The buying process has changed forever. Sales no longer controls the early stages – buyers do. Your website is the front door to your company: buyers visit and research before you even know who they are. In fact, 85% of B2B buyers research their options on the web. Wouldn’t it be great to engage with these buyers during the research phase, when your company is top of mind? That’s exactly what real-time lead alerts enable you to do.
Lead alerts are basically a caller ID for your website. They let you know who’s on your website and what they’re doing, and since these alerts are accessible anywhere, anytime, they enable a successful sales call. Lead alerts are instant, so you know you’ll get the lead in real time while they’re still actively engaged with your company. The combination of getting to that lead fast and getting to them with valuable information can change a sales call from an annoying cold call to a much-appreciated, timely and relevant call that provide just the additional info the lead needs. No more cold calls!
A lead alert includes valuable information, including the web pages the lead has visited, how much time they spent on each page, and also their history – not just information on this particular visit, but lifetime history of visits and actions. In other words, real-time lead alerts provide you with timeliness – because the lead is still engaged; and with relevance – because you know who they are and what they’re interested in. As a result, the sales person can have an intelligent call with that person.
Lead alerts start with anonymous visitor tracking. All visits to your website are tracked as anonymous leads. Ultimately the goal is to get that person to reveal who they are, typically by filling out a form or clicking a link in an email. Now the system flows the rich anonymous history into their name and email address. With today’s buying behavior and the intensive anonymous research many B2B buyers are doing on websites, once the lead reveals who they are, they could very well be a qualified lead, which makes timely interaction all the more important.
At this point, thanks to the detailed lead alert, you’ll be calling a lead on whom you have very rich information, and instead of a timid sales call, your sales person will be confident that they can have an intelligent conversation with that lead, quickly focusing on what the lead is interested in. A personal call is always better than a generic call.
What if the noise level gets too high? Obviously, sending real-time alerts to sales can become too noisy and disruptive. One way to handle this is to tailor lead alerts according to specific parameters. For example, only trigger lead alerts after a certain lead has looked at a specified number of web pages, or has spent a specified amount of time on your website. Another option is to create rules and send the real-time alerts into a special folder, to be checked a few times per day. There’s also the option of choosing daily alerts instead of real-time alerts.
However, keep in mind that the biggest benefit of real-time lead alerts is your ability to strike while the iron is hot. A study by the MIT Sloan School of Management showed that the odds of connecting with a prospect are ten times greater if you call within a half-hour of their web visit. And if you make the call and get that connection, you’re far more likely to also qualify that particular customer.
Surprisingly, only 25% of companies surveyed provide their sales teams with real-time alerts. That’s a huge missed opportunity. Lead alerts are one of the key benefits of marketing automation. When looking at best-in-class companies who use marketing automation and have activated lead alerts, we see:
- 2X revenue growth compared with competitors who did not automate
- A significant drop in cost per lead
- Almost twice the close rates
- Significantly higher lead conversion rates
- Shorter sales cycles
Real-time lead alerts can provide a distinct competitive edge to sales and marketing teams, and significantly boost your engagement, conversion and revenue. If you could increase sale performance by ten times, wouldn’t you want to do it?Google+