Leveraging Social Media for Lead Qualification and Sales Boost: A Case Study on Convert

• Application Infrastructure & Middleware - Data Exchange & Integration
• Application Infrastructure & Middleware - Middleware, SDKs & Libraries

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Convert, a startup that develops A/B testing software, was facing a challenge with its lead qualification process. The company was generating leads through three main channels: email newsletter subscribers, webinar registrants, and trial account sign-ups. However, the volume of leads was more than their small sales team could handle. As a result, the sales team was only able to follow up on leads that appeared to have the most potential, based on the domain name of the email address. This approach was not effective in further qualifying leads to increase the probability of sales success. The team realized that they were potentially missing out on valuable leads, such as a CTO of a major brand who might have used a personal email address to sign up for a trial.

Convert is a startup that develops A/B testing software. The company generates leads through three main channels: email newsletter subscribers, webinar registrants, and trial account sign-ups. The latter of the three brings the best leads to their sales team—site visitors ready to try their software. However, the former two are also valuable. Convert's sales team was initially overwhelmed by the volume of leads, and they were only able to follow up on those that appeared to have the most potential, based on the domain name of the email address. This approach was not effective in further qualifying leads to increase the probability of sales success.

To address this challenge, Convert adopted a novel approach referred to as 'social qualifying' their leads. They used the Zapier integration platform to connect their inbound lead generation channels to Nimble, a CRM that automatically pulls in social media data for contacts. When a salesperson added a lead’s email to Nimble, the CRM automatically connected that new contact’s account with social media profiles set up using that email. This provided a form of social media validation. If the CRM did not connect an email address to a social media profile, the lead was disqualified. This approach helped Convert to cut its unmanageable follow-up list in half, enabling the sales team to reach out to double the amount of people they could without this integration.

• The implementation of 'social qualifying' leads using Nimble and Zapier integration platform has significantly improved Convert's lead qualification process. The sales team is now able to focus on leads that are more likely to convert, based on their social media profiles. This has not only increased the efficiency of the sales team but also improved the quality of leads they follow up on. Furthermore, the integration of social media data has provided additional context for the sales team, enabling them to follow up appropriately. The solution has also revealed surprising potential users of Convert's product, providing additional opportunities for sales.

• Convert's unmanageable follow-up list was cut in half, enabling the sales team to reach out to double the amount of people they could without the integration.

• The process of setting up the Zapier integrations took only a day or two, making it a quick and efficient solution.

• By using Nimble to qualify leads, Convert was able to automatically disqualify leads that did not have a connected social media profile, saving valuable sales time.