Case Study: Our Lead Vetting System Skyrockets Retention
Securing High-Quality Leads for a Digital Marketing Agency
The most important thing in business is customer experience.
The better the experience, the lower the chances of your customer ever leaving you.
But how does a business keep a customer from even thinking about going elsewhere?
Like everything in business, success comes down to systems. By systemizing a quality experience for your clients, you can avoid potential landmines that can ruin your business.
This was the case for one of our clients. An otherwise bustling agency had an issue controlling the quality of customer leads. Not only did this create an avalanche of complaints, but worse yet, it had started to affect the flow of revenue.
Our solution solved the agency’s lead quality problem for good.
The Client
This client was a digital marketing agency with annual revenues around $1.2 million. Their model relied on producing high quality leads for clients throughout the US by using various platforms such as Google, Facebook, Bing, and Youtube.
The agency was incredible at generating leads for their clients, but they had a huge problem that was affecting their customer’s experience: lead quality.
For every one quality lead, the agency would also pass along 1-2 low quality leads. No matter what kind of forms or questionnaires the agency required, they would still receive and distribute these undesirable leads.
This cluster of good and bad leads caused a pile of issues for the agency:
WASTED TIME: endless resources were eaten up as clients combed through customers to find quality leads
LOSS OF TRUST: clients began to perceive lead generation efforts as low quality
DROWNING IN COMPLAINTS: the agency was weighed down from complaints about lead quality, causing a short customer lifetime and low retention rate
The agency was so consumed with dealing with this issue that they didn’t even realize it was costing tons of time and money–in addition to causing a lot of personal stress as well.
Complaints flooded the agency. And each time, all other projects were abandoned so as to prevent customers from leaving the business. The flow of business had been stunted, and all resources were devoted to solving this issue.
Sleepless nights came for the director of the agency. Refunds were flying out the window left and right as a way to appease unhappy customers. Team members were scrambling, and burn out was right around the corner.
In short, it was a disaster.
Thankfully, our team came in.
Assessing the Situation
We came in to take a look and got right to work.
First, we analyzed the existing system. We found that leads went directly from the source (Facebook, Google, etc.) to the client’s customer relationship management (CRM) system.
However, the problem was that all leads were passed on to the clients. Whenever someone filled out a form online, they would go directly to the client. Therefore, the quality of leads was completely uncontrolled. We realized that this was the reason the agency was having so many issues!
We decided we needed to build a qualification hub.
By checking each lead for quality before connecting them to the clients, many issues were eliminated. Each lead would be scrubbed and verified before the client even saw their application.
I outlined the following objectives for the qualification hub:
SPEED: leads must be processed quickly before they turned cold
HYBRID TEAM: by utilizing a combination of automated and manual labor, the processes would be smooth and consistent
COMMUNICATION UPDATES: in order to eliminate confusion, we needed to alert the customers to our new qualification system
Building the Qualification Hub
Plan in hand, we set out immediately.
First, we needed to define the difference between qualified and unqualified leads. This was so that we could know exactly which leads to pass to clients, and which not to pass. To do this, we looked at a sample of 10 random, unvetted leads.
After discussion and review, we determined the following factors were the most common complaints:
DISTANCE: most clients liked customers that were relatively near to them
SIZE OF BUSINESS: clients wanted customers that were worth their time and skills
ACCURACY AND VALIDITY: clients wanted leads with correct, updated contact information that weren’t spam
With this helpful framework, we were able to assess what our clients needed.
We began systemizing these preferences. The agency contacted each client and documented their preferences, and input the information in an accessible spreadsheet. When a quality lead was received, these preferences would be used to direct them to a client with those specifications. By simply applying these preferences, we then would pass along qualified leads to clients who wanted them.
Qualified and unqualified leads defined, it was time to work out the specifics of the qualification hub.
Creating the Hub
We decided we needed to not only create the processes for the qualification hub, but also a standard operating procedure (SOP) to ensure that future team members could vet and verify leads.
An SOP is critical to any system. Imagine baking a cake without a recipe. It would be different every time! You’d never have the same cake twice. Like a beloved cookbook, utilizing an SOP guarantees you make the perfect cake, each time.
