B-to-B leads; additional sales and customer acquisition with Snoobi

Snoobi's organization data is a good resource for adding sales volume. You can make and receive lead lists of companies that have recently visited your website. In addition to the name of the company, you're able to see which pages interested them and, if they arrived from a search engine, which products or services they are looking for. This information lets you plan sales contacts at the most optimal time and begin the negotiations with a subject that they are surely interested in.

 

Make your most promising visitors into actionable leads

To get the best leads list, use Snoobi's Target Group Report. A good and concise leads view can be found from the Visits tab. Other good options include using the Organizations or Routes tabs.

• The Visits view gives the best condensed listing of each potential company, giving you data such as the used search term, the entry method, the number of browsed pages and the duration of the visit. These are metrics that tell volumes about the visitor's interest level and object of interest.
• The Organizations view provides data on how often a company has been to your website. The more visits they have under their belt, the more interest they have for your products or services.
• The Routes view is the most informative and extensive, displaying the entry method as well as each page that they have visited. This rich information can, however, be a downside when planning a leads list, because long visits may end up several pages long if the route is printed, which makes it harder to get an overall view of the visit.

Good, basic leads

A good and basic leads list can be put together from the Target Group Report by making the following search conditions:

• Organization > Organization type > Company
  • Include companies only into leads lists. This will eliminate ISPs and other organization types, which cannot be used as leads
• User > Bouncers
  • This eliminates all visits that have only consisted of one page view. We can assume that these visitors didn't like what they saw or felt that they arrived to the wrong page because they left as soon as they had arrived.

 

Many sales representatives - many lead lists

If your company's sales department is made up of several sales teams or sales offices, you'll probably want to segment the leads so that each team gets the right type of list. Leads can be segmented by region or country, among others. It is also possible to segment the leads according to the organization's size, turnover or industry by ordering Snoobi's Decision Maker add-on.

When creating several lead lists, add any or all of these criteria into the mix, depending on how you want to segment the leads:

• Visitor data > Country, region and/or city
  • For example, if one sales representative is responsible for England and the other for Scotland, you can create separate leads based on the geography
• Organization > Turnover and/or Industry and/or Staff size
  • This data will be available to you if you're using the Decision Maker Add-on. The Decision Maker add-on not only helps with segmenting, it also provides the names, titles and e-mail for those that make the purchase decisions, facilitating contact and lessening research.
• Entry methods > Search Term Groups
  • By creating a separate Search Term Group for each product category or service type, you can divide the leads so that the person responsible for spare parts gets allocated all the potential spare parts customers, for example. 

If you want to remove certain companies from the leads (such as your own company, resellers or partners) or if you want to remove visitors that have already converted (they have already placed an order, sent a bids request etc.), then proceed to also doing a Visitor rating and adding this as one of the search criteria.

 

Saving the leads list 

Now that you have completed a search within the Target Group Report, you can share or save the leads as in a couple of ways:

• Make a new My report which consists of the leads and define who the newest leads should be sent to and how often, for example once a week. This enables a constant flow of fresh leads.
• Save the results as a PDF or Excel file from the export button (this icon is used both at the start of the report and in each panel, the difference is that the panel button only saves the panel whereas the topmost export button saves the entire report.) Snoobi cannot update new data into a saved file, so to acquire new leads you will need to repeat the search from the Target Group Report.

 

Integrating leads into CRM systems

The fastest and most convenient way of benefiting from the use of leads is to make them an integral part of your existing sales processes. This is done by an automatic integration of leads into CRM systems. After the integration has been completed, the leads will appear in your CRM with no manual labor. Snoobi offers Ready-to-use integration packages for Salesforce CRM and Microsoft Dynamics CRM.

 

What is the best way to approach hot leads?

In our experience, you'll receive the best reaction in sales contacts (whether it be by phone or face-to-face) if you follow the very same product demonstration or sales speech that you would normally use. Don't begin the conversation by explaining that are calling because you saw their visit to the website. If you begin the contact with ”We saw that you were looking for product X”, you may unnecessarily cause suspicion and additional questions, which will hamper and slow down the sales work.

Tracking offers or brochures

If you are sending offers or documents to potential clients, you can also use Snoobi to track whether the recipient opens these. Keep reading if you want to track files with Snoobi »