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Stop calling leads that aren't really interested

Calling low-quality leads costs time and is demotivating. These 3 simple CRM integrations reduce that risk greatly.

From marketing to sales with CRM

Much like strikers in football, salespeople need assists to score. And they prefer one good one over 10 bad ones, because calling up a long list of low-quality leads is a time-consuming effort, that hardly boosts confidence. These 3 simple CRM integrations stop you from wasting too much time on the wrong leads, leading to better conversions with minimal effort.

Three simple integrations

1. Web-to-Lead > CRM

Web-to-Lead forms come in handy to automatically save a lead's contact data in your CRM.

There's a slew of web-to-lead tools to choose from, such as Unbounce, Wufoo, Formstack and Jotform. They all differ slightly from one another: some are great at A/B testing and reporting, others allow for more personalization or offer lots of templates. But all of them serve the same purpose: to give you the opportunity to put up attractive-looking forms on your website. With a hint of technical skill, you can even build one of these forms yourself.

Moreover, web-to-lead is not limited to contact forms exclusively. Online questionnaires or event registration forms are also among the possibilities. Whenever a lead fills out one of these forms, a tiny integration guarantees that their contact information ends up in your CRM database.

2. CRM > Email marketing tool > CRM

Of course, filling out a form is not a huge engagement. That's why, in the next step, you want to send out an email campaign. That way, you can carefully gauge whether the leads who left you their details, truly show interest in your company.

Use an email marketing tool such as MailChimp, Revue or Campaign Monitor to send the leads a targeted email. Make sure your email contains interesting content related to your business offer and, if possible, with the opportunity to click through to your website or a social media page. Even more important is the mail's subject: it has to catch the eye and be clearly linked to your business at the same time. After all, you want your potential customers to open your email.

Once the mail is sent out, your email marketing tool will show you who opened the mail and who clicked through. You now know two things about these leads:

  1. They're willing to trust you with their details
  2. They're interested in what you have to say

That's some solid engagement right there!

You can now easily make a segment in your integrated CRM to group these leads together. Then, you can start scheduling phone calls for yourself or a specialised salesperson. Don't worry about the amount of calls you need to schedule: most CRMs let you perform the same action on an entire segment.

Because of the Web-to-leads and email campaign, you're now purposefully working with interested leads only. That saves you a lot of time and frustration.


3. LinkedIn > CRM

The real sales part starts here. Whether you do it yourself or hand it over to a salesperson, the whole process has already become much more purposeful, since you're only working with really interested leads. That saves you a lot of time and frustration.

Naturally, interest alone is not always enough to become a proper paying customer. A good salesman will quickly find that out during the first prospective call. But the same old adage rings true here: the more you know, the better. Before they pick up the phone, salespeople can enrich their data by connecting LinkedIn with their CRM of choice.

This type of integration answers questions that you don't have to ask during the call anymore: how did this contact find out about us? Did he or she work for another company that has done business with us in the past? Are there perhaps better people to talk to within the company? What kind of vertical is my contact in, and what would their main point of interest be?

This gives you a good understanding of who you're dealing with. Moreover, thanks to LinkedIn's data enrichment in this stage, you can keep the amount of questions on your earlier Web-to-Leads form relatively modest, so you're never asking for too much.

Work together smarter with Teamleader

Close alignment between marketing and sales makes for better leads, higher conversion rates and a faster sales process. Teamleader is well-suited for that, thanks to its many integrations. But there are more ways in which modern technology can support your company's workflow.

Curious? Then make sure to read our ebook!

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About the author

Robin Van Cleemput

Writing something about a copywriter, always tricky… If it’s bad, he’ll hate you for it. If it’s good, he’ll hate you for it because he didn’t write it himself. Although Robin isn’t quite the hateful type, on the contrary. His sharp pen makes sure you are engulfed with – hopefully positive - words our customers have to say about us. He can turn a shopping list into a genuine page turner!