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Small Changes You Can Make to Convert More Leads in 2021

Small Changes You Can Make to Convert More Leads in 2021

Leads, or people who show an interest in a brand’s products or services, are potential customers, and it is up to you and your team to convert them into actual clients. This process is called lead conversion and is crucial to the success of any business. Sales consultancy firm BizzBee Solutions, which helps startups and small- to mid-size businesses focus on their core operations, details how converting leads results in increased sales that then translate to greater profit.

Lead conversion also helps in brand building through the creation and cultivation of customer relationships. More leads generated means more opportunities for conversion, and you can increase your success rate by making these small changes:

Focus on SEO

For all the aforementioned benefits, lead conversion is actually more cost-effective than advertising. Before you can convert leads, though, you’ll need to worry about lead generation first. One of the best ways to improve your company’s lead generation is to optimise your website through search engine optimisation or SEO. Leading digital marketing agency Ayima emphasises the vital role of SEO in modern advertising, noting how established brands like Verizon and eBay are using this method to improve their digital traffic. By ranking higher on search engines your brand will be seen as having more authority, which in turn will lead to a greater number of visitors. You will then have more leads to convert this year. You can also improve lead generation by using Salesforce, which automates nearly all types of lead nurturing.

Maximise Salesforce

If you are already using Salesforce, then you are a step closer to improving your lead conversion. Hite Digital founder JC Hite explains, “Now more than ever, it is vital to nurture and maintain customers, so take a look at how you do this [nurturing and maintaining customers]”.

A customer relationship management (CRM) system like Salesforce is extremely helpful in this regard, as you can use it to generate leads, gather data about potential customers and manage relationships with existing ones. So, take advantage of these features to start getting more clients.

Incentivise being a customer

Customers are swayed by enticements, which is why you must strategise and work on adding value to your products. After all, who doesn’t want more bang for their buck? With the right upgrade, a product can become more high-value and appealing to customers. In fact in one case, SEO expert Brian Dean was able to increase conversions by 785% in just one day using content upgrades. It’s a quick way to enhance products that you already have, and it could come in different formats: Ebooks, actionable lists, cheatsheets, templates, and content calendars and guides, to name a few. What’s important is that you’re not just giving away random, irrelevant freebies; they should be compelling to attract quality leads.–

Be more proactive

If you want customers you will need to actively pursue them! To this end, the Queensland Government recommends keeping an updated list of leads so you can craft and send personalised messages and offers to both new and current customers.

Make sure you observe carefully each of your leads, too, and ask them relevant questions and follow-ups to gauge both their interest and capacity to transact with you. In this way, you can adjust your course of action according to information gleaned from the leads themselves.

Make things easy for potential customers

The last thing you want is to win over customer interest, only to lose it later on because of an overly convoluted transaction process. Make sure to simplify that final step to make transactions fast, easy, and convenient.

To simplify transactions and ensure the completion of conversion, look to provide one-click sign-up and sign-in options, minimise form fields that need to be filled out and simplify the checkout process. And where possible, keep people on the same webpage and minimise redirects.

Lead conversion, as the tips above show, isn’t exactly rocket science. But it is a lot of work and requires creativity, tech-savviness, and increased activity. That said, the reward of winning over more customers makes all the effort certainly worth it. And to further help you out, do make it a habit to check in with us here on Resonant Cloud Solutions for more tips on lead conversion, customer engagement, and cloud-based solutions for your business.

Attach CSV files to Salesforce Report Subscriptions

Attach CSV files to Salesforce Report Subscriptions

Whether your a Salesforce Admin or User you have most likely set up a report subscription to send yourself or your team a reminder. Perhaps you have one set up for Opportunities with no activity over the last 7 days.

With the latest Summer Release, 20′ people can now select a new option when they subscribe to a report. A new option lets them choose to receive results as a CSV file attached to the subscription email. Check out the screenshot below to see this in action. 

