How to Get Your Leads to Self-Qualify in Pipedrive
Published: December 19th, 2023
If you’re using Pipedrive to manage your sales pipeline, there’s a way to collect more data about those leads, effectively having them self-qualify.
You start by collecting their real first-party data with a micro-conversion and then tracking their on-site activity to determine their level of engagement and topics of interest. Keep reading to learn more.
What is Pipedrive, and why should I care?
Pipedrive is a cloud-based customer relationship management (CRM) tool designed to help businesses manage their sales processes. It was first launched in 2010 and has become popular among small and medium-sized enterprises for tracking leads across their buying journey.
The reason for this is twofold. First, the pricing model is far more competitive than Hubspot or Salesforce. Second, it isn’t bloated features most businesses will never use. Pipedrive is highly customizable, so companies can tailor the tool to fit their unique sales processes and needs. It integrates with various software tools, including email clients, marketing automation platforms, and customer support software.
Why we advocate for the use of Pipedrive
The reason I’m describing the strengths of Pipedrive is that the kind of business that cares about a CRM like Pipedrive is the kind of business that knows that not all leads are created equal. A lead is only valuable if qualified, and qualifying a lead can be difficult.
Typically there are two primary ways of qualifying a lead:
- Ask many qualifying questions in your conversion form or a post-form survey after the initial conversion.
- An SDR (Sales Development Representative) performing good old-fashioned sales follow-up. An SDR will pursue the lead by phone or email to determine their sales readiness. Are they in the market to buy? Do they have the authority and budget to make a buying decision soon?
While these two methods have been the go-to for many companies’ sales processes, there is another way. It requires two things: the first is to have the lead convert on your site using their real identity — an existing account with one of the popular social networks or email providers. The second is to have content on your site that helps distinguish the quality of a lead by whether they view it and for how long. Things like pricing pages, offers, how-to articles, and more can help you determine the quality of a lead.
MQLS and SQLS and defining the meaning of a qualified lead
An MQL is a marketing-qualified lead. For most companies, an MQL is anyone who converts at the top of your sales funnel by subscribing to a newsletter, downloading an ebook, registering for a webinar, or the like. If they have an actual email address, the marketing department declares a win and counts the lead toward their totals.
The problem with MQLs is that they are only sometimes sales-ready. SDRs and salespeople still have to do the job of qualifying and sometimes even have to research to determine the true identity of the name and email that the “lead” used to complete a form. In other words, you have a haystack of MQLs and plenty of work to do before you arrive at your number of SQLs (sales-qualified leads).
But what if you could learn more about your MQLs without lifting a finger? What if you could sit back and watch while they browse your site? While some leads may bounce off your site quickly, others might view several pages, inquire about your pricing, read multiple articles, and identify as highly engaged. When they do, it becomes much clearer who you should prioritize when it comes time to follow up. And since they used an existing account (e.g. Google, Microsoft, LinkedIn, Facebook), you know they are a real person.
Pipedrive 🖤 Bread & Butter
Bread & Butter’s social login tools make all of this possible. By placing SSO (single sign-on) buttons on your website, you ensure that any leads that convert have real accounts. Then you can track their activity and send the data directly into Pipedrive—the pages they viewed and for how long.
Bread & Butter will also assign them an engagement score. Sort your new leads by the engagement score, and hey, presto! The work of qualification has begun. Did they view your pricing page? Did they read your article about a specific product or feature?
To go deeper into the qualification process, separate your pricing tiers into separate pages. For example, let’s say you have a freemium offer and an enterprise tier. If the two are on different pages and your lead chooses their own adventure to explore one in more detail, you can infer the type of customer they are by their interest. And you don’t have to stop there. Any number of previously invasive qualification criteria can be discovered using this method. As a result, your visitors to self-select based on the content they view, and you avoid the clumsy process of asking them a bunch of questions before you know whether they are sales-ready.
How to get started with social logins and Pipedrive
Keep your forms or install our conversion tools (Content Gating, Content Preview, Opt-in, sign up/in). Wrap your forms or use our tools that work out of the box and you can capturing First-Party Data within minutes.
The best part is that their behaviour on your site helps to qualify them quickly. Track the entire journey of your lead across your site and have all that information sent directly to Pipedrive. No more mucking around, wondering who to reach out to or how to start a conversation. You get actionable insights delivered straight to Pipedrive without having to do any extra work. Want to learn more? Reach out to us, and we will show you how.