Connect The Lead Generation Gap: CRM and Facebook Ads Manager Integrated
Leads fall thru cracks in pipelines between ad campaigns and inbound marketing workflows. Since we've integrated Facebook ad manager into the CRM, we're able to start the inbound marketing processes as we gain the lead. Never miss out on an opportunity again.
An ad conversion has a plethora of usable data behind the opt-in.
The information you gain at any point in the sales process, allows faster sales cycles and more frequent sales conversions. We build out opportunity workflows to force movement of leads within the pipeline. How often does a lead stall in your sales process? Experimenting creates data on what works and what doesn't. Use this behavior data to build out better automation workflows (sales processes).
Lead behavior determines each individual starting point and the individual flow in the process. The data compiled in the interactions can be used to improve lead generation and conversion efforts when everything is connected (integrated) correctly. Improve the quality of your companies advertising targeting over time. The more impressions and interactions, the faster the system improves. This will also improve as engagement is tested and iterated on.
Good marketing systems can be turnkey, but great marketing technology systems are generally not.
Every market has nuances and behavior fluctuates. It's about identifying the nuances and using them to the clients advantage when it comes time to design an initiative specific pipeline, campaign messaging, branding and so on. Predicted results become more accurate over time when niched. Since you never know market reaction (or what the situation of society will be with the rising sun), every initiative is a chance to experiment. Here lies the intersection of creativity and marketing strategy.
Ad efforts are never useless.
Own the lead right from the start. If you're getting leads that aren't converting on an offer you may have now, that doesn't mean they won't convert later. How you message and use each lead depends on the method of entry, or the ad which converted the lead in the first place. Messaging, offers and incentives change over time.
Data is virtual gold.
Make sure that you don't pay for leads and let them go right out the window. The automated sales process records lead data from the start, and makes it easy for the lead owner to access at any point, even if the lead owner changes. Remember, focus on distribution of relative content to the ad which was converted on, and will actually want to engage with. Then, use an omni-channel approach to delivering the content. Reiterate based off the data and create a customer centric approach focused on serving and addressing the needs of the market.
Meet the customer wherever they are, and automatically nurture them forward.
It's all in the follow-up.
Re target advertisements work great when you know how a lead converted initially and build off it strategically. Structure systems to learn what the lead is interested in, and where they are in the sales process (for instance based on which case study which is downloaded or certain blog post read). That way, you are free to focus the live sales team interactions on leads that will actually move the needle on revenue.
Metrics and transparency.
A higher budget on lead generation means more impressions and opportunity to engage leads. The percentage of leads converted is expected to increase over time, otherwise the system is not working, and processes need to be reiterated. Market behavior is changes perpetually fast. You'll understand market behavior when you listen to the market. To listen to the market, you have to put messages out forcing engagement to get the data to improve. Gone are days when you can post a single funnel with some basic Facebook ads and expect to sustain a sales process of complexity.
Metric goals need to be clear, but if the goals aren't met, the approach needs polishing, tweaking, or maybe an entire overhaul. Consumer behavior is a revolving door in business, and we need to stay fluid with the market. What worked yesterday may not work tomorrow, hence the reason live automated reporting is so great to have for future marketing initiatives and team productivity.
Ready to connect all your outbound and inbound marketing efforts?