strategic ABM Campaigns
Image source

Example:This 1:1 ad targeting from Nuvolo is an excellent example of a one-to-one ABM campaign. Every time Klowd sees this advertisement, Nuvolo leaves a powerful brand impression thanks to strong, clear messaging, attractive photography, and an excellent color scheme.

Nuvolo Klowd
Image source

1. ABM Lite (One-to-Few):

Marketing initiatives and campaigns that use the ABM Lite approach are frequently targeted at certain small groups of accounts with comparable business characteristics and common problem areas. Employing an ABM Lite campaign requires critical insights from the sales team, including comprehensive information about targeted accounts, key decision-making factors, and their business issues—to allow your marketing team to tailor your solutions accordingly and customize content based on their specific needs.In ABM Lite campaigns, technology plays a more prominent role in the process, implementation, and analysis than humans do. ABM Lite is the way to go if you want to attract accounts outside the strategic ones, expanding your audience and revenue. ABM Lite is the middle ground between strategic ABM and programmatic ABM.Example:Salesloft is a platform that enables digital sellers to take the best possible approach in every stage of the sales process, from lead generation to closing, by carefully analyzing CRM data. The ICPs of Salesloft were unaware of the platform's potential.The marketing and sales teams at Salesloft required a better-aligned method for individualized connection with prospective clients. This led them to create a direct mail ABM campaign where SDRs could send prospects presents that matched their preferences with the aid of the Alyce curated marketplace.Results? Pairing customized gifts with “book-a-meeting” links brought Salesloft a 9% rise in meeting attendance, and a 20% increase in new collaborative opportunities, while 50% BDRs reported more in line with their strategic marketing processes than ever before.

1. Programmatic ABM (One-to-Many):

The programmatic ABM strategy utilizes the most recent technologies that provide precision targeting, statistics, and customization across hundreds or thousands of ideal accounts. This makes it conceivable to maximize target client outreach on the scale.Deploying programmatic ABM solutions, marketers can:

  • Utilize social listening techniques to gain insights into customers;
  • Display targeted information by monitoring cookies and cache (for example, you just had a thought, and an ad for a similar product popped up in your feed. Sound familiar?); and,
  • Nurture leads on scale across the purchasing cycle.

Programmatic ABM uses far fewer marketing resources than strategic ABM and ABM Lite. It requires just one marketer to manage hundreds of clients (especially the multi-functional CRM software and marketing automation tools).The one-to-many approach leverages personalization, with limited availability of both time and financial resources—making it the best bet for smaller companies on a limited budget.Again, there are seven steps in a programmatic ABM campaign cycle, as illustrated below:

step by step process for creating programmatic ABM campaign
Image source

Example:Thomson Reuters, an international media corporation headquartered in Canada, offers information-enabled software and resources for legal, tax, accounting, commerce, and compliance professionals.The business has successfully used a variety of ABM techniques. They invited 500+ company accounts to test out programmatic ABM for free for a short period. As a result, sales cycles were shortened by 72%.You can read the case study right here.Now, let’s dive into five of the most successful ABM strategies that have helped drive up revenue for several businesses across the globe (and can get your business on a fast track now—and further into the future).

Five advanced ABM strategies to improve ROI for your business

1. Identifying ideal leads through AI, intent search, and other market research tools

The first step to ace your ABM strategy has to be identifying your ideal high-value prospects. By considering the appropriate data, you can identify and choose accounts that have a good chance of turning out to be your clients, i.e., have an urgent need for what you are selling and be ready to pay your price.You should take into account the following crucial facts to gain more accurate company-level insights:

  • Firmographics, to help you choose the ideal feel and design for your broad target companies;
  • Secondary Research (as an extra layer of information) to aid you in choosing businesses that are ideal customers for your product or service.

The firmographics research gives you a comprehensive picture of the company, including its size, sector, staff strength, predicted revenue, projected growth, and graphical presence.Monitoring secondary research data suggests a higher level of intellect. For instance, the secondary research layer should assist you in identifying organizations that need automated lead generation if you are providing lead generation services with your AI-driven software, making you a suitable company to partner with for such businesses.You'll be able to select the appropriate accounts to pitch by considering the results of this analysis.However, processing large data volumes can result in system errors, which can render the usability of your ABM campaign non-functional. This is where Martech tools and intent search can help you achieve your objectives. With an AI-powered ABM tech stack, you can hope to:

  • Procure data more quickly than ever before;
  • Focus on your main clients;
  • Find the potential customers who were open to your past efforts; and
  • Create a comprehensive understanding of your best fit.

Intent data, on the other hand, puts you directly in front of your in-market prospects by focusing on the past behavior patterns of your target accounts. This is priceless marketing intelligence because you know exactly which accounts are actively looking for what you have to offer.For example, the Web Insights Website Visitor Automation tool efficiently leverages your website’s traffic data to help you create an actionable ABM strategy that digitizes and shaves off precious time wasted in your sales process.You can automate prospecting from account-level site activity data on important product and purchasing pages, sorted by sales territories, and send these directly to salespeople in your CRM so they can observe these buying cycles and help you close sales. This data can monitor the overall pipeline state and identify ways to shorten the purchase cycle for certain businesses.You can also discover anonymous website visitors and send their contact information to your marketing or sales team. Additionally, the algorithm can direct the finest opportunities to salespeople with the greatest chances of converting them.

2. Align the marketing and sales functions

Real sales performance is frequently used to determine the effectiveness of any marketing campaign. Running an account-based marketing strategy enables marketers to focus exclusively on specific individuals.By providing account intelligence to the sales and other revenue departments, the ABM campaign helps to prioritize the marketing-qualified accounts. Additionally, it aids in the 360-degree synchronization of the marketing and sales departments.Companies that have witnessed a closer alignment between marketing and sales departments have reported a 66% increase in pipeline opportunities and an improved 67% success rate in closing deals.To align the marketing and sales departments at your company and deploy a successful ABM strategy, here are a few steps you can take:

  • Make your priorities similar to that of your sales team;
  • Involve your sales colleagues in creating your ABM strategy, starting with the original ICP and continuing with account selection, insights creation, value proposition input, client experience, and more;
  • Build a joint dashboard to view and monitor the entire sales pipeline and different accounts on their buying journeys;
  • Use help from your sales team, in validating messaging, testing new customization processes and generating customer feedback, in response to the tailored account experiences you create and serve your customers under your ABM strategy.

It is further advised to achieve alignment between all touchpoints in an organization. Marketers possess a wide range of information about your ideal client base, customer success personnels contribute to creating a 360-degree perspective of your accounts with their inputs, product engineers have valuable product insights and finally, your ABM campaign can only be launched if your company’s C-level executives, have a clear understanding of your objectives.Thus, collaborative work and accounting for the involvement of important stakeholders across all touchpoints in the organization is the key to conceptualizing a winning ABM strategy in 2022.

3. Create hyper-personalized funnel-specific campaigns, targeting your ideal leads on social media:

The right purchasing decision-makers can be targeted with segmented, customized marketing campaigns once your target accounts have been determined. Using the information you have intelligently procured to send the correct message at the right time is one of the core benefits of ABM. If you separate your lists depending on vertical, your ad content and CTA should be different for tech versus lifestyle.You will be more successful in penetrating the account and assisting sales in closing transactions more quickly the more you can relate to the pain points of the numerous buyers engaged in the decision-making process.Each consumer purchasing decision will involve an average of seven steps, as depicted below. Therefore, tailor your adverts to the various responsibilities within a team so that you are responding to each person's needs.Additionally, ensure that your account-based advertisements target customers as they move through the sales funnel. During the awareness stage, be sure to send a different message than the one required during the proposal stage. Plan out the messaging you'll need to convey along the journey in close collaboration with your sales staff.If you’re targeting prospects on social media, giving them social recognition is the best way. Create blog entries that cater to your target audiences. Examples include lists of the top firms, promising new businesses, and qualified individuals. Tag the account owners.An example of this would be this recent tactic tried by Jason Widup, VP of Marketing at Metadata.io, where he posted a personalized bobblehead of Lisa Hasen, VP of Marketing at AbacusNext, to catch her attention and book a meeting to discuss business. Using a hyper-personalized offering to catch attention, Metadata is trying to generate awareness about their brand and product and at the same time, bring in AbacusNext as  one of their most coveted clients.You can see what went down after that right here.

4. Use a mix of direct mail, direct messaging, and targeted messaging with special offers or rewards for qualified leads to get them to close:

People still check their emails, you know? Yeah, shocking.However, inboxes are super competitive, and there’s no harm in being innovative.Your main goal should be to stand out to potential customers. So, use all classic and inventive approaches to capture their attention.That’s why the most popular B2B marketing messaging advice in 2022 is to slide into DMs—yeah, you read that right! And not in the spammy kind of way! Sending a highly personalized DM can boost your chances significantly of getting a positive response.Want to go a step further? Reach their physical mailbox! Send them a customized offer letter with a surprise present based on your gathered data that speaks to their liking.Your response rates will soar, awareness will increase, and the overall efficiency of your ABM campaign will be hugely enhanced by a physical, timely, and customized surprise delivered to your prospect's physical mailbox. Direct mail offers countless chances to pique a prospect's interest or revive a lagging account.Your most vital brand differentiator may be direct mail if done correctly. This is your opportunity to thrill and surprise your customers in ways that your rivals haven't thought of, all while keeping a close eye on personalization, which is at the core of ABM.The key takeaway here is to run multi-channel outreach campaigns to acquaint your target prospects with your offers and connect with thepersonallyel, to secure your best chances of converting them when you do come around to pitching whatever you are selling.

5. Add a human touch with in-person events and personalized experiences:

Remember participating in “show-and-tell” in class when you were in kindergarten? Well, that is one of the cornerstone tactics of a successful ABM campaign.The world may have gone remote, but the first connection is still meaningful when you want to make a sale. Any virtual meeting space or program does not offer the outstanding advantages of face-to-face communication. Account-based events give marketers a better opportunity to establish sincere personalized relationships with top-tier accounts and shorten the sales cycle by a wide margin.Whether you're organizing a large-scale event or one that only invites the most sought accounts, you should try to attract attendees who share your ABM objectives. Seize the opportunity to engage with your accounts and make it all about them rather than searching for future clients. Doing this will ultimately speed up the sales pipeline (and reach your revenue goals sooner).It takes a lot of effort but planning your hyper-targeted event pays off. You need not worry if you’re not ready to make such a significant investment right now. You should attend trade exhibitions and conferences that bring together the most important clients and business leaders. In this situation, in-person time to engage with prospects at these events is vital.Managing premium accounts require a human touch. To encourage lasting relationships, provide more individualized experiences. In the absence of human interaction, the strategic ABM stands to fail.

Wrapping Up

Account-based marketing can seem to be quite the challenge at first and require you to invest time in figuring out how to implement it best. Still, it is a highly targeted approach that will make you stand out from your competition and establish you as a brand that commands authority in your niche industry.ABM strategies can do wonders, especially when deployed with the right technology that contracts your sales cycle through automation and helps you serve your ideal clientele faster.Want your prospects to book instant meetings with your sales reps and turn into paying customers at warp speed? Make RevenueHero an essential for your ABM strategy!This sales automation platform helps you keep track of all your prospects, qualify your leads (though an in-built lead scoring feature), and routes, schedules, and prioritizes opportunities based on their value. Your ABM strategy needs a trusty sales acceleration tool to quickly turn your verified leads into business revenue, allowing easy integration with every product in your marketing tech stack.Click here to learn more.

Related Resources

How To Analyze Your Sales Pipeline? | A Ultimate Guide of 2022
Sayani Deb
How To Analyze Your Sales Pipeline? | A Ultimate Guide of 2022

At the heart of most businesses is the sales pipeline. If the sales pipeline is healthy and effective, you can expect excellence in business performance.Sales managers focus on maintaining a quality sales pipeline. In fact, 72% of sales managers hold sales pipeline review meetings with sales reps several times a month.So, I thought of talking about sales pipeline analysis.In a previous post, I talked about building a sales pipeline. But building it isn’t enough. After building the pipeline, it is important to perform sales pipeline analysis to identify the positives and negatives.Today, I am here to tell you how to analyze your sales pipeline. Along with the steps of analysis, I will also provide a list of important metrics and sales pipeline management best practices.

What is a sales pipeline?

A sales pipeline can be referred to as a tool for converting leads into paying customers. It is a visual representation of the sales process comprising different stages that prospects progress through.

What is Sales Pipeline?
Origial Source

The sales pipeline portrays where your deals are in the sales funnel, where the deals get stalled, and which sales activities contribute to higher sales and bring most of the revenue.Without a sales pipeline, you may miss valuable insights about how effective your sales process is, what’s working in it, and what’s not. Through sales pipeline analysis, you can understand where you must improve your sales process to win more deals.

5 Questions to Ask Before Analyzing Sales Pipeline

I found something positive when researching the sales pipeline. With the rapid adoption of CRM systems, companies are now documenting their pipelines consistently.I love that companies now consider sales pipeline management with some seriousness. They effectively review pipeline reports with a mission to make improvements. But you must ask a few questions to ensure an effective sales pipeline analysis.Take a look at these questions you should ask to determine the quality of your sales pipeline.

Q1. How many opportunities do we have in the sales pipeline?

A pretty straightforward and obvious question to determine the sales pipeline quality. While the number of opportunities will differ by industry and company, it is better to have more opportunities than fewer. Also, tracking volume trend is also valuable.

Q2. What is the forecasted and the total value of the pipeline?

The forecasted pipeline value and current total value go hand in hand. The forecasted value is your estimation, while the existing total value is what you achieve in reality.Though several companies only track forecasts, I think it is healthy to track both forecasted and total pipeline values.To determine the total sales pipeline value, find out how much revenue would be created if every opportunity in the pipeline were to close successfully. I will tell you more about this metric in the next section. Stay tuned!Coming to the forecasted value, take an example for clarification.Say your estimated pipeline value is less than a third of the total value, then know that the pipeline has potential but with risk. If it is 75% of the total value, then you can be confident in the incoming revenue from the pipeline. However, you must also know that a few issues with the pipeline need your attention.

Q3. How well-balanced is the pipeline?

A healthy sales pipeline balances each stage – early, mid, and late stage.On a risk-adjusted basis, the three stages should be equally balanced. The early pipeline stage should have more opportunities of lower likelihood or probability. At the same time, the late stage must have fewer opportunities with a high probability of wins.

Q4. How many opportunities in the pipeline are with no action in the past x days?

This question gives you the number of opportunities lagging in your sales pipeline. If you have too many deals at rest, take immediate action. Remember that longer waits kill deals.

Q5. How many red flags per opportunity are in the late stage of the sales pipeline?

When you aim at winning deals, there’s always some risk involved. As an opportunity progresses through the pipeline, ensure that the number of red flags is reduced. They are either properly managed, or the opportunity gets removed from the pipeline.One problem with pipeline red flags is that there’s no defined process to handle these issues. If you track and get the solution to the red flags, your sales reps can stop wasting their time on leads that will never convert.A quality pipeline has very few red flags towards its end, that is, in the late stage.

How to analyze your sales pipeline?

After the Q&A session, it's time to know the steps involved in sales pipeline analysis.Make note of these steps. You can use them when performing sales pipeline analysis for your business.

1. Understand the different sales pipeline stages

A well-defined sales pipeline is necessary. When you can identify the different stages that deals pass through, you can understand the issues better.Though the sales pipeline stages vary by company, products, customer base, etc. the basic ones include prospecting, qualifying leads, initial contact, demo or meeting, proposal, negotiation, and closing.For instance, if the sales cycle is longer, you may have to add a nurturing stage or buy-in stage for different decision-makers.Want to know more about sales pipeline stages? 🤔 Check out here.

2. Point out the primary issues and set goals

Talk to your sales team, and hold review meetings about the issues in the sales pipeline. One of the main aspects of sales pipeline analysis is to find out where most leads are falling off.For example, if your conversion rates from newsletters and blogs are declining, maybe it’s time to know your subscribers and followers better. Learn more about them and create content that they want to read about.Once you identify the issue, you’ll know your goals to achieve. What do you want to achieve? How will you use the available data to achieve the goals?For example, for the above-mentioned problem of declining conversions, you can set a goal to study and create customer profiles with more information. It will help you customize email and social media campaigns.

3. Access sales data

Sales pipeline analysis requires pipeline data. Collect the data from your sales records, CRM systems, financial reports, etc. You can also collect marketing and customer success data for more details.For first-hand data, conduct surveys and interviews, and talk directly to your customers via lead capture forms.

4. Cleanse data

Before you start your data analysis, cleanse the data. Identify inaccuracies or incomplete data.If you use CRM software, you do not have to cleanse your data manually. CRM systems improve data quality by cleansing them. Also, getting data cleansing tools like GoogleRefine can help you.Regardless of your tools, ensure that your data is clean before sales pipeline analysis. Else, it may lead to bad decision-making.

5. Analyze and interpret the sales data

Now comes the main step – sales pipeline analysis.Interpret the data and analyze important metrics like the number of visitors, website traffic, engagement rate, bounce rate, sales cycle, length, conversion per stage, average deal value, number of opportunities, deal drop-off per stage, etc.**I have mentioned five critical metrics in the next section that are a must-track in sales pipeline analysis 😎**Measure these metrics and identify what’s working in your favor and what’s not.You can also narrow down a list of important metrics considering your primary goal for the sales pipeline analysis.What problem are you trying to fix? What information do you need? Is it a one-time snapshot, or do you want to track trends over the past years?Get these details to make your sales pipeline analysis easier and more well-defined.

6. Note down the insights and take action

Once you have found patterns, discuss these insights in-depth with your sales and marketing teams. Ensure you have a solid plan to review and discuss raw data and churn actionable insights.Start with aligning teams over a set of goals. Once everyone knows the goals, you can start discussing the roadblocks, find solutions to address them, do more of what’s working, talk strategies, engagement, friction in the pipeline, and much more.When discussing ideas and solutions, ensure to take feedback and suggestions. Implement the best solution in hand.

5 Important Metrics to Analyze in Sales Pipeline Data

Before I get into the ‘how’ of sales pipeline management, you must know the must-track metrics in sales pipeline data.One of the most vital steps of sales pipeline analysis is tracking progress through important metrics. So, let’s know the metrics first, then I’ll tell you the sales pipeline management process and best practices.

5 Important Metrics to Analyze in Sales Pipeline Data
Original Source

1. New Qualified Leads per Week

Start your sales pipeline analysis by tracking this metric. You cannot achieve more sales if you do not have enough qualified leads in your sales pipeline.Qualified leads are those who are ready to buy your product or service. These leads can help you achieve your target conversion rates.An effective sales pipeline has new qualified leads every week. By tracking this metric, you’ll know how many qualified leads you can secure per week.This metric can provide you insights and helps you find the answers to these vital questions.

  • Is the current lead volume enough to achieve the revenue goals?
  • How effective are your sales activities in generating new leads?
  • Are your sales reps focusing on lead quantity instead of quality?

2. Conversion rate per stage

The conversion rate in each stage of the sales pipeline determines the health of the pipeline. Since the sales cycle consists of many stages, one must know the conversion rate at each stage to determine the pipeline's overall health.Most CRM software calculates the conversion rate per stage. It measures the percentage of deals that move from one stage to another.For instance, a sales rep made 100 opportunities that made it to Stage 1 of the sales process. Out of 100, 75 of those progressed to Stage 2. Then the stage conversion rate for Stage 1 would be 75%.By tracking this metric, you can understand the performance of your sales pipeline. Also, this metric can help you identify upcoming potential shifts of existing customers in your sales pipeline.

3. Sales Pipeline Velocity

The sales pipeline velocity informs how much money passes through your sales pipeline every day.The value of sales pipeline velocity depends on how fast your leads convert into paying customers.This metric can help you understand the health of your sales pipeline. Also, you can identify the leads that take longer to convert.Sales pipeline velocity = (Number of deals in your pipeline x Average size of the deals) / Average sales cycle length in days.Say you have 100 sales deals in your pipeline. The average size of the deals is $1500, and your average sales cycle is 25 days long. Then, your sales pipeline velocity would be, {(100 x 1500)/ 25} = $6000.That means, every day, $6000 passes through your sales pipeline. Remember that the higher the sales pipeline velocity, the better.

4. Sales Rep Pipeline Performance

This metric tracks how each sales rep performs and how much they contribute individually towards the overall sales pipeline health.With the help of this metric, you can also identify the sales reps who require assistance or motivation to perform better.Say, you have a sales rep who is an expert in lead generation. The sales rep brings new leads every day. But the conversion rate achieved by this sales rep is very low. That means a very low number of leads generated are actually getting converted into customers. Thus, you can provide more training to the sales rep to improve their conversion skills.To identify this metric, you need to calculate each sales rep's conversion rate per stage. Only then can you know how each of the sales reps performs individually.

5. Overall Pipeline Value per Stage

You can find the overall pipeline value per stage by adding up the total value of each deal in a specific stage. This metric represents the total pipeline value of the sales pipeline.Track this metric regularly as it offers several revenue generation opportunities. The higher the value of the sales pipeline, the better.However, remember to calculate the value on a stage basis because all the sales deals would not close on the same day. You can break down your sales cycle into stages like opportunities, leads, and the number of meetings scheduled.As you move towards the end stage of the sales pipeline, you will find the sales pipeline value to be declining. But that’s okay! It indicates that your leads are getting close to signing deals and becoming paid customers.

5 Best Practices for Healthy Sales Pipeline Management

A healthy sales pipeline management is all about following certain sales management best practices. Let’s look at a few of these practices.

Sales Tips
Original Source

1. Don’t miss out on follow-ups

Without follow-ups, your prospects may be quick to switch to a competitor. A decade earlier, it took 3.68 sales calls to close deals. And today, it takes more than 8 sales calls!See the difference? 😥Most salespeople give up after the second call. But the best ones follow up with leads until they secure a win.

2. Prioritize the best leads

Find out the best leads – the ones that are ready to buy, high-value, the most sales-ready leads.When you find them, focus entirely on securing these deals before you get distracted by other leads. If you use lead scores and sort the dashboard from high to low, you’ll find the most valuable leads for your business.Also, you can track the sales activities of each lead. Then identify the most engaged ones and then focus on converting them.

3. Stop wasting time on dead leads

Learn to let go of dead leads. I understand you want to keep a glimmer of hope alive and continue nurturing them. But that will only waste your precious time.Consider them invalid when you realize that the lead isn’t responding after months of following up. They can’t be pushed to the next stage of the sales pipeline.Learn to identify these leads sooner than later. And focus on bringing in new high-potential leads.

4. Track pipeline metrics

Your sales pipeline changes all the time. Monitor the key sales metrics regularly to stay updated on the sales pipeline's health.Check out the metrics list I have shared above, and keep an eye on them no matter what. Set aside time to review these metrics and how effectively your sales pipeline performs.

5. Shorten your sales cycle

B2B sales cycle can be really loooong 😶In fact, 75% of B2B sales take at least 4 months to close, with 18% taking 12% or longer. This makes the long sales cycle one of the biggest roadblocks to sales effectiveness.The longer your sales cycle, the more time your leads get to change their minds. Hence, keeping your sales process as short as possible is important.

5 Quick tips to improve your sales pipeline

Got a messed-up sales pipeline? Don’t worry! It happens.Here are a few quick tips for breathing a new life into your sales pipeline. Check them out!

Know customer pain points

To offer better solutions, locate the customer's pain points. Talk to them directly and understand their situation and their challenges.Take feedback, read reviews on social media, observe their queries, etc., to know what they are trying to overcome. Then use the information to position your product as the ideal solution for your customers.

Clean and update your sales pipeline

Another way to improve your sales pipeline is to clean and update it regularly. Eliminate the dead leads and update it with the newfound information.After you tidy up your pipeline, monitor it regularly to ensure there are no more stuck-up leads of data creating roadblocks in conversion.

Shorten your pipeline if needed

If your pipeline does not yield the best results, you can think about cutting it down. A long, inefficient, messy, and underperforming sales pipeline will result in low conversions and sales.Hence, ask your team about shortening the sales pipeline when you perform sales pipeline analysis. Use specialized analysis tools and see which stages aren’t necessary.Optimize the areas and eliminate the not-so-important parts to create a new and improved sales pipeline version.

Wrapping Up

A sales pipeline stands at the core of a business. So, sales pipeline analysis is one of the major activities that you cannot (and should not) miss out on.Even if your business performs well, ensure conducting a sales pipeline analysis at regular intervals. Monitor the metrics regularly, update the pipeline on time, and keep it healthy.To ensure a sales pipeline full of high-value leads, partner with platforms like RevenueHero. The inbound lead conversion software can help you capture, qualify, prioritize leads and schedule more meetings in no time.Interested? Take a tour of the platform!

Related Resources

Inbound Vs. Outbound Leads: Major Differences
Sayani Deb
Inbound Vs. Outbound Leads: Major Differences

What does a business thrive on? Leads, of course! More prospect leads mean more paying clients, more revenue, and a stellar reputation for your business.According to Bright Talk research, as reported by Startup Bonsai, 53% of marketers spend at least half their budget on lead generation (as illustrated below).

Lead Generation Statistics
Image source

However, lead generation is still perceived as one of the biggest challenges for a business, by 61% of marketers, according to HubSpot.This is where you can benefit your organization by figuring out what lead generation strategy works best for you. Both inbound and outbound lead generation have their merits, but which is more effective for growing your business faster and better? Marketing and sales professionals across the globe have their perspectives about inbound vs. outbound—but there is no “one-size-fits-all” advice for acing the lead gen game.Before you decide on what’s best for your business, you should understand the differences between inbound and outbound lead generation strategies and how to utilize them appropriately to fill your sales pipeline.In this blog, I will talk about what inbound and outbound leads are, the major differences between them, when to use each lead gen strategy effectively, and ultimately which one is better.Let’s get started!

What are inbound leads?

As the name suggests, inbound leads are prospect sales leads that approach you directly. These consumers find out about your products or services from the various marketing initiatives and sales campaigns, driving your ideal consumers to your website or your social media channels. You can also drive inbound lead generation through search engine marketing that advertises your business to large audiences. A few of them might approach you after they receive referrals.In inbound lead generation processes, clients possess the power to decide whether to buy from you; chances are they’re checking out several businesses in the niche and would choose the best option based on their needs. Engaging them and satisfying their interest in learning more about you play a significant role in converting them into opportunities that ultimately translate into becoming your loyal customers. They choose how many contacts they want with your business and whether or not they want to get in touch with you.

What does inbound lead generation involve?

Inbound lead generation is highly focused on communicating the value proposition about your brand and its products or services and understanding the prospect’s needs on a deeper level. This is where content marketing plays the most significant role—content marketing brings you 3x more leads compared to traditional marketing practices while reducing the cost of lead acquisition by 62%.Here are a few methods to generate inbound leads:

  • Teach potential customers about your goods or services;
  • Encourage your audience to communicate with you via. social media channels;
  • Focus on producing valuable content that generates demand; and,
  • Come across as an organization respectable of consumer privacy (i.e., don’t SPAM!)
Inbound Leads
Image source

What are outbound leads?

Simply put, outbound leads are prospect sales leads that you initially contact and actively pursue until you get a response at their end, positive or otherwise. It frequently takes paid advertising to specific target markets, mainly through social media marketing and search engine advertising platforms, to draw in outbound leads. You can also pursue outbound leads by learning more about a handful of prospects and getting in touch with them personally. You can do this by using techniques like cold calling, cold emailing, postal service (a.k.a. traditional mail), publicised advertisements (on TV, radio, etc.), and offline events.In the case of outbound lead generation processes, you have the selection of ideal clients to choose from and control your frequency of communication with them. The tricky part is investing more time in nurturing these prospect leads since they are initially hesitant to make a purchase (because this might be the first time they hear of you.

What does outbound lead generation involve?

Outbound lead generation processes need to be majorly centered around generating brand awareness and have specific criteria to employ that help source ideal leads who may be interested in purchasing what you're trying to sell. One of the most popular outbound marketing and lead gen practices are paid advertising—according to Hubspot, 68% of marketers cite paid advertising as an essential tactic in their overall marketing strategy.Here are a few methods to generate outbound leads:

  • Pitch to leads about your goods or services;
  • Encourage one-way dialogue with your audience;
  • Create paid advertising campaigns and other marketing initiatives (within a fixed budget), targeting a broad-spectrum audience instead of customer personas; and,
  • Interrupt the lead with your messaging (and make it enjoyable, so they reach out to you just out of curiosity).
Outbound
Image source

Differences between inbound and outbound leads

There are a lot of factors that contribute to differentiating inbound and outbound leads. In this section, we will talk about inbound vs. outbound leads based on:

  1. Their speed of execution
  2. Timing
  3. Targeting
  4. Awareness
  5. ROI
  6. Overall quality

Let’s begin.

Pipeline
Image source

1. Speed of execution:

Inbound leads -H harnessing inbound leads takes time if you rely on natural channels like search, referrals, or word of mouth. It is a more sophisticated strategy, and one way to accelerate the outcome of inbound lead gen is to establish marketing alliances. Inbound lead generation heavily relies on content production, which is time-consuming to produce, distribute, and gain attention.Many promotional channels are also essential to amplifying material in the current competitive environment, which also multiplies your management and promotional chores.Outbound leads -You could start an outbound campaign right now, meaning you could stop reading this, and go gather your team to strategize and probably launch one by the end of day!Running outbound lead-generating campaigns has minimal restrictions, and your lead flow will move considerably more quickly. In addition, outbound is a simple way to bring in more leads right now if you're skilled with email copy, email tools, and list-building.Key takeaway - If speed is of the essence here, outbound is a clear winner. Not only can you speed things up for launch, but you can also gauge customer reaction within weeks, and not months.

1. Timing:

Timing is crucial in both inbound and outbound lead gen strategies. An active buying cycle can extend to 6-12 months, on the minimum; therefore, it is an extremely vital metric when you’re choosing between inbound and outbound lead gen processes.Inbound leads - An inbound lead often has a much quicker sales cycle because they have done more due diligence on their problems, the available options and solutions, and their faith in you (otherwise, they wouldn't have contacted you in the first place).Outbound leads -In case of outbound lead gen, you need to figure out how to narrow the trust gap with the people you contact, who are unlikely to be in a buying cycle right now, are unlikely to know you, and are virtually certainly not familiar with you. Outbound requires you to do this work one-on-one with every lead who reacts to your ads, whereas inbound accomplishes most of it for you.Key takeaway - Inbound clearly wins the timing game because of one simple reason—your prospect lead already considers you as someone who can fulfill their needs (that is why they contacted you, no doy!).

2. Targeting:

Inbound leads -Anyone strategizing an inbound lead gen initiative must study buyer personas, demographic targeting, or account-based marketing in depth. Ans although these familiar concepts can all guide your inbound strategy, none of them come with a lead guarantee.You have little power over the folks you use to reach through inbound lead generation campaigns. The quality and precision of targeting are influenced by the platforms on which you market my content, how you develop it, and your positioning statement. But in the end, whether your products or services can assist them or not, it's up to other people to manage the lead flow.Outbound leads -Targeting is laser-sharp and very powerful, with outbound reach out initiatives. You can specifically apply filters with tools like the LinkedIn Sales Navigator and target ideal customers who fit your lead criteria and may be interested in your products or services. For example, if you want to focus on marketing executives from content marketing agencies with 10-100 employees in the US to sell your automated content generation tool—you can go right ahead and do that!You can also target specific customer accounts through account-based marketing campaigns. This is how it works: You list your fifty dream companies who can be ideal clients and reach out to their key stakeholders individually to get their attention.Key takeaway - Your inbound lead gen initiatives may attract the right clients, but outbound gives you control to make it happen with greater certainty.

3. Awareness:

As for awareness, let’s first take a look at Eugene Schwartz’s model of the stages of awareness, as illustrated below:

Five Levels of Awareness
Image source

This is critically involved in understanding and, ultimately, shortening the sales cycle. In order to help someone who doesn't recognize they have a problem, you must first inform them of it and help them recognize the pain it is causing them.Now let’s talk about awareness in terms of inbound vs. outbound leads.Inbound leads -The two most likely methods you'll obtain an inbound lead are, through referrals or when someone comes across your content and approaches you. The person is certain they have a problem in both situations. In addition, they are positive there is a fix.Outbound leads -Forget a high awareness level, these prospects may not even know you exist or how your products or services may benefit them. You won't get a reaction from people who aren't problem-aware in the first place. You might receive a reaction from those who are aware of the problem but not the solution, but you'll need to spend a lot of time educating them.A lengthier sales cycle and significantly more hands-on work are required throughout the sales process due to the disparity.Key takeaway -Potential customers that come to you through inbound will be considerably more aware of their issues, the available solutions, and the possibility that you may help them, as clearly evidenced above. Therefore, inbound leads clearly win this.However, with outbound leads, you may have to enhance the possibility that the prospects have a higher level of awareness with the correct targeting and by using buying signals to create your prospecting lists.

1. ROI:

Inbound leads -Returns on investment varies greatly in regards to inbound lead generation. It depends on multiple factors, including target customer personas, offers (on products or services), presentation, timing, client’s budget, etc.However, compared to outbound leads, inbound leads have staying power. A lead that comes to you through a referral trusts you based on the results you’ve brought in for their fellow client. You already have credibility with them. The content you create or the relationships you build compound your authority over time in your niche and consequently compound your revenue. The process is slow, but the payback is insane.Outbound leads -Since outbound is fast, you can create a list of qualified prospects in a relatively shorter time if you invest money into the right kind of marketing automation and omnichannel marketing tools.You will have to spend a lot of time keeping track of outbound prospects because it is rare that prospects in your outbound campaign 1) trust you or,2) are prepared to buy right now. Most outbound prospecting salespeople work their leads using an 8–15 touch methodology.As a result, generating a list and then sending 5 emails, a LinkedIn request, a Twitter message, and a LinkedIn is more effective than building a list and sending one or two emails to each person. Or more DM. Once these initiatives are launched, a significant amount of time is required to run them.Now, you can buy time by outsourcing most of the work, but over time, outbound campaigns may be rendered ineffective, given that they didn’t have a foundation of trust. So, even if you close leads and their businesses, you would likely be unable to retain them if you don’t produce the desired results.Key takeaway - The number of leads you get translates to vanity metrics, but the businesses you retain put food on the table. The winning strategy heredepends on your mindset and perspective.Inbound requires a significant initial investment of both your time and energy. But, once your connections and content are made, you can utilize them repeatedly, frequently for years.Outbound needs a steady and ongoing commitment in the campaigns you develop and the backend labor involved in lead follow-up.

2. Overall Quality:

If you’re a B2B SaaS content marketing agency, you have a large section of ideal prospects to chase for work opportunitiesea. If your synergies don’t match, you could go looking for the next best thing. This model reeks of instability.However, if a B2B SaaS product company approaches you with an urgent need for your product or service, after having viewed your content—they will trust your processes and the results you can bring them. They contacted you out of their own volition and this speaks volumes after they consider you an authority in your niche—the only thing left for you to do is to convince them that they are right (and everybody loves to be right!).This is why inbound leads have higher quality than outbound leads. Outbound leads can be great or terrible, depending on the situation. With outbound leads, you have complete control over who you contact, giving you greater confidence that they are a good fit for your company. However, they might not be prepared to buy right now; they may not even be very aware of their issue or the remedy, and they probably won't trust you. In case of inbound leads though, there is already a significant amount of understanding that the prospect possesses about your product or service. They approach you, knowing you can help out in their time of need. This almost entirely ensures that they would be primed to be converted into a paying customer.

Inbound lead generation - Pros and cons

Pros:

1. You come across as “helpful” instead of salesy:

Employing an inbound lead gen strategy means you are carefully placing yourself to be available when needed. You put out content that adds value to your customer, and this makes you look “helpful” instead of annoying to your prospect leads. Your customer’s perception of you is a big concern, and it can have a huge long-term impact on your culture (in a good wa

2. Genuine feedback collected:

With inbound leads, the feedback may take some time, but you can have more certainty about what’s working and what’s not. You will also gain a better understanding of search intent.

3. You gather a realistic POV:

Inbound encourages you to be more practical when it comes to your position in the market and where to focus your efforts. You become aware of where you should or shouldn’t compete. It's actually helpful to discover where to focus your energy and effort as soon as possible so you don't spend as much time. Once you've worked with inbound marketing for a while, you'll begin to be able to spot some situations where you shouldn't waste any time, not even experimenting.

Cons:

1. It’s a marathon:

Inbound lead gen is a marathon, meaning that you have to dedicate considerable time to the process before you start seeing results. The social media channels you use keep changing their algorithms and your customers have constantly evolving expectations when it comes to communicating with you. In this scenario, you have to keep up with all that and beat your competitors whike at it, to make each conversion!

2. You cannot always find precedent:

You can be someone launching a completely new product in the market that no one’s ever really heard of (or figured they need). For a product or service with no demand, inbound will not work. The only way for you to generate demand is by branching into various outbound strategies.

3. It requires specialist knowledge:

Inbound marketing requires you to be an expert at not just marketing or sales, but with the product or service, you’re selling too. Of course, prospects approaching you require your service or product, but chances are, you have a bunch of competitors who your leads are also evaluating. The only way to stand out here, is to satisfy their curiosity and convince them with your expert knowledge that they’d be best off using what you’re selling.

Outbound lead generation - Pros and cons

Pros:

1. You can reduce the time it takes to qualify leads:

Since you’re already hitting a target market and instating more specific lead criteria, the outbound leads that turn into opportunities are automatically sales-qualified. This helps you save time you’d otherwise spend verifying whether the lead is actually up for investing in your product or service.

2. You can generate as many leads as you want:

The control lies with you; there’s no one to stop you from contacting thousands of ideal prospects and putting your brand and its offerings in front of them. Outbound lead gen is the fast track to fill your sales pipeline in the shortest duration possible.

3. Have multiple methods for reachout:

In the case of inbound lead gen, you mostly generate awareness with your content; however, in the case of outbound leads, you can contact them using multiple methods. These include cold calling, cold emailing, sending a personalized letter (accompanied by a nice customized gift) right to their physical mailbox, running ads on TV, radio etc. and much more. This increases your chances of catching their attention manifold.

Cons:

1. Large volume of prospects to work with:

Better not bite off more than you can chew! If your outbound strategy is successful, you can end up being swarmed by leads. In addition, focusing your attention on multiple accounts can get sloppy, and you might not end up converting even one of th

2. It can get expensive:

You can buy time with money in case of outbound strategies—you can outsource audience research and acquire sophisticated tools. Heck, you can even buy prospector lists. The most popular method is paid advertising. Remember to have a fixed budget for your outreach campaigns.

3. Prospects may not need to buy:

You are indeed reaching out to your ideal clients, knowing that they will have use of your product or service—but you don’t know if they will see it that way. Perhaps they do not have an urgent need for what you’re selling, or they are already using the same product or service from a competitor brand? You never know! This reduces your chances of making a sale with a guarantee.

Final Thoughts

Here’s the thing. Both inbound and outbound leads have their advantages and disadvantages. Outbound is old-school, but if done right, it can still bring you tons of opportunities. And inbound leads need a lot of work, but when you close one, it usually stays with you, helping your business generate revenue long-term and build trust in the market.So, should you choose one over the other? The most actionable advice is combining both to make an all-around effective lead generation strategy.While dealing with outbound leads, you usually have control over time. Still, in case of inbound leads, you need to be fast about keeping them moving along through the sales pipeline—remember, even if a prospect lead has approached you, they may also be evaluating  your competitors for the same products or services.This is where you can use RevenueHero, to turn that prospect leads into ready-to-invest opportunities quickly.This sales acceleration platform qualifies leads and routes them to the sales rep best prepared to handle them, schedules instant meetings with qualified leads, and even prioritizes them based on their value propositions. You may turn as many inbound leads into sales opportunities as you like, using this CRM automation tool. It comes with a solid lead scoring system and easy integration with every product in your GTM stack, ensuring that your sales funnel always stays filled with ideal leads.Wish to learn more? Check out the platform!

Related Resources

22 Best B2B Lead Generation Tools You Must Try in 2022
Sayani Deb
22 Best B2B Lead Generation Tools You Must Try in 2022

Raise your hands 🙋‍♀️ if you think prospecting is time-consuming!Prospecting manually steals hours and distracts the marketing and sales teams from other sales activities.Implementing lead generation software can address this issue in no time. These B2B lead generation tools automate the refine the entire prospecting process. Thus, it extracts quality leads and saves a lot of time.In today’s comprehensive lead generation guide, we’ll tell you about B2B lead generation tools currently popular in the market.Read on to know these tools and discover what features will benefit your business.

What are B2B lead generation tools?

B2B lead generation tools refer to the software designed to help with lead capturing. The tools automate the lead capturing process so that you can focus on the campaign strategy instead of manual lead data entry.

Different types of lead generation tools

Regarding B2B lead generation software, there are different platforms offering various features and functionalities.Here’s a list of the different types of B2B lead generation tools. Check out and identify which tool type would be perfect for your business.On-page lead generation tools – They help you capture leads through your website forms.Inbound lead generation tools – These tools help to drive leads to your website.Outbound lead generation tools – The outbound lead generation tools help you find and message leads through phone calls, emails, social media, etc.Email marketing tools – The email marketing tools help you nurture leads by keeping them engaged and moving through the different stages of the buyer’s journey.CRO tools – CRO or Conversion Rate Optimization tools help to increase leads and improve the number of leads converting into sales-qualified leads.Search marketing tools – These tools support increasing the on-site leads by boosting website traffic coming from paid and organic searches.Marketing management tools – These tools measure performance to improve and enhance lead generation campaigns, and target quality leads.

Top 22 lead generation tools you must try in 2022

If you are looking for ways to improve your lead generation and capturing, B2B lead generation tool is what you need.There are several awesome lead generation software solutions out in marketing. So, picking one can be tricky.But there’s nothing to worry about because we have prepared a list of the top 22 B2B lead generation tools. Read about them, understand their features, and then pick the one(s) that align with your business needs and goals.

1. Hunter.io

Hunter is an email finder platform that helps you get verified email addresses of professionals.It is a popular B2B lead generation tool to help you reach your lead’s inbox. When prospecting, you can use this tool and find emails by typing in the person’s name and their company. You can also browse for all emails at a specific company.Hunter.io features can help you extensively in lead generation. Have a look!

Features

  • Email finder allows users to connect with any professional. Moreover, users can also perform searches on bulk email addresses.
  • Email finder API enables finding email addresses of any professional with a simple API call.
  • The author finder feature enables users to find authors of blogs and articles along with their contact details.
  • Like email finder, author finder API, and finding authors in the bulk feature are also available with Hunter.io.
  • The outreach product features include building cold email campaigns with full personalization and custom attributes, scheduling them, and email tracking.
  • Integrations available with Pipedrive, Salesforce, HubSpot, Zoho CRM, Zapier, Gmail, etc.

Pricing

  • The free plan offers up to 25 requests per month
  • The paid plan starts at $49/ month

2. RevenueHero

Who wants to make their sales process more efficient?Teams looking forward to following the ‘smart work’ strategy should have RevenueHero on their radar.RevenueHero is an inbound lead conversion tool designed to help you schedule more lead meetings, double your pipeline, and boost your conversion rates.Check out the features of this lead generation software.

Features

  • Capture and qualify leads from web forms
  • Automate scheduling meetings with your prospects.
  • Real-time lead routing allows users to assign leads to available sales reps automatically.
  • The instant lead routing feature offers dynamic lead distribution rules that you can choose to assign your leads to the right sales reps.
  • Lead to account matching feature enables users to avoid reaching out to the same account multiple times.
  • The lead prioritization feature enables users to reach out to the priority leads first.
  • Set up advanced seamless CRM workflows through RevenueHero integrations with tools like Salesforce, HubSpot, Pipedrive, etc.

Pricing

3. HubSpot Sales

HubSpot is one of the most popular CRM tools. HubSpot Sales is a division of the entire sales and marketing platform.The tool eliminates friction by bringing all your tools together on one platform.HubSpot Sales helps its users to initiate conversations, deepen relationships, and manage pipelines. Let’s take a look at its features.

Features

  • Automates administrative tasks and focuses on fully viewing your business performance.
  • Sales management playbooks helps sales teams to prepare for lead interactions. The playbooks include competitive battle cards, positioning guides, call scripts, etc.
  • Generate branded and polished quotes instantly and send them when your prospects think about your product to close deals faster.
  • Sales analytics and reporting feature gives insights into your business performance and helps to improve.

Pricing

HubSpot Sales offers free tools on sign-up. It offers three plans.

  • Starter - $45/ month
  • Professional - $450/ month
  • Enterprise - $1200/ month
  • For custom plans, talk to HubSpot Sales team

Note that HubSpot offers different pricing plans for Sales, marketing, customer service, operations, and CMS.

4. Pipedrive

Pipedrive is a CRM tool that helps sales teams to work more efficiently. This B2B lead generation tool helps you track email opens, clicks, and perform task automation, revenue forecasting, and additional customizations.The tool organizes your sales system by setting up your pipeline stages, focusing on sales actions, tracking progress, and optimizing.Take a look at Pipedrive’s features.

Features

  • Custom AI assistant and web forms help users get hot leads directly fed into the sales pipeline.
  • Track communications – calls, emails, and access contact history to get a 360-degree view of your schedule
  • Automate repetitive administrative tasks and focus on the strategic ones
  • Get custom analytics and reports to measure company performance against set goals
  • Privacy and security features ensure full transparency and security of business data
  • Integrate Pipedrive with sales-boosting apps and access the lead generation software from any mobile device.

Interestingly, you can also integrate RevenueHero with Pipedrive, so you do not have to switch between too many tools!

Pricing

  • Pipedrive offers a 14-day free trial
  • Essential - $9.90/ user/ month
  • Advanced - $19.90/ user/ month
  • Professional - $39.90/ user/ month
  • Enterprise - $59.90/ user/ month

5. Reply.io

Reply.io is a robust sales engagement platform that helps you automate cold outreach across different channels and find emails with an email finder, CRM integrations, AI assistant, analytics, and a deliverability suite.The new Reply Chrome extension allows users to find prospect emails on LinkedIn in no time. Thus, it helps to keep your sales pipeline full.Also, the lead generation software allows you to add new contacts instantly to multichannel sequences, access tasks, manage them, and make direct calls.

Features

  • With the email finder feature, find business emails on LinkedIn and incorporate them into a sequence in Reply.
  • The automated email warm-up feature prevents your emails from going into the spam folder of your prospect.
  • Automate lead generation on LinkedIn. Find the right prospects and get access to profiles and contact info.
  • Automate scheduling lead meetings, make calls, reach out on LinkedIn, and sync data with CRM through integrations.
  • A/B test messages and analyze outreach, performance, and access reports to improve team performance.

