Optimize your lead conversion process for management

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hey everyone my name is dave i'm with call offer technology group and i'm so excited that you've found this video this is great so today we're going to be talking about salesforce lead conversion process how exciting is that for the b2b marketer uh it's around if everything works correctly it's around a 20 minute video if you're like me you have a short attention span and so that's why please feel free to utilize the um speed fast forward through this or just kind of scroll through it to see if it applies to you or not and so let's just jump in first of all here's the agenda i always like to um start off with that uh we're going to talk about who the intended audience is and some of the caveats of this um of this video uh we're going to walk through some definitions uh those that are familiar with salesforce you'll see it and you'll and you'll you'll know a lot of this um and then we're going to jump into the use case and demo and then the resources which you can find in the description and then we'll wrap it up so the intended audience um so salesforce um holds around a 60 market share on the global crm market uh so um this i'm gonna be utilizing salesforce sales cloud for the demo so the use case is someone um that uses it or looking to use it um not to say that if you're using another crm this won't be a value but but um but it's all sales force in this uh also secondly uh using or have used outside telemarketing appointment setting agencies quite common with the midsize enterprise tech vendor community so we're going to be going through that use case and here are the roles and titles that this video may um resonate with uh kind of the b2b marketer anyone that's really dealing with the lead and trying to get it to the sales people um you know if you're a vp of sales or sales manager you may have interest but we're really dealing with the folks maybe on the marketing side of the demand gen side that are they're trying to generate the leads for the sales team i have down here in red um you know it's something it's just it's kind of the obvious cavanaugh caveat it's sales the sales and marketing tech stack of the b2b world is so immense um there's so many different vendors um it's so complex and uh it can be confusing uh to me um and i sort of understand it and overlapping a lot of these different softwares do the same exact thing to be honest with you um so for this presentation i'll stick to what is available from out of the box salesforce sales cloud um i'm also not going to touch on marketing automation platforms like the marquettes marketos the pardots the hubspots or anything like that i'm not going to get them into lead scoring so if you're expecting that i'm just trying to set expectations we're not really going to touch on that i mentioned definitions here's the definitions of of [Music] some of the commonly used that salesforce utilizes leads opportunities accounts contacts campaigns i'll let you read those as you will but if you're coming from a different world like a hubspot or some other crm they may be a little different so just setting expectations there and then finally this i'll skip number six but seven forest or serious decisions demand water fun demand waterfall model so it's just a lead management process i'm not going to pretend to understand or be an expert at this model one of my clients utilizes it and there's a terminology that that you'll see in the demo it's a tql which stands for telemarketing qualified lead and that's just part of the process if you kind of go to a blog post that i've written i kind of touch on that a little bit but all i'm trying to let you know is it is a model and a process that some b2b organizations follow here's the use case uh ctg is a fictitious high-growth its cyber security solution vendor we have about 2 000 employees again this is a fictitious company we use salesforce crm for our global sales team and the challenge that we had was you know our internal demand gen team couldn't generate enough leads so they went outsourcing uh founded outside telemarketing agency that was really good at it had all the technology the dialers the sales loft you know the sales automation to to generate appointments and um their job was to generate leads um the process was broken it was going to the aes so these these qualified leads were going to the aes and the aes um kind of i don't say drop the ball but they they have a lot on their plate it's a high risk high reward profession they're out there trying to deals make relationships um close the million-dollar opportunities and the salesforce hygiene that sometimes the things that are higher in the funnel or or early stage um they may not be working right and this is the way the process was set up and so but but um the internal demand gen team realized this and um could see it in the reporting could see it in the campaign attribution and so they rectified it um they were they res they assigned a marketing resource to assist with this conversion process and then the process was just made more efficient um helped eliminate duplicate record creation which is a big problem with the midsize enterprise salesforce instances um improved tracking leads um and best of all freed up time for the ae to do what the ae does best and that's to sell so when i go into this you'll see that for you salesforce developers or admins out there process builder could maybe even make this process even more efficient to be honest with you and we did a little of that but i think it can always be improved upon here's the cast in this demo we have four people um the outside agency rep sally jones um so she's the one that booked the lead with his this mike simpson with this mike simpson person in the middle um she has the dialer she has the sales automation she's you know she's very hungry very aggressive was able to get this appointment and she's working on behalf of this this gentleman aaron who's the ctgae um here's me down below i'm the marketing resource kind of being the glue if you will that that's connecting the dots here so i'm going to jump into a demo um you know for the purposes of this i kind of have some cliff notes of of what's going to happen here um and i'm going to sort of follow the down sort of follow the demo sort of follow not um and you'll see why here's a lead form that i set up through salesforce it's out of the box it's pretty simple to build it's very fairly rudimentary you'd