The Importance of Capturing Messaging Data in Your Lead Gen Efforts
You’ve got productivity reports and dashboards in your CRM to show you how your reps are stacking up against one another and their goals — appointments set, conversations had, calls made, emails sent. Great! BUT… it’s not enough.
What about a dashboard that rather than activity, instead shows you what is actually being SAID in those conversations? What value proposition has resonated? What competitor are they using? What objections were given?
You are probably reading this, and thinking to yourself one (or more) of the following things:
- “Yeah, we’ve got those fields — duh!!”
- “My team includes all of that information in the notes from the conversations.”
- “That stuff isn’t trackable!”
Let’s be serious, if you’ve got these fields in your CRM, are your really enforcing the use of them… really? Do you make them mandatory when leads are converted to a certain stage?
And if you are relying on conversation notes (open text boxes) are you 100% confident that your team is giving thorough notes post-conversation? Are you actually reviewing those notes and doing analysis on all the conversations had, likely in some sort of spreadsheet?
Doubt it. Why? That would be INCREDIBLY time consuming, and let’s face it — if you are managing a team like this at the expansion stage YOU ARE BUSY!
For many of the lead gen teams I am currently working with, these very important pieces of information are being neglected. And the scary part is, many of the teams are still trying to find their “perfect” segment/buyer persona to be calling into. Instead of making business and marketing decisions based on the factual, compiled data hypothesizes are being made based on gut, or perhaps a few stand-point situations/conversations with prospects.
My recommendation: Start requiring these fields, and reflect on the data often — just as often as you are looking at the productivity data! Examples:
- Create a drop-down field with your top 3 value propositions. Make it mandatory for your rep to select what value prop they used when they are converting the lead to a qualifying or converted status.
- Create a drop-down with your top 3-5 most common objections. Make it mandatory for your rep to select when a lead is put into an unqualified status.
- Create a drop-down that shows what they are currently doing/who they are currently using to try to solve the pain that your solution resolves. Make it mandatory to identify this when you rep is putting this lead into a different status (up to you based on the statuses you are using/your process).
***If you are planning to build out the drop-down fields, make sure that there are not redundancies within the drop down lists — that will only confuse your reps and data will be messy. THINK: SIMPLICITY. Also, if you aren’t quite sure yet what your complete drop-down list options are, don’t fret. Take your best stab at a few options, and then create a status called “other.” Make it mandatory that if the rep selects “other,” they have to (in an open text box) describe what “other” actually means. After a period of time, say a month, determine which items should be kept/removed based on what the reps are filling out when they select “other” as the option.
Track all of these leads/fields in a dashboard that displays reports and look for the trends each week. It will help you better manage your people, and will prompt some really meaningful conversations for your daily/end-of-week retrospectives.
Finally, these dashboards will include information that is INCREDIBLY valuable to your Marketing team. This data will help them create content and messaging that actually pertains to the value prop that is resonating, the objection that is coming up most often, and/or the competitor that appears to be coming up on every call. With these fields actually populated, your marketer can actually get pretty specific with their messaging toward these particular buckets (RELATIONSHIP MARKETING!!!)