Pricing

  • The lead generation software offers a 14-day free trial.
  • Sales engagement starter - $60/ user/ month
  • Sales engagement professional - $90/ user/ month
  • Sales engagement custom plan – Talk to the team for pricing
  • Free starter plan for email search
  • Advanced email search - $49
  • Unlimited email search - $99
  • Email warm-up - $29 per email account / month

6. OptinMonster

OptinMonster is a B2B lead generation tool that helps you easily convert your website visitors into leads and customers.The lead generation software has the right solution to build campaigns that help you gather quality leads for your unique business needs.Using OptinMonster, you can create attention-grabbing on-site campaigns like pop-ups, slide-in windows, and gamified spin wheels.Take a look at the most popular OptinMonster features.

Features

  • Drag-and-drop builder allows users to create stunning forms optimized to achieve the highest conversion rates.
  • Optimize campaigns with pop-ups for smartphones and tablets
  • MonsterLinks feature enables users to convert any image or link into a 2-step optin campaign. MonsterLinks enable visitors to complete a process or subscribe with a single click.
  • Geo-location targeting feature enables you to create personalized campaigns based on visitors’ locations to improve conversions.
  • Exit-intent technology detects the user’s mouse behavior and displays a message with exit CTA as they leave the page.

Pricing

OptinMonster offers a 14-day money-back guarantee. It has four paid plans.

  • Basic - $9/ month
  • Plus - $19/ month
  • Pro - $29/ month
  • Growth – $49/ month

7. AeroLeads

AeroLeads is an email finder that helps you in the lead generation process. The B2B lead generation tool helps you find email addresses and build email lists in real-time.The lead generation software also finds prospects’ contact info like company, job title, etc.Here are the features of AeroLeads that make lead generation software one of the best in the market.

Features

  • 650M+ profiles database that provides users prospect details. You can use different filters, like department, education, company, etc., to find prospects that fit your buyer persona.
  • All-in-one chrome extension and automated prospecting with the Pro plugin feature. Use the plugin on any website to find employees.
  • Email finder for LinkedIn helps to find and add 2500 LinkedIn prospects instantly.
  • The email verifier feature verifies any email address's validity and helps reduce bounce rate.

Pricing

  • AeroLeads offers 10 credits as a free trial
  • Take Off plan - $49/ month
  • Climb - $149/ month
  • Cruise - $499/ month
  • Enterprise – Custom pricing. For details, contact AeroLeads.

8. Voila Norbert

This B2B lead generation tool is an email finder (with many other features!) that helps you find prospects' email addresses.Simply enter the person’s name and the company they work with. Voila Norbert automatically finds their email address.With Voila Norbert, you can enrich your email list with reliable lead data like job titles, company names, locations, social profiles, etc.Have a look at Norbert’s features.

Features

  • Email finder and enrichment feature help users to find prospects’ email addresses and enrich your email list with prospect data.
  • Get people running similar or relevant blogs' email addresses, exchange links and collaborate over content marketing.
  • Norbert offers a vast B2B database of companies and contacts to enhance prospecting and drive bottom-line ROI.
  • The advanced email verification feature helps you get accurate and up-to-date data.

Pricing

Voila Norbert offers 50 free credits on signup. Further, it offers an extensive pricing plan for prospecting, verification, and enrichment.Prospecting

  • Valet - $49/ month
  • Butler - $99/ month
  • Advisor - $249/ month
  • Counselor - $499/ month

Verify

  • Verify emails on pay-as-you-go basis - $.003/email up to 500k and $.001/email above that. $2 min.

Enrich

  • Enrich email lists - $.04/email up to 2k, $.02/email up to 50k and $.015/email above that. $4 min.

9. Drift

Drift focuses on conversational sales. It is a sales acceleration platform that helps you engage leads and take them through the buyer’s journey.The B2B lead generation tool allows you to interact with your website visitors instead of requesting them to fill out forms or wait for follow-ups.Here are the features of Drift. Take a look!

Features

  • The prospecting tool helps you identify the highest-intent accounts by providing you insights into their behavior so that you can personalize their web experience.
  • Drift also offers sales video tools that help you create personalized videos and Gifs to engage leads more.
  • The Deal Room feature allows you to collaborate with buyers. It serves as the single source of truth for past communications, resources, and notes. Buyers can also get their queries resolved by sales reps using the Deal Room.
  • Drift intel or a contact list from the marketing automation platform helps users to send priority high-value accounts personalized greetings. It also automatically routes them to the sales rep who owns these accounts.
  • Automate scheduling lead meetings using Drift’s chatbot.
  • Accelerate target account engagement using Drift’s AI support. The AI chatbots proactively engage, qualify, and convert buyers from your web pages.

Pricing

  • Drift offers a free plan for start-ups with less than 50 employees.
  • There are three paid plans – Premium, Advanced, and Enterprise
  • To know the pricing details, contact the sales team.

10. Overloop

Formerly known as Prospect.io, Overloop is a sales automation platform that handles your sales pipeline, tracks performances, and boosts sales.The platform helps you find prospects in one click and launch cold email campaigns instantly. The lead generation software helps you find leads using LinkedIn automation and increase sales with ultra-personalized campaigns.Overloop offers both inbound and outbound campaign features. Take a look!

Features

  • The email finder feature helps you find missing email addresses to enrich contacts.
  • Create contacts from LinkedIn profile or LinkedIn search
  • Import contacts from CSV spreadsheets by integrating with CRM platforms like HubSpot, Salesforce, Pipedrive, etc.
  • Personalize campaigns with custom fields
  • Track emails, clicks, visits, bounce rate, replies, and even automated replies
  • LinkedIn Automation feature enables you to automate connection requests, profile visits, and direct messages.

Pricing

  • Overloop offers a 14-day free trial
  • The paid plan by Overloop starts from $99/ user/ month

11. ActiveCampaign

ActiveCampaign is a comprehensive email marketing software with an email builder and email automation editor.The platform has other additional tools in the marketing suite, which include landing page templates, contact scoring, SMS marketing, Facebook custom audiences, segmenting, etc.The platform is also lead generation software as it offers several features for each stage for a customer’s journey.Here are the main features of ActiveCampaign.

Features

  • The website tracking feature helps you identify the content, products, services, etc., your visitors are most interested in.
  • The email marketing feature allows users to build email newsletters and campaigns. Further, you can also automate responses, trigger emails based on purchase, and send broadcast and targeted emails.
  • The email segmentation feature helps you send the right email to the right person based on their data.
  • Add subscription forms and tags to track the leads’ sources, notify teams, and add contacts to multiple lists to keep them organized.
  • Email authentication, reputation checks, and engagement metrics ensure 100% email deliverability.

Besides these lead generation or reach features, ActiveCampaign offers features for better lead nurturing, like, marketing automation, event tracking, dynamic email content, etc.Further, for lead conversion, you get landing page templates, pipeline automation, CRM & sales automation, and lead scoring.For growth, ActiveCampaign offers a split testing feature to evaluate the email subject lines, content, info, images, and CTAs.Additionally, there are two more features - a predictive sending feature that sends emails at the right time and a predictive content feature that allows users to craft 5 copy versions in the email builder as a part of the email campaign. It also offers a web personalization feature! 😮

Pricing

  • ActiveCampaign offers a 14-days free trial
  • Lite - $29/ month
  • Plus - $49/ month
  • Professional - $149/ month
  • Enterprise – Talk to the sales team for pricing details.

12. Outreach

This B2B lead generation tool helps you generate more leads, feed them into your sales pipeline and make more sales with lesser efforts.The Outreach sales execution platform helps users to grow sales, consolidate tools, and reduce sales execution risks.Check out what features Outreach has to offer.

Features

  • The automated prospecting sequences feature saves your sales team’s time by identifying what’s working across teams. With this feature, sales reps can easily reach the right accounts at the right time with the right message.
  • Automate lead follow-ups with highly personalized messages
  • The pipeline generation feature helps you keep your GTM teams aligned with the pipeline progress.
  • Identify expansion opportunities with current customers and access actionable insights to win more deals with the deal management feature.
  • Also, deal management helps you to track deals, fix deal risks, and access conversation intelligence with a robust search feature.
  • Automate revenue forecasting preparations for every team and sales reps to save time.
  • Access comprehensive and reliable data, analytics and reports to forecast revenues.
  • Integrated with social activity tracking, meeting scheduler, CRM sync, and sales dialer. A third-party integration feature is also available to streamline workflows.

Pricing

  • Contact Outreach to get pricing details

13. LeadFeeder

This B2B lead generation tool provides information on page views. It tells you what companies visit your website regardless of whether they have made a contact or filled out a form or not.LeadFeeder also provides contact information of employees working in the companies visiting your website. This allows users to follow up on the leads who never inquired or time their outreach to the potential prospects in the sales pipeline.Check out the LeadFeeder features to understand how you can work with the lead generation software.

Features

  • Website Visitor Identification – This feature identifies the company names visiting your website. It allows users to know the exact behavior of the website visitors. Also, it enables users to identify remote workers with LeadFeeder’s database.
  • The automated lead qualification allows users to identify and understand the ready-to-buy leads, their behavior, engagement rates, content they are interested in, etc.
  • Integrate with Slack, Active Campaign, Zapier, HubSpot, Salesforce, Google Analytics, Google Data Studio, and more.

Pricing

  • LeadFeeder offers a 14-days free trial.
  • The Lite plan is a basic version with limited features and no cost
  • The Premium plan starts at $79/month

14. Snov.io

Snov.io is not just a B2B lead generation tool. It is a multifunctional platform comprising of a collection of sales tools that can take your lead generation efforts to a whole new level.The B2B lead generation tool helps you to collect emails for company websites, get emails based on domain and personal names, and find emails from Google and LinkedIn. Also, it helps with lead nurturing through lead research and automated outreach.

Features

  • Search and collect pre-verified leads from an extensive database, based on your ideal buyer profile.
  • Run drip campaigns with personalized email outreach and automated follow-ups
  • The 7-tier email verification process reduces bounce rate and keeps your database clean.
  • The email warm-up feature helps you improve deliverability and email placement which results in the email reaching your prospect’s inbox, instead of spam. Automate your warm-up emails with AI-powered realistic conversations.
  • Optimize your sales workflow with sales CRM features like analytics, multiple pipelines, and Google Calendar sync.
  • Email finder extensions help you perform LinkedIn prospect search, search pages, email search, and adding leads directly to your campaigns.
  • Snov.io seamlessly integrates with 2000+ CRMs, social media apps, and teamwork tools like HubSpot, Close, LinkedIn, Slack, Trello, Airtable, etc.

Pricing

Snov.io offers five pricing plans along with a freemium plan.

  • S - $33/ month
  • M - $83/ month
  • L - $158/ month
  • XL - $308/ month
  • XXL - $615/ month

15. Growbots

Growbots is an outbound sales platform that helps you find prospects and expand your outreach.The platform provides a database of more than 100 million contacts segregated by industry. The tool can select the best prospects from the database whom you can quickly contact, follow up automatically, and ultimately convert into paying customers.

Features

  • Access over 100 million contacts and cherry-pick prospects that fit your buyer persona
  • Connect with the right decision-makers. Search for industry, job titles, and areas of interest and instantly get the most appropriate prospects’ social media profiles, emails, and contact numbers.
  • The self-updating database synchronizes the latest leads. The live email verification feature makes Growbots more accurate with every email you send.
  • Get detailed prospect info and personalize emails accordingly.
  • Schedule follow-ups based on the prospect’s time zone.
  • Add custom tasks like LinkedIn touches and phone calls to multichannel sequences to increase your customer’s interest.
  • Warm response detection ensures only positive responses reach your mailbox.
  • Connect multiple email accounts
  • Reschedule responses automatically using AI detection
  • Perform A/B testing
  • Get actionable insights from reports and analytics
  • Create team accounts and collaborate on campaigns

Pricing

Growbots offers three pricing plans:

  • Outreach - $49/ month
  • All-in-one - $199/ month
  • Pro – Contact for pricing details.

16. Unbounce

Unbounce is an AI-powered landing page builder that helps you convert more leads into customers.Moreover, the B2b lead generation tool attracts leads to the website so that users can capture and qualify more leads.The lead generation software also offers smart marketing tools that help you build high-performing marketing campaigns within minutes.Overall, Unbounce offers tools not only for creating landing pages, but also for search ads, social media, and email marketing.Let’s see what features Unbounce has to offer.

Features

  • The platform offers custom templates that help you create your web pages, including landing pages, pop-ups, and sticky bars.
  • The easy-to-use builder offers personalized recommendations and helps you optimize your web pages.
  • Unbounce offers AI copywriting tools that help you generate, remix, and edit content for your landing pages, emails, and ads in real time.
  • The routing feature directs visitors toward the best landing page for them. This feature gives you 30% of more sales and signups.

Pricing

  • Unbounce offers 14-day free trial
  • Launch plan - $90/ month
  • Optimize - $135/ month
  • Accelerate - $225/ month
  • Concierge - $575/ month

17. CallPage

CallPage is a lead generation software that helps you generate and capture more leads with its click-to-call widget.The platform provides everything a user needs to generate more phone calls with leads and build better relationships with them.Take a look at its features.

Features

  • Automate callback with a click-to-call widget. With the widget feature, you can give an instant call to your website visitor who is a potential customer interested in your product.
  • Customizable interactive pop-ups can also be used for automatic callbacks. Edit the copies of these pop-ups, and apply dynamic elements or advanced personalization.
  • Call forwarding feature encourages visitors to have an instant conversation with sales reps in 28 seconds or schedule a call later. This feature is entirely automated.
  • Call analytics feature provides reports and data on the CallPage dashboard, where users can track performance and gain insights into lead generation and sales processes.

Pricing

  • CallPage offers a 7-day free trial.
  • Basic - Free plan up to 15 leads per month on signing up.
  • Basic+ - $25/ month
  • Professional - $129/ month
  • Premium - $329/ month
  • Custom – Individual plan based on requirements. Get details from the sales team.

18. MaxTraffic

This lead generation software helps users to create highly targeted overlays to drive website engagement.MaxTraffic is more of a marketing platform that offers lead capturing feature, customer profiling, exit intent, promotional overlays, and analytics.The platform also helps you to acquire, engage, and retain leads with web push notifications.Take a look at the many features of MaxTraffic.

Features

  • Default browser opt-in or custom opt-in allows you to reach a 10% subscribe rate.
  • An enriched database, CRM, or recommendations engine allows users to build custom segments for hyper-personalized notifications.
  • MaxTraffic API allows users to send out personalized messages to prospects.
  • The geo-targeting feature helps users personalize campaigns based on the prospect’s location.
  • Perform A/B testing, customize CTAs, and execute drip campaigns to generate leads and capture them
  • Advanced analytics and reporting help you get insights into the metrics and KPIs to evaluate campaign performance and progress with leads.

Pricing

  • MaxTraffic offers a free plan on sign-up. It offers 30 days of full access
  • Business - $59/ month
  • Agency – Contact the company for pricing details.

19. Datanyze

This B2B lead generation tool helps sales teams to connect with leads.The tool provides your sales teams with prospect information like company details, contact, and ‘icebreakers’ to help in warming up the cold calls and email outreach.The lead generation software provides data from social profiles, local news outlets, etc. Hence, you’ll get to know whom to contact and how to approach to drive sales.Let’s see the features of Datanyze.

Features

  • Datanyze’s Google Chrome Extension helps users to access contacts and company data directly from their prospecting sources in real time. While browsing social media, you can capture prospect data.
  • The icebreaker feature helps sales teams to start meaningful conversations with prospects. Tapping into icebreakers, sales reps can access content related to the prospect’s world. This content pieces are curated from the prospect’s social media feed, local news publications, etc.
  • Tag contacts and companies to create segmented lists automatically. You can them seamlessly export these contact lists anytime in a click.

Along with these features, Datanyze will soon launch another feature for your sales teams. Regardless of the team size, you can have a Datanyze package appropriate for your organization.With admin capabilities, managers can pool credit allotment between the users. Also, they can add credits to the account when needed.

Pricing

Datanyze offers three pricing plans. They are:

  • Nyze Lite – 90 days free trial (10 credits per month)
  • Nyze Pro 1 – $21 per month (960 credits annually)
  • Nyze Pro 2 - $39 per month (1920 credits per year)

20. Yet Another Mail Merge (YAMM)

This lead generation software is a Google Sheets Extension that helps you track email opens.The tool makes it easy for you to send emails in bulk, schedule them, personalize them, find out who have opened the emails and who did not, and follow up accordingly.Also, the B2B lead generation tool ensures the emails land in the prospect's and customer’s inbox instead of the spam folder.Take a look at the features of this lead generation software.

Features

  • Integration with Gmail and Google Sheets. You can use saved Gmail templates. Track results from Google Sheets directly.
  • Track email opens, clicks, responses, bounce rates, and unsubscribes in real-time from Google Sheets.
  • Schedule your mail merge to go out at the right time and increase open rates.
  • Personalize mass emails. Write custom email subject lines, email body content, links, images, and attachments.
  • Upload files in Google Drive and use YAMM to send these as attachments with your email campaigns.
  • Send notifications to respondents, sales reps, managers, and others when a Google form gets submitted.
  • Create simple polls and quick surveys and track results in Google Sheets.
  • Ready-to-use templates and advanced HTML emails for customization.
  • Segment contacts using Google Sheets filters and use YAMM’s predefined follow-up assistants. Also, track email conversations with same thread follow-ups.
  • Use email aliases, configure personalized or global bcc and cc addresses
  • Embed unsubscribe links to emails to reduce spam issues.

Pricing

  • YAMM offers pricing plans - individual, team, and unlimited.
  • The free plan includes basic features
  • Personal - $25/ year
  • Professional - $50/ year
  • Team - $150/ year for 5 users; $240/ year for 10 users; $500/ year for 25 users; $1000/ year for 50 users; and $2000/ year for 100 users.
  • For more than 100 users, there’s an unlimited plan. Contact sales for pricing details.

21. SharpSpring

SharpSpring is a lesser-known all-in-one platform that offers several features. Lead management, lead scoring, pipeline management, email marketing etc.The lead generation software has full-funnel marketing and sales automation and CRM tool. Take a look at the features of this lead generation software.

Features

  • Email marketing – Tailor emails dynamically based on buyer’s needs and interests and send relevant content to keep them engaged.
  • Marketing automation – Personalize interactions with prospects according to their needs and time.
  • CRM – Personalize buyer interactions, track sales opportunities, and scale sales with productivity tools.
  • Sales engagement – Save time and prevent missing follow-ups with the in-built messaging and inline tasks-automation features.
  • Retargeting ads – Display targeted content on website to make leads return to your site.
  • Tracking & analytics – Track performances and get actionable insights from all your marketing and sales initiatives.
  • Social media – Run campaigns and post content across all social channels. Track mentions and relevant content that engage audiences the most.

Pricing

SharpSpring offers several pricing plans based on the number of contacts.

  • 1000 contacts - $449/ month
  • 10000 contacts - $999/ month
  • 20000 contacts - $1449/ month
  • Agency & Enterprise – Contact the company for pricing details.

22. Nimble

Nimble is a simple and easy-to-use CRM software and works with Office and GSuite.It automatically combines contacts, appointments, communication histories, email boxes – all in one central place.The tool also works with social channels like LinkedIn to track sales activities, merge contacts, and streamline the sales process.

Features

  • CRM – Get up-to-date lead data, track lead activities and automatically sync your database with latest info.
  • Marketing and outreach – Get features like email tracking, templated emails, and segmentation under marketing and outreach.
  • Manage customers and leads – Bring all lead and customer contacts at one place, enrich data, schedule tasks, meetings, and access all information from a single dashboard.
  • Works as browser extension. Also, the tool works with Outlook and Gmail.

Pricing

The platform offers a 14-day free trial and two pricing plans.

  • Nimble Business Billed Annually - $19 / user/ month
  • Nimble Business Billed Monthly - $25/ user/ month

So, which Lead Generation Software is your Best Fit?

There are myriad options when it comes to B2B lead generation tools.All you need to do is create a list – ‘My lead generation tool must have these features’. Then pick the best one that fulfills your needs.Lead generation is was a pain 😁When you get your perfect B2B lead generation tool, you’ll see that prospecting is seamless and easy as a breeze with the right tool.Hope my list of lead generation software will help you find your perfect match. Ready to test all of the options?

Related Resources

How to Create a Round Robin Lead Scheduling?
Sayani Deb
How to Create a Round Robin Lead Scheduling?

Looking for an efficient lead distribution method? 🤔 Round robin it is!Round-robin scheduling is a simple yet effective lead assignment strategy that makes your life easier. With round robin assignment, you can guarantee even distribution of leads and no more workload complaints from sales reps.Read on and find everything you must know about round-robin scheduling in this post!

What is round-robin lead distribution?

According to Craig Maxwell, CEO & Co-founder at Salesbolt, “A round robin rule allows you to equally distribute new lead records without having to manually assign them using a rotation.”Round-robin scheduling refers to assigning new leads to different sales reps until everyone has been assigned the same number of leads; then, the cycle repeats. It happens in a rotation where each sales rep takes turns and removes the statistical bias.Example: Consider playing cards 🃏 as a round-robin scheduling example. Say you have three players. Shuffle the deck and start distributing.

  • Player 1 – Card 1, Card 4
  • Player 2 – Card 2, Card 5
  • Player 3 – Card 3, Card 6, and so on.

Here’s a round-robin scheduling visual.

round robin scheduling visual

Who should use round robin scheduling method?

Round robin scheduling method is for companies with high-volume inbound leads. If you have thousands of leads flowing and need a routing system, round robin leads assignment is ideal. The method ensures even distribution of the leads to the sales reps. At a minimum, you can ensure that the leads are routed to their apt vertical and territory. On the contrary, gathering all leads into a free-for-all queue without any vertical or territory segmentation can result in low conversions and unhappy leads. In an appropriate scenario, round robin scheduling;

  • routes leads to all sales reps in a team without any bias
  • skips routing leads to unavailable sales reps

How does round-robin scheduling work?

Different lead routing platforms may have various steps to implement round-robin scheduling. However, there is a fundamental process that every scheduling software follows. Here’s what you need to know about the basic working of round robin assignments.When a lead submits a web form on your website, and you have round-robin lead distribution in place, the following happens:

  • The lead gets created in the lead distribution software database
  • The sales rep in the queue gets assigned as the owner of the lead
  • If the assigned sales rep makes no contact within x minutes (predetermined time limit), the lead is rerouted and assigned to the next available sales rep.

When using a lead distribution platform, lead assignments are automated. As a result, your sales reps are no longer required to email back and forth to prospects for meeting confirmation. The automated scheduling process increases responsiveness and reduces the gap between a lead contacting you and a sales rep reverting. A few scheduling platforms, like Calendly, offer two ways to set up an automated round-robin lead assignment.

Availability

The availability option enables prospects to choose their time slots. Then, the software assigns the lead to the available sales reps in the chosen slot. This option optimizes the customer experience and reduces wait times. If multiple sales reps are available in a chosen time slot, the software lets you prioritize the sales reps who can take over the meeting. The availability feature provides the following benefits:

  • Quickly scheduled meetings with available sales reps
  • Prioritization of sales reps based on language, industry knowledge, etc.
  • Improved prospect experience and engagement

Equal distribution

The second way to set up round robin assignment is equal distribution. When users pick optimization for equal distribution, the meetings are evenly distributed among team members. If a sales rep has been assigned several meetings already, they are not given any more meetings until the rest of the team catches up. This option offers all sales reps with equal opportunity to connect with prospects. In addition, the new team members get the exposure to interact and build their portfolios. Moreover, the workload gets equally distributed among the team members. Things to do before creating a round-robin assignment methodHow to create a round-robin lead assignment in RevenueHero?

Benefits of Round Robin Lead Distribution

So, what are the highlighted benefits of round-robin scheduling?That’s what I am going to tell you here!

1. Round Robin Scheduling Boosts Speed to Lead

Speed to lead statistics says that 78% of customers purchase from a company that responds to their inquiry first. And round-robin scheduling helps to increase your speed to lead!The faster your sales reps respond to leads, the better the chances of conversion. And automated round-robin assignment routes leads to sales reps at a lightning-fast speed. All your sales reps need to do is respond to the lead instantly. Respond within a minute; you can witness 391% more conversions.Wait for five minutes, and your odds of qualifying a lead decrease 80%.You can imagine the decline in your chances of conversion the longer you make your leads wait. So, set up round-robin scheduling for ultra-fast lead routing!

2. Round Robin Assignment Ensures an Equal Lead Distribution

There are many lead distribution models, each of which has its set of pros and cons. But breaking them down, there are two primary models – round robin and cherry picking. As I explained at the blog's beginning, round robin is rotational. As for cherry picking, this method enables users to manually assign leads to sales reps based on specific conditions like expertise, experience, location, etc. Cherry-picking has advantages. But the method prioritizes sales reps, and the lead distribution is unfair. Some sales reps do not get an opportunity to interact with leads, whereas experienced sales reps become overworked.For instance, using the cherry-picking method, you can manually assign high-potential leads to experienced sales reps only. So, unlike round robin, this distribution method is inherently biased.

3. Round Robin Scheduling Assigns Leads Based on Sales Reps’ Availability

As mentioned, even a 5-minutes delay can result in leads going cold. So, as soon as leads are assigned, it’s an emergency call for sales reps! 🚨 They must attend to the leads instantly to avoid missing out on them. Round robin scheduling allows you to attend leads by assigning them to the available sales reps. In addition, the process automatically pauses routing leads to sales reps who are away or busy. For instance, a sales rep may be out for lunch between 2 pm to 3 pm. Here, a round robin will pause routing leads to the specific rep for an hour when they are away. Similarly, if a sales rep is busy attending a meeting, they can pause taking up lead discussions. Thus, round robin ensures no leads are left hanging and no meetings get disrupted.

4. Round Robin Assignment Effectively Distributes Workload

Equal distribution of workload often becomes the trouble spot for most managers. One or another team member complains of more workload than the rest. With round-robin scheduling, managers can finally get rid of the exhausting territory management. Instead of a few selective working sales reps, round robin puts everyone to work. And managers cannot do much about it!You can avoid cherry-picking and create a service-level agreement (SLA) for your sales team that defines the expected sales rep behavior for a lead response.Though such SLAs are tough to implement, round-robin assignment makes it easier. For instance, you can automatically reassign unworked leads after a specific period (say, 30 minutes) to the next available sales rep.  

Round Robin Assignment FAQs

Though I hope you have every info you need about the round robin assignment, here are a few common questions for further clarification.

What is the round-robin process?

In round-robin scheduling, leads are assigned to the available sales reps based on their position in the queue. The lead routing takes place automatically in rotations and ensures equal distribution of leads among sales reps.

Is round robin different from cherry-picking?

Yes. Round robin and cherry picking are two very different lead routing methods. While cherry picking involves manual assigning leads to preferred sales reps (based on expertise, skills, knowledge, industry, etc.), round robin rotates lead assignments without any preset criteria.

What happens when sales reps are unavailable?

When a sales rep is unavailable, the lead gets assigned to the next available sales rep. Further, if a specific sales rep has attended to fewer leads than the rest, they are prioritized for the upcoming meetings. In any case, round robin ensures a fair workload. So, the number of lead meetings for each sales rep remains the same.

How do you know if the round-robin scheduling method works well for you?

Most scheduling platforms like RevenueHero offer in-built analytics and reporting features that enable users to track the process. This feature lets users keep note of all lead distribution and meeting aspects.

Does round-robin scheduling allow sales reps prioritization?

When you set up a round-robin based on availability, prospects can choose any meeting time slot. If multiple sales reps are available in the selected time slot, you can prioritize sales reps based on specific criteria.

Wrapping Up

As your lead distribution strategy impacts the conversion rate, you must have a suitable distribution model in place.And nothing can be better than the round-robin scheduling method if you’re stuck with slow lead responsiveness. Accelerating your lead response time can make a huge difference in your sales. Moreover, round robin can create a fair distribution system where every sales rep gets a chance. So, without any delay, team up with RevenueHero. The platform offers advanced round-robin scheduling features that can shoot up your sales with its effectiveness and efficiency. Get in touch now!

Related Resources

101 Guide to Conversion Funnel and Create a Perfect One in 2022
Sayani Deb
101 Guide to Conversion Funnel and Create a Perfect One in 2022

If you know sales, you know conversion funnels. They are an integral part of the entire sales process. So, how do you visualize conversion funnels?I see them like an adventure children’s game🤩 Say a game where you must help people reach their destination. The challenge is that the roads become steeper as you advance in the journey. While you can successfully help a few reach their destinations, others get lost in the way. Unfortunately, a few others abandon the journey mid-way. Similarly, a conversion funnel is a buyer’s journey where the destination is sales. You guide your prospects through the funnel, pique their interest, win their trust, and encourage them to take the desired action. In today’s post, I’ll tell you about conversion funnels – what they are, and how to create, analyze, and optimize them. Let’s start the journey!

What is a conversion funnel?

A conversion funnel, sometimes referred to as the sales funnel, describes the different stages of the buyer’s journey that prospects go through before they make the desired move (purchase decision). The sales reps in an organization guides prospects through the conversion funnel to convert them from potential buyers into customers. The funnel metaphor used here illustrates the gradual decrease in the number of potential buyers as they are guided along the conversion journey.

Different Stages in the Conversion Funnel

Most sales teams use the classic lead conversion funnel stages - top-middle-bottom funnel. This traditional model focuses on triggering an interest in leads, informing potential buyers, convincing them to buy, and establishing loyalty to retain them as long-term customers. Here’s a brief description of the traditional conversion funnel stages.

3 Conversional Funnel Stages

Top of the funnel (TOFU) - This is the first stage of the conversion funnel. Known as the awareness phase, potential buyers enter this phase when they interact with your brand through your website, ad, or social media. Middle of the funnel (MOFU) – The second one is the consideration phase. Potential buyers enter this phase by engaging with your brand to know more about it. For example, they may subscribe to your newsletter, sign up, and download eBooks, guides, or templates.Bottom of the funnel (BOFU) – The final one is the conversion phase. A lead reaches this phase before they make a purchase. Being in this phase means that you’ve given the prospect valuable information and guided them through relevant touchpoints. At this phase, help the potential buyers to convert by offering them free trials and pricing details or sending them discounted offers. Now that you know the traditional sales model, here’s a brief description of the AIDA model.

AIDA Sales Model

Awareness – The initiation happens when a lead discovers your brand. At this stage, your main actions include posting blogs, social media posts, and targeted ads to draw traffic to your website.Interest – Next, the lead starts taking an interest in your product/ service. Here, you pique the lead’s interest by showcasing your products. Show customer reviews, case studies, and success stories to convey how you have helped businesses. Desire – Your leads like you. However, they are confused about whether or not to choose you.At this phase, nudge your leads by making proposals or strategically placing ads that help you create an emotional and trustworthy connection. Then, keep providing them content to make them realize that your product is the best fit for them. Action – Finally, the golden chance of converting the lead arrives. Your work is to encourage the leads to take the desired action. Offer them free guides and eBooks, or make them sign up by offering free trials. Send them a limited and personalized promotion offer if you want them to purchase your product.

5 Best Conversion Funnel Examples

Most prospects aren’t ready to make a purchase straight away. In fact, a little birdie (read research! 😀) told me that 96% of all website visitors aren’t ready to make a purchase.So, creating an effective process to grab the prospects’ attention and guide them to make a purchase is essential. If you are intrigued about creating a sales, funnel that converts, get ready for some inspiration. Here are the five best conversion funnel examples. Take a look!

1. Netflix

5 best conversion funnel

Yes, your favorite OTT platform where you’ve binge-watched Stranger Things (I have too😁) has one of the best conversion funnels. Netflix started with a 30-days free trial to capture the attention of new customers. And clearly, the brand was successful in attracting millions of subscribers globally.Currently, Netflix mentions on its website about ‘no free trials’ but ‘you can change your subscription plan’ thing. But the idea here is to give people the ability to test run before the payment kicks in. Here’s a breakdown of Netflix’s primary conversion funnel. The brand is well-known. However, it promotes itself on various platforms, like podcasts, and social media, to improve its reach. Once the prospect takes interest, these are the following touchpoints or conversion funnel stages.

  • Conversion funnel landing page
  • Plan introduction page
  • Plan pricing page
  • Account creation introduction page
  • Create an account sign-up page
  • Payment method page
  • Payment details page

The first step, the conversion funnel landing page, guides leads throughout – from providing contact info to making payment. Once the payment details are put, the service begins. The service runs on auto-renewal until the subscriber cancels it. In 2016, a study suggested that 62% of subscribers unintentionally pay for services as they forget to cancel the auto-renew feature. So, it may be that quite a few Netflix subscribers want to cancel their subscriptions, but they forget to change their auto-renew settings.

2. Zendesk

conversion funnel easy examples

Zendesk’s luring formula involves video demonstrations that are pretty common in the service space. The brand explains what it does with the help of a video that has proven to be quite attractive and successful. Though software like Trello also offers video demos, Zendesk walks the extra mile by providing personalized video demos.If you visit their video demo page, you’ll find a prominent start your trial CTA. Then you’ll be greeted by a pop-up where you must fill in specific details like name, work email, contact, job title, etc. Once you fill these out, you will get a personalized list of demos based on what services you’re interested in. Here’s how the Zendesk conversion funnel works.

  • Zendesk creates awareness through social media, PPC ads, referrals, and inbound marketing like blogs, podcasts, etc.
  • Once they catch an interested lead, the personalized video demos are used to get them to the desired products. In addition, the demos help the lead to understand Zendesk’s offerings.
  • The lead can decide if they want to invest money in Zendesk’s products. They can also find relevant content – blogs and podcasts for more info.
  • Lastly, Zendesk’s conversion funnel has been successful if the lead converts.

3. CoSchedule

CoSchedule quickly catches a prospect’s attention as the company offers a free tool. The free tool by CoSchedule is an excellent start for companies as it shows what a team can do without spending a penny. Once a prospect uses the free tool, they can move to the paid ones. For example, CoSchedule’s headline analyzer is a free tool that is pretty cool for analyzing how good your headlines are.

conversion funnel examples

This amazing web tool leads people to their primary work management page. Hence, it is the free tool that catches the attention of prospects and leads them to the main software. The conversion funnel of CoSchedule looks something like this👇

  • The brand’s awareness starts with social media promotions, PPC ads, etc.
  • After the lead is aware of CoSchedule, they use the free tool to decide whether or not they want to invest in the brand.
  • Finally, success happens when the lead uses the tool, reads through all valuable content, explores the platform, and decides to take action. Thus, your lead makes a purchase.

4. Groupon

Groupon is a coupon database that helps consumers to save on their purchases with the use of coupons.

Conversion Funnel Example - 4

Groupon moves its prospects through the conversion funnel using rewards, offers like 20% off on signups, email marketing, referral, programs, and remarketing.Here’s a brief breakdown of Groupon’s lead conversion funnel.

  • In the awareness stage, prospects find Groupon searching for deals or referrals. Referrers earn $10 per referral. Also, Groupon offers a 10% commission to affiliates.
  • Once the leads are interested in Groupon deals, they sign up for their email program. This email program sends prospects deals tailored to their preferences.
  • The company makes it easy and convenient for the prospect to make a buying decision as it enables them to buy coupons through the app itself.
  • Lastly, Groupon sends customers more offers based on their purchase history. Also, Groupon sends customers rewards as Groupon money that they can use in their purchases.

Groupon’s conversion funnel is full of rewards, offers, and benefits that effectively attract customers. Also, prospects find deals that match their preferences. These tailored recommendations and offers retain Groupon customers.

5. Mixergy

Mixergy is an e-learning platform that offers courses and interviews with top entrepreneurs worldwide. The courses allow users to access premium content on entrepreneurial knowledge.

Conversion funnel examples - 5

Mixergy’s website has a web form that allows users to access a few free video content. Thus, prospects get a chance to test-run the platform before they invest. Here’s how Mixergy’s conversion funnel works.

  • The platform attracts prospects primarily through social media and PPC ads. They also use influencer marketing, as much of their content includes interviews by entrepreneurs whom audiences follow.
  • When prospects show interest by filling out their web form, they allow them to have a taste of their membership benefits. Mixergy offers leads access to 9 free interviews to sign up for their email list.
  • The team then uses email marketing to nurture leads. They share inspirational and valuable content. Also, they promote interviews and courses through emails to help them understand what they have to offer.
  • To ensure convenience in decision-making, Mixergy inserts CTAs in its emails and invites prospects to join its community. The CTAs redirect the leads to the platform’s landing page that shows membership benefits – access to 1700+ interviews and 200+ courses.

Differences Between a Conversion Funnel and a Marketing Funnel

Before I tell you the difference between a conversion and a marketing funnel, here are their similarities.

  • Both help to visualize the customer’s journey
  • They work towards maximizing sales
  • Both require strategies, processes, and tools to optimize each funnel stage.

Now, let’s see the differences between a conversion and a marketing funnel.

  • Definition

A conversion funnel is a journey or system that guides prospects from the marketing stage to sales or conversion. In contrast, a marketing funnel is a process of converting a lead into a customer.

  • Focus

A conversion funnel focuses primarily on making more sales. Whereas a marketing funnel mainly focuses on building brand image and recognition. However, a marketing funnel also has the broader goal of increasing sales.

  • Interest

A conversion funnel maintains the consumer’s interest and a marketing funnel creates consumer interest in a product or service.

How to create an effective conversion funnel?

How to create a conversion funnel

There are nine steps to creating an effective conversion funnel. Let’s see what they are!

Map out your Ideal Buyer’s Journey as a Funnel

Building an effective conversion funnel is all about creating an effective buyer’s journey that increases conversions. And to increase conversions, you must identify;

  • Your existing buyer’s journey
  • Your end goal or the action you want your prospect to take
  • Ways to improve your existing buyer’s journey to increase the likelihood of leads converting into paid and loyal customers.

Once you know your end goal, you can visualize and map your lead conversion funnel.

Set goals for each funnel stage

As I have mentioned above, consider the three stages of your conversion funnel – TOFU, MOFU, and BOFU. Then, set goals for each stage. For example, increase web traffic at the top of the funnel phase, boost engagement rate in the middle, and increase conversion in the bottom phase. Once you have clear goals for each stage, you can work towards meeting your target. Moreover, you can track your progress using tools like Google Analytics.

Build a content plan for each stage

Your conversion funnel marketing needs a concrete plan for each stage. Moving prospects from one stage to the next will be tough without a proper marketing plan.Top – The top phase of the conversion funnel needs brand building and product awareness content. Create engaging content like videos, reels, social posts, and short blog posts. The main aim of the early-stage content is to introduce the brand and tell the brand story to the audience. After that, all you need to do is create buzz. Middle – You’ve got the attention you wanted. Now, it’s time to win the lead’s trust. Tell them why your product is the one they want. Put your focus on creating informative and valuable content. Give the prospects something that would help them trust you. For example, offer case studies, video demos, tutorials, customer stories, and downloads.Bottom – In the final stage, give your prospect a reason to buy your product or sign up for your service. Here, you can use conversion funnel marketing strategies like free trials, CTAs, actionable emails, free eBooks with CTAs to subscribe or purchase your product, etc.

Generate awareness through strategy implementation and content

From this stage onwards, your content strategy will be in action. At the awareness stage, create content to answer the following questions:

  • Why should customers care about your brand?
  • How can your product/service address their issue or pain points?

Undertake some competitor research too. Look at their ads, social media pages, landing pages, and blogs to get ideas. Here are a few tips on generating awareness and apt content in the first conversion funnel stage.

  • Optimize your content for SEO for higher ranks in search engine results. It will increase your visibility.
  • Use PPC ads to boost traffic.
  • Post consistently and interact with followers on social media platforms like Facebook, Instagram, and Twitter.
  • Set up referral schemes and reward customers for recommending your products to their friends, family, and network.

Build interest and desire

Generating interest and desire in prospects requires you to create compelling content. You need to show why people need your product/ service. At this stage, you must nudge your prospects with these content ideas:

  • First, educate your audience with valuable blog content. If your audience finds your content relevant, they’re likely to trust you more.
  • Create YouTube videos to show your product in action. Videos help the audience to visualize how their product can work towards solving their problems.
  • Send emails or newsletters to prospects curated with content like customer success stories, reviews or testimonials, summaries of your top blogs, and tips & tricks that can benefit your audience.
  • Podcasts, product guides, and free trials can generate interest and desire.

Encourage users to make a move

You have reached the end of the conversion funnel, and now, you must encourage your lead to take the desired action. Here are a few ways to optimize this strategy.

Add CTAs

Add CTAs wherever relevant. They clarify what action your prospect must take. Since you are trying to entice leads into action, displaying CTAs in resources can create urgency. Hence, you can place distinct CTAs on landing pages, emails, end of a guide post, YouTube videos, etc.

CTA

Display customer testimonials

Reviews are the first thing that consumers check. Around 72% of customers do not purchase until they read reviews. So, display reviews to gain trust.You can display your reviews on landing pages, embed the Trustpilot widget on your website that takes customers to the reviews, link videos of testimonials, and share happy customer stories on social media channels. Besides, you can send actionable emails, offer demo videos, product samples, free trials, etc.

Retain customers

Your goal must not be limited to converting leads into customers. It must also include retaining customers too. So, how can you retain customers?

  • Stay in touch with customers post-purchase. Follow them up and offer a similar product with attached discounts. But, of course, you can also simply communicate to make them feel valued.
  • Create personalized loyalty programs and offer flexibility to customers using their reward points. Offer additional discounts, benefits, and perks to loyalty scheme members. For example – Amazon Prime and Starbucks Rewards programs.
  • Update your product to match the evolving customer demands. For instance, add a feature to your app or fix the bug based on customer feedback.

Grow customers

Encourage existing customers to make more purchases. Here are a few strategies you can try out.

Cross-sell

This strategy involves looking at a customer’s recent purchases and showing them similar products. Or you can also show them complementary items they can buy with their product. For instance, a customer purchases a laptop from your website. You can recommend them cases and laptop bags to go with their purchase.

Upsell

This marketing strategy involves offering customers something more expensive than they are interested in. For instance, a customer chooses your free plan. Then you can recommend the lowest-priced subscription plan to them, highlighting the many additional features they would get. However, be mindful of keeping the prices reasonable. Do not show an alternative way too expensive than what customers are looking for. You can also send personalized emails, recommendations, offers, discounts, voucher codes, etc.

Address conversion funnel issues

A perfect conversion funnel does not exist. However, if you find your funnel not working well, there could be certain common errors like;

  • Too many steps in your conversion funnel
  • Failing lead follow-ups
  • Not tracking progress, failing to understand analytics
  • Not starting with a clear brand message
  • Forgetting a strong CTA

To find out what’s wrong, use tools like Google Analytics. You can also run A/B testing, conduct surveys to take customer feedback, and go through the negative comments or reviews. These can give you clear insights into what went wrong and what needs immediate attention to improve your conversion funnel.

How to analyze your conversion funnel?

No matter how nicely you plan and establish your conversion funnel, they are generally full of roadblocks and friction. Hence, analyzing your lead conversion funnel is significant. Analyzing your conversion funnel will help you identify how prospects behave at each touchpoint of their journey. Also, you can discover the roadblocks that make prospects leave a page before they convert. For instance, if you see a page with a high drop-off rate, you’ll know to prioritize the page improvement when working towards funnel optimization. To analyze your conversion funnel, you must track a few metrics.

Conversion rate

At the end of the day, your conversion rate says it all. So track your conversion rate to know how well your lead conversion funnel works. To calculate the conversion rate, divide the number of sales by the total number of leads. This metric will convey how efficiently your sales team converts leads into customers. Conversion rate = Number of Sales / Total number of leads

Cost per acquisition

Increasing revenue also requires controlling costs. In other words, cost per acquisition is the amount spent to acquire a new customer. Calculate cost per acquisition by dividing the total acquisition cost by the number of customers. You can also calculate lead acquisition costs by dividing the total acquisition cost by the number of generated customers.  Customer acquisition cost = Total acquisition cost/ number of customersLead acquisition cost = Total acquisition cost/ number of leads generated

Customer Lifetime Value or LTV

LTV indicates how effectively your business model performs over a period. It helps you track a customer’s investment in your product against the average customer acquisition cost. Also, knowing the LTV of a new customer can help you set your acquisition cost goals accurately. Calculate LTV by multiplying customer value with average customer lifespan. LTV = Customer value x Average customer lifespan

Conversion Funnel drop-off rate

The drop-off rate is also known as the abandonment rate. This metric indicates the number of visitors who left the conversion funnel without completing the journey. Calculate the drop-ff rate by dividing the number of people abandoning the buyer’s journey by the total number of people who started it. For instance, 3000 people visit your website, but only 300 make a purchase. That makes the drop-off rate 90%.

Conversion Funnel drop-off rate

Number of Marketing Qualified Leads (MQLs)

The MQL metric measures the quality of leads the marketing teams generate and pass on to the sales teams. Calculate the MQL to customer conversion rate by dividing the number of customers by total MQL generated. For instance, our website generated 1000 MQLs. Out of these, 350 converted into customers. Therefore, your MQL to customer conversion rate would be 350/1000 = 35%

How to optimize your conversion funnel?

So, how to go about conversion funnel optimization?Think of funnel optimization as finding out what blocks customers face, what motivates them, and what works best to persuade them. Once you have this info, you can give customers the best possible experience.Effective conversion funnel optimization demands analyzing and improving each stage of the buyer’s journey. Here’s how you must go about optimizing your conversion funnel.

Stage 1: Awareness (TOFU)

What are the issues at the top of the funnel? 🤔Look at how you bring in leads. Compare the channels like paid ads, social media, blogs, search engines, etc. Find out which channels attract leads the most. Ask them if you aren’t 100% sure about how customers discovered you. Conduct a survey or interviews to know how people find new brands. Analyze the responses and put dedicated efforts into the best channels. However, ensure that your efforts attract your target audience to the brand.

Stage 2: Consideration (MOFU)

Yay! Potential buyers have made it to the middle of the funnel! 🎉🎊Now, you must ensure that they keep moving down the conversion funnel. If there are emerging issues at this stage, get to know how people learn about your company and how they engage with your website.

  • Is the site navigation okay?
  • Is your website content-rich?
  • Do you post valuable and relevant content?
  • Is your signup process easy?
  • Is it easy to find answers to queries?
  • Do you clearly mention pricing and product info?

Get all of these questions answered and accordingly work towards improving. Let me give you a few ideas to improve. Review the following:

  • FAQ page
  • Webpages for page loading speed and broken elements
  • Filters and search options
  • Blogs, case studies
  • Website navigation
  • Discounts
  • Product demo videos, if any
  • Pricing details

Stage 3: Conversion (BOFU)

When you’re this 🤏 close to completing a sale, you do not want to lose out on customers. So, eliminate all friction from this stage (and every other stage!)You must encourage buyers to take the final step and convert at this stage. To optimize this conversion funnel stage, ensure that your;

  • Product pages are well-built with descriptions, videos, and images; and
  • Checkout process is clear, simple, and quick.