This handy document allows you to train employees quickly, navigate turnover with ease, scale processes as your company grows, and creates a space to log iterations as your company evolves.
SOP down, we put our thinking caps on to determine the best processes for the hub. We thought about exactly what the agency needed and how to use the available resources to get those results.
We got creative, and focused on three areas:
DISTANCE: leads were filtered to ensure that clients received customers that were within their preferred range
SIZE: utilizing a nifty online tool, we were able to fine-tune the measurements we needed
ACCURACY + VALIDITY: through research, direct contact, and a useful checklist, we were able to verify correct information and disqualify spammers
We created a specialized solution for each of these areas.
For distance, we automated an online maps search so that only customers within a client’s range would be available to view. This would make it easy for any team member to click and get the exact information they needed to scrub the lead quickly. We did the same for the lead size problem by creating an automated system that offered accurate information. Lastly, we devised a simple checklist so that future team members could establish that all information was accurate and not spam.
The best part? All of this information was only a click away at any given time.
To check our work, we tested these processes to ensure they were precise and repeatable. Then, we logged the process into our SOP. If we found leads that were outside of the client’s preferences, we kept them on file to bait new clients in undiscovered fields. This way, we utilized the agency’s potential and also continued to look for new prospects.
We now had an efficient, nearly foolproof outline for a system that could vet each lead quickly and deliver only quality leads to clients.
Building the Hub
With each process tested and optimized, we began to build the mechanics of the qualification hub. This would operate as the control center for lead communications within the agency where a future team member would be operating.
As much as we wanted to optimize the agency’s systems, we also wanted to respect the current culture as much as possible. By respecting the agency’s environment, we increased our chances of successful adaptation.
Like with so many things, communication was the key.
The agency utilized Slack for internal communication, and we felt this was the best place to start. Slack offers a bulk of useful features, but the most essential was that it encourages an open space for discussion. By using this feature, everyone in the agency would be able to see the activity in the qualification hub.
This not only increased accountability, but also curated a sense of community. If a client was sick, unavailable, or confused, others would be able to coordinate, fill in the gaps, and offer a seamless experience for customers.
We started by creating a new Slack channel called Lead Center. Then, with some code and Zapier, we routed each lead from its source directly to the channel. Additionally, we created a system to visually organize qualified and unqualified leads. Last, we streamlined the process of delivering qualified leads to the client’s CRM.
Taking care to organize the automations, we made sure that all the information was available, links worked, and everything was ready to go. We tasked the agency’s account manager with alerting clients to the changes–they would have less leads, but each lead would be of significantly higher quality.
The last step was adding a new team member to operate the hub. We offered a virtual assistant from my team of handpicked VAs, and the process was ready to go in just a few hours.
And so, our qualification hub was live.
Transformation
The agency noticed an immediate difference.
Once plagued by complaints, the agency was free to do what the team was really interested in doing. Most importantly, the agency’s retention rate slowed significantly.
Previously, the agency experienced a loss of almost 16 customers within a 4-month period.
Now, the agency lost only 2 within that same period.
The agency was even able to recover clients previously lost. Trust recovered, the agency was doing better than ever before.
The best part?
The agency was able to focus on the new ideas that they were actually excited about! Ideas that brought in more revenue, higher potential, and happier customers. We were free of the lead problem, and set our sights on new, exciting projects.
The issue was solved for good, and the agency was completely shed of the weight from unhappy customers.
What About You?
Feeling bogged down? Unorganized? Flustered?
What if you could get rid of all those roadblocks?
Again, a good business is built with good systems.
If given the proper system, nearly any issue within a business can be solved. This allows you to truly focus on growth with all of your attention. Sometimes, it simply comes down to things like time, energy, or bandwidth to actually solve your problems.
That’s exactly where we can help.
We love solving problems. The bigger and more complex, the better! We also love bringing your dream projects (and new revenue streams!) to life.
And even better, we do all of the work for you! All you have to do is show up.
Sound pretty interesting?
Don’t keep hitting your head against the wall! It’s time to knock out what's been holding you back for good.
Contact us now to schedule a time to speak about how we can skyrocket your business, and ease your problems.
