4Xd Solar Sales
in 12 Months
Key Takeaways
- Know your targeting
- Split test landing page
- Modern campaign structure matters
PROBLEMS
Super high CPA
Inconsistent lead quality
Sales team complaints
Low volume
SOLUTIONS
Create higher intent marketing campaigns
Focus on lead quality vs low CPA
Upskill current sales process
Increase conversion rate on lead funnel
The Process
This solar company had most of the pieces in place, they just weren't finely tuned. Their bucket had quite a few leaks in it.
Low and inconsistent volume led to complacency on the sales team, and a general low motivation from them.
Lead quality fluctuated wildly. Some days it was amazing, others the quality was terrible.
To fix this we needed to start at the beginning, but overhaul the entire process.
First, we needed to create new marketing campaigns that were targeted for higher quality prospects.
Increasing lead quality does usually come at a slight increase in overall CPA, but the end revenues are much larger because your lead to sale rate should drastically increase.
After creating the higher intent campaign structure we turned our attention to the lead qualification form, perfecting the questions asked and the order they were asked in to lower the friction points where needed, and increasing a bit of friction to shake out more of the unqualified leads.
Next, we worked with their sales team to have genuine, open-ended conversations with their prospects versus the high pressure sales techniques that were being used.
Small tweaks made over the course of the first 4-6 months paid off huge and sustained dividends by the end of our first year together.
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