Unpacking Facebook’s New “Leads Center”

Facebook announced a new feature on Business Pages called Leads Center. With this new feature, leads collected on Facebook through Lead Generation campaigns now auto-populate inside the Leads Center. New tools also make managing leads easier: 

  • Set reminders to follow up, assign an owner to your leads, or add notes to their contact information
  • Filter by category, owner, label, or date
  • Create Custom or Lookalike audiences based on how you categorize your customers
  • Directly email leads from the Leads Center

While Leads Center introduces some lightweight CRM-like management options of leads, data has shown that the primary success KPI on leads is response time:

  • Contact and qualification rates drop dramatically in just minutes and continue to decrease over the next few hours (Harvard Business Review)
  • Sales Conversions are 391% Higher in the First Minute (Vendasta)
  • 78% of Customers Buy from the First Responder  (Vendasta)

Facebook’s Lead Center solution does not entirely solve for response time, especially for SMBs and businesses that prefer to call leads directly. Doing so quickly is paramount, so the immediacy of follow-up is most important.

The Leads Center is a great place to organize and manage leads, but if you are most concerned with response times, it doesn’t offer much additional help in that area. Users are still reliant on Page notifications, or self-directing into Ads Manager, Leads Page Management, and the like to grab leads as they come in.

Tiger Pistol’s lead delivery system prioritizes immediacy, and offers advertisers flexibility across multiple different lead management systems. 

  • Automatic Lead Notification Emails : Our Platform immediately recognizes a new lead coming through on a campaign and emails the specified account contact(s) the lead information instantly, enabling businesses the ability to immediately reach out to leads when they come through. End-users can also customize the cadence and frequency of these notifications from instant, to once daily, or a weekly summary. 
  • Leads Webhook : For delivering leads securely into external and third-party systems, Tiger Pistol also offers a webook that can send leads anywhere using a callback URL in real time. This means that leads can also simultaneously be sent into CRMs such as Salesforce, Zoho, or custom built applications.

In truth, the best lead management solution is multi-faceted. With instant notification, you solve the most important issue of responding quickly. This is where Facebook Leads Center comes back in and can provide added value to advertisers regularly managing leads. Facebook Leads Center centralizes all leads collected and allows for aggregate lead management options, outside of the immediate first follow-up, such as a view of all historical leads, allowing you to categorize them or even build custom audiences to use in future campaigns. 

Tiger Pistol’s lead delivery options complement Facebook’s Lead Center, just as they complement connections into external systems. You can gain the response benefits of immediate notification plus a solid management solution with almost no barrier to entry. For SMBs looking to take more control of their leads, the Leads Center is sure to become a valuable tool. Yet tagging and categorizing leads will only take you so far. Their value is still very much concentrated on your ability to respond to them quickly and convert them.

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.

Unpacking Facebook’s New “Leads Center”

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