Lead Generation System

Introduction

Lead generation is one of the most important components of marketing. In pair with Sales, it represents the ‘heart’ of the customer acquisition process in various B2C and B2B industries.
Each business area uses its own specific techniques of lead generation, however there is one basic and common idea – you bring visitors onto landing pages, where they sign up (subscribe, register) for your offer. These leads then fall into CRM where are further processed to customers (usually by the Sales department).

The conversion rate of a lead generation flow – a relation of number of registrations to the total amount of visitors – is one of the most important marketing KPIs. Since there are numerous effective techniques that really work, companies hardly use many of them. Often, it is good if several of the most popular ones are used. Those are usually related to the landing page content and design.

At the same time, conversion rate usually depends on very many factors. In particular, it is very sensitive to visitors’ mental characteristics, their qualification, experience, emotional state, etc. To solve this problem, advanced marketing solutions provide dynamic content management. It makes your landing page dynamically change in accordance with the traffic sources and other conditions. However, even this is not able to cover all the cases.

Another powerful technique that allows you to fine tune the conversion rate is segmentation.
The idea is simple: split your visitors into groups and show each the content (design) which fits each group best.
The main problem here – how to determine a visitor’s relevance to this or that group. Psychology techniques and traffic analysis may help and you can find many articles written around this topic.

One way or another, the game around finding the most effective flow is still carried out mainly manually, and its strength depends on the qualification of the marketer. There are a number of tools that can, to some extent, automate this process, but they usually have a big price tag, so not every company can afford it.

Solution

Our idea was to create a system with a set of predefined user flows, allowing to more effectively convert visitors to leads. This set had to meet the basic requirements:

  • Each flow should be as independent as possible on traffic sources, considering that most of them would be used.
  • The number of flows should be limited to allow even inexperienced marketers to quickly test and choose the most effective one.

Audience

As said above, the audience of such product can be any company having lead generation flow in its marketing strategy.
Initially designed for binary options companies, we developed the system with scalability in mind. The idea was to potentially fit various business areas.

In Personas description, our main client was a small-to-average sized company, whose business relied on a constant inflow of leads. At the same time, it did not use any marketing automation platforms nor managed to work with such.

My Role

As the owner of the project, I have closely collaborated with front-end and back-end developers, dev-ops and the business development manager. I was responsible for the elaboration of the conversion flows, as well as the general business logic of the product, and also managed the development process.

Design

In my design, each flow was supposed to use a single type of segmentation, while being quite universal in other respects. It should have considered diverse traffic sources and handled various user scenarios that may arise during its passage.

The Click-to-Lead flows were based on the pivotal analysis of the most popular marketing techniques and various psychological effects.

Conversion funnel 1
Conversion funnel 2
Conversion funnel 3
Conversion funnel 4

Lead-to-Action (Lead-to-Customer) flow was developed to be performed mainly via email marketing (lead nurturing process), and supported by displaying personalized pop-ups on the website.

Lead-to-action flow

For online trading appliances, a conversion flow for the customer lifecycle flow was separately designed.

Customer lifecircle conversion flow

Results

Initially planned (as MVP) as an instructional set of well-performing marketing flows, the project finally grew into a stand-alone product. In 4 months of work, our small team developed a product package that included:

  • 4 high-level Click-to-Lead flows.
  • 1 high-level Lead-to-Customer flow.
  • 1 high-level customer lifecycle flow (designed for online trading companies).
  • Set of blank html templates for each flow – to create customized landing pages.
  • Pop-up management system, to easily add a pop-up with selected behavior to any webpage.
  • A customized back-end system, collecting leads from landing pages, filtering them and transferring to CRM.
  • CRM-to-EMS system – a system pulling leads with specific parameters from CRM and transferring them to an email management or inbound marketing system.

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The excerpt

Develop a marketing tool for lead generation