Lead Scoring Implementation
Roof Maxx was getting hundreds of leads every week, but their sales team didn’t have the bandwidth to screen and qualify every single lead. We established a lead scoring/qualification tool to help them prioritize and identify individuals who were ready to convert.
Building this involved setting up a criteria based on specific actions a prospect would take to engage with their brand and convert. This criteria carried an automated scoring system that would help rank, segment, and easily pinpoint which leads have been engaged and ready to parade down the funnel.
Especially since Roof Maxx had a fairly small corporate team, this lead scoring system allowed them to proactively keep track of qualified leads, while saving their business time and effort.
A/B Testing to Identify Areas of Improvement and Minimize Risk
So we built a digital experience that we felt would convert, but how could we really know if it would work? Our team took full advantage of A/B testing to accurately measure the campaign.
The A/B results gave our marketing and sales experts guidance on which components (email content, CTAs, subject lines, headlines, etc.) of the campaign needed updating and how to fine tune them to reel in higher conversion rates. Continuous testing was key in driving the most optimizations and conversions over time.