You eventually feel that you’re on cloud nine once you get a new lead. But make sure to not get caught up in the clouds! The crucial after you get a lead is converting it into an opportunity. If you want to maximize the quality and the number of leads that you generate, you need to start doing well-planned research.
Let us understand this by taking an example of an LTC (Large Technology Company).
A LTC was able to boost its development by almost 20% in size in one years span itself! They made use of a marketing automated solution and implemented Salesforce as their CRM to recognize their leads and develop their business efficiently.
These are the 3 reasons if you want to follow in their footsteps:
1.Recognize your customer
The minute you can recognize your leads, the place they’re found, what industry they’re in, and what they’re occupied with, you can ensure that leads go from marketing to sales fit your optimal client profile.
Before the LTC implemented Salesforce as its CRM, its business was still on the verge of development. So, like any other SMB (Small Medium Business) who have a limited budget, they went for a local CRM integration to capture leads & tracking of its data.
Their marketing team would develop newsletters, white papers, and booklets, and was running rapidly to stay aware of business requirements. Marketing endeavors were making a high volume of leads, wherein prospects were downloading the content accessible by filling out forms.
However, the LTC’s sales reps needed to organize their leads themselves and physically track their prospect’s notable marketing cooperation. As time went on, their group realized that they would, in the long run, need to put resources into a solution that would enhance their marketing and sales arrangement.
Whenever someone downloaded a whitepaper or filled out the form, they developed a new record for it. Their sales reps found it very difficult to manage all this lacked further resources.
Hence the LTC, decided to invest into a marketing automated solution which gave their sale reps the tools to view the progress of their leads through the entire customers journey along with the complete analysis. The sales reps no more had to memorize the important data, they had it all recorded in place.
Salesforce Pardot is an AppExchange certified solution which will help you in syncing bidirectional with Salesforce Professional Edition accounts or higher. With Pardot’s integration, data can be passed back and forth between the two applications allowing a user to manage many formerly disparate marketing channels from within Pardot interface.
With the help of Pardot you can get access to the following features:
- View all prospect activities within lead or contact records
- Sort contacts in salesforce.com by Pardot score and grade
- Deduplicate lead and contact records by email address
- Sync opportunities and accounts with Pardot
- See real-time visitor and prospect activity from within a tab in Salesforce
- Sync campaign member status back and forth
2. Find the quality leads
You can sort your leads out in terms of the industry, job title and the company size with the help of lead grading. With the help of lead scoring you can receive figures about how interested your leads are in your services. Lead scoring will track down your leads activities on your website. You will get updates and notifications if they download a white paper or fill out a form. Thus, you can recognize your quality leads and convert them into opportunities.
The LTC was facing a lot of hurdles in developing a lead scoring and a grading system with their newly implemented local CRM. Hence all the leads which were related to marketing went to the sales team who had to sort out the ones which were worth targeting.
When the LTC implemented the marketing automation solution, it was able to prioritize its leads with an advanced grading system. The LTC now send half as many leads, but to the dedicated teams & also those are quality leads.
Salesforce Pardot ‘lead scoring’ is an effective model that helps sales and marketing departments identify which prospects are potentially most valuable to the company and its current sales funnel. A lead scoring system only works when it is properly set up and used on a regular basis. Otherwise, it runs the risk of being a waste of marketing and sales’ time and resources.
This is how your organization can benefit via Salesforce Pardot.
3.Tracking and nurturing leads
Most of the time, sales reps spend their time in nurturing leads rather than selling. They are usually confused as they manually nurture the leads even though there is no certainty if it would convert into an opportunity.
With a deliberate procedure inside their marketing automation solution, and constant nurturing with Salesforce, the LTC’s marketing group can now nurture in a systematized manner to help their sales counter partner. Presently, they can nurture more leads and track each lead’s status.
With the correct information, you’ll have the capacity to adjust sales and marketing and comprehend the intricate details of your leads in a matter of seconds.
With the help of Salesforce, you can plan the nurture journey:
The nurture journey is critical to a) building relationships with prospects, and b) retaining lesser qualified leads for future interest. This is arguably the most frequently broken or neglected part of lead management. Only pass leads to the sales teams once that lead reaches a lead-score threshold. If that threshold hasn’t been reached and they haven’t qualified as the “perfect lead,” keep your lead in the nurture process.
