How good would it be to convert every visitor you connect with into a successful customer? Businesses often have the issue of hitting too many dead ends or dealing with too many junk leads, which consume large amounts of resources and time.
Having an effective sales strategy alone won’t increase the customer conversion success rate. It’s essential to know whom to engage before proceeding with your conversion strategies. In this blog, we’ll see how you can effectively use SalesIQ to filter out junk leads using precision targeting and hit the bulls-eye with every deal proposal.
What is precision targeting?
Trying to connect with every lead and visitor who lands on your website will only lower your engagement-to-conversion ratio. Instead, it’s essential to ensure that most visitors you connect with can become prospective customers before reaching out to them.
Precision targeting aids this by allowing you to filter visitors via various levels, each with its own unique set of rules and criteria.
How to eliminate junk leads with a 4-stage filter in Zoho SalesIQ
Let’s consider a hypothetical scenario. James is an operator working at Zylker Realtors, a global real estate company. Every day, hundreds of visitors visit their website. He contacts 20 visitors randomly every day. Yet, most of the visitors James contacts end up as dead leads. Only 5 of the 20 visitors are valuable prospects, and only one signs a deal. Imagine if all the 20 visitors that James contacts are valuable prospects in which 15 out of the 20 visitors James contacts qualify as contacts, and more than 13 of those 15 ended up signing successful deals. The 5% success rate will jump to a whopping 65% success rate in the same amount of time. This is how much precision targeting can help improve your business.
What are the stages of precision targeting in SalesIQ?
- Stage 1 – Admin-level visitor routing
- Stage 2 – Operator-level custom views
- Stage 3 – Admin-level lead/contact nurturing
- Stage 4 – Admin-level chat routing
Stage 1 – Visitor routing to get the right visitors to the right operators
The first stage of any business is to show relevant visitors to the operators based on fundamental criteria. Visitor routing shows the operators only the visitors the admin intended to be viewed by the operator. The routing can be done based on various criteria and is customizable by the admins.
Coming back to our example, for a global brand like Zylker Realtors, it’s essential to route visitors based on their locality to improve engagement and make the suggestions more relevant.
At Zylker Realtors, the visitors are routed to the operator based on their location. To apply this rule:
1. The admin has to Navigate to Settings > Visitor Routing > Add > Pick the brand. In the Audience criteria section, the admin can apply the desired rule. Here the rule is to route visitors from the United States to operators located in the United States. Choose ‘Country‘ and select ‘United States of America‘.
2. In the next step, click on the Route to selected operator option. Now, the admin can either manually pick the operator or have a department created that contains all the operators from the United States and choose that department. Once configured, review the routing rule and click Launch.
Now, visitors from the United States will only accumulate in the rings of operators located in the United States. This can cut the step of asking the visitor about their location and transferring the chat to the operator based on it. This will help visitors instantly get relevant suggestions.
Step 2 – Operator-level custom views to get a view of only the desired visitors
Going with our Zylker Realtors example, real estate is a vast business that varies from city to city. Just having the admin group operators by country isn’t sufficient to provide better targeting. It isn’t practical to have multiple departments for operators of all the cities in a country. To overcome this, operators can apply their custom view to see only the desired visitors.
So if an operator from Los Angeles wants to view only the visitors from Los Angeles (LA), they can add a custom view. But the custom views go even further than that by providing an option for the operator to prioritize these visitors based on other criteria over the underlying rule. i.e., If an operator from LA wants to view only the visitors from Los Angeles, they could also prioritize the visitors based on the Lead score for better targeting.
To apply a custom view:
- In the SalesIQ dashboard, click on the customize icon in the top-right corner. A pop-up will appear. Scroll down and click Add to add your custom view. To add a custom view for the first ring, add the underlying rule that the visitor has to be from Los Angeles.
- Now you can add another rule on top of the underlying rule to improve precision marketing. Click And, and choose another rule. And that would be Lead scoring. Click Lead score under criteria, and assign the value to be greater than 1000. Now visitors in the innermost ring will have the highest Lead score of 1000 and above. Repeat the same for the other rings with lower Lead score values.
Stage 3 – Lead scoring to nurture prospects
As we saw in the last stage, prioritizing visitors based on Lead scoring and an underlying criterion (city) can help operators engage better. To nurture the leads and contacts in the SalesIQ visitor module and identify the valuable prospects among the junk, we need to score them based on their activities.
For example, every time a visitor visits a property’s page and spends more than 10 mins, then the Lead score of the visitor will increase by 100. This can be used to identify nurtured leads with the possibility of signing a deal.
To add lead score:
- Navigate to Settings > Lead scoring > Add. To apply the first rule, choose Navigated page URL as the first condition, and enter the URL of the desired page. Now, add the second criteria, i.e., Time on site, which must be greater than 10 minutes.
- Click Next, and now specify the lead score value using the slider. And, click Done.
Stage 4 – Chat routing to connect visitors with the right operators
If a visitor initiates the conversation first, connecting them with an operator with the right expertise is essential. The chat routing feature does the same functions as the visitor routing but with the incoming chat requests.
For example, when a visitor with a deal negotiation is in the pipeline, it’s crucial to route the visitor to their respective CRM owners.
To do so:
- Navigate to Settings > Chat routing > Add > Your brand. In the rule, click on the Zoho CRM deal, choose stage as the option and select the stage. Now, click next and choose Route to selected operators.
- Choose CRM lead/owner in the dynamic selection option. Give your routing rule a name and click Launch.
Now the contacts’ chats will be routed only to their CRM owners. This can enable faster support and a better deals success rate.
Bonus: Module-level custom filters to view only desired visitors
You can sort or set custom filters in each module to easily trim your other visitors and show only the prospective ones. For example, this helps if you want to analyze the calls made by James in the previous month.
- Go to the Calls module. Click on the filter icon and set the rule.
- First, select ‘Operator name’, and choose James.
- Then, in Integrations status, choose CRM contacts.
- Now, click Date, and pick Last month.
Only the visitors who satisfy these conditions will be filtered out and shown here.
These tools and filters, when used individually, may not produce much effect. But, when combined to perform a specific strategy, they will be massive in terms of targeting the right audience. Customize the filters and rules based on your industry to see for yourself. We’d love to hear your valuable feedback on how it helped improve your business.