Use The Right Net For The Right Fish

TO: Content Team, Lead-Gen Team

FROM: Azleen, CMO

SUBJECT: Use the right net for the right fish

Guys,

Azleen here. I believe we’ve already addressed the low conversion rate despite having a big volume of inquiries coming our way, the conversion rate is still not as expected. Personally, it is still low. Of course, the kind of volume those inquiries look good on your reporting, but the growth is almost stalled. The sales team came to me the other day, saying that many of the leads we’re passing over to them primarily didn’t have the intent to purchase.

After going through some numbers, our conversion rate is between 5 and 7 per cent as of today. Yes, it is better than the first quarter of this year, but we obviously need to do something immediately. The way I look at it, we have a problem in qualifying the customers’ intent.

We don’t have a problem with leads coming via the Audit side. Those who have used our tool to audit their present operations can be converted smoothly. The reason is simple. Almost all of their intents are there. FYI, the conversion rate here is between 11 and 15 per cent. The one that worries me are those leads coming to us via the open website. We are doing it all wrong.

Now, here's how to fix it. You may use this approach to improve the way we capture our leads and qualify them further.

Instead of generalising our call-to-action buttons to Direct Message, WhatsApp text, live chat, email, or any other conversation-driven method, we use a simple online form. You see, conversations are not intent-driven. You need to filter the noise manually, and it will take longer. You must stay polite to end the conversation, too.

With online forms, we simply need a list of questions built in, which they need to answer every one of them. This is how we filter those inquiries to identify serious potential customers. The same answers can be used to feed the sales team so that they will have enough information to run their follow-ups. To achieve this, having a structured list of questions matters. This approach ensures we use the right net for the right fish.

We are not a small company. Our customers are not just in one country, but regionally. We have a high authority in this market segment. People know our brand. With an online form, this signals to the website visitors that we value serious inquiries only. The right target market will fill up your form, and the rest will automatically drop off. This is the type of qualified leads we want.

Ten qualified leads are always better than a thousand raw leads. Remember that.

Azleen