The challenge
Leads reached ACE Australia from many channels, and the number was rising. The team had to keep up without losing the personal service its clients valued. Early-stage leads needed regular contact so that consultants could spend their time on people who were closer to a decision. ACE needed a funnel with a clear structure that could still handle leads from different sources.
What we built
We began with working sessions to understand how ACE managed leads. They came from website enquiries, social media and online ads, and the funnel had to handle all of them.
We launched a first version and improved it in rounds. Early-stage leads move through the funnel automatically, and each one gets messages based on what ACE's CRM knows about them. As a lead progresses, the system assigns it to a suitable specialist, based on its lead score (a rating of how promising the lead is) and how far through the funnel it has come. Team members are notified as leads move forward and can step in when needed. The system collects information along the way, so consultants have the details before a session starts, and everything is written back to the CRM.
Key features
- A funnel that works for website, social media and ad leads
- Personalised interactions drawn from CRM data
- Lead scoring and stage tracking
- Automatic allocation to the right specialist
- Instant notifications to the team as leads progress
- Information collected along the way and stored in the CRM
Results
Leads moved through the funnel with less hands-on work from staff, and consultants spent more of their time on leads that were ready to talk. Lead-to-consult conversion improved by about 18%, an estimate and not an audited measurement. Clients also had a better experience, because the follow-up was personal to them.
Figures marked ~ are estimates, not audited measurements.
Why it matters
Leads are often lost at the handover, when a good lead waits for someone who does not know its history. Here the history travels with the lead. Its score and the details collected so far are already in the CRM when the specialist picks it up.