Seizing Moments that Matter
Hey Siri - Que the music...
Tell me who's watching
Who's watching me?
I'm just an average man, with an average life
I work from nine to five; hey ..., I pay the price
All I want is to be left alone in my average home
But why do I always feel like I'm in the Twilight Zone, and
I always feel like somebody's watching me
And I have no privacy
Whoa, I always feel like somebody's watching me
Tell me is it just a dream?
-Rockwell circa 1984
Recently, I had an interesting experience with closed loop marketing and the power of modern technology.
I was researching some of the product offerings and educational resources offered from HubSpot (they really do a great job of creating compelling lead generation devices!). I went so far as to check their pricing plans and perhaps my fate was sealed after that last click.
Because no more than 5 minutes after I left their site, the phone rang here at the SBDC office and sure enough, it was a Hubspot salesperson calling to see if I had any further questions he could answer. The rep was really quite transparent and acknowledged that he was calling because he saw that I was on their site 'recently'.
What's That You Say - Cool...or Creepy?
Personally, I found the whole experience quite helpful and enlightening.
So what's at play here and how did they tie it all together?
Step #1 - HupSpot captured me as a 'lead' a long time ago, after I opted in to their lead funnel (by providing my name, email address and phone number) in exchange for receiving some of their very well done reports, templates and tools. A fair trade.
Step #2 - HubSpot actively monitors their website traffic and has the ability to see if they can identify return visitors from whom they have collected personal information.
Step #3 - HubSpot has a system of 'scoring' leads and possibly a number of 'triggers' that would then prompt an outbound effort from the company, in this case my return visit to their site and checking their pricing plans meant a follow up call from a sales rep.
My guess is that HubSpot has seen a higher closing ratio of leads to customers after closing this marketing loop with personal follow up. A higher closing ratio means more sales and more profits without having to increase unique visitors to your website.
The good news - modern technology has made this type of tracking affordable for the masses.
HubSpot is not the only company that offers such a solution and this post is not intended to be an endorsement for them.
If you would like to explore how technology and digital marketing solutions can help increase your sales, give us a call at the SBDC...we're here to help!
Authored by: Eric Grimstead