Startup Lessons Learned: Look To Your Own Data for Leads

There are so many articles you can read about how to get more leads and there are so many companies touting they’ll dasheroo KPIs - Lead flowdouble your lead flow out there. But I’m gonna let you in on what we did here at Dasheroo to exceed our KPIs.

Our goal is to give business dashboard software away free to businesses; as a result we get a lot of people signing up. But our real mission is to convert those people into paying customers by offering premium features. That’s one of our KPIs. And we do that two ways, automation and humans! And for the human side (Mimi!) to up-sell our premium services we need to know who might fit the profile and in this case it’s agencies, consultants and marketing professionals.

At Dasheroo we already identified a few hundred of these leads which we were excited about, but it took a long time and human resource to do. So here’s what we did to boost our leads:

Step 1 – Use What You’ve Got

Our sign up form doesn’t ask a user for a ton of information, because we don’t want to deter them from coming aboard so we only ask for company name and email address but that’s a great start.

Step 2 – InsideView to the Rescue!

We use a company called InsideView to append data to what we already have. Are they 100% on the match? We find a few false matches here and there but that’s ok. We get so much valuable data including business type, employee size, geo and revenue that helps us target appropriate businesses to focus on.

Step 3 – Focus on Targeting

As we were sifting through the data we found that one piece of data InsideView appends is Industry. When looking through all of the industries that sign up for Dasheroo we found one called “Business Services.” So we looked at these companies one by one and by the look of them, 8 out of every 10 actually fit the profile. So we increased our target audience for Mimi from a few hundred to over 1000!

Step 4 – Get Them Excited

So we took that list and sent a very targeted email about Dasheroo for Agencies to this list. Mimi now has a nice flow of interest about our offering. She then qualifies, sets expectations and closes the deal. And last month she closed 12 deals, her biggest month ever! We love it when we exceed our KPIs.

Now we send follow up campaigns to the non-responders and emails to all of those new ones that come in the door! What are you doing to use your data to drive leads? Share!

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