Make it easy for customers to compare prices and features with product outlines. Also, you can send emails and create ads that work as reminders to buyers that they want to convert. Do not think that your job’s done after converting leads into customers!

Conversion (BOFU)

Discover opportunities to re-engage customers. As customer retention is equally important, stay in constant touch.Invite customers to signup for new webinars, offer them loyalty schemes, gift them downloadable templates, send promotional offers, invite them to follow you on social media, give them social media shoutouts, etc.

Make Your Conversion Funnel Perfect for Customers

While it isn’t easy to perfect your conversion funnel, understanding how it works can help you make it better. Understand your customers and your funnel to improve the flow. It can help you optimize your funnel, attract leads, convert them, and increase your bottom line. Get to know what makes sense for your specific conversion funnel. Then, stay in touch with customers. And use the right tech tools to enhance your funnel flow. RevenueHero can be your partner in improving your conversion funnel flow. The sales acceleration platform offers all you need to automatically qualify leads, route them to the right sales reps, and instantly prioritize and schedule lead meetings. Curious to know more? Get in touch!

Related Resources

How To Analyze Your Sales Pipeline?
Sayani Deb
How To Analyze Your Sales Pipeline?

At the heart of most businesses is the sales pipeline. If the sales pipeline is healthy and effective, you can expect excellence in business performance. Sales managers focus on maintaining a quality sales pipeline. In fact, 72% of sales managers hold sales pipeline review meetings with sales reps several times a month. So, I thought of talking about sales pipeline analysis. In a previous post, I talked about building a sales pipeline. But building it isn’t enough. After building the pipeline, it is important to perform sales pipeline analysis to identify the positives and negatives. Today, I am here to tell you how to analyze your sales pipeline. Along with the steps of analysis, I will also provide a list of important metrics and sales pipeline management best practices.

What is a sales pipeline?

A sales pipeline can be referred to as a tool for converting leads into paying customers. It is a visual representation of the sales process comprising different stages that prospects progress through.

Sales Pipeline

The sales pipeline portrays where your deals are in the sales funnel, where the deals get stalled, and which sales activities contribute to higher sales and bring most of the revenue. Without a sales pipeline, you may miss valuable insights about how effective your sales process is, what’s working in it, and what’s not. Through sales pipeline analysis, you can understand where you must improve your sales process to win more deals.

5 Questions to Ask Before Analyzing Sales Pipeline

I found something positive when researching the sales pipeline. With the rapid adoption of CRM systems, companies are now documenting their pipelines consistently. I love that companies now consider sales pipeline management with some seriousness. They effectively review pipeline reports with a mission to make improvements. But you must ask a few questions to ensure an effective sales pipeline analysis.Take a look at these questions you should ask to determine the quality of your sales pipeline.

Q1. How many opportunities do we have in the sales pipeline?

A pretty straightforward and obvious question to determine the sales pipeline quality. While the number of opportunities will differ by industry and company, it is better to have more opportunities than fewer. Also, tracking volume trend is also valuable.

Q2. What is the forecasted and the total value of the pipeline?

The forecasted pipeline value and current total value go hand in hand. The forecasted value is your estimation, while the existing total value is what you achieve in reality. Though several companies only track forecasts, I think it is healthy to track both forecasted and total pipeline values. To determine the total sales pipeline value, find out how much revenue would be created if every opportunity in the pipeline were to close successfully. I will tell you more about this metric in the next section. Stay tuned!Coming to the forecasted value, take an example for clarification. Say your estimated pipeline value is less than a third of the total value, then know that the pipeline has potential but with risk. If it is 75% of the total value, then you can be confident in the incoming revenue from the pipeline. However, you must also know that a few issues with the pipeline need your attention.

Q3. How well-balanced is the pipeline?

A healthy sales pipeline balances each stage – early, mid, and late stage. On a risk-adjusted basis, the three stages should be equally balanced. The early pipeline stage should have more opportunities of lower likelihood or probability. At the same time, the late stage must have fewer opportunities with a high probability of wins.

Q4. How many opportunities in the pipeline are with no action in the past x days?

This question gives you the number of opportunities lagging in your sales pipeline. If you have too many deals at rest, take immediate action. Remember that longer waits kill deals.

Q5. How many red flags per opportunity are in the late stage of the sales pipeline?

When you aim at winning deals, there’s always some risk involved. As an opportunity progresses through the pipeline, ensure that the number of red flags is reduced. They are either properly managed, or the opportunity gets removed from the pipeline. One problem with pipeline red flags is that there’s no defined process to handle these issues. If you track and get the solution to the red flags, your sales reps can stop wasting their time on leads that will never convert. A quality pipeline has very few red flags towards its end, that is, in the late stage.

How to analyze your sales pipeline?

After the Q&A session, it's time to know the steps involved in sales pipeline analysis. Make note of these steps. You can use them when performing sales pipeline analysis for your business.

1. Understand the different sales pipeline stages

A well-defined sales pipeline is necessary. When you can identify the different stages that deals pass through, you can understand the issues better. Though the sales pipeline stages vary by company, products, customer base, etc. the basic ones include prospecting, qualifying leads, initial contact, demo or meeting, proposal, negotiation, and closing.For instance, if the sales cycle is longer, you may have to add a nurturing stage or buy-in stage for different decision-makers.Want to know more about sales pipeline stages? 🤔 Check out here.  

2. Point out the primary issues and set goals

Talk to your sales team, and hold review meetings about the issues in the sales pipeline. One of the main aspects of sales pipeline analysis is to find out where most leads are falling off. For example, if your conversion rates from newsletters and blogs are declining, maybe it’s time to know your subscribers and followers better. Learn more about them and create content that they want to read about. Once you identify the issue, you’ll know your goals to achieve. What do you want to achieve? How will you use the available data to achieve the goals?For example, for the above-mentioned problem of declining conversions, you can set a goal to study and create customer profiles with more information. It will help you customize email and social media campaigns.

3. Access sales data

Sales pipeline analysis requires pipeline data. Collect the data from your sales records, CRM systems, financial reports, etc. You can also collect marketing and customer success data for more details. For first-hand data, conduct surveys and interviews, and talk directly to your customers via lead capture forms.

4. Cleanse data

Before you start your data analysis, cleanse the data. Identify inaccuracies or incomplete data. If you use CRM software, you do not have to cleanse your data manually. CRM systems improve data quality by cleansing them. Also, getting data cleansing tools like GoogleRefine can help you. Regardless of your tools, ensure that your data is clean before sales pipeline analysis. Else, it may lead to bad decision-making.

5. Analyze and interpret the sales data

Now comes the main step – sales pipeline analysis. Interpret the data and analyze important metrics like the number of visitors, website traffic, engagement rate, bounce rate, sales cycle, length, conversion per stage, average deal value, number of opportunities, deal drop-off per stage, etc. **I have mentioned five critical metrics in the next section that are a must-track in sales pipeline analysis 😎**Measure these metrics and identify what’s working in your favor and what’s not. You can also narrow down a list of important metrics considering your primary goal for the sales pipeline analysis. What problem are you trying to fix? What information do you need? Is it a one-time snapshot, or do you want to track trends over the past years?Get these details to make your sales pipeline analysis easier and more well-defined.

6. Note down the insights and take action

Once you have found patterns, discuss these insights in-depth with your sales and marketing teams. Ensure you have a solid plan to review and discuss raw data and churn actionable insights.Start with aligning teams over a set of goals. Once everyone knows the goals, you can start discussing the roadblocks, find solutions to address them, do more of what’s working, talk strategies, engagement, friction in the pipeline, and much more. When discussing ideas and solutions, ensure to take feedback and suggestions. Implement the best solution in hand.

5 Important Metrics to Analyze in Sales Pipeline Data

Before I get into the ‘how’ of sales pipeline management, you must know the must-track metrics in sales pipeline data. One of the most vital steps of sales pipeline analysis is tracking progress through important metrics. So, let’s know the metrics first, then I’ll tell you the sales pipeline management process and best practices.

Sales Pipeline Metrics

1. New Qualified Leads per Week

Start your sales pipeline analysis by tracking this metric. You cannot achieve more sales if you do not have enough qualified leads in your sales pipeline. Qualified leads are those who are ready to buy your product or service. These leads can help you achieve your target conversion rates. An effective sales pipeline has new qualified leads every week. By tracking this metric, you’ll know how many qualified leads you can secure per week. This metric can provide you insights and helps you find the answers to these vital questions.

  • Is the current lead volume enough to achieve the revenue goals?
  • How effective are your sales activities in generating new leads?
  • Are your sales reps focusing on lead quantity instead of quality?

2. Conversion rate per stage

The conversion rate in each stage of the sales pipeline determines the health of the pipeline. Since the sales cycle consists of many stages, one must know the conversion rate at each stage to determine the pipeline's overall health.Most CRM software calculates the conversion rate per stage. It measures the percentage of deals that move from one stage to another. For instance, a sales rep made 100 opportunities that made it to Stage 1 of the sales process. Out of 100, 75 of those progressed to Stage 2. Then the stage conversion rate for Stage 1 would be 75%.By tracking this metric, you can understand the performance of your sales pipeline. Also, this metric can help you identify upcoming potential shifts of existing customers in your sales pipeline.

3. Sales Pipeline Velocity

The sales pipeline velocity informs how much money passes through your sales pipeline every day. The value of sales pipeline velocity depends on how fast your leads convert into paying customers. This metric can help you understand the health of your sales pipeline. Also, you can identify the leads that take longer to convert. Sales pipeline velocity = (Number of deals in your pipeline x Average size of the deals) / Average sales cycle length in days.Say you have 100 sales deals in your pipeline. The average size of the deals is $1500, and your average sales cycle is 25 days long. Then, your sales pipeline velocity would be, {(100 x 1500)/ 25} = $6000. That means, every day, $6000 passes through your sales pipeline. Remember that the higher the sales pipeline velocity, the better.

4. Sales Rep Pipeline Performance

This metric tracks how each sales rep performs and how much they contribute individually towards the overall sales pipeline health. With the help of this metric, you can also identify the sales reps who require assistance or motivation to perform better. Say, you have a sales rep who is an expert in lead generation. The sales rep brings new leads every day. But the conversion rate achieved by this sales rep is very low. That means a very low number of leads generated are actually getting converted into customers. Thus, you can provide more training to the sales rep to improve their conversion skills. To identify this metric, you need to calculate each sales rep's conversion rate per stage. Only then can you know how each of the sales reps performs individually.

5. Overall Pipeline Value per Stage

You can find the overall pipeline value per stage by adding up the total value of each deal in a specific stage. This metric represents the total pipeline value of the sales pipeline. Track this metric regularly as it offers several revenue generation opportunities. The higher the value of the sales pipeline, the better.However, remember to calculate the value on a stage basis because all the sales deals would not close on the same day. You can break down your sales cycle into stages like opportunities, leads, and the number of meetings scheduled. As you move towards the end stage of the sales pipeline, you will find the sales pipeline value to be declining. But that’s okay! It indicates that your leads are getting close to signing deals and becoming paid customers.  

5 Best Practices for Healthy Sales Pipeline Management

A healthy sales pipeline management is all about following certain sales management best practices. Let’s look at a few of these practices.

Sales Pipeline Management

1. Don’t miss out on follow-ups

Without follow-ups, your prospects may be quick to switch to a competitor. A decade earlier, it took 3.68 sales calls to close deals. And today, it takes more than 8 sales calls!See the difference? 😥Most salespeople give up after the second call. But the best ones follow up with leads until they secure a win.

2. Prioritize the best leads

Find out the best leads – the ones that are ready to buy, high-value, the most sales-ready leads. When you find them, focus entirely on securing these deals before you get distracted by other leads. If you use lead scores and sort the dashboard from high to low, you’ll find the most valuable leads for your business. Also, you can track the sales activities of each lead. Then identify the most engaged ones and then focus on converting them.

3. Stop wasting time on dead leads

Learn to let go of dead leads. I understand you want to keep a glimmer of hope alive and continue nurturing them. But that will only waste your precious time. Consider them invalid when you realize that the lead isn’t responding after months of following up. They can’t be pushed to the next stage of the sales pipeline. Learn to identify these leads sooner than later. And focus on bringing in new high-potential leads.

4. Track pipeline metrics

Your sales pipeline changes all the time. Monitor the key sales metrics regularly to stay updated on the sales pipeline's health. Check out the metrics list I have shared above, and keep an eye on them no matter what. Set aside time to review these metrics and how effectively your sales pipeline performs.

5. Shorten your sales cycle

B2B sales cycle can be really loooong 😶In fact, 75% of B2B sales take at least 4 months to close, with 18% taking 12% or longer. This makes the long sales cycle one of the biggest roadblocks to sales effectiveness. The longer your sales cycle, the more time your leads get to change their minds. Hence, keeping your sales process as short as possible is important.

5 Quick tips to improve your sales pipeline

Got a messed-up sales pipeline? Don’t worry! It happens. Here are a few quick tips for breathing a new life into your sales pipeline. Check them out!

Know customer pain points

To offer better solutions, locate the customer's pain points. Talk to them directly and understand their situation and their challenges. Take feedback, read reviews on social media, observe their queries, etc., to know what they are trying to overcome. Then use the information to position your product as the ideal solution for your customers.

Clean and update your sales pipeline

Another way to improve your sales pipeline is to clean and update it regularly. Eliminate the dead leads and update it with the newfound information. After you tidy up your pipeline, monitor it regularly to ensure there are no more stuck-up leads of data creating roadblocks in conversion.

Shorten your pipeline if needed

If your pipeline does not yield the best results, you can think about cutting it down. A long, inefficient, messy, and underperforming sales pipeline will result in low conversions and sales. Hence, ask your team about shortening the sales pipeline when you perform sales pipeline analysis. Use specialized analysis tools and see which stages aren’t necessary. Optimize the areas and eliminate the not-so-important parts to create a new and improved sales pipeline version.

Wrapping Up

A sales pipeline stands at the core of a business. So, sales pipeline analysis is one of the major activities that you cannot (and should not) miss out on. Even if your business performs well, ensure conducting a sales pipeline analysis at regular intervals. Monitor the metrics regularly, update the pipeline on time, and keep it healthy. To ensure a sales pipeline full of high-value leads, partner with platforms like RevenueHero. The inbound lead conversion software can help you capture, qualify, prioritize leads and schedule more meetings in no time. Interested? Take a tour of the platform!

Related Resources

How to Optimize your Landing Page to Get More Conversions in 2022?
Sayani Deb
How to Optimize your Landing Page to Get More Conversions in 2022?

A good landing page delights visitors, and a bad one disappoints.So, decide which one you would like to offer your target audience.If you have chosen the former (I know you have!), this post is for you!Today’s post is about how to optimize your landing page. It has the best tips, reasons behind a low-performing landing page, and many examples. So, without any delay, let’s dive right in!

What Does Landing Page Optimization Exactly Mean?

Landing Page Optimization refers to improving and enhancing the landing page elements to boost conversions.It can be defined as a subset of Conversion Rate Optimization (CRO) and involves methods like A/B testing, multivariate testing, etc. These landing page CRO methods help companies improve and achieve their landing pages' conversion goals. 5 Reasons Why Your Landing Page Isn’t Performing WellA landing’s page end goal is to maximize conversions. But what if you aren’t seeing any increase in your conversion rate? Well, that would mean your landing page isn’t performing well, and you must consider optimizing it. To optimize your landing page, identify the reasons behind its poor performance. Here are the top 5 reasons👇 that usually lead to a low-performing landing page.

1. You aren’t catching the visitor’s interest.

A landing page must be concise, clear, and direct. As soon as visitors visit your website, they must know what you offer. Being upfront about your product or service is of utmost importance. The goal of the landing page is to ensure that the readers understand how you can address their pain points. So, crafting;

  • compelling headlines,
  • a clear and concise introduction, and
  • strong opening paragraphs

can keep the readers hooked to your landing page. Codecademy has a clear, straightforward landing page that directly introduces visitors to their product/ service.

2. Your Call To Action (CTA) buttons aren’t prominent and optimized.

You may think CTAs are the simplest of all landing page elements, but they are very important. A good CTA is critical for increasing your landing page conversions. Hence, it must be optimized and strategically placed with proper color schemes that grab attention. While your landing page offers visitors relevant and compelling information, a strategically placed and prominent CTA prompts the visitor to take action. Here are a few tips for a good CTA button.

  • Make them stand out from the rest of the landing page.
  • Use specific color buttons that incite reactions (and actions!)
  • Use precise wording that prompts visitors to act.
  • Place the buttons strategically throughout your landing page – above the fold, below the fold, and in-between informative content.

RevenueHero has a good CTA button that’s different from the rest of the page, eye-catching, and strategically placed.

3. Your product/ service benefits aren’t clear.

The most potent elements when creating a compelling landing page are the product/ service features. Besides creating a captivating CTA, clearly outline the product or service you intend to offer.Make your content customer-oriented. Think about what they will get out of the deal. Once you communicate the benefits, customers can decide faster whether they are up for the product or not. Follow these tips to keep your point across clearly:

  • Use proper sub-heads, bullets, and separate paragraphs. It makes your content easy to read and improves SEO.
  • Employ the correct font. It must increase readability, improve trustworthiness, and ultimately conversions.
  • Format the content well to retain the reader’s attention. From font style to size, paragraphs, lists, etc. Keep an eye on the spacing as well.

Uber’s landing page clearly stated its services clean and straightforward way. Take a look👇Source

4. You’ve given too much information.

Remember that your landing page is not the end goal. It is the means to an end (sign-up or purchase).Providing too much content isn’t going to serve your goal. On the contrary, you would risk losing the interest of your readers. So, ensure focusing on concise content, showcase benefits, keep it minimal, and let your CTA do the work and help you increase your conversions. So, overall, keep everything short and sweet. Let the readers consume valuable info in lesser time. Uber is the best example of such landing page content.

5. You haven’t used enough media.

So far, I have told you about the text content. Now, let’s talk about the other content options that you have. Video content can drastically trigger your conversion rates. Statistics say that 30% of the top landing pages use video content. In fact, embedded video content can increase conversions by 86%.So, to break the walls of text, you can embed video in your landing pages. It engages the visitor, increases their understanding of the brand, and makes the landing page visit more interesting. Besides videos, images can also be a good element for your landing page. Engaging, creative, artistic images can grab attention and hook the reader to your website.For example, Rebump uses an email marketing related (their product) video on their landing page.Source I think Wix has a stunning, artistic, and unique landing page. The website has a background image that runs throughout the page. Source

What is the good conversion rate for a landing page?

Coming to a good conversion rate for landing pages, WordStream says that the average landing page conversion rate is 2.35% across industries, with the top 25th percentile of landing pages hitting 5.31% or higher.To calculate your landing page conversion rate, use the following formula:Number of conversions generated by your landing page/ number of people visiting the page.Don’t be disheartened if your landing page conversion rate is not close to the average rate. It is not easy to reach these percentages. Optimize your landing page if you want to nail the average conversion rate. Though it may be challenging at first, you must put dedicated efforts into enhancing the page for better conversions. Also, remember that there’s no ‘right way’ to design a landing page. So, the experimentation will continue. You must try out different strategies and see what works well for you. Need some help optimizing your landing pages? Just scroll to the next section for a handful of tips to optimize a landing page!

17 Tips to Optimize Your Landing Pages to Get More Conversions

To improve the website conversion rate, it is significant to optimize landing pages. When you start your landing page optimization, start with the best tips and solid data. Consider optimizing your landing page as building a product. You cannot achieve perfection on your first attempt. Instead, you may have to create 100 prototypes before getting the perfect one. Landing pages work in the same way. You need to create several before you can achieve perfection – the landing page that is appealing, compelling, and meets the expectations of your target audience.So, to get you started with your landing page optimization, here are 17 tips to follow.

1. Make a clear offer.

As I have already mentioned, keep your landing page content customer-oriented. A wise thing to do is to make the customers feel appreciated, intelligent, inspired, and excited. When you plan your landing page optimization strategy, think about ways to make your visitors feel positive. Consider your customer’s pain points or end goals and convert these into your landing page headlines. Curology does it well. The brand has a loud, direct, and clear offering that new visitors can easily understand. Source

2. Pick contrasting colors.

An eye-catching color palette can be game-changing. The best landing pages I have come across are minimalistic with a contrasting color scheme. SEMrush does it well. Check out 👇SEMrush has a stark color contrast on its landing page. But the brand ensures clarity. The purple gradient background makes the headline and the CTA more pronounced. Plus, there’s ample spacing between the words and the lines.

3. Place the significant part above the fold.

‘Above the fold’ comes from the first page of the newspaper layout. This place had the most trending and enticing stories, so the headlines of these stories were visible above the newspaper fold. Hence, customers would want to buy it. Though your landing page cannot be folded, visitors first notice the content above the fold. Then they scroll to get the information. So, your ‘above the fold’ content is crucial. Make it concise, compelling, and transparent. Convey your brand message through the headline and the brief, followed by the CTA.The best example here would be SquareSpace👇

4. Keep it simple

Simplicity attracts visitors. The best kind is a minimalistic and clean landing page that communicates the brand message well. So, get rid of the visual clutter. Too many images and videos can take away attention from the critical content. I found Shopify’s landing page to be simple yet attractive. It has the right color contrast, a clean interface, and concise content. The landing page speaks it all without wasting too many words. Source

5. Add social proof.

Customer testimonials on landing pages are for those prospects who are a little confused about whether to buy the product or not. Like many other consumers, I rely a lot on social proof. I always look at the ‘other clients’ of the business, their experiences after using the product or service, and their success stories. Placing testimonials on the landing page is the best way to create trust with the prospects. The customer success stories will ensure that the prospect trusts you and clicks on the CTA.Quotes, brand logos, long-story-short reviews, etc., work well for landing pages. Look at how MarketerHire does it.

6. Maintain consistency.

While you convey the brand message on the landing page in the best possible way, visual consistency also matters. It contributes a lot to boosting landing page conversions. Say you place a click-through ad on Facebook that redirects people to your landing page. Now, you must keep the text, visuals, and other elements of the landing page corresponding to the ad. That is, your ad elements must be reflected on your landing page. In other words, your ad and your landing page visuals must look similar. If not, visitors may be annoyed 😫

7. Experiment with headlines and copy.

As I have said, you cannot achieve perfection on the first go. You must keep your experiments going, especially with the headlines and the landing page copy. Though people are interested in videos, reels, and images, texts matter too. People must read to understand what the brand has to offer. So, text content sure resonates with your audience.Run A/B testing on your landing page headlines. Makes body content changes and try A/B testing to see how well the elements perform.

8. Use straightforward CTA buttons.

A CTA is the piece of content that triggers action. So, ensure that your CTA does not confuse the reader or stress them out. Make it clear and concise. A few examples of simple and effective CTAs are

  • Download now
  • Try for free
  • Click here
  • Read more
  • Request a Quote
  • Schedule Now
  • How It Works

9. Add contact

The must-add element in your landing page is contact information. It must be easy for prospects to contact your team. There are different ways to convey your contact info on your website. You can place your contact number and email id on the landing page or use a contact form. Further, several companies also add links to help centers and FAQs to contact the team. By now, customers know where to find the company’s contact. Bills.com places its contact on its landing page for ease of access. Source

10. Implement the scarcity principle

The scarcity principle says that rare or limited objects, info, and ideas hold greater value. You must have come across phrases like ‘Offer valid for two days. Hurry!’. 👈This is a classic example of the scarcity technique in action. So, now you know why the ‘limited time’ and ‘limited quantity’ phrases are used in marketing 💡You can implement the scarcity technique on your landing page headline, design scarcity-focused CTA (like, grab now!), a countdown timer, or use scarcity content in pricing, or landing page copy.  Check out how successfully DesignCuts.com uses FOMO (Fear Of Missing Out) to make customers buy their products. Source

11. Continue A/B Testing

The more A/B tests your run, the more you can optimize your landing page elements. A/B testing makes your landing page data more accurate. However, remember that each A/B test should include a single variant change. For instance, your CTA. If changes are made to multiple variants, you won’t understand the impact of the changes on your landing page conversions. Once you have the data and know your audience, you can use the info to redesign your landing page. Also, you can verify the improvements through A/B testing.

12. Experiment with different form lengths.

Several companies use short forms, while several others use long forms. Though marketers may think email addresses are enough, it is not always true. A longer form can be more effective if you want to qualify a lead for a premium product. Nauto has a medium to long length form on its landing page.Source On the other hand, Wag has a short form on its landing page. Source: Depending on your product type and other requirements, you can experiment with the length of your web form.

13. Optimize landing page for SEO

When people Google things using different search terms, they find landing pages via organic search. One of your landing pages can be your home page which people land on when they click a link from their search results. Hence, ensure that your home page is optimized for SEO. Rank for industry-related keywords. For instance, say you are a lead management software company. If your home page is SEO optimized, someone searching for ‘lead management tools’ will get your home page in the search results.

14. Try out an exit popup.

An exit popup appears when a visitor attempts to leave the page. It is definitely less annoying than the popups that appear as soon as a visitor enters the website or when they are navigating. For exit popups, try using compelling visuals and CTA, or even you can incentivize the popup with a special offer. ActiveCampaign offers resources in its exit popup. Similarly, you can offer discounts, newsletter subscription popups, free trials, sign-up, etc.Source

15. Reduce page loading time

Page speed plays a vital role in optimization. So, to optimize your landing page, ensure that your pages load faster. Since most people browse from their smartphones, you must also ensure that the website works seamlessly from any device. If pages are pretty slow to load, customers may lose their patience resulting in high bounce rates and low conversions.

16. Make your landing page design responsive

People mostly use their tablets or mobile phones for surfing instead of their laptops. So, ensure that your landing page is responsive from any device. Make the content readable, provide high-quality images, keep the size and font of the copy appropriate, and place the CTA buttons in the right place. This will ensure that the audience can easily access your website from any device. Improve all of the above-mentioned aspects makes the landing page mobile-responsive. Plus, it makes a massive difference to your landing page conversions.

17. Refresh and update your landing page

Customers may often get bored with the same landing page design. So you can update and refresh to optimize your landing page. It will help you avoid campaign fatigue. You can do so by updating the headlines, inserting the latest data, adding quality images, changing copies, creating new ad copy, adding videos, etc.As mentioned above, update the landing page and run A/B testing to know what’s working well and what’s not. Further, track the significant metrics that communicate whether or not your landing page elements are working well. But what are these metrics? Check them out in the next section!

Important metrics to check in a landing page

After you have made changes and optimized your landing page, you must track a few significant metrics. These metrics help you understand if the optimization worked. So, while you optimize your landing pages, keep a check on these metrics too.

Conversion rate

The most critical metric that tells you if landing page optimization has made a difference or not. The primary goal behind optimizing landing pages is to increase conversion rates. Calculate the conversion rate by dividing the total number of visitors by the number of conversions. Then, multiply the result by 100 to get the conversion rate.

Bounce rate

Bounce rate is the percentage of visitors exiting the page only after viewing a single page only. To get more landing page conversions, ensure reducing the bounce rate. A high bounce rate indicates that the landing page has not met the target audience’s expectations. So, optimize the landing page to keep your audiences hooked.

Page views

This metric allows you to measure the success of your landing page. The page view metrics indicate the number of people viewing your page. With this metric, you can also find out which pages of your website are getting the most views and the ones with the least views. You can get insights about high-performing pages, like what triggers customers to view specific pages. You can also improve the rest of your website pages with these insights.

Average time spent on page

How long does a visitor stay on a landing page? This metric is your answer to the question.If visitors spend a long time on your landing page, it indicates higher engagement and a high-performing landing page.On the other hand, if visitors spend a shorter time, it shows that your landing page is not performing well. Hence, ensure that your landing page has sufficient information about your product that keeps the visitors engaged.

Cost per conversion

While the other metrics convey insights about the landing page performance; this metric tells you how much you spend on acquiring each new prospect.Tracking this metric is also significant because as much as you want to boost your landing page conversions, you do not want to increase your costs.

Form abandonment

The form abandonment metric indicates the number of visitors who began filling out the web form but left mid-way. Users may leave the web form mid-way due to several reasons. For instance, asking for sensitive details, time-consuming processes, lengthy forms, etc. When trying to optimize your landing page, try different form lengths to see what works for your target audience.

5 Tools to Optimize Your Landing Pages

As landing pages can lure customers with their appeal, offers, and CTAs, you must keep them optimized. Check out these tools 👇 you can use to optimize your landing page.

Optimizely

The Optimizely platform provides you with a complete set of optimization technologies. The software helps optimize digital experiences and includes must-have features like A/B testing, Multivariate testing, server-side testing, AI-powered personalization, and experimentation. The key features of Optimizely include

  • Cart abandonment messages and alerts
  • AI Personalization
  • Custom product recommendations,
  • Customer profiles segmentation

Unbounce

Unbounce is your building tool. The platform helps to build conversion-ready landing pages quickly with its drag-and-drop visual editor. The software is really easy-to-use and requires no technical or special coding skills. The key features of Unbounce include

  • Drag-and-drop landing page builder
  • Pre-built design templates
  • Analytics and reporting
  • Opt-in forms and popups with triggers
  • Advanced customization options.

Hotjar

Hotjar is one of the most popular landing page optimization tools. It offers users with an intuitive and flexible experience of building landing pages. The software is affordable. Plus, it is easy to connect Hotjar to your website using a tracking code.The key features of Hotjar include

  • Heatmaps
  • Tracking visitor clicks and mouse movement
  • Data quantification and segmentation
  • Session replays and recordings
  • Surveys and feedback

Visual Website Optimizer (VWO)

This landing page optimization tool is also one of the best, and it works similar to Optimizely. One of the best tools for newbies, VWO requires you to create an account and set landing page optimization goals. The platform helps to understand what users want and bring back lost visitors.The key features of VWO include

  • A/B testing
  • Multivariate testing
  • Split URL testing
  • Cross-domain testing
  • Visual and code editor
  • Cookies-based tracking and geo-targeting.

Olark

Olark is a live chat solution that can maximize your landing page conversions. The chat widget on a landing page can quickly respond to visitor queries in a personalized way. Also, with live chat widgets, customers find products easily, provide information about what they want, and get product recommendations. The key features of Olark include

  • Live chat insights and transcript.
  • Live Custom chat-box forms.
  • Other software integrations
  • Track team’s performance feature
  • Chat distribution

Wrapping Up

Your landing page is a potential gold mine filled with conversion opportunities. All you need is to analyze your landing page and design it in a way that meets the audience’s expectations. I hope my tips will help you optimize your landing page and boost your landing page conversions. Also, don’t forget to use the right tools to optimize your landing page and ensure that everything works seamlessly. Tools like RevenueHero can help you schedule lead meetings faster and capture leads directly from web forms. Explore the platform to learn more.

Related Resources

A Definitive Guide to Sales Pipeline and How to Build Yours
Sayani Deb
A Definitive Guide to Sales Pipeline and How to Build Yours

An efficient sales pipeline can bring in more revenue. In fact, HubSpot found a positive relationship between the monthly number of opportunities in your pipeline and revenue achievement. Further, Salesforce says that 68% of companies have not identified or tried measuring a sales funnel. The same study also showed that 79% of marketing leads never convert into sales.Much coincidence, right? I think not. It is almost impossible to boost your lead conversion without a solid sales pipeline, and sales funnel. Today’s blog is about sales pipeline – what it is, how to build one, best practices, sales pipeline management, and much more. To learn more about a sales funnel, check out our 101 Guide here.

What is a Sales Pipeline?

A sales pipeline can be defined as the representation of how potential customers move through the different stages of the sales process. It has a series of steps that begins with an initial lead interaction and ends with converting the lead into a customer.The different sales pipeline stages help to break down the sales process into small, manageable activities. Thus, it becomes easier to achieve organizational sales goals.

Things You Need to Start Building a Sales Pipeline

So, it’s great that you have decided on building a sales pipeline. But you’ll need a few things before you start building your sales pipeline funnel.

Potential Buyers’ List

The first thing you need for building a sales pipeline is a list of prospects that fit your ideal customer profile. Make this list detailed and ensure that all the prospects align with your buyer personas. What info should you include in the list? Include important information like name, contact, company info, industry, company size, job title, decision-making power, how they found you, purchase likelihood, pain points or challenges, etc.

Sales Process

A sales process is a step-by-step guide that helps the sales team determine their actions at each stage to successfully close a deal. A good sales process includes actionable insights and activities in their workflow that empower your sales team and guide them to make sales repeatedly.If your sales team has a defined sales process, that’s great news! You have the outline for building a sales pipeline. However, there’s nothing to worry about if you do not have a sales process. You can map your sales process together as you build your sales pipeline.

Business revenue targets

Regardless of what process or system you are building, it is significant to have the goals set out first. Your sales pipeline will work towards achieving your company’s revenue targets. Hence, set the goals before you can establish the sales pipeline. Considering the revenue goal, you can ask an important question: How many deals must be added to the sales pipeline to achieve the revenue goal? For instance, if you know how many qualified leads convert into customers, you can calculate the deals needed in each initial sales pipeline stage.

Team discussions

Building a sales pipeline involves several meetings and team discussions. Since the entire team uses the same sales pipeline, it is essential to include them in the decision-making. This way, everyone in the team gets the opportunity to present their ideas and opinions. Further, with the team’s involvement, you can create an effective sales pipeline that enhances communication, collaboration, and improves project management.

The Sales Pipeline Stages

Neither two businesses can be the same nor their sales pipeline. The number of sales pipeline stages may differ. While some may have five stages, others may have six or even seven. For instance, a SaaS company may have a presentation stage where they share a demo with the prospects. Similarly, a car company will have the test-drive stage. However, a few basic sales pipeline stages are more or less the same for different companies.

Stage 1: Lead generation

In B2B companies, the marketing team mainly carries out lead generation. But the sales team can also help a lot in lead generation. Hence, it is considered the first sales pipeline stage. How can the sale steam contribute?Here’s what the salespeople can do:

Create an ideal buyer’s profile.

Your salespeople can research the existing customer profiles or successful deals to find out common attributes among the customer profiles. You can build a crystal-clear profile for your prospects by identifying common customer traits. Also, involving real-time marketing can help in the job.

Align activities with marketing and content plans.

The sales and marketing teams must align to achieve business goals. Since content marketing forms play a role in lead generation, sales and marketing teams can brainstorm to make better content plans. When both departments are aligned, you can create more valuable content that appeals to the prospects.

Stage 2: Prospecting

Prospecting is the stage where you find and draw high-potential buyers. It is about drawing the prospects who would purchase from you.According to research, 50% of the prospects do not fit into the ideal customer profile. Thus, it becomes significant to conduct lead scoring before you let your prospects into the sales funnel. At this stage, let your sales team engage with prospects. The conversation must not be about selling the product/ service but building trust with the prospects. Cold calling and sending cold emails can deliver results at the prospecting stage of the sales pipeline.

Stage 3: Lead qualification

At this sales pipeline stage, you choose only those prospects who match your ideal buyer’s profile. Determine whether or not your prospects have the need, budget, decision-making power, and timeline to purchase your product. Ask the right questions, get details about their company, pain points, challenges, previously tried solutions, etc., to qualify the prospects. The best way is to prepare a lead qualification checklist and then qualify prospects based on the checklist criteria.

Stage 4: Lead contact and nurturing

At the next stage of your lead qualification process, you have a list of qualified prospects. Now, what? Make a move and contact the qualified leads. Approach the prospects interested in buying your product or service. Schedule a phone call, send an email, or set up an in-person meeting for a product demo.  Ensure to sell your offering without being salesy.Focus on the prospect’s pain points, make the conversation customer-oriented, and try to win their trust.

Stage 5: Proposal

As the name suggests, this sales pipeline stage involves placing your solution to the prospects. At this stage, your sales reps summarize the prospect’s pain points and propose your product/ service as the ideal solution to their problems. They communicate the product details like pricing, demos (if any), the time needed to implement the solution and train the employees. The sales team must maintain transparency and honesty at this stage. They must mention all terms and conditions related to making a purchase. Of all things, ensure that your sales reps customize their proposal according to the prospect’s needs and preferences. Plus, the sales reps must stay customer-centric throughout the process.

Stage 6: Negotiate and close

At this stage, a negotiation process takes place between the prospect and the sales reps. Your sales reps can negotiate with the lead a little, considering their decision-making power and criteria. If things go well and the prospect decides to make a purchase, you can secure your win! Then, move forward with the required documentation and purchase process.

Stage 7: Retention

If you think winning a sale is the end, then you’re wrong, my friend!Customer retention is one of the most important things in business. But companies often miss out on including retention in the sales pipeline. This stage involves making the customer stay. Or, you may say, this stage involves activities that can convert a customer into a loyal customer. Instead of making a one-time sale, aim to secure a long-term customer. Assist customers with post-purchase services like installation or configuration, help them with sales onboarding, check on your customers at periodic intervals, send them updates, new release details, personalized discounts, offers, loyalty schemes, etc. Also, ensure to take their feedback after they have started using your product or service.

How to Create a Sales Pipeline for Your Organization?

Learning about sales pipeline stages isn’t enough. You must know how to establish a sales pipeline for your organization. So, let’s see the steps.

1. Learn more about your prospects.

It starts with creating a list of all potential prospects. Look for common attributes in your existing customers, the pain points they share, and what challenges bother them. Understand your target audience well and then get going with collecting data. Here’s what you can do 👇

  • Check out your company’s CRM to find out about customer pain points.
  • Use tools like Google Analytics and find out who visits your website.
  • Get in touch with customer service agents to determine the usual struggles of customers.
  • Conduct interviews and surveys to get first-hand information.
  • Get insights from social media platforms – Facebook, Twitter, LinkedIn, Instagram, etc.

Besides studying your prospects, ensure that your sales team knows the product thoroughly. Also, help your sales team stay updated on the latest trends, industry updates, etc. This will help them pitch the product more efficiently.

2. Set your sales pipeline stages.

Plan and craft your sales pipeline stages. Your sales team should not jump into pitching the product or service to prospects. They must ensure that going through each sales pipeline stage, nurture the lead, and pitch the product when it is right. I have already given you a basic idea of the sales pipeline stages. Adjust and tweak these stages according to your business requirements and functions. To create effective sales pipeline stages, first, identify the milestones a prospect must achieve before converting into a customer. Then, map out the stages based on the milestones.

3. Create lead segments.

The next step is prospect segmentation. To optimize revenue, you must segment your leads at the very start of the sales pipeline. One-formula-fits-all does not work well in sales. If your sales reps use one approach for all the prospects, it won’t fetch the desired results. So, segment your leads based on a few criteria like;

  • Demographics – Group prospects based on their age, gender, income, qualification, etc.
  • Behavior – Categorize prospects based on their buying patterns, online behavior like a website or social media interactions, their purchase history, and loyalty towards a brand.
  • Geography – Segment your leads based on their locations.

These are just a few examples of segmentation. You can segment your leads based on other aspects too. However, ensure picking the right segmentation approach. It will make the buyer’s journey better.

4. Observe and identify trigger behaviors

This step is not always included in building a sales pipeline as it involves identifying the subtle hints of a potent buyer. To ensure a steady flow of quality leads in your sales pipeline, closely observe the leads’ trigger behaviors. Observe which trigger behavior takes them to the next stage of the sales pipeline. For instance, trigger behaviors can be watching product demos, downloading eBooks, scheduling meetings, booking a demo, signing up for free trials, etc. These behaviors indicate that the lead is interested in your product or service. Once you identify these triggers, you can take action to encourage such behaviors. For example, you can send personalized offers, follow up on the lead, upgrade content, make website improvements, offer incentives, etc.

5. Make your sales process better.

After identifying the trigger behaviors, set up your sales process to seal more deals. For better sales pipeline management, establishing an effective sales process is significant. Here’s how you can do it👇

  • Analyze your existing sales process – Your analysis should include identifying the channels getting you the best leads, time taken to close a sale and how to reduce it, and identifying the stage with the highest drop-off rate, etc.
  • Focus on the actions that helped you make more sales in the past – Find out what actions led to the success of your past sales. Identify the common factors and document all the info to make more sales.
  • Tweak your strategies and add new ones – Make changes to your strategies as you move along the sales process. Observe what action yields what results and keep making improvements. For instance, if you see that a better initial offering can attract more leads, offer something more valuable than a free eBook.  

Once you have built your sales pipeline, keep it updated. Use sales pipeline management tools to auto-update your pipeline with the latest contacts and deals. Also, maintain a to-do list for each stage your sales team can follow while moving down the sales pipeline.

Top 5 Sales Pipeline Metrics

After establishing your sales pipeline, it is significant to perform sales pipeline analysis to measure how well your pipeline works. Here are the top 5 metrics that you must track to keep your sales pipeline performance in check.

1. Average deal value

Knowing your lead’s worth can help you to forecast revenue. Instead of paying attention to only high-value leads, focus on leads interested to buy your product or service. Even smaller sales deals can help you achieve your revenue targets. Calculate your average deal value by dividing the total values of dealswon by the number of deals won.

2. Conversion rate/ Lead to Opportunity ratio

The conversion rate indicates the number of opportunities your sales team can close. The metric shows the sales team's determination and actions to boost the conversion of opportunities into leads. However, the metric doesn’t show how much effort your sales reps have put into the process. A sales rep with low conversion rate may have high-value deals lined up the pipeline that are yet to be closed. Here’s how to calculate the lead to opportunity ratio:Lead to opportunity ratio = Closed deals / total deals in pipeline

3. Sales cycle

Sales cycle measures the duration a prospect takes to go through the different sales pipeline stages. In other words, this metric determines the time taken by a prospect to move down the sales pipeline from the first contact to closing the deal. The shorter the sales cycle length, the more efficient is your sales pipeline.

4. Customer churn rate

SaaS companies mostly use this sales pipeline metric. It measures the customer attrition rate.The lower the churn rate, the longer the business survives. Hence, it is significant to have customer retention strategies in place.Calculate customer churn rate as follows:Customer churn rate = (Number of customers at the beginning of the month – customers at the end of the month) / customers at the beginning of the month

5. Pipeline value

Your pipeline value is the total value of deals present in the sales pipeline at any given moment. Determining your pipeline value from time to time can help you plan your future strategies and actions.

Best Tips to Manage Your Sales Pipeline

To see desired outcomes, you must maintain your sales pipeline. So, ensure implementing sales pipeline management practices that I have listed below!

ways to improve sales pipeline

Schedule review meetings

Regular review meetings are a must. Be it daily or even weekly, ensure that you organize review meetings to;

  • check the progress of deals,
  • identify the number of deals needed to achieve revenue targets, and
  • assess the team’s performance.

Get CRM software

Using the right kind of tools in business is important to ensure better efficiency. With a CRM, you can make your sales pipeline management effective. A CRM can reduce the manual workload of sales reps and save a lot of their time. Further, your CRM can auto-update your sales pipeline with the latest contacts and info. You can collaborate better with other departments along with streamlining teams to produce the best outcomes.

Track sales metrics

Keep checking the sales metrics periodically. Track deals in the pipeline and their progress so that you can make changes, if needed, to keep the leads moving down the pipeline. Generate sales pipeline reports to get insights into pipeline deals.

Focus on the best leads.

Instead of giving equal time and effort to all your prospects, closely observe the sales process to identify the high-value and most sales-ready leads. Prioritize the leads based on their sales activities. Find out the most engaged prospects and the ones that are highly interested in your product or service. Besides, focusing on the best also ensures dropping the dead leads. Especially when you have nurtured the lead for weeks or months to get no result, let them go.

Provide your leads with more relevant content

Phone calls and emails are fine. But, at times, your prospects look for in-depth information about your product or service. So, provide them with the right content at each sales pipeline stage. Think about the content that can motivate leads to move to the next stage and plan your content for each stage. Relevant, valuable, and stage-appropriate content can drive higher sales.

In Conclusion

When it comes to business growth, establishing and maintaining a solid sales pipeline is important.While you can keep the basic sales pipeline stages intact, you must fine-tune the stages according to your business needs and existing sales process. Also, adding the right kind of tools can help you in sales pipeline management. Use sales pipeline management platforms, CRM platforms, etc. to make your workflows seamless. You can also add sales acceleration tools like RevenueHero to ensure perfect lead qualification, routing, prioritization, and scheduling meetings. Reach out to know more!

Related Resources

19 Best Sales Automation Tools in 2022 [Feature + Pricing Comparison]
Sayani Deb
19 Best Sales Automation Tools in 2022 [Feature + Pricing Comparison]

Closing sales requires a human touch. But there are other parts of the sales process that demands automation. Research shows that 61% of businesses leveraging automation exceeded their revenue targets in 2020. Automation is a must if your goal is to exceed your revenue target. Without automation, your jobs will take much longer to get done. As a result, your sales team will experience work overload, productivity will fall, and the outcome won’t be as excellent as you wanted it to be. So, to avoid this disaster, you must get a sales automation tool!Everything about sales automation tools, with a list of the 19 best sales automation software, will be detailed in this blog. Keep calm and start reading! 🙂

What is a Sales Automation Tool?

Sales automation tools are software that enables businesses to automate and standardize their sales process to improve prospecting, nurturing, and closing sales. In short, sales automation tools would allow companies to make their sales process more efficient.Companies can automate repetitive sales activities, emails, follow-ups, sales forecasting, contact, and customer management using sales automation software.

Best Sales Automation Tools

Top Benefits of Using a Sales Automation Tool

Would you believe it if I say sales reps spend only one-third of their day in actual selling?Well, you must because that’s what research says!Sales reps spend the rest of their time carrying out manual tasks related to administration, CRM, reporting, etc. That’s why you need a sales automation tool that takes care of the manual and repetitive tasks that are time-consuming. Thus, your sales reps can invest their time in building relationships with customers and closing more deals. Take a look at the top benefits of using sales automation software.

1. Save time and reduce costs

Sales automation tools can boost efficiency. As I mentioned above, if the repetitive processes and tasks are automated, your sales team can focus on lead interactions. They can save much of their time spent on completing the manual jobs. Also, if you get the right marketing and sales automation software you can accomplish tasks that take 50 employees (approx.) to perform manually. Therefore, you can save the cost of hiring and time, while reducing your sales team’s workload.

2. Added revenue

The whole idea of implementing a sales automation tool is based on the goal to achieve higher revenues. While automation software brings down costs, it also helps increase revenues. There are a few statistics to back up what I say-

  • 78% of successful marketers say that marketing and sales automation highly contributes to improving revenue.
  • Companies witnessed sales productivity increase by 14.5% after implementing marketing automation software.
  • 80% of marketers saw an increase in leads after using marketing and sales automation systems.

