LeadSquared

Overview
Product Training 101 | By Peeyush Pavanan

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 In this module, we will…
• Understand leads and other terminology
used in LeadSquared.
Learning Objective
• Comprehend Sales Lifecyle
This is the first module of the • Get an overview of LeadSquared
LeadSquared Product Training 101
• List down our clients and industries we
cater to
• Understand the business use case for
our leadsquared training

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 Lead Introduction
First thing first, let’s understand the common vocabs of LeadSquared and
business process.

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 What is a Lead?
In simple terms, a lead is an individual or organization with an interest
in what you are selling.
Does everyone who enquires about your product will be an ideal lead?

Leads could be any potential buyer of your product immediate or in future. However,
there are different kind of people who would show interest in your product out of
which probably of some set of people becoming customer are higher as compared to
other set of people. For example: Probability of youngsters within the age group of 20
to 30 have more chances of buying a Sports Bike when compared to people within
the age group of 40 to 50.

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 Leads, Activities, Tasks and Users

Leads

Potential Customer
interested in your product
Users

Employees of the client

like Sales User
Activity: Email link
clicked
Activity
Task: Call the lead at 3:30 &
P.M. on Monday Task

Activities are different Action points or Steps to complete the business flow. For
example: Follow Up

Tasks are the detailed actions that needs to be fulfilled to mark an Activity as
complete. For example: Call the customer at 3:30 P.M. on Monday. With tasks you
can setup reminders too.

Users are the individuals who work on LeadSquared like the Sales User, Admin etc.
They are the employees of the clients who bought LeadSquared.

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 Two strategies of sales
Traditional Sales Funnel vs Lifecycle Marketing

In sales, there are two different strategies that help businesses understand, plan and
implement lead conversion. These are the traditional sales funnel and the lifecycle
marketing method. While some aspects of these strategies are similar, they follow a
unique structure and purpose of their own.

The lifecycle marketing model is customer centric. It factors in the entire experience a
customer has from beginning to end, rather than just the sales-oriented data.

The sales funnel method begins much the same way but follows leads through a
more analytical account of data and strategy. It factors in the changing of the
customer’s mind between the initial lead stage, interest in a brand, the researching of
the brand, and the final decision-making to purchase.

Lifecycle marketing is often used by those wishing to improve customer service

within their brand. It helps businesses discover new ways to improve the customer
experience, create long-term returning customers, and foster brand loyalty.

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 Sales Funnel

Sales Funnel starts with Awareness, followed by Interest resulting to Decision and
finally the Action. The entire focus of Sales Funnel is Sales, that is, to convert a
prospect to customer. Let’s understand what happens in these stages.

Awareness: It is the starting point where in the customer or prospect becomes aware
of your product/services through any of the channel you decide to market your
product/services or via organic search. The awareness stage is where in the marketer
uses different marketing strategies to make the target customer aware of the
product/services and features of the same via content development, SEO, social
media marketing, paid advertising, email campaign, SMS campaign and other
approaches.

Interest/Research: Now that the prospects are aware of your brand/product/services

through different marketing strategies you adopted, you may have piqued their
interest. It is at this stage they would like to know more of your products thus, you
provide the consumers with information and tools to learn more about the company
via FAQs, custom content, new forms of information via live videos, apps, trail
accounts etc.

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Decision Making: While some consumers who were prospect by now may have
already gone to the action stage and became your customer but there are some who
needs a little push from time to time to reach the final stage. Lead Nurturing is part of
this stage where in the leads are nurtured via Drip Marketing, exclusive promotions,
free consultations by the Sales Reps and so on to finally reach the action stage.

Action: The end of the funnel is the action stage where in the lead becomes your
customer. But does the sales funnel end here? No, the challenge is to make them
return to you in future too.

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 Lifecycle Marketing
REACH ACT CONVERT ENGAGE
Personalized Message
Newsletter
Loyalty Program
Email Campaign
Personal Offers
Sales Calls
Social Media Repeat
Landing Page Loyal
Customer Customer
Product Page

First
Content Marketing Purchase
SEO ?
Print/DM Lapsed
Customer

Window Shopper Indecisive Customer

The focus of the LCM framework is to inspire lead conversion by focusing on the
customer, not the sale. In Lifecycle Marketing consumers are not seen as a Sales
number but more of a partner with your product for long term which is why Lifecycle
Marketing is also known as the customer journey.

Reach: Much like Sales funnel but with more customized marketing approach for
each consumer. The first level of the lifecycle marketing method is same as the Sales
Funnel where in consumer discovers a brand or product or service via different
marketing approach like SEO, Social Media, Content Marketing etc.

Act: This is the combination of research and decision-making sections of Sales Funnel.
Based on the information gained by the consumer they make the first purchase. This
is where the leads turn into customer.

Convert: This is where the marketing approaches converts the first timer to repeated
customer with Newsletter, Email Campaign and Sales Calls. With such marketing
approach Indecisive Customer is also targeted with an attempt to convert them also
into Repeat Customer.

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Engage: During this stage, the approach is to convert the repeated customers into
Loyal customers via Personalized Messages, Loyalty Program and Personal Offers.
With continuous engagement approaches Lapsed Customer is also targeted to
convert them into Repeat Customer or Indecisive Customer then to Repeat Customer.

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 What is LeadSquared?
LeadSquared is the Lead Conversion Platform built to support and enable your organization
for effective Sales Conversions and Marketing output.

