Our Lead Generation modules were developed as a result of the markets need to be more proactive in web-based lead generation. The corporate website is the most cost effective marketing asset a company has, but so many of them are passive. Website visitors are among the most motivated prospects you have as they have proactively searched out your website and think they need something you have. Are you making it easy for them to fulfill this need?
Does your website effectively generate, capture and qualify leads? Just ask yourself the following questions:
- Am I losing prospects and potential business because:
- I don't have the ability to segment the audience based on thir needs and point them in the right direction quickly?
- I leave it up to the prospects to find a solution to their most pressing business issue by browsing through the products/solutions/services sections?
- Our solutions are not in the prospects face and they lose interest searching for something to resolve their issue?
- We talk about features and benefits but don't address the potential pains our prospects endure and how we can help them resolve these issues?
- Do we make it fast and easy for visitors to find what they are looking for before they end up going to our competitors site?
- Do I have a way to determine if a prospect is really hot and actually start the sales cycle on-line?
- Can my website generate qualified leads, that include such items as; the prospects business issues, their contact information, permission to contact them, and their budget and timeframe for solving their issue?
Often times marketers rely on boxed web measurement tools to try and determine traffic flow on their site. Typically, they end up with an IP address or URL which is as close as they get to identifying a visitor, and are only able to follow them if there path happens to be one of the top ten. Unfortunately, this is of very little value and doesn't further the sales cycle.
How much better would it be if at the end of a series of user sessions, you were able to capture a prospects name, title, company name, contact information, a list of their issues, and perhaps even a time frame for solving them and permission to contact them. How about getting all of this information exclusively through your corporate website with no human interaction. It would be like having a virtual sales team without the costs associated with hiring more head count.
HiPoint has developed three modules for providing customers with the ability to do just that. These modules include our Adaptive Qualification System (AQS), SuperForms Engine (SFE), and Site Tracking Tool (STT).
The AQS application is used to generate qualified leads directly from the corporate website. It accomplishes this by taking the user through a discreet “Solution Selling”-style process. During this process, the user is posed non-threatening questions about their industry and position within their company, their specific issues, and how those issues get magnified as they travel up the chain of command. The actual process is designed to be very low-pressure and actively rewards the user with relevant information based on their responses. Each time the user clicks to the next screen, their individual “steps” through the story are stored in a database for future data-mining. This subtle approach results in the creation of a prospect profile.
At the completion of the user’s story, they are offered a compelling document (white paper, case study, and brochure) in exchange for filling out a registration form. As much of their information was captured subtly during the process, the final form is typically quite short and easy to fill out. The user leaves the site having acknowledged their pain, recognized how you can solve it, and also gets information on how you have actually helped other companies solve this same pain in real-world applications. On the flip-side you get an excellent impression of the lead’s specific pain and difficulties as well as specific contact information.
Features of the AQS:
- Can be customized to fit within the look and feel of your current Website.
- Provides an intuitive administration interface for entering content.
- Requires no programming skills to manage or maintain.
- Can be re-purposed for most types of Web-based self-service applications.
Benefits of the AQS:
- Marketing captures intensely detailed information about prospects pains, dramatically increasing the odds of success when conducting outbound sales activities.
- Adaptive nature of tool ensures that prospects feel like you truly understands their needs – strengthening the prospects impression of your organization.
- Ease of data management dramatically reduces the cost to revise the questions, pains or case studies, allowing the tool to be effective forever.
The SFE allows the Website Administrator to quickly and easily create any number of on-line forms with an unlimited number of questions per form. The SFE is completely database-driven. All forms are stored in the database, and more importantly, all submitted information is stored in the database. Once the information is in the database, the potential for reporting on it is unlimited.
Features of the SFE:
- All information submitted by user is captured by a SQL database.
- E-mail notification of form submission can be sent to multiple addresses at the form level, or multiple addresses at the question level.
- Form creation includes an automatic redirect field which links the user to a specific Web page after they have submitted the form.
- Similar forms can be created very quickly using the “build form based on existing form” feature.
- Form tool can also be used to build surveys which prospects can be redirected to as part of other marketing programs.
- Form building requires no programming experience.
Benefits of the SFE:
- Reduced time/cost to launch any form (mere minutes for a simple form).
- More detailed forms are possible.
- Each form can speak directly to the target market (no need to reuse a “not-quite-right” version).
- Marketing gets to know more about prospects faster.
- Users are more likely to fill out forms that are tailored to their needs and interests, meaning that more information about each prospect and more prospects are captured.
- Information captured in the database is available for analysis and reuse in more targeted campaigns which in turn are more successful due to the use of more precise information about the prospect base.
The STT is a tool that monitors traffic based on parameters determined by the Administrator. The Admin determines exactly what behaviors they wish to track. For example, you may determine that anyone who has visited a specific product page, downloaded the brochure, reviewed a case study, and has attended your booth at a trade show is considered a qualified lead. This outcome would be noted and flagged by the reporting tool for your staff to process as required.
The STT is also used to deploy the pages (case studies, white papers) that need to be monitored.
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