SalesWings is a Swiss lead website tracking and predictive lead scoring DaaS startup with a twist – it not only includes real-time website traffic details helping to define which leads are actively reviewing company content and which pages are of interest, but it also enriches lead and company profiles. SalesWings intelligence helps frame conversations by indicating which pages were visited, the recency of the views, and the frequency of views. For example, if a sales rep knows that the Salesforce AppExchange page was viewed, she can infer that the company either has SFDC or is considering it, then share related sales materials or case studies. SalesWings can be deployed within a day by upgrading existing email marketing tools.
“Our solution helps sales reps reduce lead qualification time by providing them with social insights into the nature of the leads’ interest based on their website activity, as well as enriched information about the lead’s profile and company key data. This leads to better collaboration between marketing and sales, faster response rates, and an increase in deal closing rates.”
- CEO Philip Schweizer
SalesWings users may filter lists by leads flagged as favorites, leads at risk (inactive), or hot leads (as determined by SalesWings). Users can also filter for leads with to do items. SalesWings includes a gamification element which assigns points for followed up leads.
Lead Heat is behaviorally scored and does not yet account for lead fitness based upon firmographics. However, SalesWings is planning on rolling out real-time segmentation and a custom scoring system in Q1 which includes firmographic variables.
Contact intelligence includes job title, age location, place of work, social links (e.g. LinkedIn, Facebook, XING, Quora, Twitter), email, and Skype ID (if available). Company intelligence covers URL, address, phone, employee count, year founded, LinkedIn hyperlink, and Twitter handle. Because leads are enriched by SalesWings, web forms can be kept short, helping reduce form abandonment rates. Company and contact data is licensed from a credible vendor, but the firm does not publicly disclose the name.
Currently, the full URL of page views is displayed, which slows the sales rep and makes it more difficult to determine which pages have been viewed. However, the firm is working on an improved display of page titles in place of full URLs. Demandbase, which rolled out similar reporting to its clients this week, also displays URLs instead of page titles.
To prevent users from being overwhelmed by notifications, only one alert is delivered per day for followed contacts. Interestingly, the firm suggests following leads only during the early stage of a deal. Once an opportunity is moving forward, email and site visit notifications are less valuable so can be turned off. However, if a lead is viewed as hot, notifications will be delivered even if the lead is no longer marked as a favorite.
“Think of SalesWings as a fully automated sales support assistant to get the sales timing right. We see many of our clients who don’t log in very often into SalesWings because they’re too busy doing other things,” said Schweizer. “That’s why we setup a notification engine which actually smartly distributes the notification to the right salesperson.”
SalesWings is gaining market traction with 1,000 clients at the end of 2017, a ten-fold increase over the year. 50% of their customer base is in Europe, 30% in North America, and 20% in other territories, with particular strength in Australia.
The Growth edition is priced at $99 per month and supports up to five users with web lead tracking, lead scoring, form tracking, and optional contact data enrichment. The Growth Edition also supports Gmail, Outlook, Zapier, PipeDrive, and Slack Connectors. Additional users are priced at $19 per seat per month.
The Accelerate edition adds API Access and the Salesforce connector for $149 per month for up to five users. Additional users are priced at $29 per seat.
The Enterprise edition is priced at $499 per month and includes Marketing Cloud and Eloqua integrations, premium training, and a dedicated server option. Enterprise is aimed at firms with at least 30,000 monthly site visits.
Contracts are for six or twelve months and include onboarding and support. The firm offers a 14-day free trial and 50 free credits for enriched contact data. Contact credits are purchased in bulk; Admins can purchase 50, 250, 500, 1000, 2500 or 5000 credits. The most popular bulk purchase is 1000 credits for $99 (9.9¢ per record). At 5,000 credits, the price drops to $219 (4.38¢ per record). An auto-renew option allows for automated purchasing of additional credits.
SalesWings targets SMBs with 10 to 100 employees in the SaaS and Technology industries, Digital Marketing Agencies, Finance, Insurance, Pharmaceutical, and Manufacturing sectors. While SalesWings can be used for high-value consumer products and services, they view their sweet spot as B2B. Typical buyers include the heads of sales and marketing, startup founders, Salesforce consultants and admins, and email marketers.
SalesWings automatically assigns leads to reps who send a tracked email. Reps can also claim them from a general pool of unassigned leads simply by clicking on the “not yet assigned” icon. For companies using the Salesforce or Pipedrive CRM integrations, lead or contact ownership is automatically synchronized. The manual assignment process seems dicey as it is based upon a first-claimed basis instead of territory definitions. A better method would be to support automated lead assignments based upon territory (industry, geographic, size) and named account definitions, a feature which is on SalesWings’ roadmap.
Leads are created when a sales rep sends a tracked email or traffic is driven to the site via marketing (for instance filling in a web form), but there are no tools for targeting prospects. Nevertheless, the tracking of web traffic and marketing messages combined with lead enrichment is a compelling combination for identifying and scoring the most sales-ready leads. These are features not generally available to SMBs.