[Case Study] How YourSales Uses Leadfeeder to Start Highly Relevant Sales Conversations with Prospects (Without Being Creepy)

YourSales is a sales consulting and outsourcing company comprised of over 1,000 sales professionals located throughout Europe, North America, Latin America, Asia, and the Asia Pacific region.

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Their global salesforce works with B2B SaaS companies. This allows YourSales’ customers to expand their sales teams without adding staff directly to payroll.

We talked to the founder and CEO, Jakob Thusgaard, about how his company uses Leadfeeder for its own lead generation efforts — and for the work they do on behalf of clients.

What follows is how Leadfeeder can be used to gain valuable insights into active prospects. The trick is to utilize this knowledge without making a person feel like they’re under surveillance — in other words, without being creepy.

How Leadfeeder Data Empowers Sales Reps

Data from Leadfeeder empowers sales reps from YourSales in a variety of ways:

1. Identify Leads Who Don’t Fill Out a Lead Form

When someone visits your site but doesn’t leave their contact info, you can still find out what company they work for.

Leadfeeder gives you a list of companies that have visited your site, what content they viewed, and how long they stayed. You can filter this list to see only the companies that fit your ideal customer profile (ICP).

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2. Send Lead Information to Your CRM

YourSales uses Leadfeeder on its own site and the sites of its clients. It sends Leadfeeder data directly to the CRM being used by the company’s Salesflare using Leadfeeder’s direct integration via Zapier (including Salesforce, HubSpot CRM, Zoho CRM, and many more).

This allows a YourSales sales rep to automatically receive CRM actions based on website activity identified by Leadfeeder. And this prevents salespeople from having to learn another piece of software and keeps them doing what they do best: working with leads.

“You don’t want salespeople swapping back and forth between applications when what they’re really there to do is be on the phone or talking to people online,” Thusgaard explained.

YourSales uses the same process with its own website, feeding lead data into its own CRM to identify sales leads.

3. See a History of Website Activity for Those Who Opt-in via Mailchimp

Usually, when a website visitor signs up for your mailing list, you only get their email — or maybe their name and email. But by using Leadfeeder, the YourSales team gets a name, an email, and the full history of that person’s activity on your site.

YourSales uses Leadfeeder’s integration with Mailchimp to glean new information about their email list.

When someone opts-in, their website history is connected to the person’s contact information. If that person comes back to the site from a Mailchimp email, Thusgaard knows exactly who is visiting.

Leadfeeder will then keep track of what content that individual views, which tells Thusgaard what that prospect is interested in.

4. Follow-up Fast, But Not too Fast

Timing matters. If your sales team waits two weeks to follow up on a lead form, the topic might not be relevant to their needs anymore.

“That’s not timely follow up,” Thusgaard explained. “That individual will have forgotten by then that they were ever on your site.”

However, if you reach out while someone is on your site, it can give people the impression that they’re under surveillance, which nobody likes.

“You want to reach out as soon as possible — without it being creepy,” Thusgaard said. “A few minutes or an hour or so after the visit usually works well. That’s how you get the best results.”

5. Start Extremely Relevant Conversations

Informed by data about what someone has been researching on the website, sales reps can reach out and start conversations that are extremely relevant to the prospect’s needs.

Thusgaard recommends against saying something like, “I saw you were looking at our product page online!”

Instead, ask questions that guide the prospect to tell you about his or her thinking. You may have an idea what they’ll say, but what matters is the thinking that brought them to your website in the first place.

“When you’re trying to guide someone through a complex sales process, you really want to help them understand the solution and how to buy,” Thusgaard said. “If you’re in that conversation, use questions to gain insights into what they’ve been looking at.”

When phrasing these questions, try to avoid the same wording that’s on the website which can, once again, give the impression that they’re under surveillance.

“There’s tremendous value for clients in having a well-informed sales professional guide them through the sales process,” Thusgaard said. “But being informed doesn’t mean you should make people feel uncomfortable. And you still need to validate the need that’s driving their behavior.”

Conclusion

When working with a new client, one of the first things YourSales does is see what gaps they have in their sales process. Often, according to Thusgaard, one of the first things he sees is that a company is “missing out on automation opportunities using sales tools.”

This is why they use Leadfeeder to add insights on all of their own accounts, as well as their client’s. It empowers their team with detailed information about a prospect that most sales reps never get.

Want to see what content is attracting prospects to your site? Try Leadfeeder for free!

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