This is the story of Seamus Bennett (CEO and co-founder of KVR software development company), who hired Dashly to improve the lead qualification process on his website.
KVR is a mobile software developer that automates routine business processes in production, warehouses, and stores. For example, it helps with the revaluation on the sales floor, shipment of goods in a warehouse, and stock control.
Business segment: B2B, B2G
Target audience: individual entrepreneurs, large retail chains, manufacturing, public sector.
Sales channels: website, phone, email, partners.
The goal of the client is to increase revenue and LTV.
Before working with Dashly, the company’s applications ended up in amoCRM. Then, managers qualified leads manually via calls. They asked prospects five questions to determine if the lead was ready to purchase:
The task of our team was to establish and automate the primary qualification processes on the site.
We divided all the work into two steps:
To help the client decide on what characteristics distinguish ICP for them, Dmitry Ive, CEO and co-founder of Dashly, held a seven-hour workshop. KVR was represented by employees from the marketing and sales team, along with the company’s co-founder, Seamus Bennett.
The workshop consisted of theoretical and practical parts. Together with Dmitry, KVR employees created a portrait of an ideal client.
Based on the workshop results, the teams created pop-up quizzes and chatbot scenarios for implementation.
First, we finalized website visitors’ tracking. Thanks to this, KVR team knows who viewed certain product pages, articles or read an email. It helps them to segment the audience and personalize marketing scenarios according to the visitors’ interests.
After looking at traffic sources, we realized that product pages visitors are more ready to buy. So we launched three-question pop-up quizzes there. When visitors tried to leave the web page, they saw a pop-up guiding them on the product choice.
Qualifying pop-up quiz on one of the product pages:
Thanks to quizzes, the company’s managers know the answers to basic pre-qualification questions in advance. Thus, they can define leads that meet the ICP portrait and call them first.
KVR also has some significant blog traffic coming from search engines. Together with the client, we created a chatbot using a visual builder.
With the help of a chatbot, we qualified visitors of product pages, looking for those who meet ICP requirements.
Every visitor of the blog articles had the opportunity to communicate with a chatbot after the first 30 seconds of the session.
KVR already had an integration with amoCRM. However, any and every lead got there, which was inconvenient.
After the workshop, the settings were changed. So that only applications from qualified leads get into the managers’ CRM.
In the amoCRM lead card managers can see the lead answers to pop-up quizzes and the chatbot qualifying questions. Having this info in advance, it is easier to prepare for the calls and understand what to offer the client.
KVR received a lot of orders via phone and email, as well as via forms on the website. They can’t qualify that lead automatically. To initially process them, the company created a team of several “qualifiers”. These are junior sales managers that call leads to determine
A qualification team costs much less than a team of experienced sales managers. Therefore, it was more profitable for KVR to have qualifiers deal with the primary leads processing, and managers to focus only on promising customers.
It was also important to establish communication between the qualification, sales, and marketing teams. They hold regular meetings and sort out qualification errors. For example, sales managers can find out that, in fact, the lead doesn’t fit the characteristics reported by the qualification team. Together they sort out the mistakes and brainstorm the solution.
This is what the company has achieved:
Robert, Deputy Head of Sales
On average, it takes 15 minutes to qualify a lead. Calling 456 leads takes 6840 minutes = 114 hours = 14.25 working days = almost 3 weeks. That’s how much time the company saved in 2 months for sales managers.