WEB / LEAD CAPTURE
Enquiries get lost between the form and the person who should answer them.
A lead system spans a visitor's first request to a conversation with your team: the form that captures it, the rules that qualify it, the person it is assigned to and the CRM where it is followed up.
WHAT THIS TOPIC COVERS
The gap between capture and follow-up.
Capturing an enquiry is usually the easy part. What goes wrong comes afterwards: nobody is assigned, CRM fields stay empty and follow-up depends on someone remembering.
- Each form and landing page with one purpose
- Requests sorted by what the buyer asked for: a quote, a sample or a technical answer
- Contacts from trade fairs and email brought into the same CRM
QUESTIONS THIS PAGE ANSWERS
Questions about lead capture and follow-up.
How is lead scoring set up?
Scoring turns the team's definition of a good lead into points: company type and size, the product asked about, the source and signs of urgency. The criteria come from how the sales team already qualifies leads, because a generic template tends to be ignored.
Which CRM should a B2B company use?
In most cases, the one the team already uses well. HubSpot, Pipedrive and Salesforce each fit different teams, and switching CRM is a separate decision with its own cost. A lead system can usually be built on the CRM already in place.
How do you know enquiries are being lost?
Look at the time to first reply, how many enquiries have nobody assigned, how many get a reply at all and how many become a conversation. A pipeline can look busy while individual enquiries go unanswered for days.
What if enquiries do not arrive at all?
Then the problem sits before the form: how technical buyers find a manufacturer today and what the website tells them. That is worth settling in an hourly consulting session before any lead system is built.
FURTHER READING
Further reading on lead capture.
Lead capture, answered on this page
Scoring, CRM choice and the signs of lost enquiries are answered above; the topics below cover the site and the automation around it.
RELATED TOPICS
Topics next to lead capture.
NEXT STEP
Tell us where your enquiries go missing.
After a short call on where your enquiries arrive and which CRM you use, you receive a quote, paid before any work begins. The contacts stay in your accounts, and any automation we build comes under a licence of use.
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