Certain types of businesses place high value potential on each prospect because individual sale values are quite high. Some examples include real estate agencies, insurance companies, and B2B services.
Why Traditional Lead Generation Doesn’t Work
These enterprises want to identify high potential leads and engage with them to kickstart the lead nurturing and sales process. Most rely on contact forms when it comes to sourcing these leads from their website.
They will then continue their lead nurturing via email, phone calls etc. However, depending on a contact form inquiry puts the entire burden on the lead, expecting him/her to actively reach out to the enterprise.
Why doesn’t this work? Because usually the leads who submit a contact form are the ones that have already had most of their questions answered and are ready to buy soon, which means you’re missing out on the other 95% of leads whom you could be nurturing into customers. The whole point of lead nurturing is to establish a relationship with a potential customer regardless of their timing to buy. And the best part of sourcing these leads from your website is knowing that every visitor has actually sought you out for some reason.
Now what if you had the opportunity to proactively offer assistance to these leads, open the line of communication and start the lead nurturing process?
That would not only keep the lead on your website longer, but also give you the opportunity to understand what the lead is searching for and deliver a tailored message. And now you’re not automatically losing out on that 95% of potential sales.
From Anonymous Website Visitor to Hot Lead
How do you know which of your website visitors are “hot leads”? That’s where individual level real-time analytics come in. Unlike other websites, such as e-commerce sites, these types of enterprises may not have very high website traffic nor sell in volume due to the nature of their business. However, each sale value is high, which means spotting the right visitor to initiate a Live Chat with is key.
Defining the criteria that makes someone a “hot lead” will be different for each company, depending on what type of business they do. However, here are a few indicators that generally apply to all business websites:
- The lead is viewing your pricing page
- The lead has visited your website several times in the last week
- The lead has used your website’s “search” to look for something specific
- The lead has downloaded content from your website, such as a brochure or white paper
Example: WPP Nurtures Disney
Let’s take a look at an example of what WPP, the largest advertising group in the world, can do with a combination of Live Chat and individual level real-time analytics.
WPP wants to increase sales of its digital service offerings in order to stay competitive in the quickly growing market. WPP sets up a Woopra Notification to alert sales representatives by email and mobile push notification whenever a hot lead is on the site. WPP defines these hot leads as website visitors coming from large corporations, such as Disney, who have performed a website search that contained the word “digital”.
The WPP representative then initiates a chat offering assistance. In addition to the company the visitor is coming from, the representative is armed with detailed information such as which pages and services the visitor viewed during this visit as well as during previous visits, the visitor’s geographic location, what search term or referrer brought the visitor to the WPP website and much more.
All of this information provides the representative with an understanding of the visitor’s needs as well as a gauge of his/her level of interest.
The Live Chat opens the line of communication and also serves as an example of WPP’s high standards of client care. After addressing any questions or concerns the Disney prospect has, the WPP representative can continue the lead nurturing process by sharing additional marketing materials such as case studies or by providing an Account Director’s contact information.