Hi! I’m Elena ー growth team lead at Dashly. Many of our clients are online schools wasting time on irrelevant leads. The fine-tuning lead qualification process can be tricky. It has been proven in each of the stories I heard during 35 interviews with the best marketers from EdTech companies.
Now I have a ton of useful insights to share with you. Based on the experience of 35 EdTech companies, I collected for you an ultimate guide on how to qualify leads: the best practices, possible pitfalls, and mistakes.
After reading this article, you will:
But first, check if we are on the same page about the lead qualification definition:
Lead Qualification is the process of determining whether a captured lead is a good fit for purchasing your product.
It implies that your company has:
But let’s start with the beginning.
There are common triggers making EdTech companies think about lead qualification solutions:
There are tons of leads, and there are only three salespeople.
So we need them to be focused on hot leads, not everything.
One of the marketers told me that they came to lead qualification
only when they lost a $3K deal that could have been a $10-20K deal.
There are many solutions to each situation, i.e. hiring more salespeople, experimenting with marketing activities, etc. But all this is money. Save your resources with one solution to all of these issues, ー lead qualification.
Start with choosing a tool.
Yes and no.
Problem: Working with SaaS, eCommerce companies, I found out that EdTech marketers love forms… until they have to change them or connect the data to CRM ASAP. Better without a developer?
As we know, developers are precious and have more important things to do. Moreover, users from Europe and Australia love filling in website forms, but US people aren’t so happy seeing too many fields in the website form.
Solution: instead of the long website forms, US EdTech companies use several pop-op windows to ask users for the needed info:
Lead qualification with Dashly chatbot example:
The main advantage here is that you don’t need a developer to start or change lead qualification with a chatbot.
Each of these tools can be used separately. But keep in mind that they provide different info about the lead. And it’s a good idea to collect all the data in one place ー a CRM. An even better idea is to make this data actionable for decision-making. We’ll cover it a bit later.
The success of lead qualification comes from the right questions. But first, you need to understand what info you need. There is typical data EdTech companies look for to check if the client fits their ICP.
Contact form, chatbot, pop-up quiz can capture next visitors data:
Website visitors tracking serves as a source of data about website visitors’ behavior:
CRM data can show:
EdTech companies combine the tools mentioned above to capture the big picture of a lead.
Agree that It would be crazy to combine all that data manually. To automate this process, EdTech uses CRM.
In Dashly, all the data captured by a chatbot, pop-up, lead form, or user tracking tool goes to CRM, lead card, inbox, and agent email.
Here is how it looks in Dashly:
One place to store all the data about leads accessible for marketing and sales.
To figure out who is interested in their products, EdTech companies use lead scoring. They assign “points” to the key attributes, including the qualifying and behavior information.
The number of points in the scoring system depends on the company, its ICP.
But it’s good to have an example.
Example of the EdTech Lead Scoring system
|Behavior data (events)
(based on geography attribute)
|Visitor filled in the form
Signed-up for a free trial
Created a classroom
Added students to a classroom
|Countries with the highest conversion rates
Countries with average conversion rates
Rest of the countries
Countries that haven’t conversion at all
The higher the score, the more likely lead to buying your product. There is no silver bullet on how to set up the scoring system. You need to collect data and analyze it to see who your ICPs are and what they do before they purchase the products.
Pro tip: It’s good to experiment with the value of points of each attribute and review it on a regular basis.
It’s clear what to do with the hot leads who hit the scoring threshold — hand them to your sales team ASAP. What about the rest?
When the score isn’t high enough, lead is considered to be cold. Then it goes to marketing managers who warm it up with:
When the score is high enough, lead is considered to be hot. Such leads go directly to sales managers for an instant call.
Thanks! Now check your email. We’ve send your copy there
Find more helpful guides and templates in the Dashly library >>
The formula is simple:
Tool to capture user data + User tracking tool + CRM
Let’s estimate how much it can cost.
|Tool to capture user data
|User tracking tool
– Dashly Leadbot $39/mo
– ChatBot from $50/mo
– ManyChat from $10/mo
– Freshchat from $15/mo
– Chatfuel from $15/mo
Website form builder
– JotForm $24/mo
– Pabbly $15/mo
– Paperform $12.50/mo
– LeadGen App $49/mo
– Dashly $39/mo
– Popupsmart $29/mo
– ActiveCampaign $9/mo
– Outgrow from $14/mo
– OptiMonk from $29/mo
|Sales IQ from $17/mo
Hotjar from $117/mo
CrazyEgg from $24/mo
Dashly from $39/mo
|Zoho from $18/mo
HubSpot from $100/mo
Pipedrive from $14,87/mo
Salesforce from $25/mo
Dashly from $39/mo
(depending on the region)
|Average price — $13/mo
|Average price — $41/mo
|Average price — $35/mo
|Average price — $30/hour
If we calculate the average cost of each tool and sum it up, the lead qualification will cost you about $119 per month. Or $109/mo with the Dashly Marketing plan. Try it for free!