If you have an abundance of leads from your inbound marketing system, then qualification becomes a challenge. Your Loopfuse system should be set up for positioning your sales team to qualify and convert leads based on various criteria which are part of your Lead records.
Part of the challenge is to ensure that the flow of your Leads drives responsiveness from your sales team. Your Lead Flows and Lead Scoring will be working in tandem to prepare a prospect for the sales engagement.
Within Loopfuse, your data is synced and exported on a schedule. Setting your assignment rules up in Salesforce.com with queues, rules and filtering ensures the right assignment of sales prospects to the right people or team. Here are some things to ensure your strategy for Lead Assignment from your marketing automation system provide a strong process for revenue generation:
- Multiple call to action items. Ensure these are layered with increasing value. Your first piece should get an email. Nurturing should entice a sign-up for further information. In exchange, you can get more profile information in your sign-up forms. A buyer profile based on the information you want will grow based on an exchange in value. Get it over time a bit at a time.
- Buyer profile fields. Ensure your forms help get the information you want and sync this with your Salesforce.com Lead fields. The Lead fields become segmentation criteria. Identify 3-5 criteria which help to funnel your prospects based on the sales dialogue they should be in. Enterprise customers will have a different conversation than small business. Executives will be different than end users. Use your form fields to assign prospects to the right person.
- Lead scoring for readiness. Based on buyer activities on your landing pages and with your content over time, create the right thresholds for assigning a prospect. This is an indicator of your prospect’s readiness. Certain people on your team may be apt for a ready buyer while others can be more informational and casual in their conversation for unready buyers.
- Monitor Distribution. Create reports to see how your automation is producing a distribution with your team and how the follow-up activities are working. This will allow for load balancing and optimizing how your sales team is managing with their first contact activities.
Marketing automation is powerful for nurturing and readying Leads at the right time. Use your Loopfuse system to bring in the personal touch with the right person by integrating the right strategies for how your sales team engages.
How are you setting up your sales team with Loopfuse? Feel free to comment.