Subscription Image

How do you enable this for your Salesforce? It’s easy.

In Setup, from Reports and Dashboards Settings, select Let users attach reports as files to report subscription emails in Lightning Experience, and save your changes.

What is Salesforce Einstein Opportunity Scoring?

What is Salesforce Einstein Opportunity Scoring?

You might have heard that Salesforce has released some exciting new Einstein features. One exciting feature that customers now have access to is Einstein Opportunity Scoring.

What is Salesforce Einstein Opportunity Scoring?

Salesforce Einstein Opportunity Scoring is a system that uses data science and machine learning to score your sales opportunities so that you can prioritise and act. This feature is provided free to all Salesforce customers.

How does the Salesforce Einstein Opportunity Scoring system work?

The Salesforce Einstein Opportunity Scoring system analyses your closed opportunities (both closed-won and closed-lost) to build a Scoring Model. The criteria that the Einstein Opportunity Scoring Model uses to create the Model are:

    • each opportunity’s record details, history, and related activities (including all standard and custom fields);
    • the related account’s record details and some record history;
    • details about the related products, quotes, and price books related to the opportunity.

The Einstein Opportunity system analyses the Opportunity data and refreshes the Model every ten days. However, Opportunity Scores are updated every few hours.

Are there minimum requirements needed to run Salesforce Einstein Opportunity Scoring?

In short, yes. However, most businesses that have used Salesforce for more than 12 months would easily achieve them, while businesses that have used Salesforce for at least 6 months are already well on the way. If your business uses Salesforce, it can run Einstein Opportunity Scoring as long as:

    • it has 200 “Closed Won” opportunities in the past 2 years, each with a minimum lifespan of 2 days;
    • it has 200 “Closed Lost” opportunities in the past 2 years, each with a minimum lifespan of 2 days;
    • uses the standard Stage field on the opportunity

What do the Einstein recommendations look like?

    • Amount keeps going up
    • Past wins with this account
    • High success rate from this lead source

If you want to set up Einstein Opportunity Scoring for your business, this checklist will help get you started:

    • Run the Einstein Readiness Accessor. Click here to see how.
    • Head over to Setup and type “Assisted Setup” in the Quick Find bar, then choose Einstein Sales > Assisted Setup and follow the prompts.
    • Add the Score field to your opportunity page layouts and compact layouts.

REMEMBER > The more fields completed on the Opportunity record, the more accurate your score.

 

Task Queues Have Arrived: Here Is How You Can Use Them

Task Queues Have Arrived: Here Is How You Can Use Them

Task Queues is an essential feature that admins and users have been waiting for, for quite a while now. Salesforce recently launched it during the Spring ‘20 Release in response to overwhelming user feedback. It has since proven to be a big hit for a number of organisations that prioritise collaboration and sharing queues for task management purposes. This includes activities such as customer service, optimising existing business processes or rolling out more efficient ones, and generating new sales.

With this highly-anticipated feature, you have the ability to assign tasks to a queue that is shared to a group of users in your organisation. Anyone within that group can take over tasks, and this, in turn, generates work items within a shared pipeline, which can then be addressed in a more effective manner by the team. With this shared workload environment, anyone in your team can pick up where you left off, whenever they have the time to do so. This will save you a significant amount of time, as you don’t need to rely on specific people to do specific tasks, or waste time waiting for a team leader or supervisor to assign specific tasks.