Case Study: Our Lead Vetting System Skyrockets Retention
Securing High-Quality Leads for a Digital Marketing Agency
The most important thing in business is customer experience.
The better the experience, the lower the chances of your customer ever leaving you.
But how does a business keep a customer from even thinking about going elsewhere?
Like everything in business, success comes down to systems. By systemizing a quality experience for your clients, you can avoid potential landmines that can ruin your business.
This was the case for one of our clients. An otherwise bustling agency had an issue controlling the quality of customer leads. Not only did this create an avalanche of complaints, but worse yet, it had started to affect the flow of revenue.
Our solution solved the agency’s lead quality problem for good.
The Client
This client was a digital marketing agency with annual revenues around $1.2 million. Their model relied on producing high quality leads for clients throughout the US by using various platforms such as Google, Facebook, Bing, and Youtube.
The agency was incredible at generating leads for their clients, but they had a huge problem that was affecting their customer’s experience: lead quality.
For every one quality lead, the agency would also pass along 1-2 low quality leads. No matter what kind of forms or questionnaires the agency required, they would still receive and distribute these undesirable leads.
This cluster of good and bad leads caused a pile of issues for the agency:
WASTED TIME: endless resources were eaten up as clients combed through customers to find quality leads
LOSS OF TRUST: clients began to perceive lead generation efforts as low quality
DROWNING IN COMPLAINTS: the agency was weighed down from complaints about lead quality, causing a short customer lifetime and low retention rate
The agency was so consumed with dealing with this issue that they didn’t even realize it was costing tons of time and money–in addition to causing a lot of personal stress as well.
Complaints flooded the agency. And each time, all other projects were abandoned so as to prevent customers from leaving the business. The flow of business had been stunted, and all resources were devoted to solving this issue.
Sleepless nights came for the director of the agency. Refunds were flying out the window left and right as a way to appease unhappy customers. Team members were scrambling, and burn out was right around the corner.
In short, it was a disaster.
Thankfully, our team came in.
Assessing the Situation
We came in to take a look and got right to work.
First, we analyzed the existing system. We found that leads went directly from the source (Facebook, Google, etc.) to the client’s customer relationship management (CRM) system.
However, the problem was that all leads were passed on to the clients. Whenever someone filled out a form online, they would go directly to the client. Therefore, the quality of leads was completely uncontrolled. We realized that this was the reason the agency was having so many issues!
We decided we needed to build a qualification hub.
By checking each lead for quality before connecting them to the clients, many issues were eliminated. Each lead would be scrubbed and verified before the client even saw their application.
I outlined the following objectives for the qualification hub:
SPEED: leads must be processed quickly before they turned cold
HYBRID TEAM: by utilizing a combination of automated and manual labor, the processes would be smooth and consistent
COMMUNICATION UPDATES: in order to eliminate confusion, we needed to alert the customers to our new qualification system
Building the Qualification Hub
Plan in hand, we set out immediately.
First, we needed to define the difference between qualified and unqualified leads. This was so that we could know exactly which leads to pass to clients, and which not to pass. To do this, we looked at a sample of 10 random, unvetted leads.
After discussion and review, we determined the following factors were the most common complaints:
DISTANCE: most clients liked customers that were relatively near to them
SIZE OF BUSINESS: clients wanted customers that were worth their time and skills
ACCURACY AND VALIDITY: clients wanted leads with correct, updated contact information that weren’t spam
With this helpful framework, we were able to assess what our clients needed.
We began systemizing these preferences. The agency contacted each client and documented their preferences, and input the information in an accessible spreadsheet. When a quality lead was received, these preferences would be used to direct them to a client with those specifications. By simply applying these preferences, we then would pass along qualified leads to clients who wanted them.
Qualified and unqualified leads defined, it was time to work out the specifics of the qualification hub.
Creating the Hub
We decided we needed to not only create the processes for the qualification hub, but also a standard operating procedure (SOP) to ensure that future team members could vet and verify leads.
An SOP is critical to any system. Imagine baking a cake without a recipe. It would be different every time! You’d never have the same cake twice. Like a beloved cookbook, utilizing an SOP guarantees you make the perfect cake, each time.
