Case Study

Smart Lead Nurturing with CRM

Today’s digital marketing sphere is highly dynamic, where success often depends on the speed of response and quality of communication with potential customers. This is particularly important for companies generating leads through digital channels like Google Ads and Facebook Ads. Our client, a well-established roofer in Florida and Ohio, noticed a decline in high-quality leads. While his company’s digital marketing efforts generated a large number of leads, outdated manual tracking processes prevented them from effectively capitalizing on these opportunities.

For a company operating in a competitive environment such as roofing, every minute’s delay can mean a lost customer. Manual lead tracking consumed significant time and inevitably led to data entry errors. This significantly reduced conversion efficiency, resulting in lower return on investment (ROI) from digital marketing campaigns.

To enhance their business and ensure quicker responses to potential customer inquiries, our team at Profit Roofing Systems decided to seek a solution through automation and CRM system integration. Our goal was to ensure their lead management process was fast, efficient, and accurate, thereby maximizing conversion rates and ROI.

Challenges

Our client faced several critical challenges in lead processing that hindered them from maximizing their digital campaigns:

Lead tracking delays: Leads generated through Google Ads and Facebook Ads campaigns were not promptly entered into the system. The tracking process was slow, resulting in missed opportunities for quick follow-ups.
Manual data entry: Manually entering potential customer data was prone to human errors. The volume of information often led to data entry mistakes, reducing sales team efficiency and slowing down the overall process.
Inconsistent communication: Communication with potential customers was not always timely. Due to manual processes, establishing consistent and personalized communication was challenging, resulting in fewer qualified leads and reduced campaign optimization opportunities.

These difficulties impacted our client’s ability to effectively manage their sales cycle and optimize ROI from marketing campaigns. Addressing this challenge required a strategic approach involving technological integration and process automation.

Solution

To address these challenges, we implemented advanced integration with our client’s CRM system, enabling automatic lead processing and swift responses to potential customers.

We acted strategically on two levels:

Speed of processing
Personalized communication

CRM Integration and Lead Processing Automation

By integrating lead forms from Google Ads and Facebook Ads campaigns directly into our client’s CRM system, we enabled automatic lead entry as soon as a potential customer filled out a form. This approach eliminated the need for manual data entry, reducing errors and speeding up response times.

As soon as a lead entered the system, their sales team received real-time notifications. This approach ensured no lead information was missed, equipping sales representatives with all necessary information to quickly engage with potential customers.

Personalized Workflow

A key element of our solution was implementing personalized workflows tailored to specific campaigns. These workflows automated lead ranking and qualification based on various criteria, sending detailed lead quality notifications to sales teams. See the infographic below.

Potential customers who filled out forms for specific roofing services were automatically marked as high priority, and the sales team received immediate notifications. Conversely, potential customers showing lower interest were ranked accordingly, allowing the sales team to better focus on potentially more valuable opportunities.

Results

To illustrate the results of this automation, let’s examine specific outcomes:

This visual shows key metrics post-CRM integration. Our client generated a total of 75 leads through forms, with an additional 17 leads through calls. The total potential bid amount reached $427,560.73, with a conversion rate of 45%. These data points clearly demonstrate how CRM automation integration enabled our client to increase the number of qualified leads and better track bids, thereby improving overall sales process efficiency. By implementing CRM integration and automated workflows, our client achieved significant improvements in the efficiency of their campaigns and sales activities. So, what did we all achieve for our client?

1. 300% improvement in qualified lead ratio

After automating processes, our client achieved a threefold increase in qualified lead ratio compared to the previous period. Automated lead processing enabled their sales team to quickly identify and contact the most promising leads, significantly improving conversion rates and reducing missed opportunities.

2. Enhanced campaign efficiency

With CRM system integration, our client could track lead quality and optimize campaigns in real-time. Google Ads and Facebook Ads algorithms adjusted targeting based on lead quality data, resulting in more effective campaign optimization and higher return on investment (ROI).

3. Improved lead quality and conversion tracking

With automated processes, our client could continuously monitor lead quality, allowing for more accurate analysis and campaign adjustments. This approach made campaigns more efficient, and their sales team could allocate resources more precisely.

4. Time savings through process automation

By automating data entry and lead tracking, our client significantly reduced the need for manual work. Their sales team could focus more time on actual sales activities while automation handled data entry and tracking tasks. This improved efficiency, reduced the likelihood of human errors, and sped up the overall process.

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Automation for Greater ROI

Integrating Facebook Ads and Google Ads platforms with CRM and implementing automated workflows brought significant improvements to our client’s business. The solution we implemented resulted in faster lead tracking, more accurate data processing, and personalized communication with potential customers. These processes enabled a 300% increase in qualified lead ratio and significantly enhanced the efficiency of digital campaigns.

With the help of automation, our client achieved higher ROI and saved time and resources previously directed toward manual processes. This allowed them to focus on key sales activities and optimize their resources.

The results, presented in tangible figures such as the total bid value of $427,560.73 and a 45% conversion rate, highlight the importance of having an effective lead management solution in digital marketing. Such an approach ensures better campaign outcomes and enables faster, higher-quality decision-making, leading to long-term success.

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