Automating Lead Management: A Case Study on Digital Marketing Firms

The customers in this case study are two digital marketing firms, Social Strategy1 and New Meta. Both firms are engaged in managing and tracking new leads for their business and their clients. They use Facebook Lead Ads to generate potential clients and needed a solution to manage these leads efficiently. Social Strategy1 also provides services of analyzing websites and social media channels for mentions of their clients' brands, products, competitors, and more. They collect this data to help their clients better engage with their audience, increase ROI, and find new opportunities. New Meta, a creative digital agency, was looking for a solution to automate their lead generation process to save time and focus more on their clients.

Digital marketing firms are often faced with the challenge of managing new leads efficiently. The traditional method involves manually checking Facebook Lead Ads every hour or two, or exporting a list of new leads at the end of each day for follow-up. This process is not only monotonous but also time-consuming, leading to delays between a lead entering their information and the firm's response. The firms also have to monitor mentions of their brand on social media and across the internet, which is a full-time job in itself. Keeping an eye on competitors adds to the workload, making it almost impossible to track new mentions without missing some. The firms needed a solution that would automate their lead workflow, eliminating the need for manual work and ensuring quick response to new leads.

Two digital marketing firms, Social Strategy1 and New Meta, found a solution in automating their lead workflow using Facebook Lead Ads with the app automation tool, Zapier. Social Strategy1 uses Facebook Lead Ads to allow potential clients to instantly contact them or sign up for a newsletter without leaving the social network. They built a Zap, a bridge between two or more apps, which automatically adds their new Facebook leads to an email list in MailChimp. Once the leads are in MailChimp, Social Strategy1 sends off a welcome email to the new leads. For their clients, they have various Zaps running, one of which takes leads and sends them to Google Sheets, creating a constantly updating leads database. New Meta, on the other hand, automated the hunt for leads by triggering a Zap as new leads generate in Facebook Lead Ads. This Zap creates a new lead in CRM platform Infusionsoft and sends an email to one of New Meta's sales reps.

• The automation of lead management has brought about significant operational improvements for both digital marketing firms. The firms no longer have to spend valuable time manually managing and tracking new leads. The automation has also eliminated the delay between a lead entering their information and the firm's response, ensuring that leads are contacted quickly. This has improved the firms' efficiency and allowed them to focus more on their clients. Furthermore, the automation has enabled the firms to build a constantly updating leads database, providing them with instant access to new leads. This has not only streamlined their operations but also improved their service delivery to clients.

• Significant reduction in time spent on manual lead management

• Instant access to new leads for Social Strategy1's clients through Google Sheets

• Faster response to new leads due to automation