How Teams Can Use Task Queues

The vast majority of organisations’ business workflows require some form of teamwork or collaboration. Thus, minimising delays between assignments or hand-offs, via communications, and in the process of allocations will help you optimise your internal business procedures for the best possible outcomes. Here are some instances in which task queues will play a crucial role in boosting each team member’s performance:

  • Utilising the capabilities of Salesforce, you can create tasks that will be associated with a custom Salesforce object for vacancies in your company. Once you assign such job vacancy tasks to your recruitment team’s queue, anyone on the team can take ownership of a task and begin processing candidates to fill your specifications without any delays
  • A business development specialist sets up a task queue, which will enable any other available member of the sales team to easily qualify the opportunity and close the sale, all without any undesirable holdups
  • When you create automated tasks via Process Builder, and have them automatically assigned to your sales specialists’ queue. This enables your sales team to quickly get in touch with warm leads and establish long-term business relationships with them
  • A customer service rep sets up a task queue and assigns a task for a particular case to one queue that is dedicated to advanced technical analysis specialists. After receiving the required resolution, the customer service rep can rectify the customer’s issue straightaway, without any delays, which may arise from having to wait for additional information. As a result, the team’s KPIs see an increase across the board
  • A sales manager sets up a task queue with members who are sales reps to enable any available team member to follow up on pending opportunities

 

 

Further Reading

How To Generate More Leads With Salesforce

How To Generate More Leads With Salesforce

As one of the leading CRM systems on the market, Salesforce enables you to automate virtually all types of lead nurturing and customer management processes. 

To guide you on how to set up your Salesforce org for lead generation, we’ll be going over 4 easy steps that will boost your lead generation campaigns and conversions in a heartbeat.

1. Use the Salesforce Pardot Form Builder.

Form design is an essential component of lead generation. To create a form that your visitors will actually want to fill out, it will need to have the following attributes:

  • The form should be on an aesthetically-pleasing landing page
  • The form must be intuitive and easy to fill out with relevant information

You can easily implement this with the native Pardot Form Builder. Forms are created with a user-friendly drag-and-drop interface, rather than with code. You’ll also have access to features such as Progressive Profiling, Email Validation, Bot Protection, and personalisation.

You can find a step-by-step guide on creating forms with the Pardot Form Builder here.

2. Create a Salesforce campaign for every form on your website.

Once you start mapping out your customer journeys, Salesforce really begins to shine. To map out these journeys in Salesforce, you’ll need to know exactly how you first generated each lead. By default, Salesforce Web-to-Lead forms only capture the name and basic demographics of site visitors signing up. While this isn’t a bad start, it doesn’t tell you the reasons these leads got involved with your brand.

You can fix all of this with a simple hack — create a separate campaign for each form on your website. To do this, simply create your campaigns first and then “associate” each form to its corresponding campaign. You can achieve this by including the Campaign ID and Campaign Member Status on your forms. If you need a more detailed guide on how to do this specifically, you can read a Salesforce article that explains the entire process here.

Salesforce automatically gathers data for every campaign you’ve created and since they’re associated with specific forms, you’ll be getting data specific to each of them. This will enable you to see how many leads each form is generating, how many are converting, and other key metrics.

You’ll also be able to see which form your leads come from. This will let you know exactly why they signed up in the first place, and what type of follow-up message it will take to nudge them further along the buying process.

3. Capture URL parameters to see the path to conversion that leads take.

Building on our last hack, we’ll take this a giant leap further by capturing URL parameters with hidden fields on your forms. This will tell you which page leads are on when they convert, but you can also use this technique to map out the journey they took prior to converting.

Before you can implement this, you’ll need to add these parameters to your URLs. For instance, you can add something like mail_camp=# to the URLs for traffic that comes from your email campaigns. Thus, the URL for a lead who lands on your product page from one of your email campaigns could look like this:

https://yourwebsite.com/product/?mail_camp=444

On the other hand, the URL from an organic visit would look like:

https://yourwebsite.com/product

After you’ve added these parameters to your URLs, you can create a hidden field on your forms that automatically grabs them and tags them to your leads’ information. So you’ll know exactly which path to conversion every lead took and you can use this information to map out customer journeys in Salesforce and send leads tailored messages, which will be based on the path they’re taking.

This is particularly valuable if you have the same form on different pages.

4. Stop spam with the Honeypot Technique.

To thwart spammers and bots, you might want to enable the CAPTCHA feature in Salesforce Web-to-Lead forms. Although this is one way to approach the issue, you’ll be adding a cumbersome step to filling out your forms for leads.

