How to Create Meaningful Conversations with Effective Lead Routing

How many times have you been at a big-box store, looking for help finding a certain product, and getting bounced from one sales associate to another?

Here’s a story that is all too common: your home WiFi router stopped working and you have just enough of a lunch break to run to a big-box store to replace it. You walk in, you’re greeted by an employee and directed to an aisle.

You wander around trying to find the routers when you see Suzy, an associate.  You quickly explain you’re looking for a wireless router with all the latest bells and whistles because your old one just wasn’t cutting it.

“I know we have that somewhere,” she says. “Let me find John; he actually works in this department.”

While waiting for John, another rep comes by with the usual, “Hi there – how can I help?”

You respond that you’re looking for a new router and that you are already being helped.  You’re thinking that at least the staff is friendly and eager to assist!

John comes up.  “How can I help?”

…and you share WiFi router wish list, again.

“Oh, yes! You know, I’m new to this department,” he says. “Kate knows routers best, she can help you out.”

However,  Kate happens to have just jumped on a phone call, all the while you are thinking about your break nearing an end.

Just like the big-box store experience, you don’t want your marketing-generated leads left bouncing from sales rep to sales rep.

Marketing works hard to get prospects in the door and then routes them to Sales for follow-up. Often, leads then get routed to a Sales Development Rep (SDR) who calls and emails to further qualify before sending them to Sales, regardless if those prospects would really better be served talking to someone else. Ensuring prospects get routed to the right rep, at the right time, is essential for a top-notch buyer experience.

Gone are the days of the straightforward relationship between Marketing and Sales, where Marketing would generate leads and toss them over to Sales to close. The modern buyer’s journey is much more complicated and involves multiple engagements — meaning there are multiple points where a lead could get passed to a sales person, each with a bit of different context.

The Right Conversation With the Right Person at the Right Time

A prospect may interact with your content, and if routed to a sales rep based on that interaction alone, it may seem like an appropriate lead for a SDR to handle.

Ensuring marketing and sales are using the same data could provide the clarity needed to see that the prospect is part of a company already being worked by a sales rep, belongs to a target account part of an account-based marketing (ABM) campaign, is an ideal customer profile (ICP) company, or is already a customer and looking for an add-on. Without a process for intelligently passing lead data from marketing to sales, and routing leads for follow-up based on this data, it’s easy to see how a prospect could get in the hands of the wrong rep.

When prospects coming from marketing are matched with data from corresponding Accounts in your CRM — all of a sudden, your prospect interactions can be rich with context and properly followed up on. With full visibility of data across Sales Cloud and Pardot, LeanData can help match and appropriately route leads. Rather than a rep looking at what originally appeared as a single interaction with one person, you’ll have the full information needed to prioritize and effectively take action.

Routing rules can be set to avoid the clunky hand-off from person to person, getting the prospect to the meaningful conversation they want when they want it. In the case of known accounts, the rep with the open opportunity for that company can now see someone else has reached out. From there you can take the right action: the rep can use that as a reason to re-engage, the ABM target account can be activated, top reps can handle the ICP companies, or your Customer Support teams can discuss add-on services with existing customers. If the lead is new, then robust round-robin routing capabilities can ensure you never leave them waiting for a response.

Imagine if the big-box store team had a way to see the full context of your interactions with them, including any buying or browsing history from their website made from people in your household?

With Salesforce Sales Cloud, Pardot and LeanData, the first associate would have seen you had searched the website for information on routers for large homes with time limits and added security. They could have taken all that information, alerted Kate that you were en route, and sent you right to her from the moment you walked in the door, knowing that she was the best person to answer your final questions.

You would have quickly made the purchase and would have had time to actually grab a bite to eat during your lunch break!

This post was co-written by Asher Mathew and Andrea Tarrell.

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One thought on “How to Create Meaningful Conversations with Effective Lead Routing

  • Great article Asher! You have touched upon an important issue – how great content marketing can fail to create an impact on the sales figures, without proper planning. Thankfully technology is helping marketers create efficient routes to lead generation. Successful customer relationships come from great conversations. And, great conversations come from being responsive, promptly and with the right content.

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