3. Better decision-making

With sales automation systems, you can make more informed business decisions. The top sales automation software offers analytics and reporting features. This feature provides insights into the latest trends, performance, campaign effectiveness, etc. Therefore, based on this info, you can make much better business decisions and build strategies that work well.

4. Increased focus on high-quality leads

Sales acceleration or automation tools like RevenueHero help in lead qualification and prioritization. While there are hundreds of incoming leads, with lead prioritization or scoring, the tools can help your sales team identify high-value leads faster. Thus, your sales reps will pursue the right leads and close more deals in lesser time. In short, sales automation tools make your sales team’s jobs easier. They get to invest their skills, time, and energy in things that matter.

5. Better customer experience

Sales automation tools free up your sales reps’ time. Thus, they can focus on the prospects and prepare better for their interactions. Also, a few automation tools guide sales reps in preparing the pitch based on the prospect’s behavior and preferences. Further, marketing and sales automation tools also help you to run more effective and personalized email marketing campaigns. Overall, using automation tools helps you personalize your customer’s journey, providing them a much better experience.

The 19 Best Sales Automation Tools You Should Try in 2022

With so many sales automation tools here and there, I know choosing one for your business is difficult. So, here’s a compiled list of the 19 best sales automation software that can revolutionize your entire revenue scenario.

1. EngageBay

EngageBay is marketing automation and CRM software that helps businesses to acquire and convert more prospects into customers. This sales automation tool helps users drive revenue through building customer relationships with an intent to retain them. The software is customer-oriented and is known for helping companies to deliver excellent customer experience. The all-in-one marketing, sales, and support software is best for converting your site visitors into customers.

Key features

  • Capture leads from website
  • Manage social media accounts
  • Automate sending personalized emails
  • Store unlimited contacts and track customer details in one place
  • Schedule appointments, customize chat forms, etc.

Pricing

  • Free plan ✅
  • Basic - $11.99 per user/ month
  • Growth - $39.99 per user/ month
  • Pro - $79.99 per user/ month

2. Outreach.io

Outreach is one of the market's best sales engagement and sales automation software. The platform enables users to automate sales processes that free up sales reps to nurture and convert leads. The software is best for growing sales by automating different processes and reducing sales execution risks.

Key features

  • AI-powered insights to guide sales teams
  • Automated sales engagement workflows to accelerate pipeline generation and drive revenue growth.
  • Revenue intelligence solution helps create a more robust sales cycle
  • Real-time pipeline analysis to forecast accurately.
  • AI-driven reports to identify trends and best practices and gain actionable insights

Pricing

  • Free plan ❌
  • Request pricing from the Outreach.io website

3. RevenueHero

RevenueHero is a sales acceleration and automation software that enables users to schedule more meetings with prospects in less time. In short, the software increases the sales process efficiency. Marketing and sales teams can use RevenueHero to qualify leads, prioritize them, route them to the right sales reps in real time, and schedule more meetings effectively.

Key features

  • Capture leads from web forms, qualify and schedule meetings.
  • Real-time routing in an instant by setting up workflows.
  • Set predetermined lead qualification criteria to route leads to the right reps
  • Integration with Slack, Salesforce, HubSpot, Pipedrive, etc. for seamless functioning.

Pricing

  • Request for pricing details

4. HubSpot Sales

HubSpot Sales is one of the best sales automation software. The platform offers excellent automation tools. Not only HubSpot Sales, but HubSpot CRM also provides automation tools and integrations for marketing and sales.HubSpot's sales automation tool helps users initiate conversations with prospects, build relationships, manage pipelines, and eliminate friction from the entire sales process.

Key features

  • Email templates and email tracking to stay connected with prospects through personalized emails.
  • Conversation intelligence captures info automatically from every prospect call.
  • Call tracking to prioritize sales calls, make and record calls from the browser and automatically log them into the CRM records.
  • Document management and tracking for easy access
  • Sales automation with personalized emails and an automated follow-up task

Pricing

  • Free plan ✅
  • Starter - $45 per month
  • Professional - $450 per month
  • Enterprise - $1200 per month

5. Zapier

Zapier ensures seamless workflow through integration with various web applications. It enables users to share info. It allows data to pass between applications with Zaps. Plus, it has no-code building processes. This sales automation software is best for web app integrations. With Zapier, you can automate team updates, social posts, to-do lists, lead flow, etc., through integration across 5000+ applications.

Key features

  • Easy multitasking with zaps that can have up to 100 actions
  • Schedule zaps according to convenience
  • Condition zap or workflows to perform different actions using if/then logic

Pricing

  • Free plan ✅
  • Starter - $19.99 per month
  • Professional - $49 per month

6. Salesmate

Salesmate is a CRM, marketing, and sales automation software that offers simple and productive experiences to sales teams and customers. The platform is best for automating everyday sales activities, marketing, and CX processes. Salesmate enables users to streamline business processes to increase overall efficiency and drive revenue growth.

Key features

  • Customization of texts and emails to add a personal touch
  • Automate email campaigns, follow-ups, calls, and texts and engage better with customers at the right time.
  • Data-driven reports to make informed decisions
  • Manage sales and marketing initiatives seamlessly.
  • Close deals successfully with sales activity tracking, pipeline visualization, contact management, account management, etc.

Pricing

  • Free plan ❌ (15-days free trial)
  • Starter - $12 per user/ month
  • Growth - $24 per user/ month
  • Boost - $40 per user/ month
  • Enterprise – Custom (Request pricing)

7. Pipedrive

Pipedrive is a pipeline management solution that lets users plan sales activities and track deals. The software is best for closing sales. The platform helps users streamline tasks that drive prospects to make a purchase decision. In addition, it helps in converting leads using an activity-based selling method.

Key features

  • Customize and set pipeline stages for visualizing your sales process.
  • Schedule all activities and set automated reminders
  • Track the progress of deals and calculate the average conversion rate
  • Automate repetitive tasks
  • AI-powered guidance and actionable insights
  • Track communication and manage deals and leads.

Pricing

  • Free plan ❌ (30-day free trial)
  • Essential - $11.90/ user/ month
  • Advanced - $24.90/ user/ month
  • Professional - $49.90/ user/ month

** Free 14-day trial for every paid plan.

8. Sender

Sender is an email automation software that enables users to create and send branded emails to keep in touch with customers and prospects. Sender users can choose email and newsletter templates from the library and build quick email marketing campaigns. Thus, it saves time and helps you drive revenue by building customer relationships.

Key features

  • The templates library and high email deliverability enable you to seamlessly create, send, and track emails.
  • Intelligent automation allows users to reach customers at the right time with the right content.
  • Multiple professional templates for emails and newsletters
  • Personalization features to increase customer engagement
  • Advanced analytics and reporting to identify what works and what doesn’t.

Pricing

  • Free plan ✅
  • Standard - $8.25 per month (billed as $100 yearly)
  • Professional - $29.25 per month (billed as $350 yearly)
  • Enterprise – Custom pricing (Contact for details)

9. Mailchimp

One of the best email marketing automation software, Mailchimp, offers advanced audience management tools to create great content and automated messages.The automation tool gathers audience data and insights from different marketing channels and stores them in one place for easy access. Mailchimp also offers custom domains to create websites with in-built marketing tools. However, the automation tool is best for email marketing.

Key features

  • Automate emails to send reminders for abandoned carts, order confirmation, or product cross-selling.
  • The predictive segmentation feature enables you to find the most valuable customers and help in making their purchases again.
  • Create stellar and click-worthy email content for high engagement.

Pricing

  • Free plan ✅
  • Essential - $10 per month
  • Standard - $15 per month
  • Premium - $288 per month

10. Leadfeeder

This platform is best for converting website visitors into high-value leads. Leadfeeder identifies the company names visiting your website, reveals their behavior, and turns them into your pipeline.The web intelligence tool can turn your anonymous website traffic into a list of company names that might be your potential prospects.

Key features

  • The automatic lead scoring feature puts the newest leads on top of the list.
  • Collects company name and contact data to improve leads for faster outreach
  • Integrates with CRM to automatically send recent visits to the sales pipeline and share it with your team
  • A unique database of dynamic and static IPs helps to identify remote workers.

Pricing

  • Free plan ✅ (Lite)
  • Premium – Starting from €79 per month

** Free 14-day free trial for the premium plan

11. Prospect.io

One of the best sales automation tools, Prospect.io, can handle your sales pipeline, track activities, and close more sales. The sales automation tool best sends personalized emails to prospects and customers. The platform is specifically designed for sales teams to tailor custom emails for each recipient.

Key features

  • Create, schedule, and track drip email campaigns to nurture leads and close deals.
  • Reports and analytics to gain insights into the campaign effectiveness.
  • Email finder helps users find missing email ids to enrich their contact data.
  • By linking the profile, you can automate LinkedIn visits, connection requests, and direct messages.
  • Email tracking and automated workflows for efficiency
  • Task management, better collaboration, integrations, multi-channel campaigns, etc.

Pricing

  • Free Plan ❌ (14-day free trial)
  • Pricing starts at $99 per user/ month

12. RollWorks

RollWorks is an account-based marketing platform that helps revenue growth by focusing on the correct accounts at the right time.The platform works best for identifying, engaging, and converting leads. With RollWorks, you can create an ideal customer profile. Further, you can automatically discover leads from a 400 million verified prospects database.

Key features

  • Regulate emails sent to prospects and follow-ups.
  • Automate sending new qualified leads directly to sales reps.
  • Measure outcomes and program effectiveness on contact and accounts level.
  • ABM planning template that users can customize as per requirements.

Pricing

  • Free plan ❌
  • Starter - $975/ month
  • Standard, Professional, and Ultimate – Contact sales for pricing details.

13. Reply.io

It is an all-in-one sales engagement and automation software that automates sales outreach with its AI capabilities. The tool lets users put inbound and outbound sales on autopilot while maintaining the human touch in communication. Thus, sales teams can carry out multi-channel outreach using SMS, phone calls, emails, and social media.

Key features

  • Find emails on LinkedIn with an email finder and validate emails in bulk
  • Automate communication with inbound leads at scale while maintaining the personal touch
  • Automate cold outreach across multiple channels.
  • Automated multichannel sequences for higher engagement

Pricing

  • Free plan ❌ (14-days free trial)
  • Agency - $50 per month/ user
  • Business - $60 per month/ user
  • Individual - $70 per month/ user

14. MixMax

MixMax is one of the top sales engagement platforms for Gmail and sales automation software. It enables real engagement with prospects and customers. The tool enables users to schedule email sequences and track emails too. Also, users can track real-time email clicks, opens, and engagement with real-time alerts and notifications. The platform also allows users to schedule meetings effectively in an instant. Of course, you can personalize messages too.

Key features

  • Advanced security feature ensures data privacy and encryption.
  • The integration and synchronization feature allows MixMax to sync with other software automation tools.
  • Create engaging and personalized sequences to build more pipeline
  • Analyze trends and performance from a bird’s eye view.

Pricing

  • Free plan ❌ (14-days free trial)
  • Growth - $49 per user/ month
  • Enterprise – Request pricing

15. Freshworks

One of the top sales automation software, Freshworks, drives revenue with context-driven sales. The software is best for email automation and leads scoring. Freshworks’ automation features allow users to boost efficiency. It makes task management easy with task creation, reminders, appointments, and an overview of upcoming tasks.

Key features

  • Sales activity automation includes emails, calls, SMS, and personalized interactions.
  • AI chatbots converse with visitors in real-time.
  • Capture visitor information via customizable web forms
  • Track visitor activities and understand their intent
  • Identify best opportunities with Predictive Contact Scoring
  • The activity timeline provides complete content of sales, marketing, and support touchpoints.
  • 360-degree view of customer interactions to personalize the experience and drive sales.

Pricing

  • Free plan ✅
  • Growth - $15/ user/ month
  • Pro - $39/ user/ month
  • Enterprise - $69/ user/ month

16. Crystal

Crystal is an adaptive selling platform. This sales automation tool lets your sales team adapt to any type of buyer. The software discloses the personality of the B2B buyer so that your sales team can prepare their pitch based on the buyer's personality type. In short, Crystal helps your sales reps better prepare for prospect interactions. Additionally, it helps customize the pitch according to the prospect’s behavior and preferences. The sales automation system best motivates buyers and drives deals towards a win.

Key features

  • Understand the leads better by predicting their personality and getting actionable insights into how to best communicate with the buyer.
  • Tailor pitch according to the buyer’s personality. Know what style, phrases, and words can be convincing.
  • Get real-time guidance on sales communication.
  • Speed up sales reps’ development by coaching personalization techniques

Pricing

  • Free plan ✅ (Sign up to get started for free)
  • Request demo for pricing details

17. UpLead

This sales automation tool is all about prospecting with accurate data. UpLead helps you build a clean prospecting list that can be linked with your sales tools to generate new leads faster.UpLead helps sales automation by giving users access to millions of accurate and verified B2B contacts, including email ids.

Key features

  • 50+ search filters to find contacts and organizations that match your buyer personas
  • Get access to important info like email addresses, contact numbers, the technology used, etc., to use them for initial lead conversation.
  • Real-time email verification features to ensure real and qualified leads.
  • The intent data feature enables users to find customers actively looking to buy your solution.

Pricing

  • Free plan ❌ (a free trial is available)
  • Essentials - $74 per month
  • Plus - $149 per month
  • Professional - $299 per month

18. InsightSquared

InsightSquared is a sales automation software that helps in robust sales forecasting and analytics. The software runs on AI. It uses company data to make accurate sales forecasts. The software also provides insights into sales analytics to ensure better decision-making. In fact, InsightSquared is best for making more informed decisions and gaining actionable insights.

Key features

  • Get sales forecasts based on company data to create strategies and decisions.
  • Real-time updates with AI
  • Convert your CRM data into analytical reports to make smart decisions.
  • Identify forecast risks and opportunities to improve pipeline management
  • Automatic synchronization of deal activity and engagement levels to analyze your sales process.
  • Capture unfiltered data from real-time conversations with conversation intelligence and call recording.

Pricing

  • Free plan ❌
  • Fill out the web form for a pricing request

19. TeamWave

TeamWave is a robust and easy-to-use work management software. It helps you manage projects, sales, teams, marketing, customers, etc. TeamWave enables users to streamline workflows by allowing users to keep everything in one centralized place. Thus, it increases efficiency and helps in completing tasks faster. TeamWave works best for sales and project management.

Key features

  • Manage sales with a visual sales pipeline, stay organized and take control of the complex sales process with ease.
  • Customize sales pipeline, contacts, and deals to fit into any sales process.
  • Collaborate better with clients, teams, and partners. TeamWave features allow you to take control of what other stakeholders can see and what not.
  • Track historical records, create custom fields, tag, and sort contacts, and share them with your team to improve your contact management.
  • Task management, track project progress, create milestones and use project templates to manage projects better.
  • Remote work from TeamWave mobile app, schedule and track meetings with team calendar, automate check-ins for HR, etc.

Pricing

  • Free plan ❌
  • Starter (best for small teams) - $39 per month
  • Pro (best for growing teams) - $66 per month
  • Business (for medium and large teams) - $199 per month

How to Choose the Best Sales Automation Tool?

While I have provided the list of the 19 best sales automation software, you must pick the best one for your business.To help you out, here’s how you can choose the ideal sales automation tool for your business.

First, chalk out what you want to automate.

Sit with your current sales process. Say your regular sales process is generating leads from websites and social media, scheduling meetings, sending proposals, and closing sales. Your sales automation software must accommodate your sales process to add value to your business.  If you aren’t sure what to automate, here are a few tasks:

  • Qualify leads based on predetermined criteria and prioritizes them for sales reps.
  • Schedule meetings and automate real-time routing of the qualified leads to the right sales reps.
  • Automate preparation and filling of proposals and quotes.
  • Schedule follow-ups, send reminders, send personalized emails, run drip email campaigns, etc.

Next, create a list of the important features.

Once you identify the processes to automate, you’ll know what features you want in your sales automation tool. For instance, if you have a remote team or a team that’s always on the go, mobile functionality is a must in your sale automation software.Here’s a list of a few features that you may want in your sales automation tool.Image: only heads – integration, data enrichment, etc.

Integration

Easy integration is a must to have seamless workflows. Your sales automation software must easily integrate with other software to streamline processes. For example, your sales automation tool must integrate with your CRM software.

Data Enrichment

Your sales automation tool must have data enrichment. This feature can provide you and sales teams with accurate lead info like contact, company, industry, job title, email id, etc. This info can help sales reps build trust when reaching out.

Schedule meetings

When your sales automation tool has a meeting scheduler, you do not need to worry about fixing meetings with prospects. This feature schedules meetings conveniently based on the participants’ availability, and sends meeting reminders too.

Email templates

If you are high on email marketing, go for a platform that has a library of email and newsletter templates. It can help you save a lot of time when sending similar emails. Also, you can personalize the emails and automate follow-ups and confirmation emails with pre-written templates.

Lead qualification and routing

This feature automates the lead qualified and routing process based on predetermined criteria. For example, while your sales reps focus on prospect meetings, the sales automation tool can automatically route leads to the right sales reps in real-time.

Lead scoring

The lead scoring feature lets your sales reps focus only on high-value deals. A sales automation tool with lead scoring helps to determine how qualified a lead is and who deserves the first preference.

Last but not least, test the waters.

Now that you have the list of processes (you want to automate) and features, you should be able to shortlist a few sales automation tools. For instance, pick a few options from the 19 best sales automation software lists based on your processes and features. Then, compare the options to determine which fits your business needs best. You can also request demos for each shortlisted tool and then make a more informed decision about which one to go for!

Time to conclude!

Sales automation tools are here to make your work easier. Implementing sales automation tools means freeing your sales team from mundane tasks and helping them focus on closing more deals. While you are free to choose any of the sales automation tools from the list, I have given here, ensure to track the functioning of the tools. Then, analyze reports to determine their effectiveness and figure out what works for you. I hope the information in this post will help you get your best sales automation tool! ☺

Related Resources

How to Choose the Best Sales Methodology for Your Business?
Sayani Deb
How to Choose the Best Sales Methodology for Your Business?

Research and experience tell me that sales methodology is different from a sales process. Your sales process is the one you build and implement step-by-step to guide prospects and convert them into customers. At the same time, your methodology is the approach and activities you carry out within each stage of your sales process. You must choose a sales methodology based on the complexity and price of your product. Additionally, you must consider how your customer prefers buying your product.In short, your sales methodology must have a win-win outcome. It should serve your customers and sales reps. Today, I will tell you about sales methodology (not process!). By the end of this post, you’ll know in detail what it is, why you need a method, and the best sales methodology.

What is a Sales Methodology?

A sales methodology is a framework that guides sales reps on how they should approach prospects in each phase of the sales process. As mentioned, a sales process maps the stages required for making a sale. In comparison, a methodology outlines the approach through systematic principles and best practices that help sales reps to take action. In other words, a sales methodology explains the ‘how’ of the process. Let’s look at a quick sales methodology example here. A sales methodology communicates with sellers about;− how to prepare for a sales call;− how to evaluate an opportunity; or− how to upsell a large accountA sales methodology connects the sales process to your customer needs. It provides the salespeople with a roadmap to help them navigate each stage of the sales process.  

Why Do You Need a Sales Methodology?

Sales methodology is essential. Period.With business trends changing at lightning speed, functioning without a sales methodology can result in your sales team lagging. A process is necessary to keep up with the rapidly-happening changes. A sales methodology can help your sales reps cope with changing trends by providing them with the following:

  • Best practices to successfully close deals
  • Essential tools to analyze roadblocks and find the best solutions
  • Common approaches and activities for sales reps to help them move together towards the same set of sales goals
  • Practical strategies for adjusting to the new environment and achieving the best results.
  • Effective ways for sales managers and executives to train and guide sales reps may lead to their performance improvement by an average of 20%.
  • Identification of the top performers who can encourage, motivate, and guide other sales reps to perform better

The 12 Best Sales Methodology You Should Consider in 2022

There are several sales methodologies you can choose from. Here, I have covered the top 12 sales methodologies in detail. Check them out and choose the one that’s perfect for your business.

1. Challenger sales

The Challenger Sales methodology focuses on the sales reps educating the prospects and getting them a tailor-made solution. This methodology enables sales reps to take over the conversation. In current times, prospects do a lot of research before they connect with a sales rep. Hence, sales reps must be better prepared to address the prospect’s concerns and correct their misconceptions, if any. The Challenger sales methodology digs deep into the client’s pain points and industry. This allows your sales reps to serve as trustworthy advisors for the prospects, delivering quality solutions. Based on this sales methodology, sales reps are categorized into five personas:

  • The Hard worker – Self-motivated, persistent, and interested in self-development
  • The Problem Solver - Responsive, detail-oriented, and aims at solving problems
  • The Lone Wolf – Follows own instincts, delivers results, tough to manage
  • The Relationship Builder – Builds relationships with prospects
  • The Challenger – Strong understanding of business, challenges prospect’s views and has unique perspectives

Research says that 40% of the top-performing salespeople use the Challenger sales methodology. Best use – Challenger Sales is used in a complex B2B selling environment where sales reps can take control of the lead conversation and convey their organizational strengths.Benefit – It is an effective sales methodology focusing on building a relationship based on in-depth knowledge about the client. It enables sales reps to offer tailored solutions, differentiating their product from competitors.

2. SPIN Selling

SPIN selling sales methodology is question-based. What I mean is that this approach helps your sales reps to ask the right questions. These questions help sales reps understand how to serve the prospect better and ultimately convert them. SPIN is four types of questions that sales reps must ask the prospects.The Situation questions allow sales reps to understand the client and their current business processes. Example - How does your current lead management process work?The Problem questions enable sales reps to identify the key pain points. It provides the opportunity to solve the prospect’s issue and fill in the gaps in their business system. Example – Do you find assigning the right prospects to the right sales reps challenging?The Implication questions are to make the prospect think about the consequences of not resolving the issue. Example – If your sales rep misses out on a big lead, how will it affect the business functions?The Need-payoff questions make the prospect think about the situation after solving the problems. In addition, it provides the opportunity to explain your product to the prospect emphasizing how it can solve their problems. Example – Would it significantly impact your organization if you were given a solution to auto-assign leads based on your predetermined criteria?Best use – This approach is best used when the prospect has not yet identified their problems or may not understand the consequences or implications. Benefit – The SPIN sales methodology allows sales reps to build client relationships. As a result, it allows the sales reps to sell effectively and efficiently. Also, it enables them to add value to the prospect.

3. Sandler Selling System

The Sandler selling system is one of the most popular sales methodologies that serve as a practical framework even in current times. The sales methodology focuses on relationship building and customer qualification. In addition, the method aims to position the sales reps as trusted advisors.The basic steps of this sales methodology are:

  • Build a relationship with the prospect
  • Qualify the opportunity (understanding if the solution addresses the prospect’s problem)
  • Close the sale (after qualification)

Using this methodology, the sales reps focus on listening to the prospect’s issues and asking the right questions to understand the pain points, who the decision-makers are, and their budget. The information helps the sales reps to evaluate the opportunity quality and make a mutually beneficial decision.Best use – The Sandler methodology is effective and can integrate well with different selling environments. Benefit – The methodology ensures a strong client-salesperson relationship. In addition, it increases the chances of lead conversion.

4. SNAP Selling

The SNAP selling methodology is ideal for the fast-selling environment. The approach addresses the issue of too much info and too little time for the prospects to decide. Hence, the sales methodology gets right into the heart of the prospect’s problems.There are four principles of SNAP that you must follow to implement the methodology.

  • Keep it Simple – Make the decision-making process simple and easy for the prospect to make a quick decision.
  • Be iNvaluable – Highlight the value your product brings to stand out
  • Always Align – Keep your solution and conversation aligned with the prospect’s goals to be relevant
  • Raise Priorities – Explain why the prospect should prioritize the issue surrounding your solution.
sales methodology

Best use – The sales methodology is best used when you need to reach busy prospects and make it easy for them to make purchase decisions. Benefit – The comprehensive sales methodology helps the sales reps understand the prospect’s selling environment. In addition, it ensures addressing the buyer’s needs directly.

5. MEDDIC

The MEDDIC sales methodology is for B2B organizations. This methodology is focused on customer qualification. The main idea of this approach is to better the customer qualification so that it can lead to higher sales. The MEDDIC approach has several versions as well. To know, check out this blog. MEDDIC is an acronym for:

  • Metrics - What is the measurable impact of the solution?
  • Economic buyer - Who is the final decision-maker?
  • Decision criteria – What are the requirements for decision-making?
  • Decision process- What is the decision-making process of the company?
  • Identify pain - What is the primary issue and the cost of not resolving it?
  • Champion - Who can influence the decision-making process?

Best use – The methodology best suits the complex B2B selling environments where it is necessary to identify the right people to drive sales. Benefits – This sales methodology helps you identify the ideal prospects for selling your solution. You are more likely to seal deals when you approach the right leads.

6. N.E.A.T Selling

N.E.A.T is a sales methodology that focuses on asking the right qualifying questions. The methodology serves as a flexible guide to ensure that the sales reps ask the right questions through their conversation that can qualify the prospect. N.E.A.T stands for:

  • Needs – What are the primary needs of the prospect?
  • Economic Impact – What is the economic impact of the prospect’s needs?
  • Access to authority – Who can provide you the access to the key decision-makers?
  • Timeline – How long does it take to make a decision? Is there a deadline or event to trigger the decision-making?

Best use – N.E.A.T is best used to prioritize and address the prospect’s issues to develop custom solutions and build authentic relationships. Benefit – This sales methodology can be applied to simple and complex sales cycles.

7. Gap Selling

Gap selling focuses on filling the ‘gap’ between prospects and where they want to be. In other words, it is about bridging the space between the buyer’s current and desired situation. This sales methodology is problem-centric. It addresses the buyer’s problem instead of aggressively selling the product. This approach puts the buyer’s problem first and determines if your solution/product can help. Best use – The approach is best used when your sales reps have the time to dig deeper into the prospect’s current situation by asking the right questions to get to the root of the issue.Benefit – Gap selling puts the prospect’s problem first rather than the product. It helps build a strong rapport with the prospects by winning their trust.

8. Inbound Selling

The inbound sales approach is all about attracting the prospect to yourself instead of reaching out to them. Inbound selling salespeople focus on understanding the prospect’s problems and journey. They act as trusted consultants to the prospects, providing the necessary info and tailoring solutions for their unique needs.

Inbound sales methodology

Best use – Inbound sales is best used with an inbound marketing strategy. When using this sales methodology, ensure that your teams are aligned toward achieving the same business goals.Benefits – Inbound sales are cost-effective and less intrusive as it attracts leads who are genuinely interested in your product.

9. Conceptual Selling

Robert Miller and Stephen Heiman developed conceptual selling. A sales methodology focuses on selling a concept rather than a specific product or service. This methodology encourages sales reps to listen to their prospects and research them to build a mutually beneficial relationship. The sales reps should attempt to learn about the prospect’s ideal solution (their concept) and their decision-making process. This will help the sales reps to create a better product for the prospect that directly addresses their needs. Best use – Conceptual selling is best for a complex selling environment with multiple stakeholders. It works well for managing large accounts.Benefits – Conceptual selling works great for building trust and long-term relationships with customers. The methodology ensures quality customized solutions for customers as it focuses on listening to their needs and problems.

10. Consultative Selling

This sales methodology is about creating value and establishing a relationship between the prospect and the seller before offering them the product/solution. Consultative selling comprises six stages:

  • Research
  • Ask
  • Listen
  • Teach
  • Qualify
  • Close

Best use – Consultative selling is the best sales methodology when an organization needs a customer-oriented sales philosophy. Benefits – Consultative sales methodology is customer-oriented. The methodology prioritizes customer needs and enables sales reps to identify the prospect's pain points. This, in turn, helps the sales reps to position the solutions more effectively.

11. Solution Selling

Michael Bosworth created the solution selling methodology that works on a simple premise. First, the sales reps identify a specific customer problem and recommend a product or solution to address the issue. Solution selling is not about pushing the products on customers. Instead, it is about analyzing their unique needs and offering them a tailored solution. For instance, a sales rep for a product management company can create a customized package for the prospect based on the services they need.Best use – Solution selling works best for organizations that sell highly customized services or products.Benefits – The sales methodology acknowledges that today’s prospects are more informed. It allows sales reps to shift the conversation flow to solutions for customers instead of specific products/services. Here, the sales reps can focus less on what the product does and more on how it solves prospects’ problems leading to an effective positioning.

12. CustomerCentric Selling

CustomerCentric Selling focuses on empowering the buyer through the sales cycle. Therefore, the methodology spins around the customer instead of pushing a sales solution.Using the approach, sales reps position themselves as consultants, prepared to address prospect queries, priorities, and pain points. The sales method focuses on the prospect’s context, empowering them to make a purchase rather than convincing.Best use – This sales methodology is perfect when you need to build stronger client relationships.Benefits – The methodology is customer-centric. It enables sales reps to establish strong relationships with prospects, resulting in higher conversions.

How to Choose the Best Sales Methodology?

The best sales methodology is the one that aligns with your sales funnel and your overall business goals comfortably. It must bring all the three sales elements – the product, the market, and the customer on the same page.

Needs Identification

To pick the best among different sales methodologies, identify your needs first. Here are two ‘how to choose a sales methodology’ examples.Scenario 1: If you do not identify your prospect’s pain points, you may not be able to communicate how your product is a viable solution to the problem. So, here, you may choose a sales methodology that focuses on knowing the prospect’s pain points early. Scenario 2: If your product is simple and easy to use, converting prospects into customers wouldn’t be hard to crack. Here, you may want to pick a sales methodology that makes it convenient for prospects to buy your product even on a hectic day. After you have identified your needs, identify the methodologies ideal to solve your problems in the best possible way. Choose a type of sales methodology that’s consistent. If you have a consistent method, you can ensure that everyone in sales uses the same language as it goes with the deals. Example: Sandler is a structured sales methodology that establishes control and brings people to a mutual agreement surrounding the meetings and sales cycle goals. The methodology then shapes a discussion around sales opportunities and customer needs to build a solution. It is then up to you to convince the prospect that you can deliver the proposed solution. Once everyone agrees, you have a mutual agreement around the criteria for purchase.

Metrics to Measure Effectiveness

While choosing the best sales methodology for your organization, you must also decide on a few metrics to track the methodology's effectiveness. Check out a few metrics you must track to ensure your sales methodology works.

Sales cycle

The sales cycle is the length of time between when the prospect first contacted the business to close a sale. Measure the buyer’s journey steps to estimate the average time spent on making a sale. Accordingly, you can improve your sales methodologies to reduce the sales cycle.

Opportunity win rate

This metric shows the number of deals you won against the total number of opportunities. If you have a high opportunity win rate, your chosen sales methodology works well!But, if your opportunity win rate is less, review your entire sales process to look at possible issues across all stages.

Lead to sales qualified ratio

The lead-to-sales-qualified ratio shows how well the sales methodologies have worked to qualify leads and move them through the sales funnel.A low lead-to-sales-qualified ratio means you do not generate quality leads interested in buying your product or service. Thus, you can tweak the sales methodologies in the initial stage of the sales process to qualify better leads.

How to Implement a Sales Methodology Effectively?

Once you have identified your perfect sales methodology, implementing it becomes easier. You must consider a few things to implement your chosen sales methodology.

1. Map your sales process

As I have mentioned, sales methodologies are used at each stage of the sales process. So, first and foremost, you must know the sales process stages.

  • Define each stage of the sales process, understand its goals, and identify the managers and task owners. Also, count the number of sales reps within each team.
  • Use process maps to structure the stages of the sales process. It will provide an overview of the process in a visual form, more accessible to interpret and understand.
  • Map the current process by interviewing the stakeholders and revealing the sales process stages.

2. Identify your buyer needs

You must identify your buyers' needs to bridge the gap between your sales message and customer needs. Use surveys, interviews, and focus groups to understand the buyer pain points your product can address. The buyer's needs can be financial, personal, and technical. Identify all of the three needs categories and the buyer motivations like pricing, affinity, fear, etc. as well. For instance, due to a tight budget, the price may stop the buyer from deciding. But, on the other hand, a buyer may want to work with you because of the personal connection they feel with your brand.

3. Adoption/Implementation of sales methodology

After mapping out each stage of the sales process, you can choose the methodologies for each phase to support them. Of course, the methodology at each step can be different. But they must guide the sales reps on what to do next. You can choose a popular sales methodology from the top 12 I have explained above or create custom methodologies based on your business type and understanding of customers. Sales methodologies are flexible. You can choose different ones for different occasions as it seems fit. You can also combine the methods with meeting your buyer’s unique needs.

4. Create and conduct training sessions

The final step is to train the sales reps and provide them with the necessary resources. One of the most vital parts of implementing a sales methodology is giving sales reps the proper training. You can start by documenting the methodologies you’ll use. Then create a playbook and guides those salespeople can read and understand. Corresponding to these materials, plan regular training sessions to help your reps improve their skills.

In Conclusion

Choosing a suitable sales methodology is critical to making your sales process successful. The methodology you choose must be based on what you sell, how complex it is, and how it is priced. But regardless of the sales methodology, you choose to implement; regular training is a must to ensure running a sales process successfully. Also, you must implement the best practices and have the best tools supporting the business functions. For higher sales, get the proper sales methodology and the tool to ensure achieving your goals. RevenueHero is one such sales acceleration platform that can help you quality, route, prioritize prospects, and schedule meetings to close more deals. To know more, visit the platform and reach out to the team!

Related Resources

Lead Scoring: How to Calculate, Examples, Models
Sayani Deb
Lead Scoring: How to Calculate, Examples, Models

The primary goal for most businesses – lead generation.But, did you know that 63% of marketers say that generating leads is their top challenge? ☹Moreover, after marketers generate leads with all difficulty, not all leads convert into customers. Then, how do you know which leads are most likely to become paid customers? And, how to optimize marketing campaigns to generate quality leads?Here comes the role of lead scoring 🙂Today, I’ll tell you everything about lead scoring – lead scoring systems with examples, why you need them, types, models, and much more. Let’s begin!

What is Lead Scoring?

Lead scoring is a method of ranking prospects based on their sales readiness. It’s like preparing a scoreboard for the leads where they are assigned a score (generally, on a scale of 1-100) against each criteria indicating sales qualification.  Let’s make it simpler with a lead-scoring example. You determine a few data points or criteria that indicate whether or not the lead is ready to convert. In other words, create a list of criteria indicating sales qualified lead, like,

  • Opens marketing emails
  • Visits 2 pages on your website
  • Clicks a link attached to the email
  • Downloads eBook
  • Attends webinar

Now, each lead is assigned a score on a scale of 1-100 against these five criteria based on their activity. Then the sum total of their scores indicates whether or not they are qualified for sales. The lead score tells the marketing and sales teams the buying intention of the lead. The higher the score, the more likely they are to convert into a customer.

Why Do We Need Lead Scoring?

Research reveals that only 25% of your generated leads are legit and have the potential to convert. And from these legit leads, about 79% won’t lead to sales. That leaves you with 5 customers out of 100 leads. And that’s awful! 😑B2B lead scoring can make your entire business more efficient. It not only makes your marketing efforts more effective but also helps you align different departments in your organization. Here are a few reasons why lead scoring is important for you.

Better marketing campaigns

Lead scoring models help you identify the channels and marketing campaigns that generate potent and high-quality leads. Thus, you can customize your marketing campaigns accordingly and generate more qualified leads.

Lead prioritization

Your sales reps are no longer required to invest themselves in every lead. Lead scoring helps the sales team segment and prioritize leads based on their scores and desire to make a purchase. Also, your sales reps can follow up on the high potential leads more effectively.

Enhanced sales pitch

You can collect a lot of lead info during the lead scoring process. This information can help your sales reps to tailor their pitch to genuinely interested prospects. Therefore, you can make better efforts to boost your conversion rates.

Revenue increase

Not every lead is worth your time. With a lead scoring model in place, your sales reps can identify the leads who are a priority. They can follow up with these priority leads first. Showing up to the qualified leads at the right time can positively impact your revenue growth.

Aligned marketing and sales teams

The marketing and sales teams are often at odds when it comes to lead generation. But a lead scoring system helps to build a clear pathway for lead hand-off to the sales team. A lead scoring model ensures that every lead passed on from the marketing to the sales team is sales qualified. Thus, it can strengthen the coordination between the two teams.

Types of Lead Scoring

There are two types of lead scoring methods or approaches. Check out what they are and how are they different.

Predictive lead scoring

A predictive lead scoring tool or software automatically scores leads using algorithms based on your sales and marketing data. There are other predictive lead scoring software solutions that also use third-party or external data sources to score leads based on more information.

Types of Lead Scoring - Predictive Lead Scoring

The predictive lead scoring approach is completely automated. It works based on the input data and the software design.  

Rule-based lead scoring

In rule-based lead scoring, you set up rules to score your leads. These rules can be based on your lead activity, available data, and the functionality of your lead scoring software. This lead scoring approach is pretty simple. When a lead triggers your set rule, the lead score will be updated. If you set rules based on lead activity, the score keeps changing according to their behaviors. Further, you can use the lead score to trigger workflows to set a minimum score limit to mark the lead as qualified ✅. For instance, creating a minimum score threshold of 60 will ensure that the leads are passed on to the sales team when they accumulate a score of 60.

Lead Scoring Types - Rule Based

Between the two lead scoring approaches, you can pick the one that best suits you. Predictive lead scoring is automatic while rule-based scoring is manual. If you want to set up your own rules to assign a lead score, the rule-based approach will offer you the flexibility to do so. On the flip side, if your priority is lead scoring based on enriched data, choose a predictive approach. Predictive lead scoring can pull data from various sources and assign scores based on that.

Best Lead Scoring Examples

There is no one-size-fits-all lead scoring system. It is most likely that every organization has a different lead scoring system. Your lead scoring model must accommodate your business needs. It must be designed in a way that aligns with your business goals and targets. Here are a few examples of things you must consider when designing your lead scoring model.

Buyer personas

Build your buyer personas – a representation of your ideal customer. Conduct research, go through the existing customer databases, observe and then create a profile that fits your vision of a perfect customer. The more the buyer personas, the better the understanding of your customers. As a result, your lead scores will be more precise and justified.

Data points

Decide the attributes you will assign scores to. That is, make a list of the attributes based on which you will score your leads. Examples:

  • Demographic attributes – Industry, location, department, age, job title, etc.
  • Behavioral attributes – the opening rate of emails, web page visits, free trial requests, etc.

Choose the data points that are relevant to you and that indicate sales readiness for your leads.

Lead score threshold

One of the most important things that you must consider when designing a lead scoring model is the minimum score threshold. You must determine what total lead score indicates sales readiness for you. This will need some analysis in the initial stage. You can start with no minimum value and request your sales team to follow up with leads equally regardless of the score. Once the test period is over, you can analyze sales follow-up and the lead score to determine a cut-off point. The leads that accumulate the cut-off point will be qualified for the next level. They will be considered a priority lead and followed up to close the sale.

Automation tools

Manual lead scoring may sound great but it isn’t. If you score leads without a marketing or sales automation tool, it can be a time-consuming and exhausting process. Moreover, it can lead to data inaccuracies and lead routing issues. So, getting a marketing automation tool that takes care of the lead scoring system entirely will be the best idea. All you have to do is enter your lead scoring criteria and the automation tool will assign scores automatically.

Lead scores

Assigning scores to lead is something you must consider before implementing a lead scoring system. For example, who will you assign points to and how much? If leads subscribe to your newsletter, they get 5 points but those who download whitepapers get 25 points. This is because the leads subscribing to newsletters may not turn into high-paying customers. But those downloading whitepapers are more likely to get converted. Your lead scores are based on data. Thus, you must collect as much data as possible. Here’s how you can gather data to build an effective lead scoring system.

  • Interact with customers – Your existing customers can tell you about their buying journey. Thus, you can interact with a few top buyers and identify trends that can help you with lead scoring.
  • Talk to your sales teams – Salespeople can give you insights into the characteristics of a lead who is most likely to convert. They can provide you with a list of buying indicators that you may miss out on.
  • Evaluate marketing analytics – Analyze your marketing campaign data. Find out which channels generated the most leads, what campaigns generated high-quality leads, or which specific content has a high conversion rate.

Lead Scoring Models

You can choose your lead scoring model based on the data available to you. Here are a few lead scoring models that you may consider for your organization.

Demographic model

Also known as the firmographic model, this lead scoring model is great if you target a specific group of people like young adults or a particular age group. In this model, you are to ask demographic/ firmographic questions to your leads like job, industry, geographic location, etc. via web forms or surveys. Then, you can use the leads’ responses to see how well they fit into your target audience group. For example, if you sell your product to a specific geographic location, you can assign points to the leads who belong to the geographic location. Again, for those who do not belong to that specific geographic area, zip code, city, etc. you can deduct points.

Source

Online behavior model

The online behavior model considers how a lead interacts with your website. The main attributes to be considered in this model are page visits, content download, blog post visits, web form submission, etc. Using this model, you can score the leads based on their online interactions. For example, you might give higher scores to a lead who visits high-value pages like pricing pages or demo requests. Further, you might also give higher scores to a lead who has more page visits. Similarly, you can subtract points when a lead does not show interest in your product anymore. Like, if they stop visits or content download, you can reduce the lead score.

Source

Email engagement model

The email engagement model considers lead interaction with your emails. The attributes of this model include clicks, open rates, clickthrough rates of marketing emails, unsubscribes, etc. These attributes give you a better idea of the lead’s interest in your product or service. For example, you can assign a higher lead score to the people who open every lead nurturing or marketing email or who always click through the email links. Also, you may assign high scores to leads to clickthrough high-value emails like product demos. Based on these data, your sales team can identify the leads most engaged with the company emails.

How to Calculate Lead Score?

With the lead scoring models and methods, it can be really confusing to figure out how to calculate the lead score. So, you need a simple way to calculate lead scores. Here’s something to get started if you aren’t prepared to implement a lead scoring model yet.

1. Calculate conversion rates for all leads

Lead-to-customer conversion rate is calculated by dividing the total number of new customers by the number of leads generated by your team. For example, if you have 50 new customers out of 350 generated leads, your lead-to-customer conversion rate is 50/350 = 14% approx.Now, use this conversion rate as the baseline for lead scoring.

2. Create attributes from ideal customers

Consider your high-quality converted customers and start building attributes based on your current customer’s behavior and demographics. Consider both implicit (based on the info you already have) and explicit data (factual lead data verified via call or email). Your attributes can range anywhere from customers who work in the tech space, who attended your webinars, downloaded eBooks, employ 100+ employees, etc. You can choose the attributes based on customer data or the ideal target audience chosen by your sales team. Creating attributes from data may take a bit of assessment to identify the exact customer characteristics that drive conversions.

3. Calculate scores for each attribute

Most marketers use a mix of demographic and behavioral attributes to determine lead scores. To get the score for each attribute, determine the number of qualified leads becoming customers based on their behavior or demographics. Here are two sample images of scoring demographic attributes and behavioral attributes.

Demographic attributes

Behavioral attributes

The more likely an attribute or action results in conversion, the higher the score assigned. You can analyze your marketing KPIs and website or create an attribution report to determine how these lead actions affect the sales process. For instance, X attends a webinar, and Y downloads some content from your website. Here, X may be worth more points than Y. Your sales team can offer insights into the activities that create a higher impact on conversion.

4. Compare values and assign scores

Calculate the score for each attribute and then compare the value to your conversion rate. If the score of certain attributes is higher than your baseline lead-to-conversion rate, that means, include those characteristics or attributes in your lead scoring formula.For instance, leads filling out your web form have a 25% close rate and your baseline conversion rate is 14%. You can give a score of 25 to anyone who fills out your web form. Similarly, you have to do the same with every attribute or action to ensure that the assigned values reflect your lead quality.  Since this is a manual lead scoring process, you must constantly evaluate it from time to time.

How to Setup Lead Scoring Model in Your Organization?

Finally, when you decide to implement a lead scoring model in your organization, you’ll need the steps to implement the system properly.So, here’s your step-by-step guide. Save it for later! 🔖

1. Make a list of requirements

Start with making a list of the minimum requirements for a lead to convert into a customer. Take reference from your ideal existing customers.

2. Make another list of shared characteristics of your existing customers

Gather data, a lot of data, from the marketing, sales, distribution, and customer success departments. If you already know the attributes of your perfect target audience or desired customer profile, your job’s more or less done. The main point of this step is to identify opportunities similar to your existing customers. Similar leads are more likely to convert into loyal customers down the line.

3. Create a perfect lead profile

What are the characteristics that define your perfect or dream lead? Are there any unique attributes that indicate that the lead may end up being a high-paying customer? Dig deep and find out these answers.

You can use data intelligence tools to identify your ideal customer profile and to access supporting data like technographic or firmographic data about leads. For example, the lead’s organization, geographic area, industry, the software solutions they use, etc.

4. Observe the behavioral traits of existing customers

Take note of your current customer behaviors. What action did the customers take before signing the contract with you? Which web pages have they interacted with the most? Have they opened your marketing emails? Did they attend your webinar?In this step, you must mention as many activities that indicate the customer’s interest in buying your product or service.

5. Decide the lead scoring system

Set up a scoring system based on the different types of lead scoring available. Though you are free to set any scale, generally, scores range from 0-100. Place a block on points on one side with the ‘must-have’ requirements and assign scores. Only leads who accumulate the minimum score can be qualified for the next level.If you want to set up different score templates tailor-made for your business needs, you’ll need a more sophisticated lead scoring model.

6. Improvise

Tweak and refine the lead scores when necessary. Over time, your product offering and market growth might demand certain changes in your ‘perfect lead’ picture. So, review your lead score system after regular intervals. Check if there are any low-scoring leads who are now your customers. Or, if there are high-ranking leads that do not resonate well with your sales efforts.Accordingly, tweak your lead scoring model to utilize its maximum potential.

Benefits of Lead Scoring

When you have leads pouring in, you cannot always tell which are the good ones. Sometimes it even takes too many emails and hours of conversation only to find out that your sales reps are wasting their time. While you do not want to miss a good lead, you do not want to invest your time and energy on leads that will never close. Lead scoring helps you to manage the lead stuff better. Here are a few benefits.

Identify sales readiness

Are your leads sales-ready? Without proper identifiers, your sales reps will not know how prepared is the lead. They will call each and every lead on a first-come-first-serve basis, thereby wasting their time on leads who aren’t ready to convert yet. Lead scoring can help your sales reps identify the ‘hot leads’🔥. They can prioritize the leads based on scores and connect with them first. Thus, with lead scoring, you can identify leads that match your ideal customer profile and accordingly, prioritize sales activities.

