Here are two quick wins using web to lead that many companies overlook:
- Web to lead on their Contact Us page.
- Web to lead for downloadable web content.
The fact that many companies don’t do this means they are not generating leads as efficiently as they should.
The result is fewer leads, and less sales-ready opportunities.
Yet web to lead is quick and easy to do. Read on to discover the benefits. Then have your system administrator implement these quick wins today.
1. Web To Lead ‘Contact Us’ page
I doubt there is a business that doesn’t have a Contact Us page on their web site.
But many companies that own salesforce licenses are missing a trick. They are not using web to lead on their Contact Us page.
Instead, they have the prospect fill in a form. Then they send the form details to an email address. (Or even worse, they simply invite the prospect to send an email to info@). This means it is more time consuming, and requires more effort, to respond to the enquiry.
A salesforce web to lead form is a quick win in this situation. Here are five reasons you should be using web to lead on your Contact Us page.
- Populate the lead information into salesforce without any extra effort. No re-keying of data involved.
- Automatically send an acknowledgement email. Let the prospect know you have received her enquiry.
- Immediately assign the new lead to someone qualified to deal with the enquiry. I’ve commented below on who the right person might be.
- Alert the person to whom you have sent the lead with an automated email.
- Capture hidden information that will improve your marketing metrics. For example, link the lead to a relevant Campaign. Automatically set the Lead Source field.
I’ve helped hundreds of companies improve their lead process. And in every case, I’ve found that the quicker you respond to a new lead, the higher the chance of a successful outcome.
These probably ring true in your own experience.
Web to lead means you get the information into salesforce, acknowledge the customer and assign the lead to the right person, all in the blink of an eye.
Who is the right person to receive Contact Us enquiries?
Often the immediate response is to assign web to lead prospects to a salesperson.
But hold on. That might not be the best way. Here’s why.
- Salespeople are busy dealing with opportunities. Which is the way you want it. Most salespeople will see a new web lead as lower priority than an open opportunity. That may mean a slower response.
- Salespeople are often out in the field. Speed is of the essence. You need to respond to the web to lead prospect quickly. Leaving the response until the salesperson has downtime is a sure-fire way to neglect new leads.
- The new enquiry may not be a sales lead. It may be a technical query, vendor approach, potential employee or even spam. Have someone qualify and validate new enquiries. Then, when the person is sales-ready, assign the lead to a salesperson.
In many businesses, web to lead prospects are immediately assigned to an inside salesperson, telemarketer or marketing employee.
This person qualifies the lead. He may also add additional company or person-specific information. In short, assign qualified leads to salespeople. Deal with all other enquiries in a different way.
For more information on the process for dealing with web leads (including free process diagrams that you can download), review our blog post, The Difference Between A Lead and an Opportunity In Salesforce.
Multiple Contact Us pages
Don’t think you can only have one web to lead Contact Us form on your web site. You can have as many as you like.
For example, if your web site is in multiple languages, create a different web to lead form for each language. Send the acknowledgement email based on the language of the form.
Even if the site is in a single language, you may still have many different pages in which the customer can get in touch.
In that case, you’ve two choices. Use the same web to lead form in each location. Or go the extra mile – create a different web to lead form in each case. That way you can set the Lead Source field differently for each form. It’s an easy way to understand where your sales enquiries are coming from.
So that’s the first quick win. Get a web to lead form set up on your Contact Us page today. As always, if you need some help, go to our own Contact Us page and we’ll answer your question. Quickly, I hope!
2. Web to lead for content download
Here’s the second quick win you can implement easily using web to lead.
Use web to lead to manage content downloads on your web site.
The days of the salesperson being in charge of the flow of information with a prospect are long gone. Nowadays, with any important buying decision, prospects expect to conduct their own extensive web research. They do this research long before they’re ready to speak to a salesperson.
Businesses that generate revenue efficiently have acknowledged the buying process has changed.
Efficient revenue generation means helping prospects conduct this preliminary research. This builds trust, credibility and engagement with prospects. This happens long before a dialogue has started between the salesperson and her prospect.
Downloadable content on your web site can include eBooks, case studies, white papers, checklists and other useful material.
But here’s the thing. You can ‘sell’ your best content. The price? The cost of an email address.
Content download example
Look at our most popular blog post, 12 Charts That Should Be On Your Salesforce Dashboard.
The post gives extensive advice on using salesforce dashboards to improve visibility of the sales pipeline and sales performance.
It includes videos that demonstrate the 12 charts that we think are critical in any business. There are extensive links to related pages on our web site that give more information on each dashboard chart.
You can also download the accompanying eBook. It’s a high quality, comprehensive resource. So we charge for it. The price is an email address.
Here’s what we don’t then do. Immediately jump down their throat. Rather, we use an email nurture program to invite the prospect to look at our other content. Many people do. And some of those people subsequently engage with us on a commercial basis.
It’s an efficient and effective way to generate revenue, with the prospect being in charge of the purchasing process. Of course, to understand how this approach can apply in your own business you know what to do by now – visit our Contact Us page.
Use web to lead for content download
Here’s how it works.
Set up a web to lead form to capture the email address. Then, when the prospect completes the form, immediately send her an email that she can use to download the content.
That way, you validate that the email address is legitimate. It also means you capture all the details in salesforce. This includes linking the lead to a marketing campaign and setting the lead source.
You can implement this quick win today.
How to set up web to lead
There’s a wizard in salesforce to help system administrators set up web to lead. You’ll find it under Setup, Customize, Leads, Web-to-Lead.
Use this wizard to create the code for your web form. Then get the person that looks after your website to deploy the form on your web site.
Don’t get bogged down with it. If you need some help or advice just get in touch.