Inbound marketing is at the heart of the digital strategies of companies that want to generate leads. However, it is not just about generating leads to satisfy marketing indicators, but indeed about turning these leads into customers.
The lack of alignment between Marketing and Sales teams is a widely highlighted obstacle in French B2B, so how can your Webmecanik Automation tool help you create this link between marketing efforts and sales success?
Here is one of the many features that can help you.
How does Webmecanik Automation help you easily manage the assignment of your leads to your sales force?
The objective: not to miss a single one of the quality leads generated by inbound marketing. Therefore, automating the assignment of leads to the right salesperson without wasting a minute is crucial to maximize your results. Whether you have a network-based organization, salespeople in different regions, several brands or subsidiaries, or simply a large and specialized sales team, this new feature will interest you.
Indeed, when a visitor submits a form on a website, for example a software demo form or a vehicle test-drive request form, the sales department is informed in real time.
But is the person informed the person who will contact the prospect? Or must this person then assign this prospect, based on the region or another criterion, to this or that salesperson?
If so, this adds an extra step to the lead management process and risks slowing it down.
Marketing automation makes it possible to automate this entire lead acquisition and distribution strategy by assigning contact owners to them.
At Webmecanik, we have therefore developed a feature that makes it possible to assign contact owners based on different rules.
Thanks to this new feature, you can define the criteria for assigning a given lead to a given salesperson. The salesperson can thus be informed in real time that a new lead matches their criteria: that they have therefore visited a given page, reached a given score, or live in their region.
Thus, salespeople will always be one step ahead.
Many scenarios can be created and customized according to your company’s activity and internal organization.
Based on a contact field
When a visitor submits a form to get a personalized demonstration of your product, for example, by adding their postal code, the information will be transmitted directly to the salesperson responsible for the relevant region or department.
Based on a page visited
If your company offers different product ranges and your salespeople specialize by range, then a salesperson could be assigned if the prospect is interested in a particular product range.
Another case: scoring
If you have implemented scoring (adding points) in your marketing automation strategy, it may be necessary to inform and assign a salesperson based on the prospect’s score. If, according to your scoring strategy, the prospect reaches a certain number of points, they become a “hot” prospect. From then on, a specific salesperson is assigned to them and can then get in touch with their prospect. This score can increase based on the lead’s behavior but also based on declarative values such as job title or company size. Thus, prospects in leadership positions or potential key accounts can be assigned to a senior salesperson.
Find our tutorial to set up these contact owner assignment rules
In addition, 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.