Benefits of Lead Scoring

Categorize and target leads better

Engagement and lead scoring can help marketers identify different engagement brackets. They can, thus, create customized offers to increase conversion likelihood. Lead scoring can also help marketers to identify the sources that get the most closures. Accordingly, they can allocate the marketing budget across these channels that generate high-quality leads. For example, a marketer identifies Instagram as a source where the engagement score has been high recently. Therefore, you can invest more money and time into Instagram to leverage the platform.

Make data-driven decisions

The lead scoring mechanism helps you identify the percentage of engaged leads. Hence, you can create similar strategies to boost engagement. Look into your existing lead scoring data to identify what type of ads or contests, and surveys, have driven higher engagement. Run a similar marketing campaign to nudge the disengaged leads and connect with them again.Lead scoring also helps to understand your customer's interests. By looking at the lead scores you can identify your popular products and services.

Enhance sales efficiency

Lead scoring gives you an answer – is the lead ready to make a purchase? That is, you get to know the lead’s sales readiness. Therefore, your sales reps can provide leads with the information they want about your product. For example, if they are in the research phase, your sales reps can help them resolve their issue, highlighting how your product/service can be useful to them. Lead scoring helps you identify the leads who are towards the end of the funnel waiting to make a purchase and the ones that need further nurturing. Accordingly, your sales reps can prepare their pitch and provide leads with relevant content.

Wrapping Up

I know lead scoring sounds like a massive project to take on. And honestly, it is pretty huge. Implementing a lead scoring model can demand a lot of your time, energy, and other resources. But once you implement a lead scoring system, your organizational functioning will be far more effective and productive. In fact, research says that businesses experience a 77% increase in lead generation ROI using a lead scoring system. So, to make your implementation of a lead scoring model easier, you can take the help of an automation tool like RevenueHero. This sales acceleration platform takes care of your lead qualification and routing process, scheduling, and lead prioritization too. Thus, it won’t take long to implement a strong and fantastic lead scoring system. Want to know more? Explore the platform!

Related Resources

What is Lead Management Process? | Importance, Best Practices, Tools
Sayani Deb
What is Lead Management Process? | Importance, Best Practices, Tools

A Complete Guide To Lead Management Process [Updated 2022]

What’s the first thing that your leads want?

They want you to win their attention!

Earning your lead’s attention is the first step toward lead management. After that, going for a quick revamp of your lead management strategy to meet the leads’ evolving needs won’t be a bad idea.

Thanks to lead management automation tools, businesses can be in their best form to garner attention from their leads.

But before you get to the tools, you must ensure that you have the right lead management process.

And if you’re new to following an organized and effective lead management process, keep calm and read on.

In this post, I’ll walk you through the ABCs of the lead management process – what it is, its importance, stages, lead management best practices, metrics, and much more.

So, let’s begin with a cup of coffee!

What is Lead Management Process?

Lead management is acquiring and managing potential customers until they convert. It involves capturing leads, qualifying, and engaging them to a point where they make a purchase.

 

Lead management is quite complex but popular. It involves several steps and strategies to track prospects, engage, and nurture them to ensure conversion. Let’s get into the details of lead management stages down the line.

Why is Lead Management Important?

A proper lead management process can help you understand your customers better. Not only that, lead management can contribute significantly to your business growth. Check out a few statistics here.

  • Nurtured leads produce 20% more sales opportunities
  • Organizations that nurture leads generate 50% more sales at 33% lower costs

So, the better lead nurturing and engagement, the higher the conversions and revenue.

Besides more conversions, here are a few other important reasons why the lead management process is vital.

  • A lead management process can provide your business with lead data like demographics, contact, and how they respond to your marketing strategies. Thus, you can find out the possible areas of improvement to ensure a frictionless buyer’s journey.
  • A lead management process enables your sales reps to constantly be in touch with the prospects. Therefore, with consistent nurturing and engagement throughout the sales process, they can place your product at the top of their minds.
  • Throughout the buyer’s journey, you can create a stable relationship with the prospect, winning their trust. Also, with sales lead management, you can improve user experience and stand out from the competition.

What are the Five Stages in Lead Management Process?

As mentioned already, the lead management process is all about;

− capturing leads and tracking their behavior across all channels,

− nurturing them with valuable content,

− managing interactions, and

− helping your sales team to push them faster down the sales funnel, thereby making a successful conversion.

There are five main sales lead management stages included in the process. Let’s size up!

1. Lead Capture

Where do you find your leads?

Email marketing, social media channels, inbound calls, website forms, seminars, referrals, etc.

A good lead management tool or software can capture leads automatically from all sources and feed them into your CRM system. It prevents the risk of leads falling through the cracks.

Lead Capture

Lead management combines your lead generation efforts with sales opportunities. As you run marketing and sales campaigns for lead generation, this lead management stage ensures collecting these leads from several sources and bringing them to a single platform.

2. Lead Qualification

Did you know 67% of lost sales are due to improper lead qualification?

Qualifying leads is a vital stage of the lead management process. It ensures quality leads and increases the possibility of higher conversions.

Sending all the captured leads directly to the sales team simply increases their workload resulting in a drop in productivity and waste of time. Thus, it is critical to qualify leads based on:

  • Interest to purchase
  • Capacity or budget
  • Needs addressing (does the solution meet their needs?)

When qualifying leads, ensure that you record this information for future reference. Lead management platforms can help you store and access qualification data whenever necessary.

3. Lead Distribution

Lead distribution is assigning the right leads to the right sales reps. Let’s say, you have a team of sales reps with experience in different B2B products and geographies.

How would you determine the best sales rep for a lead?

Here, the lead distribution process comes in.

For instance, you can;

  • Assign the lead to a sales rep who is a specialist in a specific industry
  • Or you can pass the high-potential big-budget lead to someone who’s more experienced in sales

Though you can assign leads manually, having good lead distribution software is an asset. Lead distribution solutions can ensure routing the leads based on your predetermined criteria.

In fact, with an automated lead distribution system, you can expect a whopping 87% higher conversion rate. So, look for a platform like RevenueHero that works best for lead management and witness your sales soar higher.

4. Lead Nurturing

Lead nurturing is a process in itself. It involves building a relationship with the leads through consistent interaction and engagement.

This stage of the lead management process consists of strategies like running educational campaigns, promotional campaigns, sending informative and follow-up emails, and engaging the leads with valuable content like blogs, newsletters, e-books, etc.

At each sales funnel stage, provide leads with appropriate content to help them make an informed purchase decision.

Benefits of Lead Nuturing

5. Lead Conversion

The final stage of the lead management process is conversion. The best thing about this stage is that if you ensure proper performance in the above four stages, the lead is bound to convert.

At this stage, the lead makes the buying decision. So, if the lead's interest in your product is genuine, they have the budget, and the product addresses their needs in the best possible way, you can expect a successful closing.

To seal as many deals as possible, track all the other stages of lead management minutely. Let the lead management process flow seamlessly without any friction. The better the user experience, the higher the conversions.

How to Implement a Perfect Lead Management Process?

Your lead management workflow can only get better with a solid lead management process. So, if your organization lacks one, follow these lead management steps to implement an effective method.

Step 1: Identify leads and understand them

Who are your potential buyers?

Where do they stand in the sales process?

What are the buyer personas?

Address these aspects at the initial stage of implementing a lead management process.

Your marketing team must identify the buyer personas to focus their marketing efforts in one place. First, try and create a profile based on your existing customers. Here are a few starting points to carve out the buyer persona.

  • Demographics - Includes details like your ideal customer’s location, size of the organization they work for, their industry, problems, challenges, and needs.
  • Behavior – How are your ideal customers behaving? What are their decision-making patterns? Do they read blogs, eBooks, etc.? Or simply Google the information they want?
  • Lead source – Here, identify the sources wherefrom the leads typically find you. Did they come across your page on LinkedIn or one of your tweets? Are the leads from direct website traffic? Or have they read a blog mentioning you?

Besides, you must also dig deeper to find out the job position of the lead, their mindset, how they visited your website, etc.

Step 2: Generate leads and collect lead data

The lead management process begins with the marketing team determining the first point of contact of the potential lead. To generate leads, you must know their source. This, creating and tracking content is vital.

  • Deliver valuable content like whitepaper, eBooks, blogs, and webinars behind lead capture forms to generate leads. Collect critical lead information through the forms to use during lead management.
  • Add trackers to links shared on social media and emails to understand lead behavior and interaction with your content.
  • Further, use marketing analytics to determine your lead source – how people come to your website, the most visited pages, their clicks, etc. It will help you identify the top-performing content and the content type your leads engage with. It will also help you understand their needs, wants, and interests.

Step 3: Lead Scoring

Lead scoring is an essential part of the lead management process. It helps to determine the lead’s interest in your product.

The potential factors in determining a lead’s score are demographics and behavioral details. Based on this information, you can check if the lead can qualify or not because;

  • The higher the lead score, the more likely it is for the lead to convert.
  • Cold leads (unqualified ones) can go through the lead nurturing process until they are sales-ready
  • Lead scores consider the actions taken by the lead. The score is likely to reduce by inactivity (like not clicking on links or blogs)
  • Your sales reps can prioritize lead calls. For instance, they can prioritize and schedule meetings based on lead activity.

To ensure a sound lead scoring system, spend time determining the factors critical to your business. Then you can develop a lead scoring system that best suits your business.

Step 4: Nurturing leads

Use the collected lead data in this step. Know your leads’ interests and their likely position in the sales funnel.

The leads who aren’t sales-ready yet can pass through a good lead nurturing campaign. Many of these leads can be in the awareness or research stage, finding the solutions to their pain points.

Provide these leads with relevant content, and educate them with useful blogs, product demos, tutorials, promotional offers, etc.

Here are a few practical tips for creating an ideal lead nurturing campaign.

  • Add relevant and prominent CTAs (Call to Action) buttons or links in your content.
  • Personalize emails and social media communications to build relationships
  • Plan your content and use a content map to know what type of content would be appropriate for what type of lead
  • Maintain constant communication from first contact until they are sales-ready and can be passed off to the sales team. Offer targeted and customized content to build relationships.

Step 5: Pass on leads to the sales team

Once you are sure that the lead is sales-ready, pass them off to the sales team. Take a look at the lead scores to identify the qualified leads. Here’s how you can pass off the lead strategically.

  • Score the lead based on activity and ensure that they do not need further nurturing
  • Get accurate information on lead activity and background from the marketing team. Ensure that the information provided is accurate
  • Ensure lead research by the sales team as well. It will help you gather as much lead information as possible. Before scheduling a meeting, ensure you have vital lead information like their organization or business size and structure, revenue model, existing products/services, key decision makers, etc.
  • Ensure immediate initial contact of leads to avoid their return to the nurturing phase.
  • Motivate the sales team through incentives, encourage them to perform well, and follow up on leads more systematically and strategically.

Step 6: Track leads

Track and measure your leads throughout the sales funnel. Even though they are passed off to the sales team, keep tracking and evaluating as needed.

The primary motive is to keep the leads moving through the sales funnel without being lost or sent back to the nurturing stage.

  • Measure sales performance
  • Measure marketing and ROI
  • Track leads throughout the sales cycle

Along with focusing on leads, evaluate your processes as well. Find out what works and what doesn’t so that you can wipe out the roadblocks and make the sales process seamless.

6 Ways to Improve Your Lead Management Process

Lead management is a complex process. And for those who haven’t tried it yet, it may be challenging to plan, manage, and optimize the entire lead management process.

To help you, I have created a list of six tips to improve your lead management system process flow.

1. Start with buyer personas

Before anything else, craft your buyer personas. Create an avatar to list their most important characteristics or traits like;

  • Pain points
  • Industry
  • Age
  • Income
  • Job title

Creating a buyer persona will help you provide more targeted information to the prospects. At every step of the lead management process, you must use this persona to ensure that the prospect feels like your interactions are personalized and just for them.

2. Personalize lead capture

Even though you create a buyer persona, you must know that no two leads are identical. So, to optimize your sales lead management, personalize the lead capture process. Here are a few quick ways to implement personalization.

 

  • Get AI chatbots at work. They are great at imitating real-life conversations. Moreover, they are quick to make prospects comfortable. FYI, 68% of consumers like talking to chatbots because they provide quick answers.
  • Use custom web forms for prospects at various stages of the sales funnel. Instead of using one standardized web form, create different forms for different portals of lead capture. For instance, let the form on the landing page be different from the form on the free-trial page because the visitors of these pages will be from various stages of the sales process.
  • Once you implement the lead capture method, evaluate it with a second method like A/B testing. Test the form fields, CTAs, and other elements of your web pages, optimize them, and make changes where required.

3. Score and prioritize leads

I have already mentioned lead scoring above. It is one of the most valuable and effective ways to improve your lead management process.

Score the leads to rank them based on their sales readiness. Then, use our predetermined criteria for qualifying the leads as ready to talk to the sales team.

Scoring helps with lead prioritization and also improves alignment between marketing and sales. It also streamlines the follow-ups with the right leads.

4. Craft targeted content for lead nurturing

Create targeted content for unqualified and qualified leads with low lead scores. These leads aren’t a great fit currently, but they can be sales-ready with proper nurturing. So, focus on the content you offer them.

Run email marketing campaigns on autopilot. Personalize these emails and provide the right content based on their stage of the buying journey.

For instance, if the lead is still in the initial stages, send them content that introduces your product and tell them how it can address their needs.

You can also invest in webinars. Invite the qualified leads and unqualified groups in separate sessions and provide them with relevant content. Delivering valuable information can help you build relationships and win their trust.

5. Maintain a clean database

Don’t make your sales team search for data when they need it the most. And prevent blunders like inaccurate lead information by cleaning your database.

Maintain database hygiene and ensure that the information you have is accurate. Some good practices for cleaning data include:

  • Detailing hygiene protocols to your team. Mention how and when they should clean the database to maintain hygiene.
  • Getting a data analysis tool to identify duplicate entries – names or other information. Delete these entries monthly.
  • Implement automatic verification to ensure that the contact numbers and email addresses work.

6. Technology integration

Your lead management workflow can perform the best with tech integrations. Integrations play a massive part in optimizing your lead management process.

So, invest in the right lead management automation software. It will help you capture, organize and update leads systematically.

Also, lead management automation systems can eliminate the tedious and repetitive tasks often performed by sales reps. Thus, they can focus on lead interaction and conversions.

Lead Management Best Practices

Want your lead management process to work better for you? Then implement these best practices to achieve the best results!

Best Practices of Lead Management Process

Track lead sources to ensure productivity

Identify the lead sources that bring you the most productive sales leads. For instance, you may attract the best high-potential leads from your blogs and product videos as these contents are relevant to the target audience and deliver high value.

You can leverage the relevant content to attract leads by protecting them behind a web form. That means to access the content; the prospect needs to fill out the form. Thus, you can record the lead information in your system.

Even after attracting the leads, track them to find their type. Also, keep monitoring the leads after they purchase to understand their satisfaction and needs. These lead lessons will help you improve the process and make the sales cycle more efficient.

Map the sales process

As leads travel through the different sales process stages, map out how they are documented. Before you expect your lead management automation software to give the best results, define how the leads will be followed-up.

Chalk out an ideal sales process before you begin changing your map. A benchmark or vision will help you achieve the perfect sales process.

Check and maintain data quality

According to a survey by Gartner, organizations believe that poor data quality is responsible for average losses of $15 million per year.

Moreover, about 60% of the surveyed organizations have no idea how much bad data costs their business.

To avoid such overwhelming losses, make small changes like monthly reviews and deletion of duplicate entries to improve data quality. It will help you;

  • Make better-informed decisions
  • Boost productivity
  • Improve customer relationships

Keep tabs on anonymous users

Anonymous visitors to your website can give you a lot of information. Although they may never fill out your form, you can track their IP address and location.

The information about anonymous users can also help you determine whether or not you are getting the right people to your page or website.

You can think of tweaking your message in social posts and ads if you have too many visitors and too few leads.

Important Lead Management Metrics

How to know if your lead management process is working or not? By tracking metrics!

Here are the three most important metrics that indicate whether or not your lead management system is working.

1. Cost-Per-Conversion (CPC)

CPC tells you the amount spent to acquire a customer. You can calculate CPC by dividing total ad cost divided by the number of conversions.

Your objective is to reduce this metric as much as possible without affecting the best outcomes. Ask yourself these questions when calculating the ad costs:

  • What total is spent on direct advertising like banners, PPC, etc.?
  • How many dollars/ hours were required to set up the initial lead generation strategy?
  • How many dollars/hours were spent on maintaining the lead generation effort or automation?
  • What are the other overheads (like additional sales reps, server costs, etc.)?

Addressing these questions will help you determine the balance between tactics that generate higher leads but are expensive and tactics that generate lower leads but are affordable.

Balance both tactics can help you generate leads without spending massive amounts.

2. Conversion rates

Measure your conversion rates to evaluate the lead management process. But before doing so, set a benchmark conversion rate per industry standards.

You can also set a conversion rate based on your past performances. For instance, if your previous year’s conversion rate was 5%, set a benchmark of 10% in the current year.

To improve your conversion rates, there are a few things you can consider working on:

  • Tweak your ads. Make improvements.
  • Optimize your landing pages
  • Ensure lead nurturing at its best
  • Craft good CTAs

3. Average lead response time

Is your lead response time within 5 minutes? Or 30 minutes? Or do you take 24+ hours to make contact with your lead?

To capture leads, you need to be fast. The faster you respond to your leads, the more likely they will convert.

When a lead makes initial contact, try interacting with them within 5 minutes of contacting you. It is the golden window you must aim to achieve.

Research says 78% of customers buy from a company that responds to their inquiry first. So, grab that chance and don’t let your competitors take over.

How to Choose the Best Lead Management Tool?

To make your lead management process seamless and efficient, getting the best lead management software is essential.

Here are a few features you must look for when purchasing a lead management tool.

1. Automatic lead capture

Your lead management tool must be able to capture leads from various sources like websites, events, social channels, marketing campaigns, etc.

If you have an existing list of leads, the best lead management tools help you import these and eliminate duplicate entries, thereby cleaning the data automatically.

2. Intelligent routing

The best lead management systems assign incoming leads to sales reps based on predetermined criteria.

For instance, to assign leads based on geography, you can input the criteria in the software and get leads from a specific location given to reps from the same geographic area.

3. Track lead actions and schedule meetings

Tracking multiple leads manually is a big no-no. Lead management software can follow each lead seamlessly without your intervention. In addition, it helps sales reps to access previous records of interactions like meetings, phone calls, and emails and also reminds sales reps of follow-ups.

4. Sales metrics analysis

Your lead management tool must enable users to track significant metrics like conversion, close ratios, acquisition rates, sales cycle, etc.

Leads - Sales metrics analysis

It must also help users identify suitable lead sources, lead quality, and evaluate performance. Advanced tools can also help you discover trends and patterns in marketing processes.

5. Data security

Data security measures are a must in your lead management tool as lead data is highly confidential. You do not want it to land in the wrong hands or even internal teams. Hence, ensure that the tool has top data security protocols.

6. Integrations

The best lead management tools integrate with your existing tools, like CRM systems, product development platforms, etc. Your lead management system must connect to your existing software through native or supported APIs or integrations.

Top 3 Lead Management Tools in 2022

While many lead management tools are out in the market, I have handpicked the three best ones (with great difficulty!). Here they are:

1. Salesforce Sales Cloud

The lead management tool has one of the best features, a lead management software by Salesforce. It is best suited for enterprises that require advanced lead management features. The software nurtures leads, automates the sales process, and tracks the marketing ROI.

Key features

  • Automatic lead scoring and lead routing
  • Tracking marketing campaigns
  • Rick activity timeline
  • Integrates with Outlook, Google apps, and several others.

Users can start with a 30-day free trial. But the price range of the software is relatively high. So, it seems to be a fit for enterprises or large-scale businesses.

2. RevenueHero

A sales acceleration platform, RevenueHero offers users the necessary lead management software features. The tool allows marketing and sales teams to qualify leads, route them in real-time, and schedule instant meetings.  

Key features

  • Third-party app integrations (Salesforce, Zoho, Mixpanel, HubSpot, etc.)
  • Schedule instant meetings
  • Real-time routing to enable sales reps to get into quick conversations and follow-ups
  • Qualify leads faster based on your qualification criteria
  • Lead prioritization

For pricing details, contact the RevenueHero team.

3. Apptivo CRM

Apptivo has several features, along with lead management. It can effectively track leads and manage them in a centralized database.

Key features

  • Lead scoring
  • Instant report generation
  • Unlimited custom fields
  • Customizable views

Compared to Salesforce, the platform is affordable with a 30-day free trial and a free forever starter plan.

I promise there are many lead management tools to be added to this list. Want a few more options? Check out here.

Time to Wrap Up!

I hope there’s no doubt regarding the importance of a solid lead management process.

To stay ahead of the competition, you must (ASAP) implement a sales lead management process if you haven’t already. Once you implement the process, you can make continuous iterations to achieve perfection.

Manage your leads efficiently; nothing can stop you from witnessing a massive surge in conversions and bottom line revenue.

Related Resources

11 Best Calendly Alternatives in 2022 [Pricing and Feature Comparison]
Sayani Deb
11 Best Calendly Alternatives in 2022 [Pricing and Feature Comparison]

Looking for scheduling software to book meetings here and there? 🤔If you ask for a recommendation, anyone will suggest Calendly (It’s famous!)Calendly is a simple yet popular scheduling tool that helps you schedule meetings. However, if you are already a Calendly user, you must know that the free version of the software lacks a few helpful features. But if you are new to using scheduling tools, you may want to explore options other than Calendly. Perhaps, you may want to invest in a more beneficial and advanced Calendly alternative with better reporting features.Regardless of your reason, you can check out this compiled list of Calendly alternatives. Read through and find your best alternative to Calendly!

Reasons to Look out for a Calendly Alternative

Most individuals or businesses looking for a Calendly alternative have the following few common reasons behind the switch.

  • Limited features
  • Premium pricing
  • Branding
  • Limited integrations
  • Business automation
  • Domain or industry-specific needs like revenue acceleration

Besides these reasons, there are a few significant drawbacks of Calendly that make customers switch to different Calendly alternatives.

  • Calendly has no desktop version. Though the web and mobile applications are sufficient, some users want to schedule bookings via desktops.
  • The software has no payment acceptance on the free plan. The software has PayPal and Stripe integrations, but you cannot accept payments on the free plan.
  • The platform lacks customization options. There are no customization options within the dashboard. The tool may seem limited when organizing internal meetings.

11 Best Calendly Alternatives You Should Try in 2022

If you are confused about which Calendly alternative to try, here’s our compiled list of 11 alternatives to Calendly. Check them out and pick yours!

1. Acuity Scheduling

One of the best Calendly alternatives in the market is Acuity Scheduling. It is an appointment scheduling platform best suited for small businesses and teams. Acuity Scheduling is excellent for B2B or service-based companies requiring their prospects to schedule demos or use their services and products. For instance, salons, consultancy, etc. Acuity Scheduling takes care of the entire appointment scheduling process. It automates booking slots, sending reminders to customers and employees, scheduling video conferences, etc.

Key Features

  • Sync calendars and manage multiple locations and employees. Show customers the calendar you want them to see
  • Customize every aspect to offer the best brand experience to users
  • Organize schedule with auto-adjust for time zones, canceling and rescheduling appointments feature.
  • A centralized hub for organizing client info and data dashboards to track no-shows and successful meetings
  • Several integrations like Quickbooks, Zoom, Mailchimp and payments integrations like Stripe, Square, or PayPal
  • Video conferencing feature with video calling apps integration

Pricing

Acuity offers seven days free trial and three paid plans:

  • Emerging - $14 per month
  • Growing - $23 per month
  • Powerhouse - $45 per month

2. HubSpot Meetings

HubSpot Meetings is a great free alternative to Calendly. You can create meeting links with direct access to teams or individual calendars using the scheduling software. Send the links through email marketing or in playbooks that are sent to customers for building better relationships. You can integrate HubSpot Meetings with landing pages to make access easy for visitors. HubSpot Meetings is a great Calendly alternative mainly because it is built on the free HubSpot CRM platform. Using them together lets you take advantage of the contact’s data. Thus, you can provide an incredible customer experience.

Key features

  • Easy link creation and sending for meetings
  • Default integration with HubSpot CRM and other campaign management tools
  • Direct integration with Outlook 365 and Google Calendar
  • Add contacts to HubSpot CRM automatically to keep records clean and transparent.
  • Create round-robin links or groups to share meeting details or duties across teams
  • Embed calendar scheduling on landing pages and anywhere on the web

Pricing

There are three pricing plans for HubSpot Meetings.

  • Starter - $45/ month
  • Professional - $800/ month
  • Enterprise – $3200/ month

3. RevenueHero

Another Calendly alternative perfect for small businesses is RevenueHero’s scheduling software. The platform enables users to schedule more meetings in less time, making the entire sales process more efficient. With RevenueHero, users can schedule automated meetings 24/7. Thus, the risk of missing out on leads is reduced significantly 😀

Key features

  • Real-time automated scheduling of meetings and manual tasks. The feature automatically routes leads to available sales reps and easily helps schedule more meetings.
  • The cancelation and reschedule features enable participants to shift the meeting date and time as convenient.
  • Automated reminders functionality for all meeting participants
  • Integrations with HubSpot, Salesforce, Zoho, and Pipedrive available for seamless working

Pricing

Connect with the team for pricing details.

4. OnceHub

Formerly known as ScheduleOnce, this software solution is ideal for booking appointments and meetings. OnceHub is a Calendly alternative great for small teams and businesses. However, the tool’s features are limited compared to the other Calendly competitors.

Key features

  • Define daily or weekly limits for meetings to manage the team’s workload
  • Use PayPal to receive payments for meetings and cancelations
  • The session package feature lets customers schedule a series of meetings
  • Get video calling feature to connect instantly with clients
  • Reserve equipment and meeting rooms for scheduled meetings
  • Integration feature available with video conferencing platforms like Zoom, Teams, Google Meet, CRM Salesforce, etc.

Pricing

OnceHub offers a flexible pricing plan. They are:

  • Starter – Free plan for up to 3 users
  • Growth - $10 per user/month
  • Enterprise – Custom plans from $950 per month

5. Appoint.ly

Appoint.ly is a powerful and easy-to-use appointment scheduling software that makes online scheduling easy. Appoint.ly allows users to create an event or meeting and send the scheduling link to customers, prospects, or anyone else they want to meet. The recipient can choose a time slot, and Appoint.ly automatically adds the event to the sender’s calendar.With Appoint.ly, you can add custom fields like contact method, recurring appointments, etc. Further, the software provides the flexibility to set weekly, monthly, and daily availability schedules. The software is excellent for individuals and businesses looking for Calendly alternatives. Small teams can also use it.

Key features

  • Easy, simple, and straightforward link design
  • Schedule meetings automatically and forward them to personal calendars
  • Easy-to-use functionalities
  • Auto-adjusted time zones according to user’s location
  • Integrations are available with Outlook, Exchange, Google, iCloud, and Office 365.

Pricing

Appoint.ly offers three plans:

  • Basic – Free plan. Good for individuals and small project management
  • Pro - $8 per user/month. A good plan for professionals and teams with different scheduling requirements
  • Enterprise – Custom features. Contact the support team for pricing details.

6. Vocus.io

The best Calendly alternative for businesses looking for one-to-one meeting scheduling software solutions. The platform allows companies to schedule personalized meeting pages for individual meetings. You can customize the meeting time, day, durations, etc. Also, Vocus.io allows businesses to define short-notice meeting cancelation rules and buffers. These features help in making the meeting experience better. Like other alternatives to Calendly, Vocus.io allows users to share a link or embed a calendar scheduling widget on the site or landing page. Additionally, the software offers other functionalities like campaigns, snooze, template library, etc.

Key features

  • Customize user experience with a custom domain, brand, personalized meeting page, etc.
  • Optional custom form fields can be easily added to the business’s scheduling page
  • Chrome extension available for simpler access to features
  • Several integrations available like Salesforce, Microsoft Teams, Zoom, and Zapier
  • Automated email functionality to maintain contact touch with prospects

Pricing

Vocus.io offers a 30-day trial period. Plus, there are three pricing plans:

  • Basic - $5/ month
  • Starter - $10/ month
  • Professional - $20/ month
  • Growth plan - $80 per month (contact the team for details)

7. YouCanBook.Me

YouCanBook.Me is a simple scheduling tool that makes scheduling appointments and meetings easy. Mostly used in the education sector, YouCanBook.Me depends on external calendars. Since it has no in-built calendars like Calendly, it is slightly harder to operate.

Key features

  • Set up a regular weekly schedule for meetings or customize your schedules every day as per availability
  • With the duration and appointment padding feature, offer fixed appointment durations or give customers a choice.
  • Detects time zones automatically and ensures that everyone sees the right time.
  • Automate reminders, follow-up emails, and confirmations. Customize calendar events too.

Pricing

YouCanBook.Me is a Calendly free alternative as it offers a free forever plan with basic features and functionality. Besides, the software offers a pain plan of $10 per calendar/month.

8. Picktime

Picktime is a simple scheduling tool that allows individuals and businesses to schedule meetings and appointments. Like other Calendly or calendar alternatives, Picktime is excellent for service-based companies like freelancers, salons, consultancy, etc. The platform is easy to use. It enables users to easily create appointments, reschedule or change location or date preferences. Even if the user is a multinational business, the software’s reporting feature helps to track everything.

Key features

  • Easy video interactions with integrations with platforms like Zoom
  • Integration with Stripe, PayPal, and Square for easy payment receipts.
  • The in-built dashboard makes it easy to manage subscriptions for users
  • Sync personal and professional calendars to keep everything systematic and organized.
  • Automated reminders for all meeting participants

Pricing

Picktime is another free alternative to Calendly, as it offers a free plan for 3 team members. Besides, there are two other pricing plans:

  • Starter - $9.99 per month
  • Pro - $19.99 per month

9. Calendar

Calendar offers multiple customizations along with intelligent link features or virtual polling. Plus, users can add customizations as per meeting requirements. For instance, if users want to schedule a lunch meeting, they can select meeting times and nearby restaurants from the booking page. Further, users can change the meeting time, location, frequency, etc. Also, using calendar integration, users can create native appointments.Calendar also offers an overall view of all meetings across the calendars. It also has a reporting feature that helps users track productivity.

Key features

  • The mobile application feature allows users to schedule meetings on the go
  • Sync and connect all calendars to get an overview of all the upcoming events
  • Team calendars available
  • Create events in native calendars and sync them to Calendar.com
  • Advanced customizations for meeting types, dates, and locations

Pricing

Calendar is a great free Calendly alternative as it offers a free basic plan. Other than that, it offers;

  • Standard - $6/ user/ month
  • Pro - $8/ user/ month

10. Doodle

Though Doodle is a good alternative to Calendly, it works differently. Like Calendly, Doodle does not have a direct integration that allows a single link. When using Doodle, the meeting organizer visits the Doodle site, creates an event, and proposes a few different time slots. Then, the participants pick a time that’s convenient to them. The scheduling software is a popular Calendly alternative because it has several users across different time zones. It has a straightforward design and can also be used by non-tech savvy.

Key features

  • Automated confirmations and reminder emails
  • No account is required for one-off scheduling requirements.
  • Clear snapshots for available and unavailable time slots
  • Free scheduling polls for multiple users
  • Integrated calendar providers synced with calendars.

Pricing

  • Doodle offers a 14-day free trial and three pricing plans.
  • Pro - $6.95/ user/ month (best for professionals looking for automated scheduling platforms)
  • Team - $8.95/ user/ month (best for teams to increase collaboration and productivity)
  • Enterprise – Contact for pricing details (best for large-scale businesses teams looking for advanced scheduling solutions)

11. Drift

Drift offers multiple tools for sales teams. It is not primarily an online scheduling software but offers a meeting scheduler feature. Hence, you can consider Drift as one of the alternatives to Calendly. The main tool that the platform offers is a website chatbot. Users can make the bot live on their websites and let it handle conversations with visitors. In addition, the bot’s functionality extends to emails, audience insights, and sales team routing. The Drift bot can hold personalized conversations with visitors as it contains visitor data in its system.

Key features

  • Drift Meetings automatically schedule qualified sales meetings allowing sales reps to focus on their work.
  • Target the best site visitors and give the VIP visitors meeting fast lane with Drift
  • SDRs can book instant meetings with AEs after lead qualification through live chat
  • Integration with Outlook 365 and Google Calendar
  • Send automated reminders to participants about the scheduled meeting

Pricing

There are three pricing structures as offered by Drift. But you need to contact the company to get the pricing details of each plan.

  • Premium – A great choice for small businesses focused on customer satisfaction and business growth
  • Advanced – Best for medium-sized businesses looking for personalized customer engagement
  • Enterprise – Great for large organizations. Enables users to create better customer experiences.

So, Which Calendly Alternative is the Best?

The list that I have compiled has the best of Calendly alternatives. However, to pick the best fit for yourself, you must identify your business needs first. If you are a small business, there are a few best options. Similarly, others work great for enterprises. So, to pick the right Calendly alternative, I recommend going through the list. Check out the pricing plans, features, and integrations to get your best alternative to Calendly. And to clear your further confusion, scroll down. Take a quick look at the FAQs, and make your buying decision.

Calendly Alternatives FAQs

Though I have provided you the list of the best 11 alternatives to Calendly, some more info to help you make a buying decision won’t hurt. Here are a few FAQs to bring you more clarity about Calendly alternatives.

Q: What are the best alternatives to Calendly if you are a small business?

A: RevenueHero and OnceHub would be the best Calendly alternatives for small businesses. You can also try Acuity Scheduling. RevenueHero and Drift are the best options if you are a fast-growing start-up.

Q: Are there any Calendly alternatives for individual professionals?

A: Yes. Vocus.io and Calendar are good Calendly alternatives for individuals. In addition, these software solutions offer multiple customization features that make them ideal for individual professionals.

Q: What are the free Calendly alternatives?

A: Like Calendly, Picktime, YouCanBook.Me, and Calendar offer free plans. So the best option among these three free alternatives to Calendly, Calendar, or Picktime would be great choices.

Q: Which Calendly alternative should you choose to schedule meetings from any web form?

A: RevenueHero is the best tool to schedule meetings with prospects from web forms. However, OnceHub is a good option too.

Q: Which Calendly alternative should I choose if I have a large sales team?

A: RevenueHero is the best Calendly alternative for large sales teams. HubSpot and Drift are also good.

Q: Are YouCanBook.Me and Doodle good alternatives to Calendly?

A: These Calendly alternatives are mostly used by the education sector (universities and institutions). So, they naturally have the features and pricing structure that suits service-based businesses.  

Q: Is there a free trial for all the 11 Calendly alternatives listed above?

A: Yes. Most of the above-listed Calendly alternatives offer a free-trial period. However, the duration ranges between 7 to 30 days. In addition, HubSpot requires you to signup to try out their scheduling solution.

Related Resources

Lead Conversion: Everything you need to know + tips
Sayani Deb
Lead Conversion: Everything you need to know + tips

Marketing and demand generation is probably the easiest step in generating revenue. However, getting prospects to convert is the real deal.Lead conversion is a challenge for many businesses because they are in the dark about the existing conversion rate. This blog post aims to explain lead conversion, calculating the lead conversion rate, and tips on how to improve it.

What is lead conversion?

Lead conversion is the process of turning visitors into leads and leads into paying customers by encouraging them to take the desired action.A visitor on your website is expected to perform certain actions like fill a form or click on a CTA, at which point they become a lead.Lead conversion rate is the percentage of visitors who come to your website, perform the required action, and are captured as ‘leads’. This is an indicator of how successful your business and website are at turning visitors into leads.

Lead conversion metrics

Lead conversion metrics help quantify the efficacy of the marketing and sales teams to generate and convert leads into customers. Let’s understand the most common metric: lead conversion rate.Lead conversion rate is the ratio of the number of leads to the total number of visitors. It measures your ability to convert website visitors into leads.Lead conversion rate = (Number of leads / Total number of visitors) x 100%For instance, your company gets 500 visitors on the home page. Of those visitors, 50 fill out the lead capture form and become a lead. The lead conversion rate is: (50 / 500) x 100% = 10%Some of the other lead conversion metrics:Cost per conversion: The cost of acquiring a customer.Cost per conversion = total marketing cost/ number of conversionsTime to convert: The time taken to turn a visitor into a lead.Time to convert = total time spent by website visitors/ total number of leadsLead Value: The contribution of leads for your business success.Lead value = total sales value/ total number of leadsConversion ROI: The return on investment for every conversion.Conversion ROI = (Lead value - cost) / cost

  1. Devising a lead conversion strategy for your business
  2. Study the market and collect data about prospective customers.
  3. Adapt the messaging and content to their problem.
  4. Build scoring systems and metrics to identify leads with a strong intent to convert.
  5. Establish contact as soon as they perform an action that denotes intent.

Lead Conversion Strategy: an example

Techsys is a company looking to implement a chatbot on its website. Your company is into the business of developing chatbots. A person from the Techsys team is evaluating different chatbots before they can arrive at a decision. They land on your website and read the gated content. They’re added to the lead nurturing sequence and an email is triggered, prompting them to take action. When they do, the marketing team will qualify them and pass them on to sales.The sales rep will receive information about the lead and their activity. Ideally, the salesperson will use this opportunity to convert the lead while the interest is still high. The conversation starts when a salesperson, assigned by a tool like RevenueHero, reaches out to the point of contact from Techsys.

How to improve lead conversion rate

According to Wordstream, the median conversion rate for all websites is 2.35%, with the top performers at 11.45%.Below is a list of tips to turn more visitors into leads and more leads into customers; ultimately boosting the lead conversion rate.

Study analytics and messaging

Product analytics tools help understand the current standing of the conversion rate. Leverage heat maps to analyze the performance and placement of different CTAs.Use the data from this exercise to convert visitors into leads. Some questions to ask yourself at this stage would be: “Does the messaging and CTA maintain the brand promise?”, “Does the offer matter to the audience enough for them to leave their contact details?” etc.

Refine the lead qualification process

It’s time to revisit the lead qualification markers when the sales department complains about irrelevant leads. Optimize sales and marketing lead qualification (SQL & MQL) for quality over volume. Ask comprehensive questions in the lead capture form to understand their requirements and intent.This will result in instantly qualified leads and more meeting bookings. It also means spending less time on leads that are less likely to convert into customers.

Facilitate automated lead nurturing

The lead is now qualified and is in the funnel. The next step is to engage them at each stage of the buying process. Email campaigns are the most common way of nurturing the lead. Automate the sequence and set the frequency. This helps deliver personalized emails at large with less effort.This nurturing process puts your brand on the top of the mind and helps the prospect come back when need arises, at which stage they can be directed to the sales department.

Decrease the response time

When the interest is high, connect them to the sales immediately. In other words, increase speed to lead. The faster you make contact with a lead, the more likely they are to convert.Reduce the time to connect with a lead with faster routing. Include appointment scheduling to enable them to book a convenient time to speak with a sales rep. This allows closing the deal faster because the intent is high.

Final thoughts

“You can’t improve what you don’t measure.” It’s imperative to evaluate the lead conversion rate to understand the status quo. No matter the step of your journey, these tips will help to improve your lead conversion rate and convert more leads into customers.

Related Resources

A Complete Guide to Revenue Operations (RevOps)
Sayani Deb
A Complete Guide to Revenue Operations (RevOps)

One of the fastest-growing tech titles is Revenue Operations or RevOps. What is it? Why is it booming? Is it essential for business? Should I invest?There are several questions surrounding this trending topic. Hence, we decided to tell you about it. Revenue Ops is a relatively new role in businesses. So, there is a lot of curiosity about what it is and how it works. If you too are as curious as a child, keep reading! By the end of this blog, you will have the knowledge you need on RevOps.  

What is Revenue Operations (RevOps)?

RevOps meaning Revenue Operations is a B2B function that aims at achieving an organization’s maximum revenue potential. The business function utilizes automation to enable teams to make better-informed decisions that facilitate business growth. The Revenue Operations function brings together the marketing, sales, finance, customer service, or customer success teams. Together, these teams work towards achieving the following shared goals:

  • To reduce revenue leakage
  • To improve pricing for better conversions and margin
  • To identify new revenue opportunities using customer data

In other words, RevOps aligns the marketing, sales, and customer success functions to drive revenue growth through operational efficiency. It helps in breaking silos among departments.

3 Reasons Why You Need Revenue Operations

The implementation of a RevOps framework breaks barriers among different departments. Here are three reasons why you should get a revenue operations strategy in place.

1. Improved collaboration among teams

Revenue Operations ensure better collaboration between marketing, sales, and customer success. The different departments or teams within an organization require accurate data to make informed decisions. In fact, 43% of marketing and salespeople say that the biggest challenge in aligning the marketing and sales departments is the ‘lack of accurate/shared data on prospects and target accounts’. When working in collaboration, organizations perform better. It removes the friction and ensures the seamless functioning of a business. RevOps facilitates data sharing. It ensures proper data synchronization in systems and allows cross-functional teams to work together to achieve a common organizational goal.

2. Better customer experience

While you may witness an increase in sales, if you overlook your customer experience, the revenue increase won’t last long. It is significant to offer customers a positive experience if you want your customers to stick with you in the long run. Moreover, a positive customer experience will also increase the overall revenue. According to Forbes, organizations that focus on enhancing customer experience witness an 80% gain in revenue.A revenue operations strategy can simplify processes, increasing the operational efficiency of an organization. Thus, the GTM teams can focus more on customers and be more sensitive to their needs. RevOps can create a seamless user experience by enabling the marketing, sales, and customer service teams to access accurate customer insights. These insights can then be used by the teams to address customer needs at every stage of their journey.

3. Increased transparency

Another reason why you must have a RevOps framework is to increase transparency among teams. It will ensure easy collaboration and information sharing. Take, for example, a cross-team meeting scenario;

  • the sales team discusses closed deals,
  • the marketing team discusses SEO and other campaigns, and
  • the customer success team talks about customer feedback.

Though all the teams have the same goal, they may not know what the others are working on.  This can create friction, misunderstanding, and ultimately, strained relations. RevOps addresses this friction. It ensures aligning the teams and providing clear visibility into what the other is doing. Also, RevOps makes data accessible to all the teams involved in the revenue cycle operations.

How RevOps Model Works?

Gartner predicts that 75% of the highest-growth companies worldwide will implement a RevOps model by 2025. Before that happens, let’s get some understanding of this model.The RevOps approach is collaborative and customer-centric. There are three pillars around which the framework operates:

Process

Revenue operations in SaaS activate different consistent processes as your sales team works towards converting the leads into customers. These processes foster accountability and trust among teams. Also, you get additional benefits like increased retention rates, shorter sales cycles, and increased upsell volumes.  

Platform

Getting accurate information at the right time is the key to success. RevOps connects you to a tech platform that provides a clear and correct story around your sales pipeline. It is the single source of truth to identify how teams can, directly and indirectly, impact your revenue pipeline.

People

The final pillar of RevOps is the people responsible for managing processes and platforms. Revenue operations responsibilities are generally distributed among the RevOps team members.Under the RevOps umbrella, all of these elements come together. It allows different departments to work as multiple parts of one unified organization towards common goals. A RevOps framework can vary by business goals, operating plan, business model, and other factors. However, there are a few key attributes that make up the RevOps model.

  • An end-to-end process design that supports the buyer’s lifecycle
  • Seamless workflows interconnected across integrated data, systems, and functions
  • A clear view of your revenue process implementation and outcomes

The RevOps framework starts from a revenue operations strategy and ends with an analysis of the implemented processes using key metrics. The framework has six significant components or stages.

Strategy

A revenue operations strategy is a plan that aligns with an organization’s revenue goals. It structures and prepares the organization to maximize its revenue potential.RevOps strategy includes:

  • Stakeholder alignment,
  • Revenue model,
  • GTM strategy,
  • Resource prioritization,
  • Organizational design, etc.

Data

It refers to the data required to manage and optimize the revenue cycle or the revenue processes. This element involves,

  • Data strategy and governance
  • Data collection
  • Shared data

Workflows

This aspect of the RevOps framework includes automated and manual workflows essential to create a seamless and interconnected revenue process.It involves;

  • Workflow design
  • Joint processes
  • Hand-offs
  • Closed-loop processes

Revenue Process

It includes the design, management, and tracking of the revenue processes. The activities involved here include;

  • Segmentation
  • Customer lifecycle map
  • Service level agreements
  • Revenue process design and management

Technology

Technology refers to the tools and tech solutions, software crucial to implementing revenue operations function. The activities involved are;

  • Designing the tech stack
  • Developing core infrastructure (data, workflow, reporting & dashboards, etc.)
  • Enablement and usage

Analysis

The analysis phase involves tracking and measuring activities and performance across the revenue process. It involves;

  • Forecast analysis
  • Customer health analysis
  • Pipeline analysis
  • Funnel conversion analysis

RevOps vs. Sales Ops: 5 Key Differences

RevOps and Sales Ops are two ways that merge at a point. This point is their shared goal - both aim to drive an organization's revenue. But there are a few key differences between the two functions. Take a look.

  1. RevOps is all about the business processes and practices across revenue-generating teams. Whereas, Sales Ops is about sales reps-related activities. It is limited to the sales element of the total revenue strategy.
  2. RevOps covers the entire buyer’s journey, revenue funnels, customer experience, and go-to-market execution.

Whereas, Sales Ops focuses on territory planning, deal management, sales forecasting, CRM, salesforce, training, and development.  

  1. Revenue operations teams focus on driving revenue via operational efficiency. It provides a complete view of the customers at all stages of their journey.

Whereas, Sales Ops teams focus on sales, onboarding, training, recruitment, contact management, team communications, etc.

  1. RevOps teams use analytics, AI, and other tools to discover opportunities and trends to drive revenue growth. Sales Ops use sales forecasting and data analysis to develop a sales strategy.
  2. The primary benefit of RevOps is identifying roadblocks in internal processes, prioritizing them based on impact, and eliminating them.

Whereas, the benefit of Sales Ops is driving strategic direction using data, reducing friction, implementing training and technology best practices, and assisting sales teams to close more deals efficiently.

How to Implement RevOps in my organization?

RevOps is already a rage. Organizations adopting the model are sure to thrive in the next three to five years. Here are a few key steps to implement RevOps in your organization.

Step 1: Audit

Find the areas of disconnect among departments through an audit. There are three main areas that you must audit to ensure an improved customer journey.

  • Content – Audit the existing content, align it with the customer journey stage and fill in the gaps
  • Technology – Audit tech used in sales, and marketing to ensure that they are working and producing results
  • Website – Audit the website to ensure that you have the best practices of conversion in place and no entry barriers for buyers

Step 2: Define and align

Define the lifecycle stages for your team and align them using the three steps:

  • Assess the analytics and ensure a complete view of the revenue pipeline and business health.
  • Evaluate the tech stack and identify redundancies in tools, if any
  • Provide fool-proof and streamlined RevOps processes to your team for inbound and outbound sales, content marketing, and customer satisfaction.

