Lead generation forms, pages and overlays.
Jumplead handles contacts like a Customer Relationship Management, or CRM, system rather than email marketing software, in that there is one database of contacts and not standalone lists.
There’s also a requirement for contacts to have a name, not just an email address, which you may find in some email marketing systems. This is so that you can search and manage your contacts effectively. It also means that you can use merge tags in your emails.
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Each contact has a profile page that pulls together all of their information and activity including their lead score, contact details and links to their social media accounts.
CRM is a centralised data system, accessible to all users. CRM ensures that all staff are inputting the same data into the same resource, ensuring that all data is shared and usable.
If there are specific pieces of information you wish to collect for your contacts, you can add custom contact fields that will be available globally. You can then add data into these fields via a CSV import or by creating conversion forms that include these as progressive profiling fields.
Despite being under-utilised by marketers, progressive profiling is a big deal, particularly when you need to capture information over a period of time to qualify your contacts, as most businesses do.
Progressive profiling is a lead acquisition technique. The technique enables you to collect information about prospects, empowering your sales team to make informed decisions about users’ needs and the best ways to fulfil them. Progressive profiling is good for your clients, ensuring that you have a better sense of what they need, and good for your business, helping you approach leads more effectively.
Progressive profiling keeps your forms short and simple, ensuring that users are not put off by having to answer long lists of questions. The questions that appear are based on intelligence you have already gathered about a lead.
Having obtained your lead’s name and field of business, you can progress to asking questions about their business history, and even open-ended questions about likes and dislikes. This allows you to develop a sense of a lead’s personality.
The intel you gather through profiling can help you make an effective first contact, or even leverage a sale.
Used effectively, progressive profiling can tell you how a lead decides to make their purchases; whether they take time to research the companies they work with, or prefer to dive right in. It can tell you whether they research potential clients online, and whether they’ve worked with other businesses in your field – valuable business intelligence that can give you the edge over your competitors.
There are some key benefits to using progressive profiling:
The first is obvious:
Trouble is, you’re a business. You need to collect information on potential leads, and forms are the simplest and most efficient way to do this. But from a user's perspective, forms are an irritation, slowing them down and preventing them from getting to the information they want. Many forms are not completed accurately, and some are not completed at all - many users simply decide to look elsewhere when confronted with a list of questions about themselves, their business, their annual income etc…
Progressive Profiling makes you more engaging, ensuring that potential leads aren’t put off by excessive ‘friction’ - wasted time and complications arising from using your site.
Bottom line - if it takes too long to get what they need, leads will go elsewhere. That’s why shorter forms lead to a higher conversion rate.
As we’ve seen, using progressive profiling, you can keep each form short, knowing that you are only capturing the next most important information. Three to five fields is enough to create a form that will both convert well and top up your contact’s details with the information that’s desired next.
By avoiding asking the same questions over again you can give your visitors a slicker experience. This will also enable you to dive deeper into collecting the information you need to better segment your contacts and enhance the personalisation you can offer.
As your business relationship develops, you will progress from asking for a lead’s ‘firmographics’; their name, business etc.; to deeper questions about their budget, past purchases etc. Done right, this gives users a sense that you understand their business, and can cater to their needs.
From a business perspective, forms are often hard to get right. Too many produce irrelevant information, a problem that inevitably arises from a ‘one-size fits all’ approach to intelligence gathering.
Progressive profiling creates dynamic forms that ensure you’re asking new and relevant questions every time. This makes sure you’re always gathering new information, and your user isn’t forced to answer the same questions repeatedly.
Progressive profiling will provide insights that include your potential buyer’s budget, interest and concerns, all of which can make all the difference to your sales team’s conversations. This information is not only helpful in boosting sales, it can help you nurture leads and boost the conversion rate of targeted campaigns.
While it can be tempting to ask lots of questions on your forms, you’ll find that your conversion rates will drop as visitors are scared away, a little patience and some progressive profiling magic will let you get the quality of information you want over time. Used in conjunction with CRM, this approach ensures that all members of staff have immediate access to informative, actionable business intelligence.
Smart lists (as opposed to static lists) are dynamic contact lists, designed to target segments of your database. A smart list allows you to aim emails at a particular demographic, ensuring that you avoid spamming those who would not be interested in a given offer.
When it comes to sending an email broadcast to a segment of your contacts, you will define the list you wish to send to by adding a set of filters. These will identify the contacts you are interested in before saving this as a smart list.
It’s worth mentioning that all lists within Jumplead are ‘smart’ lists and the contacts that are included in any particular list will change over time depending upon whether they match the list’s filter set.
Ultimately, contact needs to be as carefully strategised as any sales technique. A user who is weighing up whether you’re the right fit for his or her business has to be managed more delicately than a lead who’s at the point of closing. Think of it like dating, you don’t want to be seen as too forthcoming, at least at first.
Initially, aim to obtain the information that will enable you to contact and segment leads in future, such as the industry they work in. This will enable you to target them with relevant content, even if they decide not to make a purchase.
Once you’ve obtained this information, aim to build a broader sense of their business and buying history. When you have this information, aim to ask more detailed, personalised questions, designed to determine which of your products or services is a best fit for them.
There is a default set of stages you can use to manage the progress of your contacts through your sales funnel:
There’s no reason why profiling has to stop once a purchase has been made. Thank you pages can be used to make follow up offers.
You can also create sub stages that allow for more granular control within a particular stage.
Create tasks that relate to your individual contacts such as calling back on a certain day, sending over a report or whatever else you need to close the deal.
Leads who feel that they’re valued are more likely to feel a sense of loyalty to your business, and more likely to become repeat customers.
Many organisations already have a CRM system that they are working with and Jumplead makes a cost-effective addition that can push contacts to most CRM systems via Zapier.
It will also provide a depth of lead intelligence to inform sales team activity and deliver sophisticated marketing automation campaigns.