Inbound marketing is at the heart of the digital strategies of companies that want to generate leads. However, it’s not just about generating leads to satisfy marketing KPIs, but rather about turning these leads into customers.
The lack of alignment between Marketing and Sales teams is a hurdle that is widely highlighted in French B2B. So how can your tool Webmecanik Automation help you connect marketing efforts to commercial success?
Here’s one of the many features that can help you.
How Webmecanik Automation helps you easily manage assigning your leads to your sales team
The goal: not to miss a single one of the quality leads generated by inbound marketing. Automating lead assignment to the right sales representative—and without wasting a minute—is crucial to maximize your results. Whether your organization is network-based, you have sales reps in different regions, multiple brands or subsidiaries, or simply a large, specialized sales team, this new feature will interest you.
Indeed, when a visitor submits a form on a website—such as a software demo request form or a vehicle test drive request—the sales team is informed in real time.
But is the person informed the same one who will contact the prospect? Or does that person then need to assign this prospect to a specific sales rep, depending on the region or another criterion?
If so, it adds an extra step to the lead management process, with the risk of slowing it down.
Marketing automation makes it possible to automate the entire lead acquisition and distribution strategy by assigning contact owners.
At Webmecanik, we have therefore developed a feature to assign contact owners (contact owner) based on different rules.
With this new feature, you can define the criteria to assign a given lead to a given sales rep. The sales rep can then be informed in real time that a new lead matches their criteria: they have visited this or that page, reached this score, or are located in their region.
This way, sales reps always stay one step ahead.
Many scenarios can be created and customized based on your company’s activity and internal organization.
Based on a contact field
When a visitor submits a form to get a personalized demo of your product, for example by adding their postal code, the information is transmitted directly to the sales rep in charge of the relevant region or department.
Based on a page visited
If your company offers different product ranges and your sales reps are specialized by product range, then a sales rep could be assigned if the prospect is interested in a particular product range.
Another case: scoring
If you have implemented lead scoring (adding points) in your marketing automation strategy, it may be necessary to inform and assign a sales rep based on the prospect’s score. Depending on your scoring strategy, once the prospect reaches a certain number of points, they become a “hot” prospect. At that point, a specific sales rep is assigned and can then contact the prospect. This score can increase based on the lead’s behavior, but also on declared values such as their job title or the size of the company. As a result, prospects in management roles or potential large accounts can be assigned to a senior sales rep.
Find our tutorial to set up these contact owner assignment rules
Additionally, with Webmecanik Automation, when you notify a contact owner, you can also send them their behavioral history at the same time. This way, the right person is informed in real time and can review their prospect’s journey.