Step 3: Develop

This step involves the building of a few things like;

  • GTM plan for customer satisfaction and acquisition
  • Workflows to ensure moving leads through the system and correct data in the revenue engine
  • Inbound and outbound sales follow-up emails, outreach emails, task queues
  • RevOps dashboard showing the existing roadblocks

Building these aspects will ensure gaining forward momentum towards maximizing revenue potential.

Step 4: Implement and Optimize

Execute the framework and maintain consistency with your revenue operations strategy.

  • Conduct RevOps meetings regularly to maintain alignment among departments, and discuss goals, the contribution of each department, and their role in achieving the goals.
  • Structure and follow a 12-month plan to continue the adoption and optimization of the revenue growth strategy.
  • Maintain a RevOps dashboard and keep it up-to-date. Use the dashboard monthly to identify the customer journey stage that has the most roadblocks. Work towards improving them.

What are the responsibilities of a Revenue Operations Manager?

A Revenue Operations Manager may have different roles in different organizations. For larger organizations, a RevOps Manager generally takes care of a RevOps analyst team. The manager serves as a point of contact who coordinates, delegates duties, and delivers insights to the executives. Here are the responsibilities of a revenue operations manager.

  • Drive revenue – identify opportunities, create GTM strategies, and tactics to align customer lifecycle, finding out potential improvements in the sales process.
  • Enable and lead the revenue operations team
  • Supervise data administration and systems. Recommend tools to improve data analysis, quality, and reporting
  • Coordinate cross-functional teams (sales, business operations, customer success, marketing, sales, etc.), work with them and other stakeholders to centralize info and share necessary insights
  • Forecast revenue to provide teams with an understanding of the business's health. Manage dashboards and help them meet goals.
  • Collaborate with leadership roles to strategize, operationalize, and analyze the business initiatives' impacts.

What are the Important Metrics in RevOps?

There are certain metrics that matter the most in RevOps. It is fundamental to measure these same value metrics to ensure building a successful revenue operations framework.

Revenue

The primary focus of RevOps is to boost revenue. So, it is the obvious revenue operations metric that you must track. But there’s a catch when measuring revenue – what exactly you must look for?It depends on the industry and the period you measure. For instance, considering revenue operations in SaaS companies, they usually measure the ARR or Annual Recurring Revenue to measure the revenue growth. Likewise, in telecommunications, the average revenue per user is measured.

Revenue retention

The Net Revenue Retention (NRR) rate is a significant indicator of revenue and profit growth potential of a company. It helps you to understand your customers’ satisfaction with the business. When measuring revenue retention, consider both net and Gross Revenue Retention (GRR) rates. Both metrics provide crucial insights into how the business is growing. How to calculate revenue retention?NRR = (Total Revenue + Revenue from expansion & downgrades – Churn)/ Total RevenueGRR = (Total Revenue – Churn) / Total RevenueThe average GRR for SaaS companies is 90% which is a high benchmark compared to other industries.

Customer Churn Rate

This revenue operations metric measures the percentage of existing customers who no longer use a product/service within a specific time.Customer churn rate critically depends on your customer retention strategies. The strong the strategy, the lower the churn rate. As revenue operations enhance customer experience, the best you can do to retain customers is to implement a RevOps framework.

Cost of Customer Acquisition

The Customer Acquisition Cost or CAC is the amount a business spends to make a customer purchase a product or service. In other words, it is the dollars spent on acquiring new customers.  Calculate CAC using the following:CAC = (Cost of sales + Cost of marketing)/ Number of New Customers AcquiredTracking your CAC constantly is necessary if you want to measure revenue growth. Knowing the amount spent and earned from marketing strategies helps you to understand customer needs. Thus, you can create your strategies more efficiently.

Revenue Operations Alignment: Best Practices

It is crystal clear that RevOps starts with aligning different departments across the customer lifecycle. Here are a few best practices related to revenue operations alignment that you must know about.

Streamline metrics among departments

Each department within an organization has its own metrics. This often causes misalignment and creates different definitions for the same metric or measurement. The RevOps controls metrics from the start till the end of the customer cycle. It ensures that every department is on the same page and has the same understanding of core metrics and KPIs.

Trust and credibility in decision-making

As revenue operations clarify and improve the understanding of metrics, it helps different teams to make better-informed decisions. Analyzing the revenue cycle operations and tracking the metrics ensures data-driven and trustworthy decision-making.

Take ownership of the tech stack

Revenue Ops controls the tools and tech stack within an organization. It aligns the tech stack among departments like marketing, customer success, and sales. While ensuring alignment, RevOps collaborates with the IT teams to prioritize and maintain the data privacy and security needs.

Manage change

When aligning different departments, RevOps brings certain changes in operations, communication, etc. Hence, it is necessary for the teams to maintain this alignment and prevent any friction from occurring. Since adopting the RevOps model triggers change within an organization, departments must be ready to cope and manage the changes.

Top 4 Benefits of RevOps

The DmandGen Report revealed that RevOps adoption has grown as much as 55% in recent years. But why the sudden rise of Revenue Ops?The answer is easy – Benefits. In fact, top B2B tech companies that relied on revenue ops derived significant benefits including 10-20% growth in sales productivity. Here are a few RevOps benefits that can make you consider adopting the framework.

1. Data-driven decision making

Companies run on data. Often times you can get fixated on comparing different data points and trying to find the correlation. Further, it may so happen where a few top-level KPIs look great but you do not the full picture. Therefore, you are unable to identify the metrics leading to revenue growth. RevOps saves the time wasted in looking at various datasets and trying to piece them together. It provides a holistic view of the data and how it impacts revenue growth.

2. Visibility and accountability across teams

Marketing, sales, and customer success departments deal with different tasks but their goal is the same – to boost revenue and profits. However, none of the teams realize the intertwinement of their activities. As a result, when monthly reports are out, one blames the other for not sharing info, not dealing with leads, etc.This happens when the teams aren’t aligned. And as we have mentioned above, RevOps brings teams together. It breaks through the division by mapping and streamlining the hand-off points among the departments. Thus, it ensures visibility and accountability across teams.

3. Subjective forecasting for coherent and predictable pipeline growth

Forecasting becomes intuitive and not data-driven when you have to pull siloed information from different departments. This happens in companies without RevOps model. You do not know what works and what doesn’t. And you cannot predict the revenue growth based on the direction of the wind. Revenue operations is data-driven. It enables users to identify key data points that trigger a set of actions. Once you ensure that the right processes are being administered, you can predict the pipeline growth to see incremental improvements.

4. Faster sales cycle

When your teams work collaboratively toward a shared goal, hand-offs are clean, and you save a lot of time. The streamlined teams and processes, without friction, make the deal cycles much faster. As a result, you can witness a better customer experience and higher sale rates.

Bottom Line

Optimizing customer experience is a priority for companies because it contributes to revenue growth. The RevOps framework can ensure better effectiveness, efficiency, and growth in business. With the right revenue operations team and with the right tools, you can implement RevOps within your organization and achieve the goal of maximizing revenue potential. One of the best tools that you should be a part of your RevOps tech stack is RevenueHero. This sales acceleration platform is the all-in-one solution to managing your incoming leads. Using the platform, you can easily route leads to the sales reps, qualify them, prioritize, and schedule meetings – all in real-time. Explore the platform to know more!

Related Resources

What is MEDDPICC Process? | Overview, Methodology with Examples, and Benefits
Sayani Deb
What is MEDDPICC Process? | Overview, Methodology with Examples, and Benefits

MEDDPICC – the 8 letters that can help multiply your sales.

It is a pretty popular methodology that has changed the sales scenario for several enterprises.

The MEDDPICC framework is a surefire way to stir up your sales yield. Hence, let us dig deeper into the process and find out how to derive maximum benefits from MEDDPIC.

Let’s begin!

What is MEDDPICC?

MEDDPICC is a popular sales qualification method used mainly by B2b companies. The MEDDPIC methodology helps B2B enterprises to identify potent and high-quality prospects.  

It is a checklist that includes the following aspects:

  • Tasks you must do
  • Information you must know
  • Relations with people you must nurture

There are eight distinct steps involved in the MEDDPICC sales methodology, which include – Metrics, Economic Buyer, Decision criteria, Decision process, Paper process, Implications of pain, Competitions, and Champion.

Acronym of MEDDPICC

The full explanation of what MEDDPICC stands for is: Metrics, Economic Buyer, Decision criteria, Decision process, Paper process, Identify pain, Champion, and Competition.

Acronym of MEDDPICC

The original term coined by Jack Napoli, John McMahon, and Dave Dunkel for this sales method was MEDDIC - Metrics, Economic Buyer, Decision criteria, Decision process, Identify pain, and Champion.

Later, Jack Napoli introduced an enhanced version of MEDPICC with two additional steps – Paper process and Competition.

If the MEDPICC meaning is still not clear, here’s a brief explanation for its acronym.

  • Metrics — The quantifiable measure of value that your solution offers
  • Economic buyer — An individual or group with the power and authority to make purchase decisions.
  • Decision criteria — The factors or criteria based on which your solution will be judged.
  • Decision process — The steps that the buyer follows to go from evaluating your solution to making a buying decision.
  • Paper process — The steps that the buyer follows after going from the purchase decision to a signed contract.
  • Identify pain — The pain points that your solution addresses.
  • Champion — The person with power, influence, and credibility with the buyer’s organization.
  • Competition — The person or company dealing with the same solution as yours and competing for the same funds and resources.

Here are the questions you need to ask yourself at each step of the MEDDPICC process.

MEDDPICC process

Metrics – How will the prospect succeed? What are their business goals?

Economic buyer – Am I interacting with the decision-maker? Is anyone else involved in the decision-making?

Decision criteria – What are the most important factors driving their decision? Should I make any changes?

Decision process – What steps are involved in making the final decision? Who is involved?

Paper process – What are the steps to get everything completed and signed? How long does it typically take?

Identify pain –What are the current challenges of your prospect? What are the risks in terms of lost revenue?

Champion — Who in the organization will feel pain the most? Does the person have an influence on decision-making?

Competition – Who else is the prospect considering? How good is their solution?

Importance of MEDDPICC in Sales Success

According to MEDPICC definition, it is a sales qualification methodology. However, it is also a fool-proof strategy that has helped several B2B sales professionals to achieve brilliant outcomes.

To back up what I am saying, here’s a MEDPICC example.

According to a Predictable Revenue article, Zendesk was able to forecast revenue within 1% through MEDDPICC implementation (along with other sales processes).

Before implementing these processes, the forecast was missed by around 25%. Hence, it is pretty indicative that MEDDPICC implementation did help the company to improve its forecasts dramatically.

Regarding the importance of MEDDPIC in sales success, here are three reasons you should consider the framework for your organization.

  • MEDDPIC helps to gather actionable, quantifiable, and high-quality data to significantly improve forecasts and overall business outcomes.
  • It helps to review the sales campaign gaps and improve them, reducing the sales cycle.
  • It helps the sales management team to focus on coaching sales reps instead of micromanaging.

In short, the MEDDPIC methodology focuses on the integral parts of the sales process while regulating it to produce consistent and positive outcomes.

What are the Top Benefits of MEDDPICC Methodology?

The MEDDPICC methodology is like your checklist. It ensures that you look into every vital part of the sales process. Here are the top benefits of the framework.

Benefits of MEDDPICC Methodology

Categorize leads

MEDDPICC helps sales reps to identify leads and categorize them based on potential. As a result, sales reps can divide their time according to priority.

Reduce sales cycle

As mentioned above, MEDDPICC can help you identify the gaps in sales campaigns and direct sales reps to the next set of actions. Thus, it ensures filling in the gaps and reducing the sales cycle.

Seller’s self-assessment

Using the MEDDPICC framework, sales reps can assess themselves. Thus, the management can provide them with the necessary training to improve their performance.

Identify roadblocks & strengths

The MEDDPICC sales methodology helps the sales teams to point out roadblocks and strengths in their sales cycle.

Improved forecasts, outcomes, and decision-making

MEDDPICC ensures the collecting of accurate and quality data. As a result, the data-driven forecasts are more accurate, and the overall outcomes improve as well. Moreover, sales teams can make more informed decisions by analyzing the data.

MEDPICC, MEDDPIC, MEDDICC, or MEDDIC: Choose the Right Framework

In the 1990s, the MEDDIC framework came into being. This framework worked wonders for Parametric Technology Corporation (PTC). It boosted the company’s revenue to more than a billion dollars.

As the business environment got more complex, steps were added to the framework B2B enterprises. As a result, different versions of MEDDIC:

  • MEDDIC – the original framework
  • MEDDICC, MEDDPIC, and MEDDPICC – the enhanced versions.

The original MEDDIC framework generates, qualifies, and chooses prospects for the business. It is focused on lead qualification and is based on a specific selling principle - SPIN (Situation, Problem, Implication, and Need-payoff).

The enhanced versions are built upon the original MEDDIC framework. These versions can take care of the growing needs of today’s B2B businesses.

Before getting into more MEDDPICC details, let’s see the differences between the original MEDDIC framework and the latest MEDDPICC methodology.

Difference Between MEDDIC and MEDDPICC

Though MEDDIC and MEDDPICC have the same elements, they are slightly different.

MEDDPICC is an enhanced version of MEDDIC. MEDDIC focuses on helping you to develop, qualify, and pick quality prospects. In comparison, MEDDPICC focuses on complex contracts and competition as well.

To restate, MEDDIC is the original framework, whereas MEDDPICC is its better version with additional elements to take care of the nuanced business needs.

MEDDIC vs. MEDDPIC vs. MEDDPICC: Which one to Choose?

Sales leaders often get confused about which framework to implement –

  • MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain and Champion),
  • MEDDPIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paperwork, Identify Pain and Champion), or
  • MEDDPICC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paperwork, Identify Pain, Champion, and Competition).

Though the choice of framework depends on the maturity and sales type of the organization, here’s what you can consider before choosing the best framework for your company.

MEDDIC vs MEDDPIC vs MEDDPICC

MEDDIC – To set a strong sales foundation

The MEDDIC framework has all the necessary elements effectively qualify, forecast, and seal deals. In addition, the elements of this framework make an opportunity fit for your sales pipeline.

Choose MEDDIC if;

  • Your forecasts are not consistent and accurate
  • You need to enhance the quality of your sales pipeline
  • Your sales reps miss out on the sales you predicted would close
  • Your leads’ purchase process is straightforward without the involvement of any complex contract
  • Your main goal is to maintain the status quo, or your competitors are highly differentiated.

MEDDPIC – To simplify complex contracting processes

If your selling process involves long contracting processes, MEDDPIC is ideal for you. The Paper Work element in this framework ensures that the sales reps proactively learn about any contract involved in the enterprise sales.

Also, this element prompts the salespeople to learn any other legal or procurement needs necessary to seal the deals.

Implementing MEDDPIC saves your salespeople from the shock of a massive contracting phase at the end of your pipeline. The framework helps you to prepare the documents to be signed, who needs to sign, and the sequence of the contracting process.

Choose MEDDPIC if;

  • Your sales process involves complex contracts or procurement processes
  • You want to strengthen your pipeline quality
  • Your salespeople find it difficult to close the sales you predicted to close
  • Your forecasts are not accurate
  • Your competition is stagnation or inactivity, or your competitors are highly differentiated

MEDDPICC – To gain a competitive edge

With the increasing competition, MEDDPICC is the ideal framework. If you operate in a highly competitive space, implement MEDDPICC to stand out from the crowd.

In other words, if competition is one of the main factors that lead to complex conversions, then you must go for the MEDDPICC framework.

The Competition element in the framework ensures that your sales team knows your main competitors, their strategies, updates, and key details. Once you are aware of your competitor's intentions and goals, your sales team can prepare better to meet the prospect’s needs.

The competitor data can also help you understand the market scenario. Thus, you can navigate better with information like who is your biggest threat, the newly growing competitors, etc.

Choose the MEDDPICC methodology if all the scenarios in MEDDPIC are relevant to you, along with fierce competition and the need for competitive evaluation.

Wrapping Up

In the sales world, nothing is guaranteed. You may take every right action and still lose the prospect. However, implementing the MEDDPICC methodology can increase your chances of conversion. As a result, your sales reps can be better prepared to close more deals.

The MEDDPICC sales methodology can help determine your USPs, strengths, and weaker areas. Thus, you can take immediate action to improve and use your strengths to derive maximum benefits.

While you get ready to implement MEDDPICC, consider another aspect of sales acceleration – the right tools to boost sales.

Sales acceleration platforms like RevenueHero can help you qualify leads, auto-assign them to the right sales reps in real time, prioritize, and schedule more meetings with prospects.

Curious to know more? Explore the platform right now!

Related Resources

Everything You Should Know About Lead Distribution
Sayani Deb
Everything You Should Know About Lead Distribution

Every new lead is a potential customer for your business. So, all that matters is how you treat them. If you attend to them right away and nurture them well, they will convert. But on the flipside, making them wait for long may result in the leads getting lost in the crowd. Not just that, salespeople also need to follow up on leads to make a successful sale. Research says that only 2% of sales are made during the first point of contact. It means that if salespeople do not follow up, even with a simple email, you will miss out on 98% of your sales. So, it all comes down to attending to the qualified lead as fast as possible and then following up to convert. This is where lead distribution comes into play. Stay with us to know the essentials of lead distribution!

What is Lead Distribution?

Lead distribution is the process of assigning inbound leads to different sales reps as soon as they contact the business. It ensures matching each lead to a relevant sales rep who is the best fit to close the deal.Since each lead has different goals, problems, and desires, matching them to the right sales reps is necessary. Hence, businesses use lead distribution software to assign the leads to the right sales reps for a successful sale.

Manual vs Automated Lead Distribution: How Do They Work?

You can distribute leads using two types of lead distribution methods – Manual lead distribution and Automated lead distribution. You can use any of the two lead distribution methods. However, a lead distribution best practice is to implement the automated system when your business scales up. Manual distribution is a pull-based lead distribution system that depends upon the sales reps to initiate choosing leads based on their availability, experience, and expertise. On the contrary, an automated lead distribution system depends on certain predetermined lead routing criteria to distribute the leads to the right sales reps. Both manual and automated lead distribution systems work differently. Here’s how.

Manual Lead Distribution

There are four methods in manual lead distribution you can use for lead routing.

1. Cherry Pick

This method enables sales reps to pick the lead that matches their expertise. Hence, sales reps can handpick the leads according to their convenience.For instance, if a sales rep is good at making deals with manufacturing companies, they can pick the leads from the manufacturing industry.Pros

  • Promotes service quality
  • Higher chances of conversion

Cons

  • Biased selection
  • Less attractive, low-budget leads can get ignored resulting in reduced conversions

2. Shotgun

If you have a specialized sales team, shotgun works very well. The method routes the leads to specific sales teams depending on their experience or specialization. Thus, the method enables sales reps to shorten the sales cycle. Pros

  • Shorter time is taken to close sales
  • Best reps handle the leads

Cons

  • Limited use (the method can be used by specialized teams only)

3. Shark Tank

This method allows the sales reps to attend to leads as they come. The fastest sales rep who responds gets to handle the lead.Pros

  • Promotes healthy competition

Cons

  • Unequal distribution
  • Sales reps may get leads out of their comfort zones.

4. Blind pull

This method promotes fairness. Using blind pull, sales reps can access lead information only after they have claimed the leads. It ensures equal lead treatments and no specific preferences. Pros

  • Considers every lead as a priority
  • Promotes fairness
  • Reduced chances of funnel leakage (leads leaking out of the sales funnel)

Cons

  • Unprepared sales reps (as they can access lead information after claiming them)
  • Prevents sales reps with expertise from handling specific leads

Automated Lead Distribution

1. Round Robin

This method distributes leads according to the sales rep’s availability. It ensures that the leads aren’t kept waiting for long. They are assigned to the available sales reps as fast as possible. Pros

  • Reduced lead wait time
  • Equal distribution

Cons

  • A sales rep’s expertise is not considered before assigning leads

2. Company size

This lead distribution method assigns leads according to their company size. The larger companies are big shots. So, they are assigned according to the sales rep’s expertise and experience.Pros

  • Higher chances of converting big companies
  • Takes into account the experience and expertise of sales reps

Cons

  • Unequal distribution of leads

3. Country of Lead

Leads by Country

We can change languages to Hindi, English, Japanese/ Chinese. Locations – New York City, London, Delhi. Arrow can go from English à London Salesperson – Any nameSpeaks – English, JapaneseLocation - London This method enables you to assign leads to sales reps who are from the same country as the lead. Some leads prefer to interact with sales reps in their own country. Also, the method is beneficial to remove time zone differencesPros

  • Reduced time difference
  • Leads and sales reps may share the same values, ethics, and culture

Cons

  • The method can be used only by global companies

4. Other rules

There are other methods of predetermined rules for automated lead distribution systems. For instance, the top producer method prioritizes high-performing leads. Further, leads can be distributed based on what language they speak, their job positions, industry, the experience of sales reps, or business functions.

Reasons to Automate Lead Distribution

When you have thousands of incoming leads, manual lead distribution doesn’t make sense. Here’s why you should opt for an automated lead distribution system as your business expands.

It improves efficiency

You cannot deny that implementing lead distribution software leads to a more efficient sales funnel. Once the leads are qualified and grouped, they are assigned to the right sales reps based on the lead routing rules (company size, location, availability, job title, etc.)An advanced lead distribution system considers all variables before assigning leads to sales reps. Thus, your sales team doesn’t have to look into multiple databases, spreadsheets, and calendars to connect the leads to the ideal reps.

It offers insights

A great lead distribution tool can provide your sales reps with additional insights and lead tracking capabilities. Your sales reps will be able to follow the leads and track their progress during the entire sales journey.With access to detailed reports and analytics, you can measure your business KPIs. These reports can, thus, provide insights into how well the sales funnel is working. Moreover, with the right insights and updates, your sales reps can be better prepared for lead interactions, increasing the chances of conversion.

It reduces the speed to lead

Speed to lead is the lead response time. It matters a lot in boosting sales. You are 100 times more likely to connect to a lead and 21 times more likely to convert them into an opportunity if you follow up in less than 5 minutes.Having a short lead response time helps in closing more sales and driving more revenue. Thus, you need an automated lead distribution strategy to speed up the process.

It is flexible

Automated lead distribution systems can easily adapt to any change in your process.For instance, say you implement the robin-round approach and generate 1200 more leads than you usually do.Now, you decide to hire six additional sales reps to manage the extra leads. You simply need to add the new sales reps into the robin-round system of your lead distribution software. The system will automatically consider the total number of sales reps and adjust the number of leads sent to each sales rep.

It helps personalize customer engagement

Lead distribution tools offer lead tracking features. The feature shows the pages your users visit and the content they click on. You can also track the lead conversations with sales reps. Further, your sales reps can get information about the leads beforehand from the lead distribution system. Hence, you can offer a more personalized experienced to the customers.

5 Factors to Consider During Lead Distribution

When distributing leads or setting up a lead distribution software, consider the following important factors.

Availability

One of the key factors in lead distribution is the availability of the sales reps. A sales rep can give the required attention to the prospect only when they have the time to do so. You can maintain a lead schedule or calendar that tells about sales reps' availability – who are available to handle leads and how many leads they can take on. The available sales rep may not be the best fit but attending to the prospect right away trumps all other factors in such situations.

Expertise

Take into account the expertise of the sales reps with a specific industry, product, service, or buyer persona. Sales reps with expertise in specific services can understand the pain points better. Also, they can explain the benefits of the service and how it works well for specific pain points. Overall, they build a good rapport with the prospects, manage criticisms better, and close deals efficiently.

Experience

Though expertise is essential, some situations demand a more experienced sales rep rather than an expert. Experienced sales reps are usually proficient in handling complicated deals that require knowledge earned through experience. Also, large deals are often better handled by experienced sales reps. Further, when the prospect is an enterprise-level business or someone that doesn’t have a clear buying process, experienced sales reps are preferred.

Geography

Lead distribution by geographic location works well for a few business types. For instance, it is better to assign prospects to specific sales reps in a certain country or state when there is a requirement to know the demographics, market, or laws. Also, if your business relies on lead conversations in different time zones, lead distribution by geography would work well. Further, if your sales reps are to do demos, they must be present in certain geographic locations.  

Performance

Lead distribution can also be based on sales reps’ performances. Using this method, quality leads are assigned to sales reps who have a track of good performances. However, this type of lead distribution may cause biases. Moreover, the good-performing sales reps will keep doing better and the ones that require improvement will lose motivation. When using performance-based lead distribution, avoid assigning all top-quality leads to the leading performer. Remember that the goal is to keep the entire sales team motivated. While the star performers must be motivated to retain productivity, the rest of the team must be motivated to do better.

6 Steps to Implement a Lead Distribution Process

to Implement a Lead Distribution Process

If you find that manual lead distribution is taking more than 20% of your time per week, then it’s time to get an automated lead distribution system. Here’s how you can implement the lead distribution process in 6 easy steps.

1. Automate lead capturing

The hand-off between marketing and sales should be smooth. So, forget spreadsheet lists, email chains, ancient documents, etc., and automate lead capturing. With the right lead distribution tool, you can automatically capture new incoming leads. For instance, when someone;

  • Fills up your web form
  • Sign-ups for a trials
  • Messages on social media
  • Emails or calls to your support team

their information will be created in your CRM system through integration with the lead distribution tool. Thus, your sales reps will be notified.

2. Process lead qualification

The next step in your lead distribution strategy is automating the lead qualification process. But first, you must define the factors based on which your lead qualification will take place. For instance;

  • Business size,
  • Location,
  • Budget,
  • Decision-makers involved,
  • Business requirements or current issues, etc.

Based on such predetermined factors, your incoming leads will be filtered automatically. Thus, only those leads will be routed to sales reps who are potential buyers.You can also add questions in your web form related to the factors. That way, you will know more about the leads before you route them to your sales reps.

3. Set rules to route the right leads to the right reps

Once you have prioritized the leads, route them to the right sales reps. You need to set predetermined rules for lead routing. Here are a few factors based on which you can route your leads.

  • Experience – Assigning high-priority leads to the experienced sales reps
  • Geographic Location – Assigning leads to the sales reps who are from the same location
  • Performance – Top-performing sales reps get to handle high-priority leads
  • Availability – Lead distribution according to the sales rep’s availability
  • Company size – Distributing leads based on their company size

Regardless of the factor you choose, ensure that the sales reps have time and resources to attend to the leads properly.

4. Integrate your tool stack

If you are setting up your first lead distribution system, just integrate your lead generation tools and CRM with the lead distribution tool. It will ensure a smooth lead distribution process. Down the road, you can always make improvements in your process while maintaining transparency with your team.

5. Test the lead distribution strategy

Though you start with one lead distribution strategy, try out the others as well. Try both pull-based methods (cherry-picking, shotgun, etc.) and push-based methods like round-robin.Measure the KPIs and track your business performance for each lead distribution strategy. Compare and find out what’s working well and what’s not.

6. Track and measure outcomes

Your work does not finish with setting up your first lead distribution system. Just like the other areas of your sales funnel, track and measure the results of the lead distribution strategy. You can track a few metrics consistently to get early indications of something going wrong. For instance,

  • Call durations
  • Response time
  • First call reach rate
  • Conversion rate
  • Close rate
  • Revenue increase rate

Benefits of Lead Distribution

Still, having second thoughts about automated lead distribution? Here are a few benefits you can derive from lead distribution software.

Saves time and resources

A lead distribution software saves a lot of time and resources through automation. As the leads come in, they automatically get assigned to relevant sales reps in real-time. Thus, the sales reps are not required to run through spreadsheets to connect the leads with the team. Further, lead distribution tools offer features like automated data collection, CRM integrations, routing, reporting, analytics, etc. These features also save time.  

Boosts conversions and revenue

Implementing lead distribution software helps you generate inbound leads. It also builds trust between leads and sales reps. The system helps in simplifying the sales funnel. As lead distribution tools automate processes, it gives enough time to sales reps to prepare and interact with the leads well. With successful interactions, the prospects become more interested in your product. Later, the sales team can prioritize leads, follow up, convert the prospect into a customer, close more sales, and boost the overall business revenue.

Reduces manual errors

As a business grows, it becomes impossible to maintain a record of the qualified leads manually. And trying to do so results in heaps of manual errors. Thus, you need advanced lead distribution software to automate the process of assigning leads, tracking them and their overall management. Further, it also makes the work of sales reps easier. The lead distribution system eliminates errors and ensures automated processes and accurate lead reports.

Improved customer experience

Lead distribution software ensures a better customer experience. It assigns your leads to the best-suited sales reps who can handle the deals well. However, you have to ensure using the right lead routing rules to determine which sales reps will handle what lead profiles. Several advanced lead distribution tools notify salespeople when there is an incoming lead or when a lead takes some action. Thus, sales reps can prepare themselves ahead of time to give the prospects a great experience.

Create the Ultimate Lead Distribution Strategy with RevenueHero

Scaling up your business? Then, remember to incorporate a lead distribution strategy. As the business grows, it is vital to implement an automated lead distribution system so that your sales reps can spend more time interacting with leads. Also, with an advanced lead distribution tool like RevenueHero, you can qualify, prioritize and route leads to sales reps in no time. Thus, you can reduce the possibility of missing out on prospects. This, in turn, will lead to better conversion rates and higher sales.

Related Resources

What is CRO Marketing and Why is it Important?
Sayani Deb
What is CRO Marketing and Why is it Important?

Stop giving much thought to shortcuts and quick hacks to pull website traffic!The online traffic produced via social media, SEM, or paid search efforts do not guarantee conversions. Thus, it has always been a quest for marketers to find out ways to help generate high-quality leads that convert. This is where CRO or Conversion Rate Optimization comes into the picture. So, let’s learn more about CRO marketing and make the best move to convert leads into customers!

What is CRO Marketing?

CRO marketing is a strategic approach to increasing the percentage of website visitors who perform the 'desired action'. Here, the 'desired action' includes:− filling out a web form,− adding products to the cart,− clicking a link,− signing up for a free trial,− subscribing to the mailing list,− buying a product, etc.CRO marketing is crucial as the optimization of marketing efforts enables businesses to gain a competitive edge over companies that do not practice the approach. As per research, the average ROI from investing in CRO marketing tools is 223%. That being said, CRO marketing deserves a try. Marketers can actually discover sure-fire ways of conversion using the CRO marketing strategy.  

Importance of CRO Marketing

Imagine yourself running an eCommerce business with 10000 monthly website visitors but only a 0.5% conversion rate. That means, only 50 out of 10000 people take the actions you want them to take. Thus, only a few sales in a month aren’t sufficient to cover your business costs. CRO marketing critically impacts the bottom-line ROI. But apart from that, there are other reasons behind its importance.

Reduces bounce rate

CRO marketing improves the overall customer experience. Your visitors engage more as they are satisfied navigating your website. Little changes as simple as;− CTA (Call to Action) button, − appealing layout,− legible font, etc. can make a huge difference in customer experience. Thus, it can reduce the bounce rate significantly.

Improves dwell time & brand affinity

Dwell time is the duration spent on your web pages after visitors find them on Google. When websites include valuable information and become easy to navigate, visitors spend more time. As engagement increases, visitors become more likely to consider a purchase and to refer your brand to family and friends.

Generates revenue

With a better customer experience, you are more likely to attract new customers and turn the existing ones into loyal customers. CRO marketing even increases the indirect conversions like content (eBooks, white paper, etc.) downloads, and registering of personal information. Thus, you can see an improvement in customer engagement. This, in turn, can improve your sales and overall revenue generation.

Upgrades your website or online store

Most CRO marketing campaigns include redesigning websites to upgrade their look and feel. This helps in boosting the overall usability of the website or an eCommerce store. These reasons are sufficient to convey that CRO marketing is important to businesses. But how do you get started? Let’s see.

How to Develop a CRO Marketing Strategy?

CRO marketing works best when you have a properly documented and structured strategy. But only 39.6% of businesses have a documented CRO marketing strategy. To make the most out of CRO marketing, start with developing a CRO marketing strategy. Follow the steps detailed below.

1. Define your conversion marketing goals

What are the goals you want to achieve from the optimization exercise? Sit with potential stakeholders, discuss, and zero down on a set of goals. Also, identify the CRO marketing metrics or KPIs depending on the campaign you want to run. For example, page speed, cost-per-conversion, bounce rate, etc. (Get a detailed list of CRO metrics in the next section).

2. Map your buyer’s journey

Knowing and empathizing with your customers can help you create the best strategies. So, gain a good knowledge of how the buyers discovered your brand and how they interacted thereafter. Once you understand the buyer’s journey, you can identify the touchpoints that can be further improved to drive conversions. Also, you must determine the high-potential buyers who are most likely to convert. Get their data that includes;

  • Interests and buying behaviors
  • Demographics (age, income, gender, etc.)
  • Geographics
  • Priorities
  • Occupations, etc.

Different tools and tech can help you with segmentation based on the collected data. You can then rank the prospects who are most likely to convert. With RevenueHero, lead qualification and prioritization can get easier. The platform can integrate with your CRM and other marketing tools to qualify and prioritize only the most potential leads. Hence, you can target only the most valuable prospects and ensure conversions.

3. Evaluate your current conversion process

Before you can plan your CRO marketing strategy, you must find out the flaws in your existing conversion process. Ask yourself and the involved teams – Why aren’t the current website visitors converting?While you assess the current process to find an answer, you may discover reasons like;

  • Slow-loading pages
  • Unclear font
  • Lack of reviews or customer testimonials
  • Images are not currently formatted
  • Easy-to-miss CTA buttons
  • Too many ads and pop-ups
  • No spacing, congested website layout
  • Troublesome navigation
  • Missing value content

Identify the web pages with the highest potential to boost conversions. You can do so by looking for the ones with the lowest traffic-to-conversion rate (pages with the highest traffic but lowest conversions).

4. Test

The next step is testing. Once you have identified the faulty areas, test different solutions. For example, you can try other layouts to make the website look more appealing.  Testing can be of two types – A/B testing and Multi-Variate Testing (MVT).

  • A/B testing involves testing two versions of a page that you are optimizing. But it changes only one variable like layout or font. This helps you to identify the element that drives or reduces conversion rates.
  • MVT enables users to trial multiple variables for different page versions simultaneously. It is similar to conducting multiple A/B tests at a time.

But before you conduct tests, look into each page element. Find out how they can be improved. For instance, changing the CTA button placement can help you drive conversions. Also, run a content audit to ensure that the content aligns with the page context. Ensure clarity of message and reduce potential confusion.

5. Evaluate

Analyze the changes you have made. If you have changed the layout or the website font, find out if it’s working or not. Did the change increase conversions? How can you prove it?While analyzing the changes, do not let the original CRO marketing strategy KPIs slip out of your mind. Even if your tests fail, note down the learnings and then start moving forward again.  

6. Make revisions and re-evaluate

The final step is about making continuous improvements to the CRO marketing strategy. It involves tweaking the edits here and there. Also, re-evaluation of the KPIs, and resetting goals after more customer research can be essential. Regardless of how little progress you make, successful CRO marketing is all about enhancing the efforts. So, keep notes from failures and implement the changes as you progress.

5 Important Metrics in CRO Marketing

As of May 2022, the average eCommerce conversion rate is 1.78% which is significantly low considering the amount spent on driving traffic to the website. If the conversion rate goes up to 2.0%, eCommerce revenue will increase by 11%. Further, if the conversion rate increases to 2.8%, the revenue will increase by a whopping 55%.So, what can you do to improve CRO? Start with tracking the right metrics in CRO marketing for performance optimization. Here are the top metrics to measure CRO.

1. Bounce Rate

Bounce rate is the percentage of people who visit your website and leave without taking any action. The lower the bounce rate, the better.This metric helps you to find out the number of visitors scrolling through the content, looking at products but never engaging. With the bounce rate, you can consider reviewing the content surrounding the page where more people are bouncing. You can run a content audit or test the navigational tools, layout, loading speed, etc. of the specific page. Bounce rate is important because it gives you the direction for improvement. It helps you identify areas that require improvement.

2. Email growth rate

Is your email list growing? If yes, then your CRO marketing strategy is working.This metric shows the growth in the number of people on your email list or the number of people signing up for future emails from the company. The more monthly subscribers, the better. A high email growth list indicates a successful CRO marketing strategy. It also indicates that the brand is winning the trust of its visitors.On the contrary, a low email list growth rate, and reducing opening rates mean that you must review the message sent out to the customers.

3. Click-through Rate

The click-through rate helps to measure the effectiveness of your marketing efforts across different platforms. For instance, your marketing efforts may drive users to click on your website but the webpage content may require improvement to generate sales successfully. This metric is significant because it shows how many visitors are finding your content and clicking through it. It indicates the content quality and the landing page design as well. To find out your click-through rate, you must know the number of people clicking on your content and CTA. Also, you must determine how many people leave the website without taking any action.

4. Cost per Conversion (CPC)

CPC is a metric that measures the average amount spent to generate a conversion. It can vary significantly depending on the specific conversion you want to track. This metric is important to measure the returns. For instance, your CPC may be high due to the huge amounts spent on ads. But you may not get as many conversions compared to the spending. This would mean that the Return on Investment or ROI is low.Further, it may also happen that your ad expense (CPC) is high and your visitors are bouncing from the site. This will result in no conversions at all. This indicates that the investment is not generating any return. A successful CRO marketing strategy has low CPC. You can determine it by tracking the percentage of traffic that converts, the amount of content consumed by visitors, running paid ads, their budget, etc.

5. Cart Abandonment Rate

As of 2022, the cart abandonment rate ranges from 59.2% to 79.8%. This indicates a massive loss of sales. Though a 2021 study showed that more than 60% of users made a purchase eventually, it is necessary to reduce the cart abandonment rate. Track, measure, and analyze your cart abandonment rate vigorously. It is one of the most important metrics to improve your sales. Check out the following to see if changes in any one of these aspects make a noticeable difference or not:

  • Simplified page layouts
  • Customer support or real-time chats
  • CTA buttons
  • Account creation requirements
  • Secure payment gateways

Any of these items can affect your cart abandonment rate. So, keep evaluating these aspects to make a difference.

CRO Marketing Best Practices

Not only CRO, optimization of anything can feel overwhelming to evaluate the existing site and start making improvements.To make the process easier, here are a few CRO marketing best practices.

1. Define your goals

Did you know goal setters are 377% more successful than peers? Goal setting drives the desired marketing outcomes. Before you start making changes to the current site, get specific, measurable, and realistic goals that allow you to track your progress. For instance, an ideal goal would be – Drive 15% more traffic by (date/timeframe) with a specific strategy (like a change in font or layout).

2. Know your users

If you do not listen to your customers, they will leave. Period. You may collect data and learn about your users but understanding them is more valuable. So, dive deeper to know who visits your website. Develop buyer personas that align with the different sets of visitors. Understanding your users deeper will help you optimize your content in the right direction. Also, you can improve the visitor’s on-site experience based on their unique needs and preferences.

3. Evaluate CRO marketing strategies with A/B testing and MVT

Now that you know what A/B testing and MVT are, use both to track your CRO strategies. Both the tests can help you make data-driven decisions.Though the uses of A/B testing and MVT are different, when you use them combined, you can test different elements across your website. For instance, A/B testing is great for CTA, copy, headlines, and images. It can help to yield on-page outcomes. On the other hand, MVT indicates the elements that have the largest impact on audience engagement. It can help you optimize off-page elements.

4. Organize before testing

Once you have identified the on-page and off-page elements that you want to test, keep the tools ready.Run the tests, analyze the outcomes, and find out what’s working and what’s not. It will give you a better understanding of your site elements. Further, once you identify the things that are working well, start making widescale changes across the site.

5. Conduct multiple CRO tests

It may be tempting to run a test once and call it a day. But CRO testing is not the one that gets done at once. You must run your tests multiple times to ensure accurate outcomes.Remember these three principles when conducting the tests.

  • Conclude your tests only when you have reached the minimum sample size to yield statistical significance.
  • Avoid stopping your tests mid-cycle
  • Run the tests for a full business cycle.

Best 3 CRO Marketing Tools in 2022

CRO marketing tools can be of different types – web analytics tools, behavior analytics tools, CRO testing tools, sales platforms, etc. Here are the top 3 advanced CRO marketing tools you can consider.

1. Google Analytics

It is one of the best web analytics tools that gives you comprehensive insights into your website performance. With the help of Google Analytics, you can;

  • Track traffic patterns, sources, and goal conversion rate in real-time,
  • Measure session duration,
  • Identify the visitor exit areas,
  • Identify pages with high bounce rates, etc.

2. Algolia

Another beneficial CRO marketing tool is Algolia – an API platform that helps businesses to maximize search speed and discovery. The platform also resolves the issue of relevance through AI. With the help of Algolia, your visitors can access the right content or product on your website much faster. The best features of Algolia include;

  • Reporting and analytics
  • Heatmaps
  • Product search, display, recommendations
  • Web content management

3. RevenueHero

RevenueHero is a sales acceleration platform you can rely on to multiply your sales growth. The platform ensures a systematic lead management process. The tool facilitates real-time lead routing, qualification, prioritization, and scheduling meetings within a short time. It makes the sales process more effective, thereby increasing conversion rates. A few key features of RevenueHero include;

  • CRM integrations
  • Real-time lead assignment to the right reps
  • Instant lead scheduling from web forms
  • Quick and easy lead qualification

Get Started with CRO Marketing

The CRO marketing process is all about understanding what drives your users, what stops them, and what persuades them. It is with the help of this information that you can offer users the best possible experience. This, in turn, increases your website conversion rates. CRO marketing is not a one-time process. It does not change or interfere with other marketing strategies. Rather, it is a quest to offer users a better experience than today. It aims at enhancing the marketing efforts to convert better.

Related Resources

The 2022 Guide to Lead-to-Account Matching
Sayani Deb
The 2022 Guide to Lead-to-Account Matching

Lead-to-account matching is an underrated and often unappreciated process. It saves you from embarrassment. Here’s how. Suppose your sales rep is actively finding prospects and sending outbound emails. Then, they receive responses that are a bit awkward.An already-engaged lead says, ‘Hello, I am already interacting with XYZ at your organization. Are you talking about the same thing?’An old customer says, ‘Hi, we are your customer for 3 years now. Have you got a solution to fix the bug I talked about? Say hi to the team. Take care.’Do these responses sound familiar? Then, perhaps it is time to know about lead-to-account matching. Such scenarios are a result of internal miscommunications and when they happen, your sales reps waste a lot of time backtracking the responses. Also, your customers become aware of the internal issues. So, it’s quite embarrassing too. If you are already facing this issue, keep reading to know more about the benefits of lead-to-account matching.

What is Lead-to-account matching?

Lead-to-account matching is a process of connecting inbound leads to the appropriate accounts to use the lead data for routing, analysis, scheduling, etc. The process can be automated or manual. A manual lead-to-matching process requires no tool. It requires the email domain and uses a simple match. In an automated lead-to-account matching process, a new lead to automatically connected to the company they belong to. If the company is already represented by a sales rep, then the lead will be connected to their record.

Why is Lead-to-Account Match Important?

Time is valuable regardless of the space you exist in. If your customers are satisfied, your revenue creation will be better.But, if your sales reps keep chasing the wrong leads, they may miss out on the quality leads. Hence, that would ultimately result in a lot of missed revenue. So, if you want to create a healthy pipeline and keep the revenue flowing, lead-to-account matching is important.

Why is Lead-to-Account Match Important?

Here’s how lead-to-account matching can help you make the most out of the inbound leads.

Saves time

Lead-to-account matching ensures that the right person in the organization is notified when there’s a new incoming lead. Then, your sales reps can take over and interact with the leads to bring in actual sales. They can minimize time wasted in finding answers or working with other salespeople to help them with their existing customers.Also, lead-to-account matching can cut down on the time spent on huge data clean-up projects. Once you run the application, you do not need to undertake days of manual clean-up work.

Boosts efficiency

If your incoming leads are not assigned appropriately, they will be useless. Also, if your sales team is hunting down the wrong lead, that’s wasted time and money. Lead-to-account matching helps you to assign the right lead to the ideal sales rep. In lead to accounting and routing systems, you can set the routing rules to decide which leads must be assigned to which salesperson.

Data reporting accuracy

As mentioned, lead-to-account matching software can clean up databases. They enable you to see accurate data in real-time and assess your performance over time. Manual lead-to-account matching comes with data error risks, duplicates, and outdated contacts. It takes a lot of time to find out about the leads – where they came from, the sales reps assigned to them, and the time of assignment. Hence, the hot leads start turning cold.But lead-to-account tools offer clean and accurate data. Hence, without wasting any time you can access the data, make reports, track and evaluate performances, and make better-informed decisions.

Minimize customer frustration

Suppose you are busy at work. You have tons of emails to respond to. Just then, another email pop into your inbox from the same company whose product you’re already using.

Won’t you get annoyed?

The same happens with your customers. Such situations not only infuriate them but also ruins your brand image. It shows that communication and collaboration among the employees are missing. Thus, using lead-to-account matching is the best way to avoid miscommunications and missed leads.

How Does Lead-to-Account Matching Work?

The simplest way to match lead to account is by looking at the lead’s email address. It requires you to look at the domain in the email address and perform lead-to-account matching based on that. That’s the manual way to perform lead-to-account matching!But using a lead to account software you can perform the same process more efficiently. A lead-to-account matching software can match a lead to the right account automatically by matching the domain name field. For instance, the tool can associate john@wincompany.com with www.wincompany.com. Suppose another sales rep from your team is working with another employee at Win Company when John’s lead comes in. Then, the lead will be assigned to the same sales rep. The working of the lead-to-account matching process usually depends on the technology and the features of the software.However, there is one basic concept on which these lead-to-account matching tools work. It scans the leads for distinct characteristics and matches those leads to the ideal account. The software performs this stunt by using the different fields in your lead record. Here are three common concepts based on which the lead-to-account matching tools work.

  • Lead routing takes place based on your predetermined routing rules.
  • A change in the CRM system launches a trigger event
  • Sales reps are notified about leads via email or Slack so that they can follow up on the potential leads

Sure, all of it can be performed manually, but not as efficiently as a lead-to-account matching tool. Especially, when it comes to a growing CRM, manual lead-to-account matching can be disastrous. So, start implementing a lead-to-account matching software. But before that, know the list of features you must consider to pick the best lead-to-account software in the next section.

How to Choose the Best Lead-to-Account Matching Software?

There are several lead-to-account matching software out there. So, we thought of listing the features you must look for in the software. Here’s the list.

