This is where the rubber hits the road in terms of taking brand development into operations – and why a design & digital agency brings exceptional insight and added value: we can bring your brand to market in ways that not only maximise impact, but also enhance the customer experience and streamline operations.
This LeadSyncPro integration of Zoho CRM & Salesforce not only transformed administration, but also played a significant role in enhancing lead nurturing and customer engagement.
On Success
Delivering remarkable results
LeadSyncPro revolutionised Arnold & Baldwin’s referral lead management process, providing them with a highly efficient, automated system that:
Increased volume of quality leads – enabled by streamlining the process.
Improved lead conversions –from improved efficiency and data accuracy.
Reduced admin time – cut from 30 minutes to 5 minutes, freeing up sales staff resources.
Improved customer response times – reducing lead-to-sales contact time by 80%.
Improved communication – customers and referral partners received documents and updates more promptly, improving overall satisfaction.
Upsold other opportunities – The streamlined process enabled upsale of higher value instructions.
The Heighton Agency’s expertise doesn’t stop at branding; they have overhauled our website to make it a business-generating tool. They manage our digital & marketing strategy including Google Ads, ensuring we stay ahead in search rankings & online advertising, which has been a major factor in tripling our client instructions over the past year.”
Joe Arnold – CEO Arnold & Baldwin Chartered Surveyors
Developing a brand is one thing. Implementing it in a way that consistently embodies and amplifies the brand experience at every customer touchpoint is another!
As an integrated design and digital agency, we’re experts at ensuring your brand value proposition translates into an engaging, authentic brand experience that customers love.
Our longstanding client, Arnold & Baldwin, tasked us with integrating & maintaining their lead generating and sales driven website with Zoho CRM, to streamline their internal sales processes and drive their consumer communications to maximise revenue.
Introducing LeadSyncPro: a custom-built middleware solution
We also developed LeadSyncPro, a completely bespoke middleware solution designed specifically to automate the integration of third-party referral leads into Zoho CRM, and to meet the growing needs of Arnold & Baldwin. LeadSyncPro consolidates and updates leads and documents directly from their referral partners’ systems, while reducing admin time and enhancing data accuracy.
In this success story, our LeadSyncPro middleware enabled Zoho & Salesforce integration that reduced lead administration time from half an hour to 5 minutes.
That frees up the team to focus on maximising lead potential and opportunities.
Less staff resource, reduced cost and greater capacity for increased leads through digital marketing, including Google Ads & Consumer Email Sales Funnel delivered direct from Zoho itself
Arnold & Baldwin are a corporate & commercial property services company that specialises in commercial and residential secured lending valuations.
In the time we’ve worked with them, they’ve grown from regional specialists into a national network servicing the property market across England and Wales.
Today, their knowledge and expertise is trusted by more than 200 lending institutions across the UK. Perhaps just as importantly, and as a result of our rebranding exercise, they now also have a strong presence in the B2C market, on average inspecting around 6,500 properties per year with a value in excess of £3.2 billion.
Arnold & Baldwin continue to move with the market and invest in technology to not only keep up to date but also stay one step ahead in an innovative industry.
On the Challenge
Minimising the time investment, maximising opportunities
With the business undergoing incredible success and growing from a regional entity into a national network, Arnold & Baldwin’s team found one of the downsides of success was spending up to 30 minutes converting leads into sales.
They faced significant challenges in managing and processing leads from various third-party referral systems, including Salesforce and their own campaigns and website. The manual input of these leads into their Zoho CRM was taking up to 30 minutes per lead.
When you’re receiving 30+ leads per day from one source, that results in:
Increased administrative workload
Slower response times
Reduced capacity to handle more leads and sales opportunities
Arnold & Baldwin needed a solution to streamline their lead management process, reduce the administrative workload, and ensure timely and accurate data entry into Zoho CRM to enhance their overall sales performance and customer communication.
Arnold & Baldwin needed to find the fine balance between automation and personal service while also:
With all the conditions right for business growth and sustained success being delivered through the new brand, Arnold & Baldwin’s admin team were under increasing pressure to deal with volume customer enquiries while delivering the customer experience the new brand promised.
Our solution was a completely bespoke middleware solution, LeadSyncPro.
Designed to automate the integration of third-party referral leads into Zoho CRM, LeadSyncPro does all this:
Middleware development (RESTful API, POST, and GET)
LeadSyncPro was designed as a middleware layer utilising a RESTful API, enabling seamless communication between third-party systems and Zoho CRM. The API handled data transfer using standard HTTP methods like POST (to submit data) and GET (to retrieve data), ensuring stateless communication, scalability, and future adaptability.
Independent system integration
LeadSyncPro was architected for flexible integration, allowing it to connect seamlessly with not just Zoho CRM and Salesforce but also other independent systems. This adaptability ensures future integrations and evolving business needs are accommodated without significant re-engineering.
Easy integration with Zoho CRM
Automated Lead Integration: LeadSyncPro automatically consolidated and injected leads from various sources into Zoho CRM, reducing lead admin time from 30 minutes to just 5 minutes.
Centralised Lead Management: All leads were managed through a single, unified platform, improving data accuracy and accessibility.
