How folk uses folk for Sales (part I): Your "contact sales" page is a funnel

folk reached a few major milestones since our last sneak peek into our own internal sales process, including the launch of folk 3.0, reaching 2,500 clients and getting nominated by Sifted as one of the four rising stars in Europe's Sales and Customer Service space.

I love sharing our learnings along the journey on how we approach our sales processes, and I hope this can be of any help for your company to generate more revenue too. We learn a lot from customer pain points and implementations, and try to apply these best practices to ourselves first.

Today, I'll walk you through our book a demo funnel, and the activity that goes on behind the scenes:

• Why you should treat your contact sales page as a funnel
• What metrics to look for in this funnel and where you should see some drops
• What automations we implemented to solve for these drops

folk's "book a demo" funnel page

1. Book a demo page

It all starts with on the "Book a demo" page

Check out our demo page here.

Perhaps unsurprisingly, we are treating this page as a very important part of the funnel as it’s a crucial source of leads for the sales team. We've deliberately kept the page clean. Most demo pages are busy, with long forms that have multiple fields. So true to the nature of our product, we only asked for the minimal information we need: the potential customer's email and number of teammates they intend to use folk with.

I'll also recommend having a look at the article we wrote about the best sales contact pages.

The rest of the page reinforces why they should consider folk. We've shared our latest reviews from top tech review sites across Product Hunt, G2 and the Chrome store. As you scroll down, you'll also find testimonials from CEOs and Founders who love folk including an idea of the type of business background.

We use this page for qualification. We simply use team size for qualification which we discover is the best predictor of future revenue. We keep it simple as the more fields you add, the larger the drop will be. 

2. If someone is qualified, redirect to Calendly page

Once someone fills the form, a couple of things happen behind the scenes that follow an if/then scenario. If the person is considered qualified, we instantly redirect to a Calendly page to avoid the back-and-forth of scheduling. 

On this page, the lead will be able to view availabilities and be assigned a demo. The demo will be created directly in the lead's calendar. 

At this stage, we also create the demo in the folk CRM pipeline and make sure the leads will get a few follow-ups (managed by Calendly) so to make sure to decrease no-shows.

We create the demo with all the information on folk automatically with Zapier so to reduce salespeople manual tasks.

3. If someone isn't qualified, we redirect to a Livestorm/video resource

This triggers a webinar invitation to open in a new tab. We still want to offer non-qualified leads great resources to onboard themselves on folk, and as a result we're organizing live webinars where we bundle all these leads, once a week.

We also redirect them to a video that they can watch learn instantly to learn more about folk.

What metrics to look for

Source of leads

Obviously, having a close look at where leads from this page come from is crucial. It might differ from your overall website.

We look at channels & geographies as the main elements.

Funnel stages and conversion

We look at drops (and as a result conversion) at each potential step:

• When the lead visit the page, he doesn't start the form to book a demo
• Lead starts the form to book a demo but don't submit
• Lead submits the form and drop when viewing the Calendly page
• Lead drops after consulting the Calendly availabilities

Here is a look at how granular we go for example on analyzing the flow on our Calendly

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What automations we implement behind the scenes of our "Book a Demo" funnel?

Once someone start filling the form, they go through a few steps – almost all of which triggers an automation that we explain in more detail later on, in order to minimize drop-offs and no-shows.

Catch back leads not submitting the form

If leads start the form and fill their email address, we're able to catch it and follow-up with them using the automation below. 

The following automation trigger happens in order to follow up with leads who provide their contact information to sales but do not submit a form.

Almost 15% of leads who start the form don't go through!

Catch back leads submitting the form but not booking a demo

A drop can happen a this stage. So, we have an automation to follow up with them and invite them to book a demo.

The  automation gets triggered when someone is qualified and views our Calendly page but didn't book.

As shown on the funnel above, only approx. 60% of leads ending up on the Calendly page end up booking a demo. This can be due to many factors such as time difference, lack of availability, or natural drop given this is a funnel. This automation helps getting them back on track. 

Benefits of automation and a lean process

As you can see, we use a lot of automation to take the heavy lifting from our lean team. This way, we are able to prioritize time to research potential new customers and really understand their pain points to show specifically how folk can help them. And we're able to book a ton of demos for our sales team. A screenshot of one of our team calendar typical week.

Conclusion

Booking high quality demos is the first step. I'll try to cover in the next article of the series how we end up effectively managing contacts on folk pipeline, take notes, do follow-ups and close deals.

We’re always learning and I’ll keep sharing our findings along the way. If of interest to you, feel free to email me or connect with me on LinkedIn.

More resources

• Inside folk’s journey to 5x year-on-year growth‍
• The best sales contact pages‍
• Learnings from setting up a inbound sales machine at folk

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