How do you acquire, qualify, and onboard leads and personalize your approach based on their activities?
Hello IH 👋 As per my experience in revenue growth, especially in SaaS startups, I'm always looking to learn from others who have been successful in their ventures. I'm particularly interested in understanding how you (founders, sales, revenue, and growth teams) manage the entire process of acquiring, qualifying, and onboarding leads, as well as how you tailor your approach based on the activities of these leads.
Specifically, I'd love to hear about:
- Your strategies for lead acquisition and what has worked best for your startup.
- How you qualify your leads to ensure they're a good fit for your product/service.
- The onboarding process you've designed and how you've tailored it to your leads' needs.
- How you treat leads based on their activities, engagement, and responsiveness.
Any advice or insights from B2B or B2C founders, solo founders, growth, revenue, and sales teams would be greatly appreciated!
An extremely thought-provoking topic, based on my own experiences, I can share the following insights on Heybooster's acquisition section which is divided into two categories: Demand-generation and Demand capturing.
Demand-capturing: For a use-case with a significant volume and demand for reporting, it is possible to acquire leads only through SERP advertisements. With optimized ads and a meaningful landing page, we are able to acquire users for an average of $7 in competitive keywords in the European market.
Demand-generation: On the other hand, for our use-case which offers AI-powered conversion rate optimization insights, the approach is quite different. We have observed that lead magnets are quite effective for eCommerce marketing teams. By promoting a "Conversion Rate Optimization Playbook" through LinkedIn Lead-Gen ads, we are able to acquire leads that are suitable for our ICP (Ideal Customer Profile) for $4-5.
A critical point is to continue nurturing the leads that you acquire with high-quality content and remarketing.
Activation: As Heybooster is a data analytics product, whether a lead is qualified or not is determined by the connection of data sources to our product. If a user abandons the process without connecting data sources, we redirect them to connect data sources through a separate flow. If a user provides both data sources and credit card information, it's a great scenario for us (though it is an exception :D).
During onboarding, we direct users with the questions we ask. For example, if a user selects "eCommerce Marketing Manager" for their title, we direct them to use cases such as "Shopping Campaigns" and "Cost Optimization" within the product. Or if they select "Facebook Ads Executive," we guide them to use cases related to Facebook ads.
In summary, this is how I can describe it :)
Hey Bugra, thanks for sharing your insights on Heybooster's acquisition process! I find it very great that you've divided your acquisition section into demand-capturing and demand-generation, each targeting specific use cases. Your strategy of using SERP advertisements and LinkedIn Lead-Gen ads is smart, as it effectively addresses the unique requirements of each use case.
I couldn't agree more with your point about nurturing leads through high-quality content and remarketing.
It's also great to see how you've tailored the onboarding process based on the user's role or title. This personalized approach helps create a more relevant and valuable experience for your users, increasing the likelihood of retention and conversion. It's the exact point I've been working on - creating a good strategy for making every engagement relevant (for both you and the user) based on user and activity data. The best way I found out is by qualifying and scoring them! In fact, we are also developing a tool for it, and maybe I can share the details with you...
Valuable information from real experience! :)