Sales
Lead
+ Marketing
Conversion
Mobile Automation
Platform
CRM

Sales Execution + CRM:

• Captures leads from all online and offline channels
• Can automate lead distribution to relevant salespeople
• Can Qualify and prioritize leads based on their profile, actions and behavior
• Can configure next best step in the sales cycle for the sales team assigned to a
lead
• Can configure reminders to follow up a lead ensuring sales people do not miss out
any opportunity
• Can create custom report to monitor what matters the most to the client

Marketing Automation
• Capture Leads from offline and online sources
• LeadSquared system allows the marketing users to send relevant content right
when users want it to encourage sales actions
• With 360-degree user profile, behavior, activity + social tracking and more
LeadSquared system allows the users to understand the intent of the leads
• Identify a user’s intent to buy with tracking and trigger engagement actions
• Across all channels and devices – emails, text messages, social, phone calls, portals
and more Marketing users can trigger engagement with the leads via LeadSquared

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 system
• LeadSquared system provides prescriptive insights across lead sources,
engagement campaigns, user journeys and more with the help of reports to
measure the performance

Lead Conversion Platform

• Combines the power of Marketing Automation, Sales CRM and Machine Learning.
With this package, clients get Marketing Automation, Sales CRM and Conversion
Prediction capability of the LeadSquared system.
• Conversion prediction uses the principles of machine learning to predict
conversion chances of every lead. It collects all the historical data and finds
correlation between lead attributes that impact conversion outcome. The system
is set up to pick impact attributes from historical data, learns from it and creates
the prediction model. New leads are fed into the model to predict the conversion
chance that is presented to sales and marketing users as – high, medium or low.

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 Marketing Automation Plans

Essential Basic Standard Enterprise

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 Sales + Mobile CRM
PRO
LITE

SUPER

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 Marketing vs Sales
Marketing Sales
• Charged as per the no. of Contacts • Charged as per the no. of Users
• Lead Capture mostly used methods: • Lead Capture mostly used methods:
Landing Pages, Website Tracking,, Manual and Integration via API
Social Media, Emails, SMS and Lead
Marketplace
• Key features of Sales product of
LeadSquared are Sales Group
• Key features of Marketing product of Hierarchy, Sales Tracking and Lead
LeadSquared are Email Campaign, Qualification
Landing Pages, Marketing Automation
and Marketing Reports

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Our Clients

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 Industries

Travel &
Education Healthcare
Hospitality

For
Sale

Finance Real Estate

LeadSquared primarily cater to:

• Higher Education
• Education Tech
• Career Schools
• Insurance
• NBFC (Lending)
• Banks
• Real Estate
• Healthcare
• Travel and Hospitality

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Billing and Usage Demo

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 Business Case – S.H.I.E.L.D Insurance

Health Third Party

Life Insurance
Insurance Insurance

Consider this, Marvel S.H.I.E.L.D has decided to launch its insurance service to all the
superheroes where in they will be offering following products:
Health Insurance. Not that they need it, but it covers their family members
too.
Life Insurance. Considering they put their life in danger for saving the world, it
seems to be only sensible to have a life insurance
Third Party Insurance, where in it will cover all the damages caused by them
to the city during the rescue operations like what happened in New York when
aliens attacked with the help of Loki.
S.H.I.E.L.D has their own set of team who handles various tasks of selling and
onboarding the superheroes to these offerings.
Let’s look at the org structure and understand their responsibilities.

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 Nick Fury Agent Phil Coulson
Sales Manager Marketing User

Tony Stark Steve Rogers Thor Odinson Carol Susan

Team Leader Team Leader Sales User Sales User

Org Structure for S.H.I.E.L.D

Peter Natasha Scott Sam
Sales Users

Nick Fury is the Sales Manager who is overseeing the entire Sales. Tony Stark and
Captain Steve Rogers have their own team of Sales Users who will be converting the
Leads into customers.

Tony Stark aka Ironman who is the team leader has Peter Parker aka SpiderMan and
Natasha Romanoff aka Black Widow in his team.

Steve Rogers aka Captain America has Scott Lang aka Ant Man and Sam Wilson aka
Falcon in his team.

Thor Odinson and Carol Susan aka Captain Marvel are also the Sales users, however
they work on High Priority leads.

Agent Phil Coulson is responsible for Marketing the products & offerings of
S.H.I.E.L.D.

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S.H.I.E.L.D Insurance Firm – Business Process
Agent Coulson, promotes the services of S.H.I.E.L.D. via email campaigns,
facebook ad campaigns and is responsible for maintaining website of
S.H.I.E.L.D. Through his campaigns and landing pages, Leads are captured
into LeadSquared.

Tony and Steve as team leaders looks after their team of sales users. They
need complete view of the leads handled by their respective teams only.
They also verify the Sales done by their teams.

Thor and Carol Susan works only on the high priority customers who has
Lead Quality Criteria more than 6 which is calculated based on the
Superhero Powers each of the leads has. Thus, they are assigned leads
accordingly

Non-Priority Leads captured in LeadSquared will be auto assigned to the

users based on the availability. Sales Users will be calling these leads and
trying to convert them into customers. They capture Calls in Call
Disposition, Collect Documents and finally Sales information is captured.

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 Building LeadSquared Solution for S.H.I.E.L.D.
Setup Company
Profile

Build
Defining Creating Setting up Doing
Setting up Forms & Setup
Lead Activities Automations Landing Email
Users Process
Fields & Task Page/s Campaign
Designer

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 Thank You!
You have successfully completed the 1st Module. Please move to the next
module: Basic Setup and Concepts

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