One simple, but highly effective alternative to this is known as the Honeypot Technique. This involves creating another hidden field on your forms that is designed to catch spam bots. When these bots come across your form, they’ll fill out every field, including the hidden honeypot field. You can then set a rule that blocks form submissions when this field has been modified. Genuine leads will get through with no problems.

To set up a honeypot field on your forms, simply use display: none; in the CSS of the field you wish to hide. Then set a JavaScript rule that blocks submissions when the honeypot field has been filled out. You can also use Leadformly to achieve this, which comes with honeypot fields on all of its forms.

We hope these hacks have given you an idea of the lead generation potential Salesforce has to offer and a few ideas on how to improve the results for yourself.

 

 

Further Reading


  •  

    Salesforce Pardot: What makes it the real deal?

     


  •  

    Salesforce Web-to-Lead Functionality

     


  •  

    2 Quick Wins Using Web-to-Lead You Can Implement Today

     


  •  

    Associate a web-to-lead to a Campaign

     

How Does Salesforce Manufacturing Cloud Improve Production, Procurement, Distribution and Revenue?

How Does Salesforce Manufacturing Cloud Improve Production, Procurement, Distribution and Revenue?

Salesforce Manufacturing Cloud is a relatively new cloud designed specifically for businesses in the manufacturing sector. It enables your ops and sales team members to collaborate effectively with a centralised view of client requirements and the market. This, in turn, allows them to successfully plan, predict, and spearhead optimal business operations in a reliable manner. With Salesforce Manufacturing Cloud, organisations are more suitably equipped to fulfil service level agreements, ensuring that clients are happy as they implement more labour-saving workflows.

Common Issues in the Manufacturing Sector

Smart shopping has drastically changed the landscape of demand-driven supply chains. Trends in consumer favourites and demand are difficult to predict, as they are in a state of constant flux. Clients now expect a smooth and reliable transition over several mediums and hardware. That requires a powerful CRM that is capable of generating real-time insights from market data.

In the manufacturing industry, client data tends to be stored across different ERPs and separate spreadsheets. Inefficient communication among departments and siloed data can severely affect a company’s bottom-line performance. Issues such as overstocking, out-of-stock events, client dissatisfaction, and being unable to adhere to SLAs may occur.

As the manufacturing sector requires significant capital, any abrupt fluctuations in terms of demand tend to have a significant impact on operations. Thus, it is necessary for businesses in this industry to stay up-to-date at all times.

Using Salesforce Manufacturing Cloud to Resolve Industry Setbacks

Let us take a look at which specific features can be leveraged to resolve common industry problems.

Account-Based Forecasting Capabilities

This provides a business with a complete, 360-degree view of their customers. With this feature, manufacturing businesses are able to do away with limiting silos and reliably provides forecasts for every account. Any changes in client preferences and other trends are reflected in company data as they happen. This enables departments to stay on top of things and update their forecasts accordingly.

Sales Agreements

This allows businesses to blend the terms of contracts with forecasted business information, which is usually stored in OMSs and ERPs. In doing so, this helps manufacturers make sure that their proposed budgets and revenues are accurately documented. If any changes are made, they automatically show up in real-time. Sales teams also are now able to oversee the entire sales cycle, and have access to data on the number of orders sent and actually processed. Additionally, they have full visibility on the company’s performance in relation to their commitments and SLAs.

Einstein Analytics for Manufacturing

This provides manufacturers with insights out-of-the-box via crucial sources of data, including market demand, the health of the account, penetration of company products, and other KPIs. Account managers can also identify sales opportunities with these data points and proactively enhance business relationships with clients by making appropriate cross-sell and upsell suggestions. Everything has been rolled out on top of Einstein Analytics, which translates into a highly versatile platform that automatically adjusts to the needs of any manufacturing business.

 

 

Further Reading

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