Introduction
A full-service contracting company specializing in property maintenance, renovations, and HVAC services, sought a solution to streamline their lead generation and sales management process. Their goal was clear: increase inquiries, qualify potential leads, and ensure those leads were routed correctly to the correct service area specialist. With no efficient lead management process, they turned to Client Focused Media for a solution built using ActiveCampaign.
Challenges
Before the implementation of the lead generation pipeline, the company faced several key challenges:
- Disorganized lead tracking: Inquiries from potential clients were scattered across different platforms and needed to be more efficiently captured and followed up on.
- Lack of validation: They needed a process for qualifying inquiries, leading to wasted time on unqualified leads or spam contacts.
- Routing inefficiencies: Inquiries were not consistently routed to the appropriate service specialists, slowing the sales process.
A streamlined lead generation pipeline using ActiveCampaign was essential to overcome these hurdles.
Solution: Implementing ActiveCampaign for Lead Generation
Working closely with the company, Client Focus Media designed and implemented a lead generation pipeline leveraging ActiveCampaign’s robust CRM and automation tools. Here’s how we did it:
- Linking Service Landing Pages to ActiveCampaign Service landing pages were integrated directly with ActiveCampaign’s API. Using tags triggered by specific user actions (such as submitting a form), these leads were automatically added to ActiveCampaign’s sales pipeline.
- Lead Validation Process To ensure high-quality leads, an admin would validate each new inquiry manually. This process included follow-up calls and checks to ensure the inquiry was legitimate, reducing spam, and improving the quality of leads passed to the sales team.
- Streamlined Communication and Assignment ActiveCampaign’s deal management feature was utilized to reassign validated leads to the appropriate service specialist. This gave the sales team complete visibility of the lead’s details, including all contact and inquiry information.
Pipeline & Workflow Efficiency
The introduction of ActiveCampaign significantly improved the workflow efficiency for the company. Before this system, inquiries were difficult to track, and communication across the team was inconsistent. With ActiveCampaign in place, all leads were managed within a single system, providing the team a unified source of truth.
- Efficiency Gains: The sales team found the new process easy to follow, allowing them to track deals, manage inquiries, and ensure that qualified leads were promptly acted upon.
- Improved Communication: With all data centralized, team members could collaborate effectively, making it easier to transition leads from the inquiry stage to the sales stage.
Broadcast Email Campaigns
We launched a series of targeted broadcast email campaigns to further engage potential clients. These campaigns focused on different service areas, educating recipients and encouraging them to inquire about services. Broadcast emails were sent twice monthly, covering topics like HVAC maintenance, property renovations, and plumbing services.
Key Campaign Examples:
“Exclusive Offer: Free Winter Readiness Assessment for Your HVAC” achieved a 36.17% open rate and a 17.02% click rate.
“HVAC Savings for Multi-Family Properties – Up to $300 Off!” boasted an impressive 54.35% open rate and a 48.37% click rate.
Overall, these campaigns generated high levels of engagement, with some services seeing significant spikes in inquiries directly tied to email outreach.
Welcome Series for New Leads
In addition to the broadcast emails, we created a tailored welcome series for new contacts. This series introduced the company, highlighted key services and shared completed project examples to build trust early in the customer journey.
Email 1: “Welcome – Nearly 20 Years of Excellence”, with an impressive 50.35% open rate and 5.59% click rate.
Email 3: “See the Quality of Our Work – Our Projects Gallery”, with a 39.81% open rate.
This welcome series helped nurture new leads, guiding them from initial interest to active inquiries about specific services.
Results & Impact
The lead generation pipeline significantly impacted the company’s overall business process. Although there was no baseline data from their previous system, the qualitative improvements were undeniable:
- Streamlined process: All inquiries were routed and tracked efficiently within ActiveCampaign, reducing confusion and manual follow-up efforts.
- Improved deal tracking: The sales team found it easier to manage and track leads, ensuring that no opportunities were missed.
- Higher engagement: Broadcast email campaigns saw click-to-open rates averaging 14.51%, while overall campaign click rate was 4.3%, indicating strong audience interest.
Sales feedback was overwhelmingly positive. The team reported that once trained, the system was intuitive and helped them stay organized with their deals.
Challenges & Solutions
As with any implementation, there were challenges along the way:
- Technical difficulties: Early in the process, the team overcame technical issues related to integrating the landing pages with ActiveCampaign’s API. Helping the sales team adopt the new system required time and training.
- Ongoing support: As the client’s team evolved, roles shifted, necessitating further system customization. Our solution was to create detailed documentation and maintain bi-monthly meetings to ensure continuous improvements and support for the system.
Conclusion
The lead generation pipeline created for the company proved a powerful tool for improving their lead management and qualification process. By integrating ActiveCampaign with their service landing pages and establishing a clear lead validation and routing process, we helped the client achieve greater efficiency and higher engagement from their email campaigns.
As a result, the company now has a streamlined, reliable system that generates leads and ensures they are properly nurtured and converted into new business. With ongoing support and bi-monthly check-ins, the pipeline will continue to evolve alongside the company’s needs.
If you’re looking for a way to streamline your lead generation process and improve sales tracking, contact us to learn how we can help you implement a tailored solution.
This article first appeared on www.clientfocusedmedia.com
