What a few website clicks revealed about a lead...

Good Morning {{first_name}}!

It’s Fri(yay) - and that means it’s time for your Revenue Play - an issue where I share some stories from my own career that may just help you. And last week, I had a client where I sent a lead his way.

Spoiler: it may just be millions. Cha-ching.

Let’s dive in.

One of my clients has gathered newsletter subscribers for a while. He has a growing list of a few thousand. Here’s the thing - he doesn’t write about the company. He writes about the industry, what is happening and how that impacts readers and subscribers like those who are reading.

While there is a generic “Contact Us” button, it’s not meant to sell. It’s meant to build authority, trust and authenticity.

But no one was checking what those subscribers were doing.

I built out segmentation in HubSpot that allows me to track lead attribution, website activities, and opens/clicks in email.

When someone signed up for the newsletter, they were on the sign-up page and thank-you page. Those counted as two website visits. So I created a segmentation that had at least 3 visits, along with opens and clicks in the welcome email.

I quickly spotted two people who were doing extensive research over several days. I packaged up my findings and sent them to the client.

The great thing about this client is that he is not scared of picking up the phone and making a call.

So once he received my little summary of events, he called the prospect (yes, they ask for a phone number on the subscription form). Turns out, this person was a perfect fit and was doing preliminary research.

The client reached out to me after, ecstatic about the find. “This could be a BIG one! Great job!” was the email that ticked into my inbox.

I sent a few more his way, and it turns out, some of those people were leads for other people on the team and gave them a reason to reengage.

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This “little” lead win turned into a new process for this client and me. Now, I check those segments for about 10 minutes a few times a week, consolidate my findings and send them over to his team.

It’s such a small thing, but it could be a huge ROI for their team.

All from email subscribers, reading a simple newsletter.

TL;DR

When people think of newsletters, they think very broadly - but they should see it as a strategic asset. And put that asset in front of people who are your ideal clients, and track their behaviour. And then pick up the phone and call.

Need ideas for an email strategy that could potentially replicate this win here? Email me at [email protected] and let’s talk!