Lead Generation System Development
Built an end-to-end lead-gen system: capture, nurture, qualify, hand-off.
Client
A mid-market SaaS provider specializing in enterprise resource planning software for local governments.
The Challenge
The client struggled with a fragmented sales funnel where marketing leads were largely unvetted, leading to a 85% rejection rate by the sales team. There was no centralized tracking system to monitor the buyer journey from initial touchpoint to final conversion.
Legacy processes relied on manual outreach with no automated nurturing, causing high lead decay and inconsistent follow-up. The lack of a defined lead scoring model meant high-value prospects were being buried under low-intent inquiries, stalling revenue growth.
Our Approach
- Integrated CRM with a multi-channel lead capture architecture
- Developed a 12-point lead scoring matrix based on firmographic and behavioral data
- Implemented automated bi-weekly email nurture sequences tailored by industry segment
- Established a formal Sales Qualified Lead (SQL) hand-off protocol with automated Slack triggers
- Created dynamic landing pages with progressive profiling to reduce form friction
- Configured custom attribution reporting to identify highest-ROI bridge channels
- Deployed a chatbot for real-time preliminary qualification of website traffic
Execution
We deployed the system over twelve weeks, utilizing HubSpot for marketing automation and Salesforce for CRM alignment. The work began with a full audit of existing technical debt, followed by the configuration of automated workflows that triggered based on specific high-intent actions like whitepaper downloads and pricing page visits.
Content was distributed across LinkedIn and targeted PPC campaigns to funnel traffic into the new capture system. Weekly sprint reviews allowed for the tuning of lead score thresholds and messaging resonance based on initial feedback from the client's internal sales development representatives.
Results
The new end-to-end system effectively bridged the gap between marketing effort and sales requirements, resulting in a cleaner, more predictable pipeline. By automating the qualification process, the sales team reclaimed 15 hours per week previously spent on manual prospecting, allowing them to focus exclusively on high-intent accounts.
Duration: 90 days
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