Introduction
This blog is for every sales and marketing professional that is currently struggling to unlock the potential of their inbound strategies because anonymous website visitors remain enigmatic puzzles. Without knowing who they are, where they come from, or what they seek, it’s a guessing game to personalize experiences, nurture leads effectively, and ultimately, convert them into loyal customers. Here is a snapshot from our journey of handling this problem using RB2B from retention.com integrated with Zipy to identify and understand the visitors coming to a website and creating a channel to qualify leads and forming a well crafted communication workflow around that information to close the deals.
Being in a SaaS startup, a tough part of the journey is trying to crack the GTM with various methodologies and tools available in the market. There is a constant pressure to increase the customer conversion rate to be able to put some decent figures on the revenue board.
While SEO and Ads help you increase the inbound funnel from the top, the next steps of engagement, sign-ups to paid conversions to retention are even more critical for conversions.
For marketing and sales professionals, every insight and detail on the visitor reaching your website becomes a very important data point. Most of the time is lost in getting to know the customer's intent and how to reach out to them, especially since most of them will leave the site without filling any strategically placed (;)) forms with the contact information, leaving you with a big guesswork ahead.
So we, like others, were trying out various strategies to approach this problem, when we heard from a peer about RB2B (by retention.com). What a brilliant idea to solve one of the critical pain points of the marketing world. We read about RB2B.com and the approach taken by Adam Robinson and Santosh Sharan and we immediately wanted to try it out.
What we also liked is the way they have kept the RB2B pricing very simple and user friendly, specially giving a good amount of free credits for visitor notifications on Slack.
So we went ahead and integrated RB2B on our website, pretty simple and quick, and voila!
Supercharging Lead Qualification with Session Insights
The first set of slack messages were magical to say! It was heartening to finally put faces (literally, thanks to LinkedIn profile addition) to anonymous, unidentified visitors on the platform. This was a great improvement and helped the team understand the personas visiting the website and mainly reach out to the right intent people at a much faster pace as the alerting on the visitors was near real time. I love the way Adam has coined the term “inbound led outbound” - very aptly defines the process.
We now had the linkedIn profile, to quickly connect and send out a well crafted message to the lead and move on from there without wasting any time.
All was good, so what was missing …hmmm…detailed insights, analytics on user behavior and actions, time spent on a page, to improve lead qualification for sending appropriate messages and communicating with the prospect.
Here is where the power of Zipy came in - a platform that provides you observability and analytics of all the visitors on your website or users of your application. You get exactly what actions did the user perform, pages visited, the intent, issues faced and more via the session recordings.
Being creators of Zipy, we dog food Zipy on our website and application which enables us to identify how our own users are using us and what problems are they facing.
So now on one hand we had the visitor information from RB2B and on the other we also had the session recording and insights of the visitor to map to. Which means we now had super enriched data to see who is the user and what actions they performed on the site, what pages did they visit, how much time did they spend on the site or on a particular page, what is the intent based on actions performed, any issues with the pages - and all this to guide us to quickly select a hot lead and reach out to them when we were still fresh in memory and the user was actively looking for options. Speed was prime here.
Stop Guessing, Start Converting: Unleash the Power of Zipy and RB2B
Zipy - RB2B combination really helped us and then we thought why not automate this whole process and take it to all the marketing and sales professionals of the world and make them even more powerful.
Hence, now we have this exciting new integration with RB2B where all you need is a RB2B login and its slack app integration. Once you have that, just login to Zipy (if you are new to Zipy, please sign-up and install Zipy in your website) and follow these steps to add slack integration on the RB2B channel in Zipy.
That’s it! Next time you get a visitor notification from RB2B, we will add the session link and session summary to the message with detailed analysis and insights with:
- User Engagement and Interactions, UTM parameters
- Navigation Patterns, Active time on pages and Key Actions
- Behavioral Indicators
- Lead Qualification And Intent
- Recommendations
With this information from Zipy in hand, the sales representative needs to reach out to the lead with the right message and email.
- Say you see a lead spending time on Pricing, send them a message with plan details, discounts and comparisons proactively.
- If the user has browsed through a feature page and spent some time there, you know exactly what feature offerings you need to highlight in your message. Add some examples and reviews on the same, and the connection automatically becomes more meaningful.
This way with quick and easy steps of integration, your marketing and sales team can rightly utilize the power of RB2B and Zipy and grab the attention of your leads in a swift, timely manner - “engineering serendipity” - that’s another term I liked from RB2B (or maybe it’s John Cusack ;) ). Remember speed and right messaging is critical and prime here!
Hope this helps and gives you more power to grow. If you have any questions about Zipy, please feel free to reach us at support@zipy.ai.
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