Software Company Automates Qualification for 87% of Inbound Leads

Challenge

The inbound sales team's capacity at ClearCare was being strained by a large number of live demo requests from under-qualified leads. These were folks who were either not a good fit for ClearCare's solutions or were too early in the buying process. Particularly, leads that were still preparing to open their home care agencies in the coming months. They needed a way to reduce the burden of manual qualification and improve the efficiency of their live demos. The sales team at ClearCare needed to ensure:

• That leads requesting demos had a base level of understanding of the product
• That leads with a longer purchase timeline were offered relevant nurture content as they prepared to open shop, with the offer to schedule a demo postponed until a more appropriate stage
• That leads that were qualified and showed ample engagement were offered a self-service path to schedule a live demo

Solution

We helped ClearCare implement a segmented "Demo Request" workflow on their site, leveraging HubSpot Smart Content and the Wistia integration. A demo request form was implemented to segment leads requesting demos into three segments according to their readiness to purchase:

• 1) highly qualified leads with home care agencies already up and running
• 2) startup agencies with a short purchase timeline
• 3) startup agencies with longer or uncertain timeline to launch their business

We used Smart Content on the demo landing page to give the first segment the ability to request a live demo immediately. The startup agencies (segments 2 and 3) were directed to a recorded demo using an embedded Wistia video. Because startup agencies were more likely to be less qualified for a live demo, we leveraged Wistia to serve customized nurture content and unique follow-up steps based on the leads' demonstrated level of engagement with the recorded demo.

Contacts were enrolled in different nurture workflows based on their readiness to buy and whether or not they'd watched a minimum duration of the video. We used a custom HubSpot module with the Wistia JavaScript Player API on the video landing page to display a smart "slide-in" CTA after the user watched a certain duration of the video. This allowed the more-qualified startup segment (those who had watched the video) to immediately schedule a live follow-up demo. Check it out below!

Result

Because the goal was to reduce the volume of unqualified startups requesting demos, few concrete data points have been generated in the recent timeframe. That said, the inbound reps at ClearCare have had a significant number of less-engaged startup leads removed from their manual qualification process.

The majority of startup leads are currently being nurtured with content, driving them to finish watching the recorded demo as a first step to learning about ClearCare and reaching the appropriate stage in the buyer journey to request a demo. This has created an automated qualification screening process for 87% of inbound leads that would have otherwise required a phone call from an inbound rep.

This freed up more of the reps' time to focus on qualifying and tailoring the sales discussion around the more varied needs of agencies that have been in business longer. While this project had some immediate impact, there is ongoing opportunity to continue optimizing the content and flow of the different nurture streams for additional improvement. More quantitative results will be evident with time, but we think ClearCare is off to a pretty good start.