Easy Salesforce integration
Seamless referral integration – For referral leads from Salesforce, LeadSyncPro leveraged Salesforce’s API endpoints and webhooks, ensuring these leads were integrated smoothly into Zoho CRM, while enabling real-time updates on the status of leads for the sales team.
Lead flow from Website
Website Integration: The middleware captured leads directly from the client’s website, ensuring no potential leads were missed and all were processed promptly.
Lead flow from Referral Partner Systems
Referral integration:LeadSyncPro consolidated leads from independent partner systems, ensuring a continuous flow of quality lead referrals into Zoho CRM.
Status updates
Real-time updates: The system provided real-time status updates for all leads, keeping sales teams informed and enabling prompt follow-up actions.
Document exchange
Streamlined document management: Documents related to leads were synchronised and exchanged between systems, ensuring accuracy and timely updates for referral partners and clients.
Data synchronisation
On Point data synchronisation: The middleware ensured that all data was synchronised accurately across systems, minimising errors and ensuring consistency.
On the Move
Crafting the solution
A critical part of any digital marketing strategy, LeadSyncPro has the power to deliver exceptional ROI.
Architectural approach
Our project scope encompassed a comprehensive architectural approach that included:
Backend flow
Vendors/Partners → LeadSyncPro → Zoho CRM: The backend flow was designed to capture leads from various vendors and partners, process them through LeadSyncPro, and integrate them seamlessly into Zoho CRM.
Asynchronous data processing was implemented to ensure real-time lead handling with minimal delay, reducing response time and enhancing lead accuracy.
Schema design
Unified data schema: We developed a modular, unified data schema, ensuring that data was consistently formatted across all integrated systems. This schema was designed to be flexible, allowing for future modifications and integrations with additional systems without requiring significant changes.
Data parsing: The middleware also performed data parsing, ensuring accurate and standardised field mapping for lead data, enabling smooth data flow between systems.
Documentation for future integration
Comprehensive Online Documentation: We developed detailed online documentation to support Arnold & Baldwin’s current and future vendors. This documentation facilitates the integration of new vendors, parsing referral leads and managing document exchanges to enhance their own customer sales and onboarding processes.
Maximising the benefits of automation for lead nurturing and customer engagement
Beyond just reducing administrative tasks, LeadSyncPro‘s automation capabilities played a significant role in enhancing lead nurturing and customer engagement. By automating the flow of leads into Zoho CRM, Arnold & Baldwin’s sales team was able to focus more on building relationships with potential clients and engaging leads quickly, rather than manually entering data. This not only increased the volume of leads handled but also improved customer satisfaction by allowing faster, more personalised communication.
Seamless integration and scalability through secure, stateless API architecture
LeadSyncPro’s RESTful API design enables smooth integration with various lead sources, ensuring secure, asynchronous data transfer while maintaining statelessness to allow for rapid scalability. The use of standard authentication methods ensures data privacy, while clear error-handling mechanisms make debugging and future development easier.
Here’s what Zoho website integration can do for you:
Lead management
Enable you to capture, track, and manage leads generated from various digital marketing channels. This includes capturing lead information from website forms, landing pages, social media campaigns, and other sources.
You can also create a centralised database where leads can be organised, segmented, and assigned to sales or marketing teams for follow-up.
Email marketing integration
CRM tools integrate with email marketing platforms to allow businesses to create targeted and personalised email campaigns. They also give you the ability to segment leads and customers based on their attributes, behaviours, or interactions.
This segmentation enables you to send relevant and timely emails to nurture leads, promote products or services, and maintain customer engagement.
Customer data management
Serving as a repository for customer data, capturing and storing information such as contact details, purchase history, interactions, preferences, and more, you can more easily use data to get valuable insights into customer behaviour and create personalised marketing campaigns.
By understanding customer preferences, you can tailor your messaging, offers, and content to enhance customer experiences and drive better results.
Sales & marketing alignment
Facilitating collaboration between sales and marketing teams, CRM tools provide a shared platform to manage customer interactions and track progress through the sales funnel. Marketing teams can pass qualified leads to the sales team and track the effectiveness of marketing campaigns in generating revenue.
CRM systems allow both teams to access customer information, communication history, and campaign data, enabling a coordinated approach to customer engagement.
Customer lifecycle management
CRM assists in managing the customer lifecycle, from acquisition to retention and advocacy. By tracking customer interactions and behaviours, you can identify opportunities for upselling, cross-selling, or personalised offers.
CRM systems also enable ongoing communication with customers, track customer satisfaction, and identify potential churn risks. This data-driven approach allows for targeted marketing efforts aimed at nurturing customer loyalty and maximising customer lifetime value.
Reporting & analytics
CRM tools provide reporting and analytics capabilities to measure the performance of marketing campaigns, track customer engagement, and assess the effectiveness of different marketing channels.
That means you can analyse metrics such as lead conversion rates, customer acquisition costs, campaign ROI, and customer satisfaction. These insights help optimise marketing strategies, allocate resources effectively, and make data-driven decisions to drive digital marketing success.
Ask us how you can leverage Zoho CRM in digital marketing to:
Streamline processes
Improve customer relationships
Optimise marketing efforts
Deliver personalised experiences
Enhance customer satisfaction
Achieve better marketing outcomes
Save time & money with LeadSyncPro
Let’s get together so that we can understand how Zoho CRM can improve your bottom line
