It all starts with your company being clear about their sales and marketing process

This being said, it’s actually a pain in the ass :) We have built and keep on improving a worklfow integrating a CRM and our Marketing Automation solution at Webmecanik. Have in mind that, what has shown results for a small business in the digital sector may not be suitable for larger businesses or other industry.

How can we use CRM Pipedrive and Marketing Automation Webmecanik empowered by Mautic to segment, qualify and close more leads?

Define the process, keep on adjusting it

We have 4 major sources of leads

1. Outbound marketing: our sales team takes part in events, conferences, make some cold acquisition for very targeted accounts, or the references we would love to work with
2. A network of partners and existing clients recommending our know-how in marketing automation
3. Incoming demands via our website: these leads are attracted through social media (mostly Twitter and LinkedIn) and can chose to participate in a weekly webinar, download business cases, white books, and video content
4. "Incoming" paid leads acquired by advertising campaigns and press relation

What are the main reasons for us to store these leads in our CRM tool - Pipedrive - ?

Having these contacts sorted in Pipedrive gives us an overview of our past and coming deals, allowing us to make consistent projections. We can therefore organise our agenda (synced with Gmail calendar) to prioritise the sales team’s tasks. And also monitor the activity and results to adjust marketing investment and therefore help the sales team focus on closing the most promising leads.

 

Source 1 and 2: sales leads

The sales team will manually add the leads from source 2 and 3 in Pipedrive. This is actually facilitated by 3 useful features:

• Email synchronisation: any email sent from our box will be added to the CRM and the contact will then be created
• Google map synchornisation: simply typing the name of the account, and a postal address will be suggested, with zip code, city and country. Really useful when it comes to deal with international accounts
• Calendar synchronisation: every action that is added in pipedrive or in the calendar will then be updated in both systems, avoiding overlaps

Screenshot (Pipedrive) of our the conversion at each stage of the sales pipe

Source 3 and 4: marketing leads

There is no way to ask the marketing team to spend time on the CRM: this is where the synchronisation between Webmecanik empowered by Mautic and Pipedrive is making everybody save valuable time.

Thanks to the form editor of Mautic, visitors are identified on our website when they fill in a questionnaire to access some rich content (i.e. the here above mentioned white books and business cases) or when they subscribe to a webinar. From an anonymous IP address and a cookie, they become leads with a name / email address / phone number / company, and all other info we’ve requested in those online forms.

According to the actions they may realize such as the asset they’ve downloaded, the pages they visited, or based on declarative criteria (position, company size, on-going projects) They’ll fall into lists, allowing us to segment this audience.

Indeed, we generate on average 3 times more marketing leads than sales leads. But at the end, one out of three sales leads will receive a concrete offer, whereas only 10% of our marketing leads have a concrete project.

Automated campaigns allows us to assess the level of maturity of our subscribers, and spot the 10% which have a project to offer them a direct contact with a sales representative. Here is a screenshot of one of our ‘nurturing campaign’

 

Screenshot (Webmecanik/Mautic) of our campaign after a webinar subscription:

Not to mention: every single identified visitor identified via the form are automatically updated in the CRM via the integration. And eventually, once a certain level of maturity is reached, a notification will be sent to the sales team. Everyone has access to the automation tool, and all the history of navigation of the marketing leads: a meaningful of information that is appreciated by the business developers to qualify his contact.

 

Want more details about the implementation and results?

As mentioned at the very beginning of this article, a clear view of existing workflows regarding lead acquisition is core to define which processes can be automated, and what still has to be performed by your team.

We are still away from magnificent AI and multilingual bots qualifying your audience with a hint of humor, but who said digitalisation had to start with prospective technology while easy to implement integrations are on the shelves?