How to book meetings with leads

How do you go from an identified company (lead) to selecting the right contact and booking a meeting?

Rohan avatar
Written by Rohan
Updated over a week ago

This article will help you book more meetings with leads. This is done through selecting the right prospects to contact in combination with using visit information to make messaging relevant and personalised.

If you haven't already, we highly recommend following the critical set up checklist to make sure you aren't missing any great leads or features.


Step 1: Filter for the correct location

Once you have selected a qualified lead lead to contact, it's time to narrow down the people or team that could have potentially made the visit.

This is done by filtering the people listed as working for each company on LinkedIn by the location of the visitor.

πŸ‘‰ First up, look at the Web session location, in this example the visitor is from London.

πŸ‘‰ Next up, click on the link (under Company details) to open the company profile on LinkedIn, then head to the 'People' tab.

πŸ‘‰ Use the 'Add' button to search for the location, or simply select 'London' from the 'Where they live' options provided if it's available.

In this example, we just narrowed down the potential visitors from 196 to 61.

πŸ’‘ On some occasions you may find the web session location is more granular than the options in LinkedIn. If this happens, search Google to find which city or region the web session location falls under and use the result to search LinkedIn.


Step 2: Asses the job role or persona type

Next up, decide which of the employees based in the correct location is the most relevant person or people to contact.

This is done by matching persona types or job to the most viewed pages of the visit.

Chances are you already have buyer persona's, so keep them in mind and let's take it a step further.

It's helpful to create a table the team can use while they get a feel for the process. The table matches content topics or pages to persona types you know are likely to be consuming them (taken from snitcher.com).

Topics / pages

Sales

Marketing

URL's

snitcher.com/solutions/sales

snitcher.com/features/lead-generation

snitcher.com/solutions/marketing

snitcher.com/features/google-analytics

Persona

Sales Manager, VP Sales, CRO

Marketing Manager, Demand Generation Manager, CMO

You might find certain content or topics have multiple persona types, that's okay.

By looking at the full visitor journey, you can make an accurate assessment of the visitors top interests using the time they spend on each page.

Look through a few visits while applying the persona table and decide which personas are most likely to have made the visits.

In the example below πŸ‘‡

The visitor looked at sales and marketing content but they spent more time looking at purely marketing based content, so it's safe to assume that they are likely a marketer.

πŸ’‘ Pro tip: analyse the persona types of conversion to back matching persona types to content with data.

The last step will be adding the persona or job role filter to the location filter from Step 1. Taking the potential number of visitors down to 18πŸ‘‡

A quick look through the remaining 18 people, will show only a few of them are actually Marketing Managers or match the target persona.

Depending on your prospecting strategy, go ahead and select the person or people you believe most relevant to your offering and likely to have a made the visit.

πŸ’‘ Pro tip: the most successful customers are not trying to find the exact person making the visit but rather the team the visits are coming through from. After they they know which team is actively researching their solution, the behavioural information is used to help start a relevant conversation with them.


Step 3: Craft a relevant message with visit behaviour

Looking at the visit journey below, it's clear Google Analytics and Lead Generation are the visitors main interests given the time spent on each page in relation to other pages.

Here's an example of how you might use this information to follow up πŸ‘‡

The goal is to keep the messaging aligned with what your prospect spent the most time viewing. Since Google Analytics was the main interest, it's a good idea to include this within the subject line.

Subject line: Blind spot in Google Analytics

Hi Mary,

I know it can be a struggle generating more high quality leads without significantly increasing budget spend due to the poor insights in Google Analytics.

While it's great for B2C, the platform doesn't provide any information on the quality of B2B visitors. This often leads to costly mistakes by making it difficult to understand which campaigns and channels actually drive customers.

For instance, I see Acme runs ads on LinkedIn, Google and Facebook.

I can imagine a deeper understanding of each channels performance in driving ideal visitors relative to budget spend will improve your ability to convert more ideal visitors without increasing budget.

Are you open to a 30 min call discussing how Snitcher solves this problem and will also generate leads from ideal visitors that don't fill out a form?

Best,

Rohan


Step 4: Use visit sources as triggers

If you would like to go pro, then incorporate the visit source as a trigger in your messaging.

In the visit below πŸ‘‡

We can see the source of the visit was a Google Ad and the keyword (Term) the visitor clicked on was ''Snitcher''.

With this information, we literally know what the prospect was searching for to find the ad and what drove them to visit the website.

With this information, you can change the subject line to match what you know triggered them in the first place. Plus optimise the content of the messaging to match πŸ‘‡

Subject line: Enrich Google Analytics with Snitcher

Hi Mary,

I know it can be a struggle generating more high quality leads when you don't know anything about the anonymous visitors shown in Google Analytics.

Because visitors remain unknown, making decisions on the information GA provides often leads to costly mistakes and difficulty understanding which campaigns and channels actually drive good fit visitors.

Snitcher identifies anonymous website visitors in real-time, so you can enrich the meaningless numbers in Google Analytics and generate good fit leads at the same time.

Are you open to a 30 min call to discuss how this can benefit Acme?

Best,

Rohan


πŸ’‘ Pro tip: Include links to content on the website in your messaging and set up automated notifications for return visits from your prospects.

Don't forget to hit the phones and feel free to drop us a message when you book meetings, we really enjoy knowing our data helps πŸ€“

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