Find out how Triuvare is using the Custom Feeds feature in Leadfeeder to qualify content marketing leads.

On average, according to a new survey of U.S. office workers by Robert Half Technology, professionals waste 22 minutes each day dealing with IT-related issues.

The company I work for, and also a client of Leadfeeder, Triuvare, takes care of small- and medium-sized companies’ and societies’ Information and Communications Technologies, also known as ICT. The value we give our customers is that now their employees can focus on their actual jobs, be more productive, and feel less frustrated.

As Marketing and Communications Manager, my responsibility is to plan, execute and develop our marketing and communications. We want to provide relevant content to our potential customers and create trust within our target groups, which has led us to produce content that attracts potential buyers to our website.

As the number of visitors on our website has risen, so has the potential to turn these visitors into customers. While it is not possible to get each visitor to convert by giving us their contact information, with Leadfeeder we can still recognize and contact a large part of them.

Here are a few lessons that I’ve learned during the one and a half years we’ve been using the tool:

Divide and conquer

Whether your sales team divides the market by products, or by geographical area, use this division to create your Leadfeeder feeds and send the notifications to the right person.

At Triuvare, our sales team has its own geographical target markets and, thus, I have created feeds that follow this division. In fact, our current feeds are created separately for each smaller region. In case we recruit new salespeople in the future and the regional split changes, it is much easier to reassign individual feeds to a new person than to build them from scratch.

Hot or not?

Not all content is created equal. If you are implementing content marketing, some of your content is for people who are closer to the buying decision and some for people who are in early stages. For us, an example of content close to the buying decision is our ICT Tendering Guide – we know that these people will buy, and it is our job to convince them that we are their best choice.

With such customers it is very important to contact them as soon as possible, as that has proven impact on which provider the customer will choose. Therefore, take a look at your website content to see which sections contain information that the potential customer is browsing when they are close to buying. Compile this content to a separate feed with Leadfeeder’s URL Filters and prioritize contacting them.

Make sure that the notifications for this feed are delivered daily. In this case, the early bird catches the worm!

For content that is meant for an earlier stage on the buyer’s journey, you’ll want to consider whether contacting them directly does more harm than good. Often it is better not to contact them straight away, as this may come off as aggressive and cause a negative experience. Thus, you might even want to keep these leads out of your sales people’s view, so the integrity of the buyer’s journey remains intact. You can nudge these people further in the buying process by targeting them via remarketing in social media, or elsewhere online with content that educates and interests them, so that one day they’ll be ready to hear from your sales team.

Create a system for how to handle your leads

There’s no point in dragging along website visitors that aren’t leads week-after-week. Create a system of Tagging and exclude the non-relevant categories from your feeds, so that the companies you no longer wish to see disappear. This way, you only have to deal with each non-lead once, which saves a lot of time.

Often the behavior of a visitor can also indicate what their correct category would be. However, keep in mind that sometimes there can be two different people visiting your site, so don’t write them off straight away if you see contradicting actions.

While the above-mentioned are usually alternatives to each other (with the exception of companies that are simultaneously trying to sell their products but also interesting as leads), we also have a secondary layer of tags:

  • Sales process begun: this is a new addition to our labels. Our sales team is very keen to follow new leads and assign them to each other, so this label is used to show that the assigned sales rep has noticed and reacted.
  • Offered and refused: this is to indicate that we have contacted the lead, and they are currently not interested. If these companies visit our website again, it could be a sign that the landscape has changed, and we should contact them again.

One User to rule them all

While Leadfeeder is not complicated to use, once you go into the nuances of having several (or dozens!) of feeds and exclusions, you’ll want to have just one User who is responsible for the editing of the feeds.

While brainstorming about the feeds and how to use them in a Group is a good idea, in my opinion, it is better to have one User who knows the logic, then creates and edits the feeds accordingly. If several people start messing around with their own feeds, it is more likely that some of your leads will fall through the cracks.

The strategy of one main User also helps in naming the feeds. Try to keep the names as informative as you can and use a similar format of naming for all your feeds. For example, I name our fields “Owner of Leads: What They Visited, Location of Lead."

Or, just forget about the fine-tuning

Not every sales team is into separating their leads to various categories. Sometimes multiple feeds can cause more confusion. In this case, keep it simple, have just one feed and exclude any irrelevancies, such as visitors outside your market area, or visitors that only check your recruitment page. It could also be a good tactic for one person to act as a gatekeeper who goes through the feed, checks the potential of each lead and assigns them accordingly.

Bonus Tips

What else can you do with Leadfeeder?

  • Recruitment Filtering: one special feed that we are using, is a feed for visitors heading to our recruitment page. This is interesting information for our human resources and management teams. Are competitors’ employees checking out our vacancies? Where does our company create interest among job applicants?
  • Social Media Filtering: another tip is to make one feed for visitors coming in via social media. Compare this to the amount of your total leads, and you can figure out what percentage of your leads come directly from your social media channels. You can even take it a step further and make separate feeds for each channel. This will support your analysis from your website analytics, as it is not only the number of visitors that matters, but also whether they are useful – i.e. are you able to identify them. This in turn will help you to direct your marketing budget to the most useful channels.

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