Tapping into high-intent leads in real time

Tapping into high-intent leads in real time



We often talk about interacting with visitors on your website, but what happens when you have too many visitors and not enough people to chat with them? In this post, Alex Ortiz and Hank Taylor of Tray.io, the provider of general automation platforms for automated API integration tools, explain how they integrated Intercom into their stack of revenue and automated workflows between marketing, sales and support. Workflows help the Tray.io sales team quickly respond to customer questions, convert 10-20% more leads and accelerate the sales process. Interacting with lead targets, high-intent and high-urgency We are a lean revenue team, and we are big on service and responsive even as we scale: we work hard for our NPS score of 75. The key is using tools that help us to exploit at the most our time capturing and involving the lead targets (marketing, sales and executives of commercial operations in fast growing companies and companies). We do not have the bandwidth to talk to off-target contacts, like small businesses or IT buyers. This meant finding a way to meet the needs of visitors to instant gratification websites when they have questions about our products. If you can get someone involved in a chat, the chances of encouraging them to register for a demo are much higher. It is a personalized response, rather than a generic call to action. Our successful customer team used intercom as a support tool, but we saw its potential on the marketing and sales side. We've tried other live chat tools like Olark in previous companies, but they felt their platform was limited because they lacked solid APIs. Because we are in the API integration business, a key requirement for any tool we add to our stack is high quality APIs. We also evaluated some new entrants in the web chat / chat room and thought that the current capabilities of the products had not yet reached the vision. Targeted and Proactive Surprise We started by adding several automatic visitor messages (VAM) to landing pages where the buyer's intention is high, like our Pricing page. In this way we found that Intercom is now one of our first three conversion offers as well as registered and live demo offers. Our intuition was that people in the market to buy an API integration platform (eg high-intent) and who are in a hurry to evaluate the solution (eg high urgency) prefer to interact with us via web-chat. And the results we have seen with Intercom prove it. We even have a VAM to encourage meetings with the sales team. On the thank you pages that visitors see after completing a form, the automatic message asks visitors if we can help plan a meeting. This step helps us to eliminate the friction by eliminating the e-mail that ping-pong often plays to schedule a talk time. We receive visitors who assist us in the offer and the sales cycle is much shorter when we organize meetings in this way. With targeted VAMs, we were able to engage people who showed interest and actually wanted to talk to us. They may not be at the point where they are ready to buy or ready to fill out a lead form, but that's why they work so well. I tell our sales teams to think of website visitors on a scale of 1 to 10 in terms of willingness to engage. Group 8-10 will certainly fill a form; The 7 will fill out a form if nobody interrupts them. The 5-6 will not fill out a form, but if they are on your site and see a comic, they will respond. The 5-6 is our chance to ignite the flames and get people off the specter of interest to learn more about us. This is what we managed to capture with our VAMs. Customize workflows. Being the automation of API integrations, we immediately realized that we could apply our workflows to Intercom. We use Intercom and Salesforce to customize our sales. Let's say that the website visitor responds to a VAM. Using an automated workflow of the Tray platform, we can connect to our CRM system, find out if the visitor is using the tray platform and re-enter information on Intercom. We can get detailed information, identifying if the user is paying, how much they have "to pay, or if they are on trial." Before implementing this workflow, we had to cut and paste email addresses into the CRM system, a slow process that delayed Answers: Workflows help the Tray.io sales team quickly respond to customer questions, convert 10-20% more leads, and accelerate the sales process. Website visitor is not yet paying the customer, but it may be early.The automated workflow has recently reached the CRM record, demonstrating that the visitor was a couple of days from signing a contract to $ 144,000 Since the contract data was automatically entered into Intercom, our support agent could prioritize this conversation more than normal requests for information. a great example of how Intercom's APIs and our automation help us to be smart and efficient in how we respond to leads. Someone who is concluding an agreement with us should draw all our attention. Collection of detailed information for campaigns Automation and automated messages are very useful when we are also running large demand generation campaigns. If we are running a Facebook on our integrations, some people will fill in a landing page, but others will search our web for our connectors and come to our site this way. We have created hundreds of landing pages for our API integrations. We can add automatic messages to each, with questions tailored to specific integration. With a growing revenue stack it is possible that some leads are locked in one system but not reflected in others. This is like having money stuck in the pipes. We have therefore developed our Intercom integration that enhances marketing by retrieving orphan leads with tri-directional synchronization. Another way we add efficiency to the lead-gen process by adding UTM parameters to customer fields before sending records to Marketo. This data provides us with a much broader context on each lead when we are trying to involve them during the purchase journey. It also solves the problem of the knowledge gap on tracking metrics. Before Intercom, we could not identify which campaigns targeted traffic to specific pages. Now we have that traceability. Overall, we have about 18% of our new net leads coming through Intercom and we find that the sales cycle is faster and conversions are higher than the leads from other sources. Automation provides our team with a net security in terms of lead response. Although we have trained everyone to use the intercom and answer questions – even our CEO! – We can not be in an intercom all the time. The combination of automations and automatic intercom messages ensures that we will engage with visitors and quickly bring their questions to the right person. Customize the intercom to work exactly the way you want with our APIs, webhooks and flexible tools. More information on our APIs

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