Fuzzy matching

The fuzzy matching technique helps to identify the difference between two text elements, entries, or strings. For example, when you have an inbound lead, your lead-to-account matching software must match it against your CRM to check if the lead belongs to an existing account or not. Here a simple string match would not be sufficient because the text may contain special characters, misspellings, nicknames, or legal company suffixes. This is where fuzzy matching comes in handy.The technique is accurate and fast. It can determine the smallest similarity/difference between two texts and decode its relevance. For example, it can identify that Apple Inc. and Apple or IBM, I.B.M., and International Business Machines are the same. The fuzzy matching algorithm works on 14 basic rules.

  • Nicknames
  • Name changes
  • Acronyms
  • Whitespace
  • Suffixes
  • Company name match
  • Mergers and acquisitions
  • Inferred industry
  • Geographical spellings
  • Geographical match
  • Special characters
  • Stock codes
  • Email and web domain match
  • Common words

You can define your rules for fuzzy matching and also decide its strictness. However, note that the stricter the rules, the lower the matches.

Tiebreaks customization

At times fuzzy matching produces many potential matches to a lead. Hence, you must have control over determining which account is the best match for the lead. This is where you need tiebreak rules.While lead-to-account matching solutions have default tiebreaker rules, look for customization features to meet your needs. You will need a sophisticated tiebreaker system to ensure matching your lead to the perfect account. So, get the software that has the custom rules feature for tiebreaks.

Conversion to lead to contact

Manual reviewing and processing of leads within your CRM system is nothing but a long, time-consuming process. Considering inbound leads, they are likely to include a mix of prospects and leads in current clients, target accounts, or partners. Among these, several leads would not be suitable for follow-ups. Here is where you need the lead to contact conversion feature.Advanced lead-to-account matching softwarehttps://revenuehero.io/ tracks the incoming leads. It continuously evaluates the uploaded, inbound, and entered leads that match accounts. Hence, the lead-to-account matching tool can instantly and automatically convert leads to contacts based on your criteria without any intervention or manual effort.Also, this feature can help you clean up the inbound data and list of leads in real-time.

5 Top Benefits of Lead-to-Account Matching

Here are the top five benefits of a good lead-to-account matching software.

1. Easy and efficient lead management

Most businesses focus on lead generation. But they do not think about managing the leads later on. Not knowing what to do with your leads, turns them useless. You cannot derive any benefit if you do not nurture them properly. That means if your leads aren’t well utilized, your marketing strategy, directed towards lead generation, can produce no results. Hence, you need software that makes it easy to generate leads, nurture, route, and manage them appropriately. Only then you can make the most out of your marketing campaigns.

5 Top Benefits of Lead-to-Account Matching
  • Excellent lead nurturing can generate 50% more sales-ready leads at 33% lower costs.
  • 79% of the leads never convert to sales due to a lack of nurturing
  • On average, nurtured leads produce a 20% increase in sales opportunities

Source: 21 Insightful Lead Nurturing Statistics & Facts You Must Know (crmnext.com)

2. Seamless process and better customer experience

Multiple calls from the same company annoy customers, leading to dissatisfaction. It usually happens when a sales rep does not know that another team member has already made contact with the lead. Lead-to-account matching helps you to avoid this hassle. It makes the entire process seamless by mapping accounts and ensuring better internal communications.Further, long wait times also ruin the customer experience. But lead-to-account matching and routing platforms instantly match the leads, route them to the right person and ensure proper lead nurturing. Thus, it enhances customer experience and increases retention.

3. Improved CRM experience

Average CRM systems can be full of faulty, incorrect, and missing data. They may be highly unreliable and ineffective. This is why you need lead-to-account matching.Lead to accounting matching software helps you to clean up databases. It ensures accuracy and systematic flow of data. Lead-to-account matching optimizes the CRM and the marketing automation system. It improves the data quality and enhances your CRM experience.

4. Increased sales

As mentioned above lead-to-account matching platforms enable instant lead routing, assignment, and nurturing. Further, it also ensures faster and more efficient data matching. It helps the sales reps to focus more on interacting with leads and closing more sales. Lead-to-account matching software also offers a clear view of the leads in the marketing pipeline and makes it easier to measure sales activity across the organization.

5. Effective lead distribution

Like the best lead distribution software solutions, lead-to-account matching platforms also ensure effective lead routing. The software enables users to build intelligent lead routing rules based on which they can assign leads to the right sales reps. The leads are usually assigned based on a combination of fields, like company size, territory, account ownerships, etc. Also, advanced lead-to-account matching tools let users account for ownership so that the already assigned leads are not re-distributed.

The Key Takeaway

Lead-to-account matching is your answer to missing leads, unsatisfied customers, and loss of revenue. It helps your revenue team to run effectively and efficiently. So, if you are looking for ways to close more deals, automation is the key. Consider automating your lead routing and distribution processes with platforms like RevenueHero. The solution can save your time and ultimately contribute to higher sales with its lead qualification, routing, and prioritization features. The platform also offers CRM integration to ensure hassle-free lead management.

Related Resources

An Expert Guide to Sales Acceleration and Its Importance
Sayani Deb
An Expert Guide to Sales Acceleration and Its Importance

Making a sale is not easy. Speeding up the sales process is harder. Rush and you may end up breaking the deal. Go slow and a competitor may win over your prospect. That’s what the journey from a prospect to a customer is like. Here’s an interesting yet frustrating sales fact – It takes about 48 phone calls to make a single sale. Now, that seems challenging considering the many responsibilities of sales reps! So, how to go about sales acceleration?Well, the formula is to know the ins and outs of your revenue system. That is, you must understand how far and fast you can push sales. This guide details everything you need to know about sales acceleration and how you can go about it.

What is Sales Acceleration?

Micheline Nijmeh, CMO of LiveHive, defines sales acceleration as ‘a set of tools that drives, pushes, promotes the sales cycle — that is, their goal is to push a sale across the finish line’.Sales acceleration is the strategy an organization uses to increase the effectiveness and efficiency of its sales process. Effective sales acceleration platforms offer the marketing teams timely insights, helping businesses to move leads efficiently through the sales pipeline.In a nutshell, a sales acceleration strategy facilitates seamless movement of the prospects through the sales pipeline, ensuring the achievement of your revenue goals.

Importance of Sales Acceleration

With the given competition out there, capitalizing on every opportunity you get makes sense. And sales acceleration tools help you do so. Sales acceleration fuels revenue and business growth. It brings the sales strategy under ruthless scrutiny to identify the inefficiencies in the process, make adjustments, and use real-time purchase signals to convert leads into customers quickly.A study says that 75% of buyers prefer digital interactions for sale. So, sales reps must have the right content for the right prospect Sales acceleration tools equip the marketers and the sales teams with the right content they would need to close a sale. Thus, they help the sales reps make more sales within a short time. Overall, sales acceleration platforms help GTM teams to utilize every opportunity and hit the revenue target before a competitor takes over. It simplifies the tasks of marketers and GTM teams, freeing up their time, aligning resources, promoting collaboration, and supporting them to boost conversions.

Sales Acceleration Formula

The sales acceleration formula by Mark Roberge has four distinct parts. He created and implemented this formula to achieve HubSpot’s success. The sales acceleration formula is an approach to increasing revenue and building a strong sales team that can use data-driven insights to convert leads into customers effectively. Here’s the four-part sales acceleration formula.

Part I - The Sales Hiring Formula

Sales Acceleration - Formula
Source

According to Mark Roberge, ‘world-class sales hiring is the biggest driver of sales success.’ So, rather than hiring the top sales professionals from other competing companies, he suggests a few metrics to make the sales hiring process successful.

1. List the characteristics of a successful salesperson

Mark says the characteristics of a successful salesperson could be intelligence, curiosity, past experiences and successes, coachability, work ethics, etc. However, your list of characteristics may vary by brand or product/service. Hence, you must consider the following steps;

  • Define the characteristics of a winning salesperson
  • Develop a way to evaluate candidates based on the defined characteristics
  • Create an interview scorecard to compare the candidates
  • Use the initial interview scorecard after six months or so to evaluate the top performers

2. Identify the top-performing salespeople

To identify the top-performing salespeople, working with recruitment agencies may not always be a good idea. Thus, Mark Roberge suggests creating an internal recruitment agency to find out successful salespeople. The internal agency can find out the top salespeople based on their fill rates, the long-term success of the hires, etc.You can also use the LinkedIn platform to the optimum level to source qualified candidates for your company.

3. Define your first ideal hire

When you choose a candidate, ensure that they align with the company goals, business maturity or stage, and your set of ideal characteristics of a successful salesperson. Mark Roberge presented a scenario to explain the first ideal hire. He provides four ideal candidate profiles:

  • A former SVP from a competing brand with a different value proposition
  • An entrepreneur with sales experience in another industry
  • A sales manager from another industry
  • A former salesperson from a competing brand with a different value proposition

Among these, Mark prefers choosing an entrepreneur with sales experience in a different industry. This is because entrepreneurial skills and spirits will help in reaching the company goals. Moreover, the entrepreneur will be coachable and will have the flexibility required to speed up the company towards its product/market fit.  

Part II - The Sales Training Formula

Roberge says that every salesperson has a ‘superpower’. While someone may be great at building rapport another sales rep may be a superb multitasker. But traditional sales training does not consider this aspect. Hence, it tends to overshadow the personal superpower of a sales rep with a new one. This blocks the sales rep from understanding their own strengths. Plus, they do not understand how they can use these strengths to make the job their own. So, Mark Roberge offers a systematic sales training process in his sales acceleration formula. This training surrounds the;− sales process, − buyers’ journey, and − qualifying matrix. You must ensure that the sales training program aligns with the team's needs. Ask for regular feedback from sales reps and improve the training sessions to ensure building a winning sales team.

Part III - The Sales Management Formula

Sales management, according to Mark Roberge, covers three aspects.

  • Sales coaching

Sales coaching is a crucial factor to drive sales productivity. So, to create a sales coaching culture, Mark suggests one-to-one meetings between sales managers and team members. In these meetings, the salespeople should come after reflecting on the areas they would like to improve. Thus, they can start the improvement work after mutually agreeing with the managers and setting up a plan to do so.

  • Metrics-based Performance analysis

Define a few metrics at each sales funnel stage. Then, create a dashboard to evaluate how each salesperson performs at each level of the sales funnel. After gathering the data, look into the areas of poor performance (if any) of each sales rep.

  • Remuneration and incentives

The compensation plans vary by company. However, Mark Roberge emphasizes the importance of compensation plan evolution along with business growth. That means, when your business grows, you must ensure improving the compensation plan as well. For instance, as a startup, if you want to grow your sales, it is valid to build commissions on new sales. It is important that the commission plan is simple and aligned with the company goals. Also, you must promote sales reps based on their performance and success metrics. Hence, running contests, and monthly assessments can be helpful. It will not only ensure a better compensation plan but also a motivated team.  

  • Internal promotion

Instead of external hires, companies can go for internal promotions. However, you must establish sales leadership training before promoting from within. It is hard to jump from the frontline to the management level. So, you must support the transition to ensure the new sales manager’s success.

Part IV - The Demand Generation Formula

The final part of the sales acceleration formula explains the switch from cold calling to inbound marketing. During this shift, the salespeople need to position themselves as thought leaders through social media content and blogs. Once you start attracting leads, create a buyer matrix to identify the leads interested in your product/service. Further, with the content type your buyers consume, you can identify the stage of their journey. Such information can help you create a customized experience for the buyers on your website and a concrete plan for sales follow-up. Take, for example, this matrix for better understanding.

Buyer Journey of Sales Acceleration
Source

Here,

  • Enterprise Elizabeth is in the problem education stage. The sales team must reach out to help them make decisions because enterprise buying decisions are more complex.
  • Mid-market Mark is in the solution research stage. Hence, the team will contact once they reach the solution selection stage.
  • The sales team must contact Sam SMB as they are in the solution selection stage to help them choose the best fit.

Follow this process but revisit periodically to check if it is working. Then, iterate to make the process work better.

When Do You Need A Sales Acceleration Team?

The answer to this question is simple – when revenue growth is your top priority. If sales acceleration tops your priority list, the first step you take is creating a dedicated team that can make your efforts count.  While you create a sales acceleration team, ensure that they are provided with the appropriate resources to work with. Meanwhile, it is recommended that you direct necessary resources to your existing sales enablement function as well. Your sales enablement team generally works at the intersection of sales and marketing. Hence, the team is most likely to have the structure, context, and experience to make your sales acceleration strategies successful.

How to Build Sales Acceleration Strategy?

The modern sales landscape looks pretty complicated. Unfortunately, the sales leaders aren’t able to simplify b2b sales acceleration. If they could, they would certainly have made the process as easy as placing an online order.The key to sales acceleration is to build a strategy first. Here are the steps to getting started.

Assess and Review

The first step is to assess your sales team. What are the individual strengths and weaknesses of the sales reps? What’s working for them and what’s not? Dig deeper into the data and analytics to get the answers to these questions. Along with a quantitative search, a qualitative search is important too. Ask these questions to your sales reps, sale enablement team, and marketing teamBesides assessing, you must also review the past performance of your sales acceleration team. Find out who excelled in the past year's performance and how did the sales decline in the not-so-good sales years. Reviewing the past performances will help you find out the attributes that lead to success and what results in a decline in the team’s morale.

Analyze competitors

How are your competitors gearing up for a sales acceleration strategy? Are they using sales acceleration tools? Do they have a sales acceleration team? The more effort you put into studying your competitors and their tactics to speed up the sales process, the better prepared you can be. Also, you can research deeper into their strategies and create better ones for yourself.

Develop buyer personas

For sales acceleration, knowing your buyers is essential. If you know your customers well, there is no need for documentation. But creating buyer personas isn’t just about knowing your customers. It is about knowing your ideal customers. Creating buyer personas helps you identify the ideal customers. Also, you can find out opportunities to connect to customers who are likely to stick by your brand. Further, you can use these buyer personas to conduct sales training sessions for new employees.

Strategize

The next step is to create the sales acceleration strategy after you have reviewed your marketing initiatives. What marketing tactics have you implemented to date? Which ones have worked? Which tactics have proven to offer a high return on investment?Get the data of your past and current analytics reports. Evaluate your growth to understand which marketing initiatives have been successful. These insights will help you build your current sales acceleration strategy.  

Implement

Finally, it’s time you implement your sales acceleration strategy. But your work doesn’t end here. A sales acceleration strategy requires tracking and time-to-time optimization.Set a few metrics and measure the progress of the sales acceleration strategy against your company goals. It is best to set expectations and goals clearly before you roll out the strategy.

Different Types of Sales Acceleration

Based on solutions, here are a few forms of sales acceleration.

Lead qualification

There may be thousands of prospects interested in your product/service. But only a few will turn into customers. A huge part of sales acceleration is lead qualification. Sales reps use a lead qualification filter to identify the leads that are top priorities.

Lead scoring

The lead scoring model lets you rate the leads based on their behavior and action. For instance, you can rate a lead higher for visiting the website and booking a demo. On the other hand, a prospect who simply opens an email gets a lower score.

Lead routing

Lead routing plays an important role in sales acceleration. It refers to the efficient distribution of leads to sales reps. Lead distribution software helps in assigning the right leads to the right sales reps.

Buyer research

The higher the knowledge, the better the lead interaction. When sales reps are equipped with information like company background, job position, potential pain points, industry updates, etc. they can personalize each interaction with the leads.  

Real-time alerts

Alerts notify the sales team when there are triggers like;

  • Requesting a demo
  • Scheduling meetings
  • A lead visiting a specific product page
  • Filling out a form, etc.

Email generation and tracking

Use pre-built email templates to respond to common queries like pricing structure, order confirmation, etc. Email tracking notifies sales reps when someone opens an email or clicks through. It helps in improving their outreach.

Automation

Automation involves using sales acceleration tools to automate regular, repetitive tasks like;

  • Data entry
  • Processing orders
  • Product quotes generation
  • Information sharing

The right sales acceleration platforms and tools can help sales reps focus more on lead conversion and boosting sales.

Analytics

Data analytics help you dive deeper and gather insights into;

  • Lead distribution and management
  • Customer satisfaction
  • Individual and team performance
  • Growth opportunities
  • Campaign effectiveness

Research says that about 3 out of every 4 marketing leaders based their decisions on data analytics. Also, data-driven organizations are 23 times more likely to acquire customers, 6 times more likely to retain them, and 19 times more likely to be profitable.

How to Choose the Best Sales Acceleration Tool?

The market offers you several sales acceleration platform options. But you need to choose the one that’s perfect for you. Here’s how you can choose the best sales acceleration tool for the company.

Identify your limitations

The first step is to find out what your blind spots are. Look back to the situations where you have been limited due to data unavailability. Perhaps, your sales reps did not have the right content or insights to customize the lead interaction. Hence, to prevent such situations you can get a sales acceleration tool to prepare your sales reps well.

Check the compatibility of the sales acceleration tool

Besides checking the product features, you must ensure that the sales acceleration tool is compatible with your existing MarTech stack. That means, your existing CRM tools and marketing automation platforms must integrate with the sales acceleration tool. For instance, you can make the most out of the leads list after importing the information into your CRM platform. It will provide you the ease of access and seamless operations.

Read reviews from past and existing buyers

There’s no promotion like word-of-mouth. So, considering what other professionals are saying about the product is necessary.Check review platforms to get the experiences shared by real users. You can also talk to past and existing product users to get deeper insights into the product.

Top 3 Sales Acceleration Tools in 2022

1. Outreach

One of the largest and fastest-growing sales execution platforms that helps companies to boost their revenue, engage with customers, and increase the sales rep’s productivity. The sales acceleration platform integrates sales engagement, revenue intelligence, and conversation intelligence.The many features of this software solution include email automation, email platform integrations, templates, scheduling, email categorization, email tracking, personalization, open rates analytics, etc.

2. RevenueHero

It is one of the most user-friendly sales acceleration platforms for 2022. RevenueHero helps businesses to make routing and qualification more efficient. The tool ensures better lead-sales reps' interaction and helps to schedule more meetings. The features of RevenueHero include real-time lead routing, instant meetings, prioritizing leads, connecting with the right leads faster, third-party integrations, etc.

3. Salesloft

It is one of the leading sales engagement platforms that helps sales reps to drive more sales. Salesloft's high-in-demand features include data entry, meeting scheduling, and data sourcing. Further, you also get features like personalization, automated emails, email tracking, scheduling and generation, analytics and reporting, workflow management, etc.

5 Benefits of Sales Acceleration Technology

Businesses can derive several benefits from sales acceleration like easy access to insightful data for marketers and sales reps. They can get industry updates to accelerate sales as well. Here are five benefits that you get from sales acceleration technology.

Empowers sales team

Sales acceleration tools empower sales reps by providing them with the right materials. They can use the appropriate content to prepare for the lead interaction. Hence, the tools make it possible for the sales reps to close more sales efficiently.

Aligns marketing and sales

Marketing and sales are required to collaborate to ensure business and revenue growth. Sales acceleration unifies marketing and sales, building a single digital enablement ecosystem for content management that is beneficial. The sales acceleration tools also integrate with CRM and marketing automation systems. It becomes easier for sales reps to access lead information and import them whenever necessary.

Lead scoring and prioritization

Sales acceleration tools can identify the best prospects for the company, eliminating the guesswork. The tools capture buyer intents from social media posts, search engine queries, etc. to identify the high-intent buyers. Further, using predictive analytics sales reps can prioritize leads according to their scores and schedule meetings accordingly.

Fuel growth through automation

Sales acceleration platforms can automate several repetitive processes like data entry, lead distribution or routing, email automation, tracking, etc. Automation of these processes frees up sales reps’ time. Thus, they can focus more on lead interaction and higher conversions. Overall, the sales acceleration tools also increase sales reps’ productivity and efficiency.

Improved CRM insights

The CRM systems are full of information. They are gold mines of sales intelligence. But extracting information from the CRM database is difficult. With sales acceleration tools, you can access CRM insights and convert them into actionable takeaways. Automated analytics and reporting in sales acceleration tools help to identify patterns, buyer types, buyer information, the best time of conversation, etc.

Wrapping Up  

The competition demands a faster and more efficient sales process that enables sales reps to seal more deals within a short time. And sales acceleration platforms help to create an efficient sales process.RevenueHero is a sales acceleration platform that ensures better lead routing, qualification, and prioritization. The software solution ensures better lead interactions, more conversions, and higher sales.

Related Resources

Top 10 Lead Distribution Software in 2022 [Features + Pricing Comparison]
Sayani Deb
Top 10 Lead Distribution Software in 2022 [Features + Pricing Comparison]

Overview of Lead Distribution Software

Sales leads are the Legos that help to build your business. And like with Legos, it is easy to lose track of the leads. However, it is easier to find Legos but not sales leads.If you fail to track your leads right from the instant they come in, you may either lose them forever. That means, by the time you reach out to your leads, their interest may cool off.Hence, instant lead distribution is important. The faster you assign the leads, the higher the chances of conversion.Let’s take a look at the top 10 lead distribution software that can automate the lead distribution process.

What is Lead Distribution Software?

Lead distribution software is a tool that helps to assign leads to the right sales reps or teams. Most popular software streamlines the lead distribution process by;

  • Scoring leads based on the predetermined criteria; and
  • Automating the lead assignment process to sales reps based on the user-defined preset rules

However, different lead distribution software functions differently. They have set features that you must consider when buying a lead distribution software.In the next section, we have evaluated the ten best lead distribution software. Read on to evaluate and find out the perfect fit for your organization.

10 Best Lead Distribution Software in 2022

Choosing the right lead distribution software is crucial to ensuring an effective lead distribution process.

Best Lead Distribution Tools

1. Bitrix24

Bitrix24 is mainly a CRM software with lead distribution features. It is a lead generation and distribution software that helps you to capture leads, manage them, and store lead information. The lead distribution function of the software allows users to distribute inbound leads (that come via chats, emails, website, calls, etc.) evenly.Bitrix24 also offers social media management and email marketing tools that help to automate business processes. Key Features

  • Intelligent routing -. It ensures that the leads are matched to their specific account managers.
  • Omni-channel communication – Connect your sales teams with leads across several communication channels like Slack, Telegram, Facebook messenger, etc.
  • Automatic rerouting – If a sales rep is unavailable, this feature automatically assigns the lead to the next rep.
  • Conversation transfer – It enables redirecting the conversation to another channel or sales rep.
  • Pre-built telephony – Receive calls from leads in the CRM software by setting up specific rules for reps.

PricingThe pricing plans offered by Bitrix24 are;

  • Free (best-suited for beginners) – Support for unlimited users
  • Basic (get effective collaboration for small businesses and sales teams) – USD 39/month for 5 users
  • Standard (best for companies and workgroups for advanced collaboration) – USD 79/ month for 25 users
  • Professional (best for automation and optimizing sales) – USD 159/month for unlimited users

2. Zoho CRM

Zoho CRM is a tool that automates lead distribution across different social media channels, emails, web forms, etc. The software offers workflow automation in all its plans. Moreover, the paid plan users can set up routing triggers for social media. Upgrading to Zoho’s professional plan enables you to create lead assignment rules for inbound leads. Further, you can also take help from AI-powered suggestions. Key features

  • Round-robin queues for an equal lead distribution
  • Social automation rules for adding followers who engage with social content
  • Lead scoring
  • 200+ app integrations
  • Automated lead routing based on department or geography

PricingZoho offers;

  • Free plan for 3 users
  • Standard - $14 user/month
  • Professional - $23 user/month
  • Enterprise - $40 user/month
  • Ultimate - $52 user/month

3. Freshsales

Freshsales by Freshworks is a CRM software with lead distribution features. It allows lead segmentation into different categories based on criteria like zip codes and country codes. You can also create several categories combining multiple rules to segment the leads.Key Features

  • Assign leads based on industry, geography, etc.
  • An AI-powered lead scoring system
  • Assign contact numbers to territories and transfer calls in the CRM
  • Call routing
  • Chat management

Pricing

  • Free plan – Support for unlimited users (excluding territory management)
  • Growth - $15 user/month
  • Pro - $39 user/month
  • Enterprise - $69 user/month
  • Free trial for 21 days

4. RevenueHero

RevenueHero is an emerging lead distribution software that can be your all-in-one solution for qualifying, and assigning incoming leads to the best-suited sales reps. You can double your pipeline, respond to leads and book meetings faster. Further, you can route the leads to sales reps in real-time. Key Features

  • Real-time lead routing to the right sales reps
  • Instant scheduling to qualify, route and schedule web form leads
  • Set up lead qualification workflows to send qualified leads to the best sales reps
  • CRM integrations with all tools in the marketing stack

PricingYou can request for pricing or get an early access from the RevenueHero website.

5. Lead Assign

Lead Assign is a lead management solution with several advanced features. The lead distribution software matches reps to leads based on location and skillset over time. The solution also offers performance scoring for sales reps that tells how fast they respond to leads. Key Features

  • Grading sales reps based on how fast they respond to leads
  • Intelligent routing matches the leads to the right reps
  • Third-party integrations with Salesforce and HubSpot CRM
  • Lead hints provide a lead preview for the sales reps to determine if it is right for them
  • Battle cards feature provides sales reps with basic lead information before their meetings

PricingThere are three pricing plans by Lead Assign:

  • Starter - $149/month for up to 10 users
  • Business - $699/ month for up to 75 users
  • Enterprise – Customized quotes for unlimited users

6. LeadByte

It is a cloud-based lead management solution that helps organizations to gather, nurture, qualify, and distribute leads in real-time. The lead distribution software enables you to distribute the incoming leads by setting customized criteria. Further, the software also allows you to set rules to eliminate invalid leads. There are other key features like activity and source tracking, and campaign management.Key features

  • Third-party integrations (API integrations, Zapier or Pipedrive)
  • Detailed real-time reporting and analytics
  • Advanced lead distribution
  • Capture leads
  • Real-time lead validation

PricingLeadByte’s pricing starts from $299 per month. The solution offers customized pricing for your requirements.

7. Lead Capsule

Lead Capsule is a cloud-based lead generation and distribution management software that has lead generation, distribution, lead commerce, and CRM capabilities. The features allow you to assign leads to the ideal sales reps in real-time. The solution also offers call tracking for inbound and outbound calls.  Key Features

  • Call tracking
  • Lead commerce capability
  • CRM integrations
  • Detailed reporting and analytics
  • Rule-based routing

Pricing

  • Lite- $499/month
  • Professional - $699/month
  • Enterprise - $999/month
  • Dedicated - $1499/month

8. HubSpot CRM

HubSpot is one of the most popular CRM solutions with a free plan option. The premium version of the software offers lead distribution and workflow features like automated lead rotation and custom lead scoring criteria.The starter plan offers intelligent routing for emails and inbound calls. It helps the sales reps to respond faster to their queries. Key features

  • More than 500 app integration
  • Build a lead scoring system using historical data and custom criteria
  • Lead rotation (round-robin lead distribution)
  • A timeline view of the prospect’s journey
  • Pipeline management

PricingThe sales software pricing plans are;

  • Starter (for two users) - $45/month
  • Professional (for 5 users) - $450/month
  • Enterprise (10 users) - $1200/month

The marketing software plans include;

  • Starter (1000 marketing contacts) - $45/month
  • Professional (2000 marketing contacts) - $800/month
  • Enterprise (10000 marketing contacts) - $3200/month

9. LeadSquared

It is a cloud-based CRM and marketing automation solution. The lead distribution feature in the software assigns the leads to sales reps based on predefined rules.LeadSquared enables sales managers to set rules individually for the sales reps or for each rep in a team. The lead generation distribution software also offers lead capture and qualification. Key features

  • Availability-based lead distribution
  • CRM integrations with Zendesk and Salesforce
  • Detailed reporting and analytics
  • CRM analytics
  • Lead generation

PricingLeadSquared offers three pricing plans for CRM and a free 15-days trial.

  • Lite - $25 per user / month
  • Pro - $50 per user / month
  • Super - $100 user/month

Further, the solution has a different pricing plan for marketing automation.

  • Basic (for 10,000 contacts) - $400/month
  • Standard (for 50,000 contacts) - $1200/month
  • Enterprise (for 200,000 contacts) - $2500/month

For field force automation (lead tracking, scoring, lead management, etc.) get customized pricing plans.

10. Distribution Engine

Distribution Engine by Salesforce ensures that the leads are distributed to the right and most qualified sales reps. The lead distribution software distributes leads based on skills, round-robin algorithm, or lead source. Key Features

  • Call logs for tracking lead details  
  • Third-party integrations with the top routing tools
  • Real-time reporting
  • Built-in calling feature within the software
  • Insights on the lead source (source reporting)
  • Lead capture and distribution
  • Monitoring
  • Reminders
  • Pipeline reporting

The most popular features of Distribution Engine are real-time alerts and auto-reassign which reduces the risk of lost leads. Further, the advanced reporting system in Distribution Engine provides comprehensive reports on leads distribution including the average hourly distribution volumes to forecast the workload of the sales reps.PricingDistribution Engine offers only one plan per user - $45 user/ month. The support packages are as follows:Standard support

  • Free of cost
  • Includes email support and 2 business days response time

Premier support

  • It costs 20% extra
  • Includes email support and phone support
  • 4 hours response time
  • Setup review

How to choose the Best Lead Distribution Software in 2022?

There are several factors that you must look into before buying a lead distribution software in 2022. Here are a few of them;

CRM integrations

Lead distribution software should allow you to integrate your CRM systems with it. It helps in keeping the leads and data in one place. Thus, it becomes easy to access.Also, integrating with CRM software accelerates the process and reduces the risk of error.

Feedback capture

The feedback capture feature enables you to track the progress of the leads once they are accepted by the sales reps.There is a few software that prompt sales reps for an update on the lead. They can do so by filling up surveys or by leaving comments. Thus, you can know about the progress of the conversation and whether or not the deal is closed.

Availability-based routing

If you have lost leads due to the unavailability of sales reps, you can avoid it with availability-based distribution.This type of lead distribution assigns leads to the available and ready-to-engage reps. Further, with round-robin lead routing, leads are assigned to the next available sales reps.

Rule-based routing

The lead distribution software must have the rules-based routing feature. This feature enables assigning leads based on predetermined criteria.

Reporting and analytics

Comprehensive reports and advanced analytics are a must in lead distribution software. It enables you to understand the performance of the sales reps through key metrics like;

  • Total number of leads;
  • Leads accepted and declined by sales reps; and
  • Average response time

Thus, you can track the performances and train sales reps who require improvement. Also, you can find out the quantity and quality of closed deals for each rep.

Benefits of using Lead Distribution Software

There are several benefits of lead distribution software. It automates the process of lead routing ensuring a boost in conversion rates and saving time. Here’s a list of the many benefits that come with lead distribution software.

Saves time

Distributing leads manually is time-consuming. It involves;

  • Determining if the lead is worth routing or not through conducting inquiries
  • Manual classification and distribution of leads to sales reps
  • Communication with leads, taking notes, keeping track, and follow-ups.

After going through the whole process, the lead may not convert leading to a waste of time and energy. With lead distribution software, you can route leads in real-time leading to the right sales rep. If you invest in the best solution, it eliminates a lot of additional work and increases the chances of conversion.

Easy lead assignment

Lead distribution software uses push-based lead assignment rules. It automates the lead distribution process and frees up time and resources for other critical business functions. In the manual lead assignment, it takes a lot of effort for the sales reps to set criteria and filter through the long lists of leads. But with a lead distribution software, everything becomes automated. Hence, the sales reps can prepare themselves for the interactions with the prospects and increase the conversion possibilities.

Get maximum conversions

Lead distribution software helps in building a friendly relationship between a lead and a sales rep. It streamlines the funnel and the increase in user engagement makes the leads feel more connected to the sales reps. Thus, they tend to explore more about the business products and services. Thus, with the right lead distribution software, you are more likely to witness a steady flow of incoming leads and sales opportunities.

Low lead response time

Lead distribution software eliminates the manual work. It literally sends the leads to the sales reps. Hence, they can strike up a conversation with the prospect as soon as possible. If the lead routing rule is availability-based, it directs the leads to the sales reps according to their availability. Thus, your sales reps can base the lead interactions on their personal schedules. Similarly, with the round-robin distribution feature, leads will be assigned to the next sales rep if one isn’t available. Hence, it creates an automatic and systematic process that reduces the risk of missing out on lead interaction opportunities.

Evaluate and track performance

Lead distribution software enables you to track leads based on the funnel stages. You can also simplify lead tracking by integrating the lead distribution software with a CRM system. Integrations with the CRM will enable you to track the journey of the prospect and the sales reps. Later, you can use the data to analyze the sales rep’s performance. Lead distribution software provides you with in-depth lead information. These details help the sales reps to deliver the right services, increasing the conversion rates.

The effectivee and efficient sales process

With the right lead distribution software, your sales process is simplified. It is because the lead distribution process happens based on preset criteria. Hence, the leads are assigned to the right sales reps and the odds of conversion are higher.  For instance, a sales rep with expertise in selling to marketers is more likely to convert than the rest because the lead distribution software assigns marketers to the specific sales rep

Better user experience

Since the lead distribution software assigns leads to the ideal sales reps, it improves customer experience to a great extent.Set the perfect lead routing criteria to determine which sales reps will manage which lead profile type. A few software also provides the alert feature that informs the sales team when there is a new lead coming in. Thus, sales reps can prepare for their conversations.

The Bottomline

The solution to avoid losing leads is investing in the perfect lead distribution software. There are many lead distribution software that offer multiple features at different prices. You can choose the ideal lead distribution software after evaluating your business needs. To make things easier and to get maximum results, consider RevenueHero - one of the most promising and emerging tools for lead distribution. The platform enables your sales team to get the best qualified leads. It makes the lead distribution process seamless by auto-assigning the leads to the ideal sales reps. Thus, RevenueHero is the perfect tool that can get you more leads and conversations.

Best 21 Sales Enablement Tools in 2022 [Guide to Choose the Best]
Sayani Deb
Best 21 Sales Enablement Tools in 2022 [Guide to Choose the Best]

Best 21 Sales Enablement Tools [Updated List of 2022]

Why Sales Enablement Tools? Without effective sales enablement, high revenue can be a far-fetched dream for businesses. Every sales person-to-prospect conversation makes them go through the sales pipeline, followed by a pitch, perfect customer experience responsibility, relevant insights sharing, sales analytics and reporting, data updating, and much more. It is critical to ensure that these key sales activities are effectively and efficiently executed to seal more deals. This is where sales enablement tools play a significant role. Sales enablement tools do everything that drives sales reps to win over more customers and convert more leads. This blog shares the top 21 sales enablement tools for 2022.Read on and find out which ones you need for your business growth!

What Does Sales Enablement Mean?

Sales enablement covers everything that is done to generate leads, manage leads, assign them to sales reps, and help sales reps to convert them into customers. In short, sales enablement refers to the set of tools, platforms, and software solutions that helps sales teams in some way or the other to sell more. It also encompasses all the processes that marketers undertake to help the sales reps interact efficiently with leads and close more sales.

Sales Enablement Tool Types

Sales enablement covers a vast area. Hence, there are several types of sales enablement tools that you can invest in. Below, we have detailed a few types of sales enablement tools. Take a look and consider the ones that best suit your business requirements.

Sales content management

Today’s smart consumers want great and relevant content. They prefer to get insights into the company and its products/services before making a contact. Research says that 71% of B2B buyers consume blog content before making a purchase decision. Similarly, the sales reps within an organization also require relevant content that can put them in a better position to sell. Hence, you need sales content management tools to ensure organizing and promoting the right content. This type of sales enablement tool helps sales reps to leverage content effectively, determining which content works best. They can also track how the leads and customer engagement with the content.

Sales intelligence

Buyers always love a personal touch. They expect sales reps to share product/service information that is tailored to solve their business challenges. So, if sales reps personalize their outreach, the likelihood of conversion goes up. Sales intelligence tools enable sales reps to find out contextual insights about the prospect’s business. These types of sales enablement software make it easy for sales reps to conduct customized searches. They can identify potential buyers and engage them using information like their company size, job title, location, buying pattern, purchase history, etc.

Sales engagement

Organizations today want sales reps to use the most effective outreach strategies while interacting with leads. Perhaps, businesses also look for ways to scale the high-quality customer engagement. But considering the most time-consuming tasks of sales reps, focusing on conversion rates is a challenge. Sales productivity has lost its way among the routine tasks that sales reps invest their time in. According to HubSpot, sales reps spend only one-third of their day interacting with prospects. They spend;− 21% of their day drafting emails, − 17% entering data, − another 17% researching leads and prospecting, − 12% attending in-house meetings, and − another 12% scheduling calls. This is where organizations need sales engagement tools. These solutions measure, manage and optimize the way sales reps interact with buyers. The sales engagement tools scale and streamline the ways reps use to communicate with the leads – emails, calls, social media, etc. They also provide actionable insights that indicate which outreach tactics are the most effective ones. This type of sales enablement tool saves a lot of time and effort for the sales reps. Thus they can spend time converting more leads than finding out which outreach works best.

Customer Relationship Management (CRM)

CRM is a type of sales enablement tool that every company invests in. Sales teams need this single source of accurate buyer information to make more successful sales. Similarly, even the marketers and customer service people require tons of business data like account ownership, buyer contact, etc. So, without organizing such high-volume data, it is impossible to get the right info at the right time. As a result, you can miss out on sales opportunities. The CRM tools help in managing company-client relationships and conversations. They can provide sales teams and marketers key customer info, sales performance results via dashboards and custom reports, etc. With such reports and data, marketers can plan and execute better campaigns and sales reps can be more prepared for their interactions. Hence, 65% of sales professionals use CRM tools and 42.5% of companies consider CRM to be the anchor for all sales enablement platforms.

KPIs to Consider before Choosing a Sales Enablement Tool

Sales enablement KPIs can vary from one company to another considering specifics. But here are a few general ones that every company must consider.

  • Sales data. It measures the total sales brought in by the sales team – whether or not the sales target has been achieved and the number of deals closed by each sales rep.
  • Conversion. The most important sales enablement KPI. Conversion rate tells how effective the sales reps are in converting the leads to customers.
  • Average purchase value. It measures the amount of revenue brought in by the average closed sales within a specific period.
  • Sales cycle length. It is the time between a lead converting to a customer by closing a deal successfully. Identifying the average length helps in improving and making sales faster.

Top 21 Sales Enablement Tools in 2022

There are so many unique tools out there that it becomes difficult to give sales enablement tools examples. However, we have done our research and compiled a list of the best 21 sales enablement tools that companies must consider.

1. DealHub

DealHub is a sales engagement and CPQ (Configure, Price, Quote) software. It helps businesses to deliver a personalized buying experience to customers at every stage of the sales and prospecting funnel. The solution helps sales reps and customers to interact, engage, and collaborate online through the platform. They can work together on dynamic, customized, and relevant content while accessing real-time insights on customer engagement and dispositions. Moreover, the solution also helps the sales reps to configure quotes and proposals faster with lesser errors. Overall, the platform helps in reducing the sales cycle and increasing revenue.

Key features

  • Document creation and customization
  • Product catalog
  • Configuration rules and pricing
  • Discounting
  • Pricing flexibility
  • Grouping and quote document generation

2. Salesforce

Salesforce is one of the best sales enablement tools you can invest in. The platform offers a comprehensive CRM system with several sales enablement integrations. If you consider sales performance analytics as a core part of your sales enablement strategy, Salesforce is an ideal software for you.  Salesforce sales enablement tool help in reducing training and onboarding costs, assigns and recommends relevant content to sales teams, reduces revenue time with real-time workflow updates, notify reps about industry updates.

Key features

  • Reporting & analytics
  • Feedback
  • Sales learning materials customization
  • Leaderboard and scoreboard
  • Alerts on industry updates
  • Product knowledge with personalized content

3. HubSpot Sales Hub

HubSpot Sales Hub is an easy-to-use sales CRM platform. The software includes sales enablement tools, CPQ functionality, and robust sales performance analytics that can help grow sales teams.With HubSpot sales reps can get richer insights, warmer leads, and streamlined sales enablement materials that can help the resp to perform more efficiently.

Key features

  • Sales force automation (activity management, account & contact management, pipeline management, etc.)
  • Marketing automation (email marketing, lead management, campaign management, marketing ROI analytics)
  • Customer support
  • Dashboards, reporting, forecasts
  • Social collaboration features

4. RevenueHero

A sales enablement and acceleration platform, RevenueHero ensures assigning the right leads to the right sales reps. The solution can help sales reps to spend less time scheduling meetings and more on closing the deals. They can easily qualify, route, and schedule leads from any web form, thus, ensuring more effective and qualified lead meetings.

Key features

  • CRM integrations with all marketing stack tools
  • Instant scheduling of webform leads
  • Real-time routing of the right leads to the right sales reps
  • Easy set-up of lead qualification workflow

5. Ambition

To build a smart sales team, Ambition is the ideal sales enablement platform. A leading coaching and gamification solution that provides sales managers with the relevant tools to train sales reps. Regardless of the sales managers’ locations, the solution can be used to coach teams, motivate performance, and help them reach their goals in real-time. The software also integrates with CRM tools, and sales stacks, making it easy to read data and gain actionable insights.

Key features

  • Sales reps' team training (knowledge base, coaching materials, video recording, playbook creation)
  • Feedback (real-time updates, review, scorecard, leaderboard, etc.)
  • Course management
  • File and mobile support

6. SharePoint

SharePoint is an ideal complementing software for companies using the Microsoft system. The solution is available as a part of the Office 365 bundle, SharePoint helps companies to create and sort out content. Organize and manage traditional content, web content, and social content. The platform helps the sales reps to get ready for the prospect conversations. Also, the wiki feature allows users to collaborate on proposals and training sessions.

Key features

  • Compliance and security
  • Large file and folder sharing
  • Business intelligence
  • Document library access
  • Information rights management

7. Allego

Allego is a sales enablement platform designed for fast-paced modern businesses. The sales learning solution ensures that your sales reps have the timely knowledge and skill to close a deal successfully. Allego enables businesses to deliver their sales reps teams with bite-sized sales learning that the reps can use for their selling situations. In short, the software enablement tool replaces traditional onboarding and long training sessions with information pieces that helps to increase sales effectively.

Key features

  • Sales reps' training (knowledge base, coaching materials, video recording, playbook creation)
  • Feedback (real-time updates, review, scorecard, leaderboard, etc.)
  • Course management
  • File and mobile support

8. SalesHood

SalesHood is one of the leading sales enablement platforms that helps companies to boost sales. The solution reduces the time to ramp, lifts quota achievement, and speeds up sales. The platform also offers virtual training and coaching for sales reps to ensure fast revenue. Also, the tool helps in improving sales productivity with sales content delivered timely for customer interactions.

Key features

  • Content management (storage, in-built templates, content creation, and advanced search)
  • Reporting & analytics
  • Sales reps training (learning materials, video recording, knowledge base)
  • Feedback (review, scoreboard)

9. Clearbit

Clearbit is a data activation software that helps to convert leads into customers sooner. It seamlessly integrates with systems like Marketo, HubSpot, Salesforce, Pardot, etc. to optimize and automate workflows.The software also provides the right data you need to score, route, and accelerate the buyer’s journey.

Key features

  • Data availability (company data, industry research, contact data)
  • Data accuracy
  • Lead builder
  • Data cleaning and enrichment
  • CRM and marketing automation integrations
  • Advanced search
  • Analytics & reporting

10. Outreach

A sales execution platform, Outreach helps companies to increase productivity and drive insightful customer engagement. The solution integrates sales engagement, conversation, and revenue intelligence into a single platform that makes it super useful to the sales teams and marketers. Overall, the platform efficiently and effectively engages leads, drives more leads to the pipeline, and helps sales reps to close more sales deals.

Key features

  • Analytics & reporting
  • Insights (automated emails, notes, daily summary, etc.)
  • Customizations (alerts, templates, email categorization, scheduling, etc.)
  • Integrated workflows

11. Boomerang

Boomerang makes email marketing easy and hassle-free. The solution uses data and analytics to find out what makes people open their emails the most. With such insights, it gets easier to maximize email opening rates and responses. The platform also tracks the open rates and response patterns via an automation process. The emails are resent to users when they are most likely to respond. Boomerang offers pre-built email templates, marketing support, and built-in calendar integration to work smoothly with Outlook and Google Suite.

Key features

  • Analytics (track open rates and email responses, link and attachment activity)
  • Customized templates, notifications
  • Email categorization and scheduling
  • Pre-built templates

12. Owler

Owler is a business information and intelligence software that offers marketers real-time news, insights on companies, competitors, and dynamic company data. The solution equips the sales rep teams and the customer success teams with actionable insights that can help them save time and boost revenue.

Key features

  • Data availability (company data, industry research)
  • Data accuracy
  • Lead builder
  • Data cleaning, segmentation, filtering, and enrichment
  • CRM and marketing automation integrations
  • Reporting

13. Crazy Egg

Cray is a sales enablement software that has helped several companies to focus on the hundreds of website visitors so that they can make the most out of each visit.Crazy egg uses heatmaps and analytics to track and measure how the visitors engage with your content. Using the tool, you can conduct A/B tests to boost conversions and track other metrics to determine the effectiveness of your sales enablement content.

Key features

  • Data quantification
  • Conversion opportunities
  • A/B testing
  • Webpage element analysis and side-by-side analysis
  • Mobile device analysis
  • Heat maps
  • Tracking system (click tracking, mouse movement, eye tracking, frustration tracking)
  • Data segmentation and session replays

14. Accord

Accord is a customer collaboration software ideal for companies that establishes onboarding and repeatable sales process to achieve revenue goals. The solution helps you to streamline with buyers on expectations, objectives, and timelines by enabling users to track customer engagement data. Overall, it makes the entire sales process collaborative, engaging, and transparent.

Key features

  • Content management (content import and storage, advanced search, templates)
  • Analytics & reporting
  • Content utilization
  • Alerts
  • Account-based engagement

15. CallRail

CallRail is a solution that helps in converting more leads into customers. The solution integrates with leading marketing and sales software. The solution offers detailed marketing analytics and business communication features to deliver real-time insights.The platform helps in tracking call management. It offers to call tracking features that allow sales reps and managers to know which contact is calling and which ad, campaign, or keyword had caught their attention.

Key features

  • Phone number management
  • Tracking (visitor & keyword tracking, dynamic number insertion, etc.)
  • Call routing (IVR, call scheduling, geo-routing)
  • Analytics (advanced reporting, call recording, call, data, conversation intelligence)
  • Security and compliance

16. Cloze

Cloze is a sales enablement tool ideal for companies that frequently communicate with their clients via LinkedIn, email, and social media. The solution stores all customer interactions on one page, making it easy to access. Thus, your sales reps can get an overview of the company-customer relationships. The platform eliminates the requirement of data entry. You can get a holistic view of the customers through the communication records. Also, the tool enables users to track the documents shared with customers.

