Routing and tracking leads is a great start but I want to outline some other technical strategies to make sure you are getting the most out of your marketing spend.
1. Reduce required fields in lead forms
You’ve created your beautiful landing page and you have made sure you are targeting the appropriate customer. If the goal is to have a visitor fill out a form and reach out, you need to give the actual form some serious thought.
Nobody likes to fill out a form and have it reject based on a missed field. Make sure you are only asking the bare minimum in order to qualify a lead. You can, and should, use other data points like the URL of the page, history, user data (assuming you are allowed to collect and pass that information) to dynamically add context to the lead payload.
In most cases, the simpler the form, the better. Simple forms = more submissions. But be careful, the goal is to ask little of your customer, but provide the most context to your salespeople.
2. Implement reCaptcha and keep Lead Assign spam rules up to date
If your salespeople are bombarded by spam and low quality leads they will eventually start ignoring them.
There are a number of things you can do to protect your forms and digital lead capture systems from abuse. The first is to protect at the source using ReCaptcha V3. The newest version of googles spam protection protects in the background. ReCAPTCHA v3 will never interrupt your users, so you can run it whenever you like without affecting conversion.
The next step is to monitor your spam settings within Lead Assign. We allow you to set a spam score, essentially how strict we are determining if a lead is spam. You can also set whitelists and blacklists for your lead sources.
Using a combination of these tactics will help ensure the leads your salespeople receive are from real customers and are always acted on when received.
3. Keep your CRM in the loop
So you have a CRM. Is it kept up to date? Do salespeople login and make sure customer records are current?
There are a million CRM’s out there. They are not all created equally and users love to not log in and update customer records! That’s why we made it possible to integrate Lead Assign with just about any CRM.
By Integrating Lead Assign, your CRM will be updated based on actions taken by your salespeople without requiring them to log in.
When a customer is contacted, your CRM will be updated. When a customers signals intent to purchase, your CRM will be updated. When a customer makes a purchase… you get the idea.
This functionality is a game changer in large distributed sales networks. You finally have insight as to what happens with a lead once it has been given to a salesperson and your CRM can trigger any number of processes based on actions taken. This means it will finally have the data it needs to actually Manage the Customer Relationship. Think of Lead Assign as your SRM (Salesperson Relationship Manager).
If you currently use Lead Assign, and require help or advice with any of the topics covered here. Feel free to reach out to one of our LeadGuru’s.