This handy document allows you to train employees quickly, navigate turnover with ease, scale processes as your company grows, and creates a space to log iterations as your company evolves.
SOP down, we put our thinking caps on to determine the best processes for the hub. We thought about exactly what the agency needed and how to use the available resources to get those results.
We got creative, and focused on three areas:
DISTANCE: leads were filtered to ensure that clients received customers that were within their preferred range
SIZE: utilizing a nifty online tool, we were able to fine-tune the measurements we needed
ACCURACY + VALIDITY: through research, direct contact, and a useful checklist, we were able to verify correct information and disqualify spammers
We created a specialized solution for each of these areas.
For distance, we automated an online maps search so that only customers within a client’s range would be available to view. This would make it easy for any team member to click and get the exact information they needed to scrub the lead quickly. We did the same for the lead size problem by creating an automated system that offered accurate information. Lastly, we devised a simple checklist so that future team members could establish that all information was accurate and not spam.
The best part? All of this information was only a click away at any given time.
To check our work, we tested these processes to ensure they were precise and repeatable. Then, we logged the process into our SOP. If we found leads that were outside of the client’s preferences, we kept them on file to bait new clients in undiscovered fields. This way, we utilized the agency’s potential and also continued to look for new prospects.
We now had an efficient, nearly foolproof outline for a system that could vet each lead quickly and deliver only quality leads to clients.
Building the Hub
With each process tested and optimized, we began to build the mechanics of the qualification hub. This would operate as the control center for lead communications within the agency where a future team member would be operating.
As much as we wanted to optimize the agency’s systems, we also wanted to respect the current culture as much as possible. By respecting the agency’s environment, we increased our chances of successful adaptation.
Like with so many things, communication was the key.
The agency utilized Slack for internal communication, and we felt this was the best place to start. Slack offers a bulk of useful features, but the most essential was that it encourages an open space for discussion. By using this feature, everyone in the agency would be able to see the activity in the qualification hub.
This not only increased accountability, but also curated a sense of community. If a client was sick, unavailable, or confused, others would be able to coordinate, fill in the gaps, and offer a seamless experience for customers.
We started by creating a new Slack channel called Lead Center. Then, with some code and Zapier, we routed each lead from its source directly to the channel. Additionally, we created a system to visually organize qualified and unqualified leads. Last, we streamlined the process of delivering qualified leads to the client’s CRM.
Taking care to organize the automations, we made sure that all the information was available, links worked, and everything was ready to go. We tasked the agency’s account manager with alerting clients to the changes–they would have less leads, but each lead would be of significantly higher quality.
The last step was adding a new team member to operate the hub. We offered a virtual assistant from my team of handpicked VAs, and the process was ready to go in just a few hours.
And so, our qualification hub was live.
Transformation
The agency noticed an immediate difference.
Once plagued by complaints, the agency was free to do what the team was really interested in doing. Most importantly, the agency’s retention rate slowed significantly.
Previously, the agency experienced a loss of almost 16 customers within a 4-month period.
Now, the agency lost only 2 within that same period.
The agency was even able to recover clients previously lost. Trust recovered, the agency was doing better than ever before.
The best part?
The agency was able to focus on the new ideas that they were actually excited about! Ideas that brought in more revenue, higher potential, and happier customers. We were free of the lead problem, and set our sights on new, exciting projects.
The issue was solved for good, and the agency was completely shed of the weight from unhappy customers.
What About You?
Feeling bogged down? Unorganized? Flustered?
What if you could get rid of all those roadblocks?
Again, a good business is built with good systems.
If given the proper system, nearly any issue within a business can be solved. This allows you to truly focus on growth with all of your attention. Sometimes, it simply comes down to things like time, energy, or bandwidth to actually solve your problems.
That’s exactly where we can help.
We love solving problems. The bigger and more complex, the better! We also love bringing your dream projects (and new revenue streams!) to life.
And even better, we do all of the work for you! All you have to do is show up.
Sound pretty interesting?
Don’t keep hitting your head against the wall! It’s time to knock out what's been holding you back for good.
Contact us now to schedule a time to speak about how we can skyrocket your business, and ease your problems.