How RMS Are Using Pipedrive’s Lead Generation Tools to Streamline Conversions from Web Visitor to Qualified Lead

RMS Case Study
  • RMS uses Pipedrive to manage leads for a number of products and services
  • The marketing team is using Web Forms to engage and convert leads
  • They also make use of the email automations tools to push leads through the funnel

Asset reliability experts Reliability Maintenance Solutions (RMS) are taking full advantage of Pipedrive’s lead generation tools to improve their web experience for visitors and enable their team to engage with the right leads.

RMS provides products, services and training to help their customers maintain the condition of their mechanical assets. Their condition monitoring and asset reliability engineers work with customers in a wide variety of industries, including petrochemical, automobile, aviation, steel, pharma, nuclear, food and drink, rail and construction.

Why RMS turned to Pipedrive for their lead acquisition

Before marketing Manager Paul Simbeck-Hampson adopted Pipedrive as the company’s CRM, the marketing team were using less effective methods to manage lead and customer data and opportunities were being missed.

The processes they had in place reduced productivity and enabled less collaboration with other departments.

Paul realized that the team needed an affordable cloud solution with smart integrations and capabilities, so he turned to Pipedrive, which was already being used by the product team.

“We have an exciting piece of technology called motion amplification technology, developed by RDI Technologies, an American company,” explains Paul. “It takes every single pixel in a camera image and amplifies it so that you can, from a distance, monitor assets that are vibrating.”

This technology speeds up the condition monitoring process, as the vibrations that it tracks (which aren’t visible to the naked eye) help to diagnose the problem without having to take readings that then need to be taken away and assessed.

“We became a partner with RDI Technologies and needed to deal with inbound inquiries in Europe and our other territories, and the guys picked up Pipedrive to do that,” explains Paul.

How the marketing team benefited from Pipedrive

However, just the three people in that team were using Pipedrive at that point, with other departments using other solutions. That is, until Paul picked it up.

“I came along more with a data hat on and a need to manage more complex scenarios, which was another division we had: training,” Paul tells us. “For 20 years we’ve been training all the UK and Ireland’s vibration analysts. It’s quite a mix of different requirements.”

Paul looked at Pipedrive with his data hat on and realized that it could help them manage leads and customers of their training products.

“When I looked at Pipedrive, the first thing I noticed was automation. So, emails: a one time effort. You write the email, save it as a template and automate it, from stage to stage. Then I realized I could manually move them, to trigger the email.”

When something happens in between two automated emails, Paul recognized, you don’t want to send another one that implies you haven’t already had a conversation with the lead.

“All the types of things I wanted to improve along the journey, or the flow, were available in Pipedrive.”

“I’ve built a very automated pipeline for the online training products, meaning a series of emails spaced over time,” Paul gives as an example. “The activation of the notifications is great, so you know when to move it around. If you have emails come in to your connected Outlook account, you can see and reply to them in the same environment. Very smart.”

At first, Paul onboarded Pipedrive gradually, with four team members (including Paul) signing up to use Pipedrive. However, they quickly saw benefits, as it was easier for them to manage inbound inquiries and they could set up automation for emails and then intervene manually when the campaign needed a human touch.

“It was an Adhoc onboarding, but in the last months we have begun to utilize Pipedrive along the lines it was intended,” says Paul.

Engaging more website visitors with Web Forms

One of the key Pipedrive features RMS has begun to utilize is Web Forms, which have been recently updated as part Pipedrive’s lead generation tools.

The team has set up Web Forms on the training support product pages of the RMS website so that website visitors can order products with just a few clicks, by selecting options from dropdown menus and then proceeding to the checkout.

“Originally we were using a WordPress form, not anything fancy, which would send an email which we would process in a normal way,” Paul explains. “But then I discovered Pipedrive’s forms, which is when I got chatting to your team because the original form output was quite ugly on my website. But they said ‘no worries, we’ve got an update coming out’.”

“I said ‘perfect, now I can make it look nice.’ Web Forms are great and they are doing what I need them to do, and I’m sure there’s much more I can do with them when I start to think of other landing pages.”

Plans for the future with Pipedrive

Collaboration is important to Paul and his team, as they are often traveling around the world to engage with clients and manage marketing campaigns, so a cloud solution like Pipedrive is vital.

The marketing team has set up a number of journeys for customers and web forms on landing pages, but now they are looking to improve the structure and assign more colleagues from other departments to manage relevant flows—increasing collaboration.

Paul has added Pipedrive’s Chatbot to the RMS website, which automatically engages with visitors and helps to qualify leads.

He has customized the chatbot with conversation flows so that it asks the right questions to identify what web visitors are looking for. 

“Chatbot gives us the ability to design flows that identify key requirements and to reassign inquiries to the right department, increasing collaboration,” explains Paul. 

He and his colleagues can also interject using the Live Chat function, which enables Pipedrive users to jump into a Chatbot thread and talk with the web visitor when a human touch is required.

“We are already seeing an improvement in the quality of conversations, also improved interactions, and we expect this to increase in the coming months as new capabilities are deployed.”

Chatbot, our updated Web Forms and Live Chat are three of the features included in Pipedrive’s new LeadBooster add-on, but watch this space as we will be launching more ways for our customers to manage and nurture leads in the future.

To find out how you can benefit from LeadBooster and Pipedrive, check out our pricing page.

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