Facebook and Pipedrive – Zap Good Leads Before They Go Bad
At Pipedrive we firmly believe that sales remain a human endeavor first and foremost, and we like it that way. Automation is fantastic at labor and time saving, but relationships are still the most important aspect to success. Any tool that completely removes the human element from your sales efforts automatically narrows your chances of making the sale.
This has traditionally presented a barrier to the success of display advertising outside of pure transactional sales. What happens after the click? How much automation is too much? When do you risk losing the target’s interest?
Established wisdom dictates that leads coming from display ads are processed via a marketing automation tool before moving to a sales management system. This creates a barrier of entry that habitually sees conversion rates plummet.
As things stand, traditional display ads often amount to little more than a spray and pray approach, albeit a fairly targeted one in recent years.
As a salesperson, you need to get your ads in front of your target market. This is what differentiates Facebook advertising, which allows you to:
- Tap into recent purchase behavior
- Get creative with life-event targeting
- Use custom audiences to nurture leads and build loyalty
- Create a lookalike audience
Real people, real relationships
With traditional display ads, the amount of information available to the advertiser after a user clicked on their ad was severely limited. You might have information on their browsing and purchasing habits but, unless they were willing to register or supply their contact information, retargeting was the best option available to you if they failed to convert after clicking.
By combining Facebook Lead ads and Pipedrive through the use of a Zapier integration you can create a lead directly in your sales pipeline from a Facebook Lead Generation ad. Better still, these leads have names and contact details so your sales team is at a distinct advantage.
By supplying these qualified leads, built on incredibly detailed targeting, Facebook Lead ads are a great way to increase your sales and also allow you to bring in the human element at a key stage in the customer journey.
After the click
This is where the partnership between Pipedrive, Zapier, and Facebook really comes into its own. By connecting Lead ads directly to your sales pipeline, you no longer run the risk of losing interested prospects and ensure follow-up with those showing interest in your product.
Leads are automatically created in your sales pipeline, and a sales person can call with a follow-up. This allows them to be seamlessly transitioned into your established sales cycle, with no deals falling through the cracks.
In addition, you have the opportunity to create a social following that gives you generous scope to share additional information, nurture relationships and further drive sales.
Here’s how to get started
- A paid or trial Zapier account – https://zapier.com/zapbook/pipedrive/
- A Facebook Ad account with admin access
- A Pipedrive account [sign up now]
In your Facebook ad account, after you set up your Lead Form, click on the form as if you were downloading the leads. This will open a window prompting you to connect your leads to a CRM.
Click “Connect Your CRM” and search for Pipedrive in the search bar.
Click “Connect” and follow the prompts to log into your Zapier account.
Once you’ve connected your accounts, map the details collected via the Facebook Lead ad form to the deal fields in Pipedrive. Test the Zap and you’re good to go! Your leads are automatically created as deals in Pipedrive.
- Facebook Lead ads is a premium Zapier integration, which means this is only available to paying users or for new users during their 14-day trial period.