USA Financial Increases Conversions By Adding Lead Qualification Program
- Written by
- Published in Feature Articles
USA Financial is an independent organization that wholesales annuities and life insurance, and provides independent financial advisers marketing and financial adviser tools. However, prior to this year, the marketing technologies USA Financial employed provided no insight into its marketing programs’ effectiveness or the ROI of its marketing programs, nor were they integrated with sales technologies.
Using surveys powered by Silverpop Engage B2B, Ada, MI-based USA Financial began to ask incoming prospects qualifying questions that captured demographic data (i.e. revenue, type of adviser and manner of insurance being written) to determine if a lead was qualified. As each lead came in, the lead score would tell USA Financial whether the lead should be disqualified, put into a nurture program, or routed to sales automatically through integration with Salesforce.com.
To better ensure sales productivity and efficiency, it was important to disqualify prospects that didn’t meet certain criteria before the leads reached the sales force. Engage B2B allowed USA Financial’s sales support to feed reporting data back into the solution. Marketing is providing more qualified leads to sales, and the sales pipeline has increased more than 50%.
With the data and analytics in Engage B2B, USA Financial eliminated costly advertising campaigns to focus on more-effective strategies, namely email and search engine optimization; reduced email unsubscribe rates from 25% to 5%; and saved approximately 6-10K per month with more selective event invitations.
USA Financial hosts monthly Discovery Day events, a major conversion driver in which potential clients get hands-on training in the company’s products and services. The event usually landed between 30 and 50 people. After USA Financial implemented Engage B2B’s Web tracking feature to qualify leads based on their buyer criteria, event attendance was cut in half, sometimes less. However, the rate of conversions for those who attended the in-person event increased from 23% to 43%.