Generating leads is good, converting them is even better

Once you reach the top of the tunnel, you have to take the potential client to the bargain. In other words, you have to convert leads to MQL, hot prospects, then SQL and then clients… no matter what the terminology, they should be closed! And it’s no secret, to convert, you have to work on the buying experience (or the customer experience for companies with long sales cycles). We all know the devil is in the details, so you have to tweak your digital assets over and over in order to “close” successfully, or at least improve your conversion rates on newsletter subscriptions, form completions, etc.

Scoop: To succeed in getting qualified leads, you have to do things right… data quality It must be on point.

Marketing Data Quality: A Conversion Weapon

In data marketing, you can focus your efforts on two types of data to improve its quality.

  • Activate data : those used for prospecting. Concretely, these are your databases of contacts, emails, companies, postal addresses, etc. Sizes increase, and data quickly becomes outdated. Therefore it is necessary to have an irreplaceable quality;
  • performance data : the ones we use to decide. Your analytics and other combined data are useful to guide your marketing strategy and all the processes that result from it. If it contains bugs, we can quickly find ourselves stuck, or even worse…

If the quality of this data is not there, it is difficult to highlight and present it better. This quality problem is no longer just a competitive advantage, but is now a prerequisite.

Form, a key tool for generating qualified leads

This is the symbolic example of a lead gen device. It is used to collect all potential customer information and allows you to segment your base. The longer/complete it is, the better qualified the individual will be. The problem: Too many fields to fill can be discouraging and lead to abandonment. 35% of transfer tunnel exits are due to very long registration or completion sequences. Too bad no?

To answer this problem, web services (API) allow to simplify the model step and thus reduce friction points. Some possible automation in the model:

  • The Autofill From the field after the @ on the email;
  • The Suggested Address postal;
  • The Auto Format Recovery companies after entering one domain;
  • The verification The validity of the data entered (for example, on the IBAN).

Other examples of automation of conversion API

There are many examples of optimization via APIs to generate leads. Not only can they simplify the customer experience in your web forms, but they can also touch different parts of the business:

  • Expedited in-store information collection to better manage customer flows;
  • Assist in getting into CRM to save time for sales reps;
  • Monitor the quality of email addresses to improve deliverability;
  • control of financial risks by checking the solvency of customers or suppliers;
  • Reliability of postal addresses to avoid sending parcels to the wrong recipients.

In fact, using the API is very simple. Catalogs exist and the API can be quickly implemented in the corporate information system. Obviously, the idea is not to set up a gas plant, but to automate tasks that can slow down the transformation process. And in the end, better relationship with customers and more conversions.

Some resources on the topic of data quality management

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