Lengow found a 50% drop in response rate from 2 hours after someone requested a demo. They needed to figure out whether a lead was a good fit, and take action quickly. Here’s how they did it.
2x Qualified Leads
Lengow is a B2B SaaS company that offers a platform for e-Commerce companies to manage their products across multiple different channels.
Like many B2B SaaS businesses, Lengow has a product demo as part of it’s marketing and sales funnel. Additionally, like many B2B SaaS businesses, Lengow also found their sales team wasn’t using their time optimally, giving demos to unqualified leads and not being quick to follow up with their ideal leads either.
Lengow found a 50% drop in response rate from 2 hours after someone requested a demo. They needed to figure out whether a lead was a good fit, and take action quickly.
Here’s how they did it.
"What makes Hull priceless for us is you can do all those things without a huge amount of custom development."
Lengow’s product delivers value based on the integrations a customer connects. Leads should be unqualified if they didn’t have matching technologies where Lengow could connect and provide value.
To understand the technographics of each new lead, Lengow uses Datanyze. Previously, this was a manual process that had to be done once a day. With Hull, they could connect to Datanyze and enrich their best new leads automatically. These results (including all the e-Commerce tools the lead’s company uses) would be appended to their profile inside of Hull.
Similarly, Lengow also cared about firmographics. They targeted specific geographical regions which they could service (based on language and timezone) as well as company size. Together with the Datanyze data, Lengow uses Clearbit to enrich their leads with company and person data too.
Previously this was a slow, manual, process managed in bulk. This could now be automated with Hull, by sending new demo requests to these tools and returning all the data points to a unified lead profile.
Hull also saves money on enrichment by making it easy to control which leads get enriched. Instead of plugging it directly into the CRM and attempting to enrich everyone, Lengow could save money on their Clearbit and Datanyze accounts by selectively choosing who to enrich.
With these data points, Lengow could specify their ideal customer fit using both technographics and firmographics as a segment inside of Hull. Now they would only sync new leads who perfectly fit this profile to their CRM.
Hull made this possible without needing a developer from Lengow. No internal politics "begging" product and engineering to build and maintain an integration.
Thomas needed a solution to break down those silos of data, and break out the pieces that matter to each team. For instance, Salesforce couldn’t accept events at all - the sales team couldn’t take advantage of people requesting a demo. He needed to be able to give his sales, marketing and customer success teams the exact data they were asking for. And not everything, all at once either.
Data Operations Manager, Hull
"Customer success and sales are very, very happy. I can give them whatever information they want, and I don’t need a backend developer."
Ex-VP of Growth, Segment
"Aligning customer audiences across multiple tools is a pain that all marketing & growth teams face. Because Hull centralizes the data store & segmentation engine we've reduced campaign overhead dramatically."
Director of Sales and Growth, Appcues
"Hull allows us to identify key moments when a prospect is moving through the buyers journey and in real time react to those moments via automation or with a person to help the customer take the next step. We have a lot of future plans for hull. It's a weapon for us."
With the lead qualification automated, their sales team were directed to the right accounts Lengow could move to prioritize their recent demo requests.
Lengow found a 50%+ drop off in response rate within 2 hours of a demo being requested. They needed a process to qualify leads and then notify sales so a sales rep could take action in this tight window.
To make sure their sales team could take action quickly and effectively within this time, Lengow used Hull to send notifications when a new qualified lead requested a demo. This could be sent to many places for both the sales and marketing team to see - including Slack.
Inside Slack, they would receive a new notification in a channel complete with a profile summary of that lead with buttons to display the full profile including their latest actions. This made sure that both sales and marketing had full visibility over the same, unified set of data.
The notifications of new, qualified leads helped align sales and marketing, as well as prompt sales to take action on accounts which had a great fit and had just taken action.
Moreover, the marketing data (like UTM source and campaign) followed every lead throughout the marketing funnel and sales pipeline.
Sales could easily see that a lead was from marketing inside their CRM. This ensured sales could see and give credit to marketing for the leads they generated, restoring trust between the teams.
With Hull, Lengow could automate previously manual tasks and take advantage of opportunities they previously missed through lack of data or not acting quickly enough.
Double qualified leads
Drastically improved sales efficiency
Prevented high quality leads from dropping off after the 2-hour window
Built a culture of sales trusting marketing leads
If you’re struggling to quickly and effectively qualify leads, despite having a wealth of data at your disposal, Hull can help coordinate your lead data so it can truly enable your sales team - without a developer. Breakthrough sales efficiency awaits.
Sometimes, the data you get from from one platform is extremely valuable, but it simply can't talk to your main source of truth. At least, Appcues used to have this problem with Mixpanel and Hubspot CRM.
Thomas Plaindoux had a big challenge. As Data Operations Manager at Mention.com, his daily job is to provide metrics, analytics and insight to executives and make the sales, customer success and marketing teams lives at work easier.
But, the dozens of different tools used at Mention couldn’t share the right data across each other. Thomas couldn’t get the right data to the sales, marketing and customer success teams, where and when they wanted them. Learn more about how he fixed it.
Book a demo now to get started with Hull and discover the growth opportunities you have!