When crafting a conversion journey for prospects to undertake, too often the final and most crucial step is overlooked – the lead capture. B2B companies will spend months implementing the perfect marketing strategy just to add a boring, useless form at the end to collect the prospect’s information.
Margaret from marketing is doing knee slides across the office celebrating the generation of a lead, when the reality is that she hasn’t:
- Engaged the prospect at point of conversion
- Got as much information out of the prospect as is possible and necessary
- Utilised the conversion stage as a nurturing tool as well as a data collection one
ScoreApp’s platform offers agency and in-house marketers an opportunity to change this, but only with the right strategy and considerations along the way – all of which we will go through in this blog.
If you’re currently thinking, who are leadR and why are they now the experts on ScoreApp?! Well, we are one of few selected ScoreApp agency partners and use ScoreApp as a part of our product to our clients.
What is ScoreApp and how does it work?
Before we dive into the fun stuff, let’s start with a brief overview of ScoreApp as a platform for those that are new to it.
ScoreApp is a lead generation and marketing platform designed to help businesses create engaging quizzes that capture valuable customer data. It’s particularly useful for creating ‘scorecards’ which are quizzes that assess participants in specific areas and provide personalised results.
It allows Margaret to replace her outdated form collecting dust on her website with an engaging scorecard consisting of a landing page, a series of carefully deployed questions, and a results page (based on the answers inputted).
Why leadR loves ScoreApp
Insight driven leads
We typically include between 6-10 questions in our leadR scorecards. This gives you a lot of room to collect valuable insights and data from your prospect that can:
- Assists with a future sales call
- Provide a personalised experience with both future questions (question mapping available) and the report at the end
- Categorise the contact in your CRM
- Understand at what point in the marketing/sales funnel they are at
Improved engagement
As these questions are asked in a quiz format the prospect is immediately more engaged. It is different, it is new, it is the furthest thing from intimidating (who finds quizzes intimidating? If you do I suggest you see someone).
Incentives for completing the scorecard also work to further engage prospects. Although providing incentives isn’t always necessary for converting it can help boost them. Over the course of our ScoreApp journey we have offered: PDF reports, cupcakes, vouchers and data as incentives.
Your core offer can also be framed as an incentive. If you are working to get prospects to complete a product demo, a powerful message could be ‘Complete the scorecard and receive a free demo!’
Nurturing
The scorecard is not only a tool for conversion but also for nurturing.
When choosing questions you can begin to plant a seed in the prospect’s mind of the problem that they have / are trying to solve. For example in our scorecard we begin by asking ‘How many leads are you generating each month?’ and we tactically had the lower bound answer already quite high to incite some fear in our prospects that they are behind the rest of the field.
You also have the option to provide nurturing assets as an incentive. Following up over email with eBooks, recorded webinars, blogs or a personalised report works both as an incentive and nurturing tool.
Easily integrated
As a marketing agency platform integration is important and ScoreApp’s integrations means leads generated can be directly sent to your CRM or other similar tools.
How leadR use ScoreApp
As I alluded to earlier, we do consider ourselves quite the ScoreApp experts at leadR so if you haven’t got your notepad and pen out already – now is the time.
This is a brief overview of the leadR system and the part ScoreApp plays in it. This is the service that we offer to our clientbase that helps them achieve such fantastic results.
Data
This is the absolute foundation of your campaign. If you don’t invest time and resource sufficiently in the data your campaign stands no hope.
For leadR this looks like: persona workshops to pin down exactly who our ICP is > using multiple tools (Sales Nav, email verification tools and online data scrapers) to get their data > manual scraping of this data to ensure every single contact fits the persona defined in our workshop.
Video emails
The leaR system enables us to create personalised videos at scale to the prospects collected from our data process. Each prospect thinks they are receiving a handmade, personalised video made just for them. This absolutely skyrockets engagement.
We host these videos on Loom that allows us to track watch rates, make the videos easily accessible to recipients and allows them to land well in a GIF format on emails.
Loom also allows us to add a button CTA to our video.
Where’s this CTA going? You guess it – the scorecard!
ScoreApp
At this point in the process we know the prospect is a great fit for our solution (from the diligent data process & their engagement with our email) and the prospect knows that we’ve already invested time into them (by making the video), a little but about our solution and how it helps fix their problem (from the video content).
The ScoreApp is then designed with two things in mind:
- What will give them the best chance of converting
- What makes them most valuable to our client once converted
To give them the best chance of converting we:
- Add incentives (aforementioned) for completing the scorecard
- Make the scorecard journey user friendly and remove friction wherever possible
- Make it a personalised experience – their route through the questions can be tailored to previous questions answered, the results page and incentives assets can also be tailored to their score
To make them most valuable to our clients once converted we:
- Use the scoring matrix to qualify / disqualify the prospects. If a client is only looking for prospects with a budget above X, we can ask that question and disqualify accordingly. This means that clients are only having conversations with people that match their exact ideal customer profile.
- Nurture clients along the way. Asking the right questions at the right time can incite emotions that leave prospects feeling a demand for your solution. This makes them more ready for a sales conversation at the end.
- Provide prospects value. Our incentives and the insights on the results page provide value to the prospect. This not only builds brand proofing, but also helps build trust in the prospect’s mind for your solution.
Appointment scheduler
Once converted we find it’s best to strike while the iron is hot and give the prospect a call. This is where ScoreApp again becomes very useful. Normal cold calls are out of the blue, scary and salesy. Whereas a call following a scorecard completion is more friendly and logical.
‘Hi Darren, thanks for completing our scorecard. I just thought I’d give you a quick ring to go through your answers …’
The objective at the end of this quick call is to get them booked into a longer call (exact call is dependant on the business / objective).
We run this for clients and book meetings into their calendar, meaning that our clients don’t get stacks of leads to run through and manage themselves but a selection of ideal prospects bookings straight into their calendar.
At leadR we’ve mastered the art of leveraging ScoreApp to transform how businesses approach lead generation and conversions. It’s allowed us to deliver groundbreaking conversion results for our own marketing efforts and for our clients.
Whether you’re looking to craft or optimise a ScoreApp campaign or want to find out more about our leadR system, get in touch below and one of our expert team will be in touch.
