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How Quru increased qualified leads by 34%

By integrating Pipedrive and Leadfeeder, Finland-based digital analytics company Quru was able to increase qualified leads by 34%.

  • Industry: Agency/Technology
  • Location: Finland
  • Integration: Leadfeeder


Percentage Quru was able to increase qualified leads


Quru’s win rate percentage with Pipedrive, up from 36%


Quarters it took to see improvement after implementation

The challenge

When Leadfeeder, a lead generation tool developer, introduced Quru to Pipedrive, the Finnish company jumped on board because of the CRM’s ability to make generating new leads a lot easier.

The Pipedrive-Leadfeeder integration enables users to delve into Google Analytics information about website visitors to identify specific sales leads. It then automatically converts those visitors into leads within the Pipedrive sales funnel and sends an update every time an organization visits your page.

Like Pipedrive, Leadfeeder prides itself on an expansive yet simple user interface that allows for easy execution of sales processes.

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. The process seemed a little tedious at first – having to go through every company that’s ever visited its website – however, once we were past that, it became relatively easy to keep up to date.

Steve JacksonQuru CEO

We check out the company’s profile and understand they use Google Analytics (the old classic version) and haven’t upgraded to the latest version. For us, that was a sales angle. We know that the latest 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. In our initial 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. 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.

Steve JacksonQuru CEO

The solution

Quru selects its leads based on the following factors:

  • Revenue of the company

  • Industry

  • The digital tools they use

  • The jobs they’re advertising

  • The pages they’ve looked at on their website (via Leadfeeder)

  • Anything else they see about the company that might help them form a story

When sending an email pitch, Quru makes sure it’s specific and individually tailored to the prospect’s needs – and it’s the first form of contact they prefer to use because it’s less intrusive than a phone call.

They address it to a specific person, using the information they gathered from the “listening” phase, explaining why they want to get in touch.

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 reminds them about their email. They then either go into more depth (if the person has 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, the Quru rep typically asks permission to approach them again in six months’ time and assigns a follow-up task in Pipedrive.

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”.

Once the offer is submitted, they move the prospect to the stage “First Offer Sent”. Upon further discussions and iterations, they move the prospect to the stage “Agreement Discussion”.

Finally, they have the stage “In Closing”, where the deal is at the client acceptance stage and the deal will either be won or lost.

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 hassle and annoy people that you either get numbers blocked or you get ignored. 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.

Steve JacksonQuru CEO

The results

Quru’s experience with the Pipedrive and Leadfeeder integration can be summed up with one word: clarity.

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 can 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.

While Quru is 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.

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. If we see companies who we haven’t yet entered into our sales pipeline visit our website, we investigate the company to qualify it. We look at how many employees in that business we’re already connected to or how many activities we’ve taken around that business.

Steve JacksonQuru CEO

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