The nuts and bolts
Leadfeeder, a sales lead generation tool that integrated with Pipedrive, is resulting in big wins for companies such as Quru. After taking advantage of the tools in quarter two of 2015, within six months, Quru increased its number of qualified leads in its sales funnel by 34%.
Leadfeeder shows which companies visit your website and their activity. Therefore, users who have the Pipedrive and Leadfeeder integration typically increase their conversion rate by three times and have a 300% reduction in their churn rate when compared to users who don’t have the integration, said Jaakko Paalanen, Leadfeeder’s head of partnerships.
- Quru CEO Steve Jackson’s integration process between Pipedrive and Leadfeeder
- How Quru uses Pipedrive to manage its sales funnel
- Quru’s best practices that drove the spikes it's seen
Founded in 2009, Quru is a Finland-based digital analytics company that uses Pipedrive to help them understand who’s visiting their website, how to identify warm leads based on their profile and behavior, and how to follow up with the lead to the close. Quru built its strategy using the Leadfeeder integration that enables you to convert website visitors into leads.
A smooth transition
When Leadfeeder introduced Quru to Pipedrive, Quru jumped on board because of its ability to make generating new leads a lot easier. Leadfeeder, which has more than 600 accounts with Pipedrive integration, uses Google Analytics information about your website visitors to identify specific sales leads. It then automatically converts those visitors into leads within your Pipedrive sales funnel and sends an update every time an organization visits your page.
“This has helped us improve our funnel stages and measurement capabilities, while keeping the ability to build up contact and organization-level history about past activities and deals.” Jackson said.
Like Pipedrive, Leadfeeder prides itself on an expansive yet simple user interface that allows for an easy execution of sales processes.
Although Jackson said the setup process seemed a little tedious at first — having to go through every company that’s ever visited its website — once they were past that, it became relatively easy to keep up to date.
Quru selects its leads by revenue of the company, industry, the kinds of digital tools they use, the kinds of jobs they’re advertising, the pages they’ve looked at on their website (via Leadfeeder) and anything else they see about the company that might help them form a story, the most crucial part in its sales practices.
Listening is key
After seeing a company visit their website six times in three months, and seeing that they they made more than $20 million in revenue a year and do e-commerce as part of their sales, Quru qualified them as a lead — connecting any future visits by the company to Pipedrive, so they could see the visits in the CRM system itself.
“We check out the company’s profile and understand they use Google Analytics (the old classic version) and haven’t upgraded to the new version. For us, that was a sales angle,” Jackson said. “We know that the new version of Google Analytics would help them track necessary data better than the current version. Checking Leadfeeder, we see that they’ve looked at one of our articles on the specific question, too.”
Knowing that the potential client was clearly interested in their services and having identified an area of improvement in their system, Quru was able to develop a story, which would increase their chances of making a great first impression once they reached out.
Telling a story
“The most important part of sales is the story.”
Jackson said when sending an email pitch, Quru makes sure its very specific and individually tailored to the company’s needs — and it's the first form of contact they prefer to use because it’s “much less annoying than a call.”
“We tailor our communications very carefully and never do email blasts to a large number of prospects at once,” he said.
They address it to a specific person, using the information they gathered from the “listening” phase, explaining why they want to get in touch. In case it’s the wrong person, they ask who would be the right person.
“In that email, our method is to say when we’ll call, and we ask the recipient to respond in case it’s a bad time to speak or if they aren’t interested. If they do say they aren’t interested, we respond and ask can we get back in touch in six months,” Jackson said. “Most people at that point will either say ‘no’ or ‘that’s OK’. To us, that’s a successful approach because we know whether to get back in touch or not to bother them anymore.”
In the aforementioned case, Quru was able to ask whether they could call them the next week to discuss how upgrading their analytics system could lead to much better tracking of their eStore.
“People don’t mind being sold to if you solve a relevant problem they have or if you raise an issue they weren’t yet aware of. We’ve learned it’s when you harry, hassle and annoy people, you either get numbers blocked or you get ignored,” Jackson said.
If the client says “OK, let’s talk,” or doesn’t respond by the date they suggested, Quru calls when they said they would and remind them about their email, Jackson said. They then either go into more depth (if the person had time) or book another time to talk.
Because Quru has gone through the steps to qualify and approach the company with a relevant timely pitch, they’re much less likely to a) annoy anyone or b) get rejected out of hand.
Once they’ve gotten a thumbs-up from a potential client, Quru enters the company into Pipedrive as an L1 (lead type 1) Web Lead/Idea, which means a qualified person/lead with a story.
They then email them and say they’ll call in a week to follow up on the idea they proposed, provided they don’t immediately say whether they’re interested or don’t want to be called. “On those occasions, we typically ask permission to approach them again in six months’ time and assign a follow-up task in Pipedrive,” Jackson said.
Their purpose for making the call is getting a meeting, and if they achieve that objective, they move the lead into the stage Active Discussion L2.
“If we can’t get a meeting, we again ask permission to call back in six months. After our meeting with the lead, we undertake a free business evaluation and present the prospect with an offer.”
Once the offer is submitted, they move the prospect to the stage First Offer Sent L3. Upon further discussions and iterations, they move the prospect to stage to of L3, Agreement Discussion.
Finally, they have the closing stage, L3 In Closing, where the deal is at the client acceptance stage, and the deal will either be won or lost.
- With L1s, it’s all about identifying and qualifying the lead.
- With L2s, it’s about refining the offer based on what you can do for the prospect and what you can’t, and then iterating the deal.
- With L3s, it’s about agreeing on the pricing, the length of the deal and the kick off dates.
“We now understand where we are in terms of the sales funnel and have a scientific method to do pitching and selling of our services,” Jackson said.
They have improved their win rate from 36% to 40% over the last two quarters because of better lead qualification, and they have increased the amount of new L1 leads to their sales funnel by 34%.
Pipedrive’s Leadfeeder integration has helped Quru across all stages of its sales process. Every time a prospect — someone who is already in their sales pipeline — comes to their site, they know about it and are able to analyze the reasons behind the visit. Quru, and any company utilizing the Pipedrive and Leadfeeder integration, can look at the content and pages the prospect viewed, figure out why they viewed that specific page, and then follow up based on that insight.
“If we see companies who we haven’t yet entered into our sales pipeline visit our website, we investigate the company to qualify it,” Jackson said. “We look at how many employees in that business we’re already connected to or how many activities we’ve taken around that business.”
While Quru is working on expanding on its relative successes within the past two years by building networks in the U.K. and Europe, Leadfeeder is working on making the Pipedrive integration more expansive.
“I encourage people to just try it out. It’s a free 30-day trial,” said Leadfeeder’s Jaakko Paalanen. “In the future, we are making the integration more in-depth, making it stronger so that it fits sales people’s needs. We’ll soon be able to identify website visitors on an individual level through other integration.”