Key features

  • Contact and account management
  • Desktop integrations
  • Task and activity management
  • Social network integration
  • Social collaboration features

17. Bloomfire

Bloomfire is a knowledge engagement software that helps teams to find data at lightning speed. Your team members can access all answers and data from anywhere – from the office, field, or while working from home. Using Bloomfire, sales managers can align, engage, and inform sales teams by making company info accessible to them.

Key features

  • Content management
  • Analytics
  • Q&A tools
  • Knowledge pages (in-content feedback)
  • Knowledge sharing
  • Notifications

18. Enablix

Enablix is a sales enablement software built for product marketers to utilize their sales and marketing content better. The solution keeps your sales team in sync. It also helps marketers to provide sales reps with relevant content to drive sales. The platform links any content source with sales reps and marketers. It enables them to activate the content when necessary and make more informed decisions based on data.

Key features

  • Content management (creation, import, pre-built templates, storage, advanced storage facilities)
  • Reporting & analytics
  • Alerts and notifications
  • Content utilization
  • Account-based engagement
  • Screenshare

19. Consensus

Consensus is an intelligent demo automation platform that automates custom product demos to boost sales.The solution is an interactive demo platform. It personalizes documents and videos so that each lead can understand the product in the simplest way possible. This results in cutting the sales cycle and increasing the close rates. Businesses can also engage the buyers by tracking analytics like the buyers involved, their interests, what they watched, etc. Hence, it helps in driving purchase decisions much faster than the traditional sales approach.

Key features

  • Screen capture and record
  • Video capture, management, and distribution
  • Analytics dashboard
  • In-built templates
  • Content creation and analytics
  • Custom branding

20. DocuSign

Managing agreements is easier with DocuSign. The solution helps companies automate document preparation, signing, acting on, and management processes. DocuSign enables users to sign electronically on any device, from anywhere, and at any given time. The platform has over 100 million users in over 188 countries, making it easier for companies to speed up their business operations.

Key features

  • Document management (signature, analytics, storage, and review)
  • Customizable template, forms, and fields
  • eSignature and mobile signature capture
  • Status and task progress tracking
  • Template and workflow management

21. Formstack

Formstack is a platform built to transform the way of data collection. The solution offers a flexible and efficient way of collecting data, eliminating the need for paper forms. Formstack empowers users to quickly build custom forms, create documents, and collect e-Signatures without coding or specialized skills. Businesses across all industries can use the solution to reduce data mayhem and resolve critical business issues. Additionally, Formstack’s advanced security systems ensure acceleration of operations without compromising on security and compliance.

Key features

  • Survey management (in-built templates, survey builder, question types, distribution)
  • Survey customization (branding, branching)
  • Survey insights (reporting & analytics, data exporting)

The Bottom Line

The ideal sales enablement tool is the answer to your revenue growth challenge. The only work here is to find out which tools best fit your situation. Say, for example, you are looking for sales acceleration software to help you manage leads better and boost overall sales. In this scenario, RevenueHero would be the best choice. The platform ensures real-time routing of leads to the right sales reps. It also offers features to help sales teams qualify more leads, schedule meetings, and boost conversion rates.

Related Resources

What is Lead Response Time? How to Calculate and How To Improve It?
Sayani Deb
What is Lead Response Time? How to Calculate and How To Improve It?

Believe it or not, lead response time can make or break a deal. When a company receives a new lead, time is the main essence. That means, it matters how fast you reach out to the lead after they show interest in your product or service.According to research, 88% of leads expect responses within 60 minutes of their query, and 30% want a response within 15 minutes.So, to stay ahead of the competition, companies must respond to their leads as fast as possible. In a nutshell, a fast response can make all the difference.Read on to get a deeper understanding of lead response time. By the end of this blog, you will know how speed to lead can turn into an asset, boosting your overall sales.

Definition of Lead Response Time

Lead response time is the time taken by companies to reach out to the leads who have contacted the business via inbound or outbound channels. It is a metric that measures the lead follow-up time after the prospect has made a contact through an email, call, or web form.

What is an Ideal Lead Response Time?

The ideal lead response time or the golden window for lead follow-up is five minutes or less. A study revealed two remarkable findings related to the 5-minutes lead response time.

  • A company is 100 times more likely to connect with a prospect when they make initial contact within five minutes as compared to an hour later.
  • Furthermore, a company is 21 times more likely to convert a lead into a conversion opportunity when responding within five minutes or less as compared to one hour later.

Apart from the 5 minutes window, a Harvard study revealed that businesses responding to leads within one hour are 7 times more likely to have meaningful conversations. The chances of making a sale are higher.Meanwhile, companies that reach out any later may miss out on the chance to sell their product/ service effectively to the right people.

How to Calculate Lead Response Time?

The research revelations above clearly tell how important lead response time is for a company to boost lead conversions.Now, it is time to understand the calculation of lead response time. Once you know the calculation, you can create a sales strategy around it.To calculate the lead response time rate,

  • Consider the total amount of time between lead creation and your first response to the lead. Do the same for all leads assigned to a sales rep.Time of new lead creation – lead follow-up time = Time-taken to respond
  • Divide the sum of the total time by the total number of leads to get the average lead response time.Sum of time taken to respond for all leads/ Number of leads = Average lead response time.

Let’s consider an example for a better understanding. Say a sales rep responded to 3 leads on Wednesday. The following are the time taken by the sales rep to respond to each lead:

  • First lead = 2 minutes
  • Second lead = 9 minutes
  • Third lead = 7 minutes

So, the average lead response time for Wednesday would be;Total time taken to respond to leads/ number of leads = [(2+9+7) minutes] / 3 = 6 minutesTherefore, the average lead response time for Wednesday would be 6 minutes.Calculating lead response time is easier with lead distribution software. Check out the best lead distribution solutions worth investing in.

7 Important Lead Response Time Statistics to Consider in 2022

We believe in numbers. Hence, we have listed below a few lead response time stats that you must know about in 2022.

1. Businesses responding fast gain up to 50% of sales

The companies that make fast initial contact with the leads can close 35 to 50% of sales. So, ensure that your sales reps have sufficient resources to make the first contact as soon as possible.

2. Reaching out after 5 minutes drop conversion rates by 8 times

Responding to leads within the first five minutes shows an 8x jump in conversion rates.

first call response times
Source

However, the 2021 Lead Response Research revealed that 57.1% of first call attempts to the lead occur after a week.Missing out the five-minute mark can cost you a lot of revenue. And if you do not contact the lead at all, 30% of the consumers are likely to switch to a competitor.

3. Responding to leads after 30 minutes is 21 times less effective

Your leads won’t be waiting for your call for 30 minutes. If you reach out within 5 minutes, you are more likely to close more sales. However, if you let 30 minutes or more elapse your chances of selling the product sink. Even after five minutes, leads are 10% less likely to respond.

4. Expect 391% more conversions for a one-minute response time

Aim for a one-minute lead response time if you are looking for a surefire way to get the best output. Research suggests that a one-minute lead response time can improve conversion rates by 391%. Whereas, if you are a minute late (that is, a two-minute response time) the conversion improvement rates come down to 160%.

5. Timing the calls right boosts conversions by 49%

To seal the deal, you must work on perfecting your timing. Speed to lead statistics reveal that by timing your phone call properly, you can get a 49% conversion gain. Calling too late or making too many calls may result in the lead moving to a different company.

6. The average B2B lead response time is 42 hours

It’s a shocker that the average first response time of B2B companies is 42 hours. The companies that take a day or more to respond to their leads literally lose hundreds (or thousands) of leads.Even waiting for 30 minutes to an hour makes a lead contact a competing brand. So, waiting for 42 hours pretty much leaves no hope for conversions.

7. Only 27% of leads ever get contacted

After knowing the average B2B lead response time, it should not come as a shock that only 27% of the leads get contacted at all.Speed to lead statistics suggest that due to slow lead response time, only 27% of the leads are reached out to by companies. However, if organizations take the right approach, they can contact around 92% of leads.

10 Tips to Improve Lead Response Time

The importance of speed to lead cannot be denied. So, we have compiled a list of tips to help you improve your lead response time.

1. Manage inbound leads better with sales CRMs

Sales CRM systems are beneficial to document the interactions between leads and sales reps. Sales acceleration platforms like RevenueHero can support your speed to lead by;Notifying sales reps at the right time to reach out to the leadsTracking the leads to identify the ones that still require the first responseScoring and prioritizing leads when the incoming volume is highSuch platforms can help you optimize the inbound lead response time.

2. Set benchmarks

To improve your speed to lead, you must get familiar with your benchmarks. Simply put, establish what a good lead response time is and what your goal should be.For instance, 41% of customers expect an email response from the company within 6 hours of sending it. But many organizations strive to respond to emails within 10 minutes.Setting goals helps the sales reps to achieve the benchmark. Though you should shoot for the lowest lead response time, the goals you set must be realistic. Try taking one step at a time. For example, if your current average speed to lead is one hour, setting a goal of 30 minutes would be more realistic than 5 minutes.

3. Get automation tools

In this fast-paced, competitive business environment, automation is a must. Though you cannot automate the sales call, you can send automated emails and texts to keep the communication flowing.Use automated emails, WhatsApp texts, or SMS to confirm the leads that you have received their message. Once you get the lead’s contact information, reach out immediately via calls or messages and tell them what they can expect next.For automation, AI chatbots can be helpful. They can respond to most of the standard queries instantly. Further, bots can also collect contact information by engaging leads in conversations. Moreover, they can also qualify leads by asking prospects ley questions.

4. Distribute leads properly

Most companies, nowadays, invest in good lead distribution software to automate lead distribution and make the process more efficient. However, you must ensure setting the right criteria for the lead assignment.For instance, your lead distribution software may assign leads in succession to each of the sales reps in the team, distributing the leads equally. If there are any inefficiencies in the system, it will disrupt the average lead response time. So, work on the flaws and streamline the best way you can.Choose the best-suited lead distribution criteria for your business. However, be it based on geography, sales reps’ skills, expertise, or any other factor, ensure an equal distribution to avoid overworking of sales reps.

5. Track speed to lead

To improve your lead response time, you must know your current position. We mean that you must track your speed to lead every day or at least weekly. Keep a record of your progress. This will ensure that you are at par with your ideal lead response time.Further, try to analyze the primary business metrics to find out how your lead response time affects the business functions. For instance, the lower the lead response time, the higher the conversions or sales.Also, track the individual performance of your sales reps. Keep an eye on their lead response time. This will help you identify the ones that require support and training to improve.

6. Offer live sales support

You can win over your leads with live sales support who can respond to any query within seconds.In case of scheduled appointments with a company, clients may be ready to fill out a web form and wait for their turn. But prospects with a time crunch often look for real-time live support when visiting company websites.Here are a few ways to offer live sales support.

  • Make yourself easily accessible by mentioning a contact number on the website
  • Offer an on-demand live video chat facility
  • Set up a standard live chat pop-up

You can pick any of the above options to take your customer service to the next level. However, the live video chat option works the best because prospects can get real-time face-to-face support. This can add a more human touch to your brand and improve your conversion rates.

7. Schedule your sales reps right using analytics

Scheduling the sales reps right is one of the secrets to boosting your conversion rates.To ensure faster lead response time, you must ensure that there are sufficient sales reps to attend to the leads. With the help of analytics, you can evaluate the lead generation data to find the best days to keep more sales reps handy.For instance, if you observe that most website leads come in on Wednesday afternoons, you can strengthen your sales support during that specific time.Further, hiring more sales reps can help you improve your speed to lead. You can specifically hire sales reps to improve the lead response time. They can be in charge of making the first response to leads as fast as possible.

8. Use more than one communication channel

Emails are hands-down the most effective and professional way to communicate to prospects. But to improve lead response time, it is necessary to use multiple communication channels.If you want to accelerate your lead response time, leverage the advantages of other communication channels.For instance, make it easy and convenient for leads to reach out to you via phone calls, live chats, SMS, WhatsApp, or social media. Also, you can respond to them via these channels for faster and more efficient communication.

9. Empower your sales reps

Your sales reps are the main characters of the entire improving speed to lead episode. So, you must empower and motivate them to perform better.Provide sales reps with the necessary tools and resources that can help them respond to leads faster. Further, you can free up their schedules and reduce other jobs to avoid burdening them.Also, you can give your sales reps the freedom to drop out of any administrative meetings if it collides with attending to a new prospect.

10. Build a collaborative environment

Foster a collaborative work culture within your organization. Ensure that all your sales reps work together and understand the value of teamwork.Provide your sales reps an environment where they are not shy about asking for favors or granting them. This will make it easier for your sales reps to help one another.For instance, if a lead requires an immediate response and the sales rep assigned to them is unavailable, the rep can forward the lead to another sales rep who can attend to them.

Make Speed to Lead a Priority to Level-up Sales

For better conversion rates and higher sales, improving the average lead response time is a must.However, making changes to the lead response strategy of a company can be quite challenging. So, take help from platforms like RevenueHero that can help you shoot up your sales.The platform ensures real-time lead routing. You can set up lead qualification workflows to assign the leads to the right sales reps. Moreover, your sales reps can schedule, qualify, and route the incoming leads from web forms at your convenience.

Related Resources

What is Lead Routing and its Best Practices | A Complete Guide
Sayani Deb
What is Lead Routing and its Best Practices | A Complete Guide

Getting several leads is fine. But what comes next is more important.To convert maximum leads, sales reps must reach out to them as soon as possible, say, within minutes. In fact, research says that just after 5 minutes, conversion rates can drop up to 8x. But, according to a survey,  99% of the vast majority of B2B businesses fail to reach out to their leads within 5 minutes. Moreover, 57.1% of first call attempts to the lead take place after more than a week. If the competitors get ample time to build relationships with your clients, the chances of leads switching to your competitors increase. That is a lot of revenue missed!So, getting the leads to the right sales reps quickly is a priority. And this is where you need lead routing. Let’s dive right into the details!

What is Lead Routing?

Lead routing, also known as a lead assignment, is the process of assigning incoming leads to sales reps. In other words, it is the distribution of leads among the sales reps of the organization. The lead routing process can be simple. You can simply make an alphabetical list of your sales reps and assign them a new lead as they come in. However,  the manual lead assignment is quite tedious and time-consuming. Hence, today’s businesses use automated lead routing systems. The lead routing systems can be simple or sophisticated. The sophisticated ones assign leads based on different factors like industry, territory, potential deal size, and several other factors. These systems allow users to define the sort order criteria and set custom rules for lead assignment.

Top Lead Routing Best Practices

When a company generates a large number of incoming leads, it is a must to implement an effective lead routing system. Here are a few lead routing best practices you must closely follow to ensure a successful lead routing process.

  1. Set the appropriate routing criteria to assign a lead to the right person

Lead routing can be a bit like segmentation. It requires you to assign leads based on certain factors. There are a few popular criteria that you can consider to determine the lead’s route.

  • Company size – Use this criterion when you have a sales team divided by the size of the organizations they serve – small business or startups, mid-sized, or enterprise level.
  • Geography – This is one of the most used criteria by B2B companies when using automated lead routing systems. This criterion makes sense as the leads are assigned to sales reps in their territory.
  • Industry – When the sales team is divided based on industry expertise, you should match the leads to the reps who serve in specific industries.
  • Use case/ Expertise – Make a note of your sales reps considering their expertise in specific products and services. It will help you put the best person on the job.
  • Lead score – Typically, organizations with sophisticated sales models use lead scores for lead routing. The criterion assigns a value or score to each generated lead. The lead scores can be based on several attributes like all of the above (geography, value, etc.). Using lead scores, you can identify priority leads and use custom approaches to convert them.

Besides using these criteria, you can also base the lead routing process on the lead’s employer.

  • Is the lead’s employer already a customer?

If the lead works at an organization that is already your customer, you can pass them on to the Customer Success Manager or CSM. This is because the CSM will be in a better position to sell the product or service based on their relationship with the client.

  • Is the lead’s employer not a customer?

In this scenario, the organization your lead works in is not your customer. So, assign them to a sales development manager first. They will qualify the lead before moving them to the account executive. This routing criterion is entirely based on the relationship between your business and the lead’s organization. Using this criterion increases the conversion likelihood and enables you to provide the best customer experience. For instance, the CSM can educate the lead better about the product or service. They can explain how the stakeholders are using the product. Also, the CSM can offer more prescriptive solutions based on their knowledge of the lead’s employer.

  1. Match the right profiles with the right employees

Your sales reps may have different strengths and skills. A few may be good at converting leads in a specific industry. While a few others may have cracked deals with leads who serve in a specific job position.Once you identify your sales reps’ strengths, you can match the right person to the right lead. It will increase the chances of conversion and thus, you can expect higher revenues. Note that besides industry and job position, you can choose other criteria like company size, or even department, lead-to-account-matching (the company your lead belongs to), etc.

  1. Try routing leads based on territory or geography

As we have mentioned before, geography is one of the most popular criteria used by B2B companies. If your organization assumes lead ownership by location, use lead routing based on geography or territory. It is the best practice that you must follow closely. But why? Because it is very likely that a sales rep working in the same time zone as a lead will respond quickly. Also, the sales rep will be in a better position to nurture the lead as they will have better market knowledge. It will be easier for them to schedule meetings and connect with the lead more frequently. For successful lead routing by territory, define the territory first. Organize your CRM data around them. With the right lead routing tools and CRM, you can sort the territory records and assign any sales reps working in the specific geography.

  1. Ensure well-integrated tech

Organizations often miss out on this best practice. But it is one of the most important ones. Before you respond to leads, check whether everything is working well or not. Nowadays, leads are most likely to come from a web form or any other channel (like social media) you use for your marketing campaigns. So, before you get ready to respond to your lead, ensure that you can receive them from different sources (ads, lists, forms, etc.). Integrate their data into the organization’s tech system to keep track. Also, ensure that you can receive leads from third-party sources. As you receive these leads, standardize the data according to the organization’s rules. The better the data, the higher the lead quality.

  1. Avoid being too prescriptive

Try to draw the line between providing information and sharing too much information with the sales reps. If you provide details that are not essential, you will likely motivate the reps to handpick leads and neglect several others. It naturally results in a low conversion rate. Also, it impacts your long-term sales. The marketing and sales managers can partner and conduct regular testing of conversion rate variance. It will ensure that handpicking leads is not impacting the conversion rates.

Reasons Why You Should Implement Lead Routing in Your Organization

Have you implemented lead routing in your organization? If not, perhaps these reasons will make you think about it.

Lead routing helps to build and maintain relationships

Nurturing leads is not effortless. It requires more than a call to build and maintain strong relationships with your leads. Constant engagement and consistency are necessary to ensure conversion. Through lead routing, your sales reps get connected to the leads. They can schedule meetings and conduct additional follow-ups if needed. Lead routing also enables sales reps to identify relatively colder leads. Thus, they can automate follow-ups to warm them up.

It makes lead distribution easy and effective

The main reason behind implementing a lead routing system is to make lead distribution easy. You can avoid the manual tasks as the system automatically assigns leads to the best sales reps. All you need to do is set the criteria right and witness higher conversion rates.

Lead routing enhances business growth

Once you implement a lead routing system, you can save a lot of time and resources. Also, you can lower the risk of errors by analyzing the lead data, providing specific forecasts, and reporting. Incorporating lead routing in your marketing and sales strategy works well. It maximizes efforts and helps to work more efficiently.  

Steps to implement Lead Routing System in Your Organization

With the right lead routing tools, it is easy to implement the system within an organization. To get started, ensure that you have the necessary tools like a CRM with an automation function and a lead scoring tool.

Define your lead routing criteria

This is the first step to implementing lead routing. Set your criteria like use case, geography or territory, value, lead score, etc.

Create automation or workflow

The next step is to design the workflow based on your defined criteria for lead routing.

Qualify leads

The last step to set up the lead routing system is to qualify leads. You can do so with lead scoring. Implementing automation is pretty easy with lead routing tools. But to build a successful sales strategy, there’s something more you must do other than automation. To improve and optimize lead routing, you must know what’s working for the organization and what’s not. Closely monitor each criterion to identify successes and shortcomings. Analyze them and find out why some criteria work better than others for your product/service, customers, and sales team. Automation makes experimenting with lead routing easy. So, shift gears when you find the most effective approach to managing leads efficiently.

5 Benefits of Lead Routing System

Lead routing automation saves time and resources. It also minimizes the risk of errors. Besides these two benefits, there are a few others. Let’s take a look.

Improved response time

Did you know around 71% of internet leads are wasted due to slow or no response? Consumers, today, are accustomed to instant responses. So, if businesses fail to respond within 5 minutes, prospects are likely to switch to other brands. To avoid slow or no response, 29% of companies have automated lead routing. A lead routing system can assign the leads instantly to sales reps who can respond as soon as possible. You can set your criteria and rules to;

  • Create an organized routing system;
  • Easily assign leads to sales reps; and
  • To reroute the lead to another sales rep if there are delays

Data Accuracy

Sales reps already have a lot to do. They do not get the time to manually collect lead data and analyze them to make better-informed decisions. Even if they do so, errors and misjudgments are likely to happen.Lead routing automation makes the job easy. It enables you to collect lead data and analyze them, identify lead routing trends, improve forecast, make informed decisions, and improve sales intelligence.Lead routing tools with advanced analytics can also provide comprehensive reports. Thus, the sales reps will be able to identify their hottest leads and how to manage them.

Better leads organization

Lead routing automation helps you to organize your leads effectively. It is critical to have a proper lead order so that the right sales rep can reach them on time. Different factors determine what leads an organization. You can organize them by the communication channel, engagement time, location, behavioral patterns, etc. Also, you can identify leads who have been contacted before and avoid the uninterested ones.You can use filters to check the lead statuses and find the most relevant ones. It will save time and make the entire process more efficient.

Improved performance

Lead routing enables sales reps to improve their performance significantly. With the help of automation, you can save a lot of time. Thus, they can prioritize jobs and increase productivity. Automatic lead routing ensures that the leads are organized, accessible to all sales reps, and are not randomly assigned to them. Thus, every sales rep is on the same page. They are aware of the next step. Overall, lead routing creates a productive workforce ready to meet its sales target effectively and efficiently.

Improved resource utilization

Research says that 1 in 4 sales leads generated by marketing campaigns are inaccurately assigned. Lead routing ensures assigning the right lead to the right sales rep as it increases the possibility of successful sales. In lead management, it is crucial to utilize sales reps’ expertise and skills. Assigning the best-suited sales reps to leads can result in increased conversions and happy customers. Thus, ensuring building an effective lead routing strategy. The better the lead routing strategy, the higher the customer satisfaction.

Final Thoughts

Lead routing is all you need to eliminate the slow response and no response issue. It makes lead handling more efficient.A successful lead routing strategy improves user experience, providing the leads with sufficient knowledge to make purchase decisions. However, to ensure lead routing success, having the right tools is a must.  

Related Resources

In a nutshell, RevenueHero can help your sales teams to focus on the most valuable leads and close deals successfully.

What is Speed to Lead? | Expert Guide to Improve it in 4 Easy Ways
Sayani Deb
What is Speed to Lead? | Expert Guide to Improve it in 4 Easy Ways

The faster you respond to leads, the higher the chances to convert them into customers. Though the ‘5-minute golden window’ is ideal, businesses are 7x more likely to qualify leads when reaching out within an hour. So, now you know why speed to lead is important. When it is about the go-to-market race for your customers, it is your speed to lead that matters the most. It is the only factor that decides whether you win or lose. In simple words, speed wins!Thus, speed to lead is a must-know aspect of sales. The higher your speed to lead, the better the conversion opportunities. So, take a moment and learn about speed to lead, its advantages, and how you can improve.

What is Speed to Lead?

Speed to lead is the period between a business getting an inquiry and responding to it. In other words, it is the time between a lead expressing interest in the business and the sales rep’s first response.Speed to lead is all about the response time taken by the sales reps. Regardless of the communication method, speed to lead only accounts for how fast a sales rep responds to a lead, be it via email, phone, or text.Speed to lead is calculated by adding up the different lead response times and dividing by the total number of incoming leads.

Importance of Speed to Lead

In 2022, consumer attention span has dropped to an average of 8 seconds. Now you know why Instagram and Tik Tok reels are so popular!Coming to lead generation and capturing, you have a short span to contact and engage potential customers. Thus, speed to lead is the need of the hour to maintain a competitive advantage.The first response of a sales rep is always an opportunity to create a lasting impression. So, making the lead wait for too long does not work. Businesses that capture leads through instant conversions across calls, SMS, and emails stay ahead of the competition.Further, when a user makes contact through filling up web forms, they invest their time. Faster responses indicate how much you value their time. If your sales reps do not respond on time, your prospects can switch to other brands easily.  The bottom line is that speed to lead is crucial if you do not want to lose leads. Ensure that the sales reps reach out to the leads within an hour to optimize conversions.

10 Speed to Lead Stats You Should Know

To emphasize the importance of speed to lead, here are a few important statistics that you must know.

  • 5 minutes is the ideal time frame to respond to a lead
  • 78% of consumers purchase from a business that responds to their query first
  • Sales reps are 21 times more effective when they contact leads within five minutes of the lead’s first contact compared to calling them after 30 minutes.
  • Leads are 10 times less likely to respond if sales reps take more than five minutes to contact
  • Businesses responding to leads within one-minute experience a 391% increase in lead conversions.
  • The odds of qualifying a lead reduce by 80% after five minutes.
  • 17 hours is the average response time on web leads
  • Timing the calls and emails right boosts conversions by 49% and 53% respectively.
  • The average B2B business lead response time is 42 hours only
  • 27% of the leads get contacted due to slow lead response time

How to Improve Speed to Lead in 4 Easy Ways

If your sales reps lose leads due to slow response, it’s high time you improve the speed to lead. Speed to lead tools can help sales reps to respond faster. However, you must ensure investing at the right speed to lead the platform. Here are four easy ways that can help you improve your speed to lead.

Route leads by territory or geography :

If you have leads from different time zones, it alone can impact your sales rep’s response time. For instance, say a lead requests for a demo at 11 am EST, it may take some time for your sales reps on the west coast to respond. Similarly, if you are a business based in India and a lead comes in from the US, your sales reps may not respond to them for several hours. So, assign leads to sales reps who work in the same time zone as the leads. Though it is not a sure-fire way to improve speed to lead, it can help your sales reps to respond fast. Different lead distribution solutions can help you route leads by geography or territory. Check out the ten best lead distribution software here.

The route leads based on sales reps’ expertise:

Try to evaluate the strengths and areas of expertise of your sales reps. A sales rep may be experienced in converting specific types of leads – a particular job position, industry, company size, etc. So, you can route similar leads to specific sales reps to increase the possibility of conversion. Such insights into your sales reps’ skills can boost your overall conversion rate.

Identify the information that makes sales reps neglect specific leads :

Before your sales reps reach out to the leads, they must have basic knowledge and information. However, adding not-so-necessary lead information may cause the sales reps to focus on specific leads and neglect others completely.For instance, the info about the lead’s last performed activity is not essential for sales reps before they contact the lead. But providing this extra info may cause the sales reps to favor certain prospects and ignore the others. Though it is absolutely normal for sales reps to cherry-pick leads, providing additional information may result in losing valuable leads.Hence, to improve the speed to lead, sales and marketing can test the Marketing Qualified Lead (MQL) categories to be sent to the sales reps. Further, you can identify the categories that result in low conversions and eliminate them from the priority list.

Intelligent routing using AI chatbots and lead distribution tools:

Checking for new leads manually is a tedious task. And your sales reps do not have sufficient time to do it. Here, an enterprise chatbot can manage the job. An enterprise chatbot can automatically route the leads to the right sales reps, provide relevant information, and enable sales reps to respond faster.

Advantages of Improving Speed to Lead

The numbers stated above clearly indicate that speed to lead is the key factor in driving conversions. Hence, improving speed to lead can directly impact your sales. Here, we have listed a few benefits of improving speed to lead.

Increased chance of first contact:

When a lead contacts a business, they have multiple options to choose from. So, if you improve your speed to lead, you will have a better chance of reaching out to the lead before any other competing brand.  This allows your sales reps to have a direct conversation with the lead and possibly seal the deal before anyone approaches.Once you build trust and relationships with potential customers, they are less likely to go through the same process with other company sales reps. So, the prospect may stick to the brand they connected to first.

Provides on-demand service:

Improving your speed to lead will provide your sales reps the opportunity to provide service on demand to the prospects. When a lead seems interested in a product or service, they are certainly trying to fulfill a need at the moment. Hence, this is the perfect time for the sales reps to get in touch with the lead. A fast-moving sales rep can appear to be providing services on-demand to the potential buyer. Similarly, a quick phone call can capture the lead in the ideal mind frame favorable to ensure a successful sale.

Increased Customer Availability:

When a lead contacts a business, they are likely to be available for a conversation about the product or service. So, improving speed to lead helps your sales reps to contact the lead when it is warm. Reaching out to the lead within 5 minutes of them contacting you is the best. But your reps can try and reach them within an hour to ensure the lead’s availability. The longer the wait for the prospect, the higher the possibility of them losing interest in your product or service.Thus, speed to lead ensures that the potential buyer is instantly engaged when they are highly likely to be available.

Build customer confidence:

Speed to lead ensures that your sales reps reach out to the lead as quickly as possible.Getting in touch with the prospect instantly demonstrates that you value and recognize the effort of the prospect. It indicates how important the prospect is for your business. Also, it shows that you are eager to provide your services to the prospect.Thus, as your speed to lead improves, you can strike instant conversations with potential buyers. As a result, you can build a strong relationship with the customer to build their confidence in your brand.

Build your Speed to Lead with RevenueHero

Speed to lead is a must for businesses to capture leads and boost conversions. And to help you with the entire process, investing in a good speed to lead tool is the best option. RevenueHero is one such sales acceleration platform that can skyrocket your conversions. The platform ensures real-time lead routing and assigns the leads to the right sales reps. Your sales reps can also schedule, qualify, and route incoming leads from web forms. Further, using RevenueHero you can set up lead qualification workflows to assign only the best leads to your sales reps.

Related Resources

List of the Best 5 Product Analytics Tools in 2022 [Features + Benefits]
Sayani Deb
List of the Best 5 Product Analytics Tools in 2022 [Features + Benefits]

Top 5 Product Analytics Tools of 2022

Best 5 Product Analytics Tools Comparison (Features, benefits, pricing, reviews, customer testimonial, case-studies)“Only move forward with creating a product that will be ‘above the bar.’” – Brian Lawley, CEO, and founder of the 280 GroupCreating better products requires data – data about what customers want, their engagement with the product, customer behavior, product usage data, etc. And how can a business get access to such data?Through product analytics tools!The users of product analytics tools like the product teams and GTM teams often reach crossroads trying to experiment with different tools. They invest in many product analytics platforms trying to find out the best fit. So, to help you make an informed product analytics investment decision, we identified the top 5 tools of 2022.Check out the list and decide which ones would be a part of your stack!

What is a Product Analytics Tool?

A product analytics tool is an application that measures, summarizes user interactions, and provides businesses insights on the same. It helps SaaS companies to collect and analyze data about how customers engage with their product features. The insights gained from product analytics tools help companies to make better-informed decisions for subsequent product developments. Thus, it also helps in enhancing the overall customer experience.

Important Features To Look Out For In The Product Analytics Tool

Most of the product analytics tools have similar functionalities and features. So, here are a few features that you should look for in the product analytics tools before investing.

Automatic data capture

A must-have feature in product analytics tool, automatic data capture records every customer move automatically. From every click, pageview to sign-ups, this feature tracks customer actions minutely.Automatic data capture is an improvised version of manual capture. With manual data capture, the chances of incomplete data recording are more. So, for advanced tracking, choose the tools with automatic data capture.

Direct data access

This functionality in a product analytics tool enables different teams to access the same data at a time. The data is usually stored in a centralized location to ensure that the data users can stay aligned around the information and take coordinated action.

Real-time insights

The product analytics tool you invest in must provide real-time insights. Some tools can take 24 hours (or more!) to deliver customer behavior data. This can be problematic if you want to take immediate action.

Custom interaction tracking

Also known as custom event tracking, this feature enables the product analytics tool to track any user-product interaction. The ‘event’ or interaction data includes metrics like sign-ups, clicks, page views, average session time, etc.

Segment analysis

This feature allows a business to segment users based on demographic characteristics or behavior. It helps you identify the different actions taken by each customer segment. Thus, according to the customer behavior in each segment, you can position your product to optimize conversions.

Tracking trends

While companies learn about user trends through surveys and interviews, you can also use product analytics tools to track user behavior. Analytics tools with the trend tracking feature can capture the user behavior in your product and send alerts to the respective teams when the behavior changes.

Integrations

Integration with third-party sources makes the product analytics tools much more beneficial. With the integrations feature, you can take instant action on the information collected. For instance, integrating the product analytics tool with CRM software can let the GTM team share information about the high-value accounts with the customer success team. As a result, the customer success team can take immediate action to retain the customers.

Retention reporting

Retention is the best measure of product-market fit. It measures the extent to which your product can bring back customers over time. A product analytics tool must have the retention reporting feature that can help you identify the customer actions that indicate retention. Also, the feature will enable you to identify the workflows that result in users taking those specific actions. Thus, you can devise strategies to retain customers in the long run based on their actions.

Top 5 Product Analytics Tools in 2022

  1. Google Analytics

If you think Google Analytics is out of the race, it’s not so!The product analytics tool is still going strong as the development team continues to put efforts into improving its functionalities. One of the best aspects of Google Analytics is that you can start with the basic version (which is free!). Further, you can upgrade to the premium version for leveling up your product management process.

Why Should you use Google Analytics?

Google Analytics brings out useful information that can help you shape your business strategy. The tool discovers things that you would probably never know about your product/ website users. Using Google Analytics, you can;

  • Measure the internal site search that reveals what potential prospects look for on arrival at your website.
  • Measure the bounce rate – a metric indicating the percentage of people leaving a website after visiting a single page.
  • Get valuable user information – age, interests, gender, location, and device. You can determine the channels that drive most of the traffic.
  • Build custom reports using Google report templates
  • Identify the social media platforms to target the most for driving traffic
  • Track your content performance - views and shares

Google Analytics is, therefore, one of the best tools to understand user behavior and deliver incredible customer experiences.

Benefits of Google Analytics

  • The basic version is free
  • Automatic data collection
  • Understand user behavior
  • Easy integration and user-friendly dashboard
  • Improve SEO and content marketing
  1. Amplitude Analytics

Amplitude analytics is one of the most used product analytics tools. It is a beneficial tool for modern businesses with digital needs. The tool has several incredible features like;

  • real-time analytics including funnels and revenue analysis,
  • cross-platform tracking,
  • behavioral analytics, and
  • enterprise-level data security, that attracts several digital marketing giants.

Why Should you use Amplitude Analytics?

Amplitude Analytics is a great tool for product teams. The platform helps organizations track visitors using collaborative analytics. The tool automatically captures user data and helps you to personalize your digital products and optimize the product value. With the help of this product analytics tool, you can;

  • Understand how users navigate through your product
  • Identify features that engage users the most
  • Slice information in different ways to dig deeper with the help of charts
  • Track individual user’s journeys to understand their underlying behavior
  • Set up dashboards reflecting your team’s success metrics
  • Predict user behavior indicating retention and drive user growth
  • Analyze user behavior and compare the behavioral data of engaged and churned users
  • Learn to improve long-term user retention

Benefits of Amplitude Analytics

  • Provides a comprehensive view of user behavior
  • Allows businesses to analyze data on their own
  • Tracks user engagement using behavioral analyses – helps identify potential personas that can convert to long-term users.
  • The free version offers several features like unlimited data retention, user seats, core analytics, and tracking up to 10 million user actions per month.
  1. Mixpanel

Mixpanel is a great tool for product managers. It is a self-serve product analytics tool that helps product teams to analyze how and why users engage, convert, and retain with the help of real-time data. The tool offers a wide array of customization options for the specific segmentation needs of different businesses.

Why Should you use Mixpanel?

Mixpanel tracks every user action inside a product or application. With the help of these insights, product managers and customer success teams can optimize user experiences. They can identify the reasons why users have stopped using the product. As a result, the product team can make product improvements to reduce the churn rate.The tool lets you;

  • Track the clicks, scrolls, page views, product usage, and feature activation
  • Analyze feature launches and use A/B tests for measuring the effectiveness
  • Analyze data by device, account, or other entity that fits your business needs
  • Set up filtered data views for different teams
  • Create customized web dashboards to keep all your product metrics organized and easily accessible.

Benefits of Mixpanel

  • The product analytics tool can track user behavior for websites and digital products
  • A complete and comprehensive view of users’ journey
  • Easy user journey visualization in the form of funnels
  • Allows product experimentation, hypotheses testing based on the collected data, and product personalization for different customer segments.
  1. Pendo

This product analytics tool is great for product managers looking forward to proactive customer engagement to understand product usage. The tool offers both quantitative and qualitative insights on user experience that are crucial for the product teams to deliver optimum value.

Why Should you use Pendo?

Pendo is beneficial for product-led organizations (both small and enterprise-level) as it provides comprehensive data on how customers interact with products. The tool offers an in-app message feature to guide users through their journeys.Further, Pendo also provides businesses with powerful insights that can help them;

  • Determine the features customers like and the ones they ignore
  • Understand how customers navigate through the product portfolio
  • Take faster actions (with the help of the in-app messages feature)

Besides, Pendo also makes it easier to collect customer feedback and prioritize feature requests. It ensures maintaining the feedback loop by updating the request status as planned, in progress, or completed.

Benefits of Pendo

  • The product analytics tool offers a complete view of product usage and behavioral data
  • Captures customer feedback
  • Easy integrations
  • In-app messaging feature
  • Allows setting up of custom user groups for effective targeting
  1. Heap

Heap is one of the top-rated product analytics tools. It is incredibly efficient in identifying the blind spots where users struggle to move or drop off in their digital journey. Thus, the tool is excellent for product and marketing teams that look forward to making impactful improvements to the product.  

Why Should you use Heap?

Heap has several features that make it an important product analytics tool. If a business wants to make product improvements to move forward and enhance customer experience, then Heap is a great choice. The product analytics solution lets you;

  • Capture user behavior data automatically and measure each interaction's effects
  • Combine user profiles across various devices and platforms using the virtual users' feature
  • Identify conversion and drop off rates, measure effectiveness, and capture data on A/B tests automatically, with the help of funnels
  • Generate graphs and reports based on real-time analytics

Benefits of Heap

  • Automatic data collection
  • Easy access to historical data
  • Low code setup
  • Real-time report generation

In Conclusion

When it comes to searching for the best product analytics tool, there are several equally good options. You can find different tools with different strengths. All you need to do is find the tool that perfectly fits your specific business needs. Make sure that the features of the tool align with the business goals. Hence, understanding the business goals and specific requirements is the topmost priority.

Related Resources

Everything You Need to Know about Product Analytics
Sayani Deb
Everything You Need to Know about Product Analytics

How do you know if your product is performing well?It’s product analytics.Product analytics tell you what is going on with your product. It conveys the how, when, what, where, and who of your customers’ behavior and product performance. In short, product analytics tells the story about the product and user interaction.But this information isn’t enough. We have a lot more to tell about product analytics – what it is, its importance, benefits, users, and most importantly, how it can help increase conversions.So, let’s get started!

What is Product Analytics?

The product analytics process refers to analyzing the way users engage with a product or service using specific tools. Product analytics enables the tracking of users to obtain crucial information that can help companies to optimize the user experience.Product analytics offers valuable insights about a product or service and its users. For example, who are the product users, how they use the product, what features they use the most, the challenges faced, etc. Such insights help the product teams to improve the product/ service and provide long-term value to customers.

What is the Difference between Product Analytics and Marketing Analytics?

You may often find the terms ‘product analytics’ and ‘marketing analytics’ being used interchangeably. Though both aren’t the same but are closely interlinked. Check out the main differences between product analytics and marketing analytics below:

Product analytics;

  • Focuses on customer engagement;
  • Depends more on the confidential information of existing customers; and
  • Aims at understanding the customer journey- what’s working and what’s not.

Marketing analytics;

  • Focuses on desired customer actions;
  • Aims at understanding the aspects that convert a customer;
  • Mostly depends on public information

Product and marketing analytics work well together. While marketing analytics focuses on converting leads, product analytics engages and retains customers.

Why is Product Analytics Important?

Did you know that 21% of products fail to meet customers’ needs?Product analytics help you prevent this disaster. In other words, product analytics show companies the user actions with regards to your product or service.

  • It allows the product teams to dig deeper into customer behavior, their motivations, and friction. This, in turn, helps them better the product/ service.
  • Product analytics also assist in informed decision-making. The insights obtained are used by companies to guide decisions and reduce financial losses.
  • Companies can also improve operational efficiency using product analytics insights. The qualitative data about the product/service can indicate the production roadblocks or delays. Also, product analytics can help forecast operational issues.
  • Companies can improve their risk management system using product analytics. It helps in reducing risks and taking preventive measures. For instance, using product analytics tools product teams can determine the features at the highest risk of abandonment. Hence, the team uses this information to set up a marketing plan or change the set of features.
  • Businesses can use product analytics to tackle friction and limit it after a feature failure. Also, product teams can identify the friction areas and eliminate them.
  • Further, product analytics can tell companies the likes of their customers. Hence, by using the information businesses can provide personalized user experiences.

Time and again, companies have witnessed massive returns using product analytics. As more and more companies are embracing product analytics, the global industry is predicted to reach $13.9 Bn by 2025.

Who Should use Product Analytics?

Product analytics is for anyone who wants to make better-informed decisions. The data obtained is all about user activity, collected from your website. Hence, product analytics can help you respond to inquiries from company stakeholders.Product managers and the product team can use analytics to understand their users’ actions, make data-based decisions, experiment with products, boost conversion, and retention, and create better customer experiences.With product analytics, product managers can find out;

  • Percentage of users engaging with a specific product feature
  • Areas where users get lost during onboarding
  • Features that retain most customers
  • The most engaged customer segment.

Further, product analytics can also help product teams personalize the onboarding process, assist customers, and improve their overall experience.Developers and UX designers can also benefit from product analytics. Using the data, they can improve product design and identify the implementation flaws. Further, designers can find out which features confuse customers and make them more user-friendly.Marketing and sales teams can use product analytics to qualify leads based on user actions. With the rapid adoption of product-led growth, marketing & sales teams now focus on product-qualified leads (PQLs). Hence, using product analytics, they can identify;

  • The channels with the highest activation rate and lowest Customer Acquisition Cost (CAC); and
  • The channels driving the most engaged users

Accordingly, the marketing and sales teams can devise strategies to convert the leads. Marketers can identify trends and use them for upcoming campaigns. Additionally, they can use behavioral data to execute targeted campaigns.Customer success teams can measure customer health scores by leveraging product analytics (by measuring product usage, NPS, etc.). Further, they can identify important metrics like;

  • Accounts most likely to churn
  • The power users for a specific account
  • The referenceable customers

Hence, customer success teams can identify the at-risk accounts and take adequate actions to get them back on track.Growth managers can get a complete picture of user engagement from product analytics data. Thus, they can create and optimize customer retention strategies as per business requirements.

Metrics to Track Using Product Analytics

When it comes to measuring product success, you have all the available options. You simply need to identify which metrics will be the most useful for the team.

Business Metrics

Track the following business and marketing metrics to understand how the business attracts, converts, and retains customers.

  • Churn rate – Percentage of customers lost during a period.
  • CAC – Average cost of getting a new customer
  • Customer lifetime value (LTV) – Average revenue earned over the life of the customer relationship
  • Conversion rate – Rate at which users sign-up for free trials (conversion to trial account). Conversion to paid account shows the rate of users converting from a trial to a paid account.

Product Usage Metrics

Here are the most commonly tracked metrics to help you find out product health and engagement.

  • Active users – Number of customers using the product daily or monthly.
  • Feature usage – Percentage of customers using a specific feature(s).
  • Session per user – Number of sessions per customer within a period
  • Session length – Time spent by a customer on the product in a single session.

Customer satisfaction metrics

Achieving long-term success requires a business to track how customers feel about their products. Here are the metrics that indicate customer satisfaction.

  • Customer satisfaction score (CSAT) – Rating satisfaction on a scale of 1-5 (customer feedback survey)
  • Net promoter score (NPS) – Shows how likely your customers are to recommend your products
  • Retention – Rate at which customers maintain and renew their existing accounts

Benefits of Using Product Analytics

Regardless of how many times you ask customers about their likes and dislikes, they may turn around anytime and take unexpected actions.

  • Using product analytics, one can track real-time user behavior and anticipate actions based on the collected data.
  • Further, product teams can get directions on product design and development. They can improve the features based on customer data.
  • Effective tracking of product analytics data can also help companies to identify risks, mitigate them, and prevent them from recurring.
  • Using product analytics data, companies can deliver the right products to customers. They can personalize processes, create appropriate sales strategies, and optimize their overall experience with the product/service.

5 Must-Have Features in a Product Analytics Tool

The product analytics tools track user actions on websites – the clicks and swipes, time spent on the website, page views, form fill-ups, and other actions involved in exploring SaaS products.

Automated data capture

To derive maximum benefits out of a product analytics tool, automatic data capture is a necessary feature. Unlike manual tracking, it saves time and ensures complete and ready-to-use datasets.

Data governance

This feature enables keeping the data clean, safe, and organized. With data governance, businesses can categorize data to improve its quality, make informed decisions, and create better business plans.

Segmentation

Businesses can divide their target audiences based on demographics, behavior, and more to offer deeper insights. For instance, behavioral segmentation shows the best customers and what they like doing. Thus, businesses can reach them out with more of the content they respond to, enhancing the overall experience.

Cohort analysis

This feature shows the number of users returning within a specific period. In short, it provides the essential retention data for long-term success.

Integrations

The integration feature is important to build a quality dataset that answers complex queries. Integrating product analytics tools with warehouse systems or third-party platforms allow running an analysis on the recorded information.

How Does Product Analytics Help the Sales Teams to Increase Conversions?

With the ideal product analytics tool, sales teams can focus on qualified leads to take steps to convert them.

  • It allows the sales team to send personalized messages based on feature usage data
  • Offers insights on free-trial users that are not available in the CRM.
  • Enables configuration of workflows to merge customer and product usage data
  • Sends real-time alerts to sales teams allowing them to reach out at the right time.

Get Started with Product Analytics!

Access to product analytics is the most effective and reliable way to collect valuable data, define user segments, establish customer journey maps, etc.Using the right tools can help you create that perfect digital experience for customers that you envision.So, find out the product analytics tool that your business needs and get started with uncovering opportunities.

Related Resources

No items found.
No items found.
No items found.

Make each form fill count. Book more meetings.

Double your meetings booked with RevenueHero
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.