have to do some css to kind of make it look a little nicer and i didn't do that but i just for the purposes of i just want to show you kind of some of the fields that i'm collecting and once we collect these these automatically go into salesforce um for the purpose of this demo i'm not going to kind of go through that i'm just going to jump right into salesforce but i just want to show you that that you can build a web the lead form um [Music] uh with salesforce out of the box another thing that salesforce does is is it you can create email alerts right and so as you can see um i rec i the marketing resource gets an email alert uh when sally actually booked this appointment and use the web the lead form here's all the information great news um it's outside agencies that book the meeting it's my it's my job to review it and um [Music] and then it's my job to convert the lead into a stage opportunity for the ae in the next 24 to 48 hours okay so um so i just want to share that with you it's kind of a nice little email alert to kind of keep everyone on task here's the open leads again uh we're going to uh just kind of pick pick one of these here's this mike braun guy um so just for just following along if you're following along at home let's just say this was the one that came through the lead form and um i'm actually gonna jump out of this one you gotta love it right um i'm actually gonna use this one here um even though it's my name um and you'll see why [Music] um all right just bear with me here all right so so first of all i want you to see something um as you can see it's uh it's it's attached to this campaign outside telemarketing test campaign okay um the outside agency name is sally um just bear with me that her email address would be there but what we're going to do for the purpose of this we do have lean data installed i'm not going to touch on this wonderful app exchange salesforce partner um salesforce tool that the folks use for matched accounts and duplicate leads we're not going to touch on that necessarily but for the purpose of this of this video and demonstration i'm going to see this come in and i'm going to go okay i need to convert this lead right i need to convert this for the ae aaron and get this into his queue so he can start looking at it so i'm going to hit select the convert status as you can see there's the lead path status we're going to do a search on metro health see if it comes up metro health is in the system um again uh let's let's just name this um we have a certain or is it uh way we name opportunities that come in we're going to say to be determined to be determined because basically aaron needs to kind of speak with the lead and kind of determine some of the specifics around the deal we're going to change the record owner to our account executive erin and we're going to convert it okay and so you can see salesforce is telling us great we've converted this lead and as a marketing resource we're going to click into it and we're going to do a little hygiene on it uh first of all we're going to put in the um the notes the notes that came through and that email that i shared with you we're going to take these and as you can see they're in the tql description there we're going to market a tql lead that came in okay and for the purposes of yeah and for this it's the next step is there's going to be a meeting on 7 15. for the purpose of this i'm going to put an amount and you'll see why um we're just going to mark this as a 250 000 opportunity good for aaron good for ctg and let's just save it there as you can see it's still the primary campaign resource sources outside telemarketing test campaign so the beautiful thing about that is it's going to be attributing this that has come from this campaign and it's going to be floating through the life of this opportunity right so okay so we got that we understood we we saw a lead come in um one thing i i for failed to mention um i want to make sure i see is this does generate a email alert again this is this is something that you configure um it does generate a email um to aaron the ae basically that a new opportunity has been created as you can see on the screen um there's ways that you can put in a lot more detail on this but just for the purposes of this demo i'm just letting him know that this outside agency representative is going to be sending him a meeting request in the next 24 to 48 hours but so that's exciting so that's obviously another way to make aaron more efficient and really leverage your sales force investment right so so now we have this opportunity metro with metro health it's a great it's a potential cyber cyber security solution opportunity and just for the purposes of this demonstration i'm going to say oh i should just mention too we put a process in process builder and the back end um when you convert a lead you automatically can put the close date six months out so you can see here um today is you know around june 25th or june 24th the close date automatically goes out six months which is beautiful because um you know typically our deals don't close our sales cycle is around six to nine months right so you're just kind of shaving maybe a few seconds off of the time letting automation do the work for you which is which is kind of nice right so um finally we're just going to kind of like play like i said in the very beginning we're going to go from point a to point b to point c in this lead conversion process we're going to close this deal we're going to close it out we're going to and you're going to see it kind of moving across yep so it's closed one so good job aaron this is a closed deal so now what we want to see you can see it mark closed one so everyone at the company's super happy and then the beautiful thing is when we go here right yep when we go here in our opportunities that this uh campaign has generated as you can see this metro health opportunity is attributed to this outside agency to this outside campaign so huge win for the demand gen team to see that when they're investing right when they're investing into a um i'm going to present again when they're investing in an outside agency and they're doing a good job um they're actually able to track it and they're actually showing that hey actually the leads that they're generating actually turning into real opportunities and close one opportunities so that's that's going to be it for the demo um here are the resources i'm going to have these in the description for you to kind of click on um i i you know one of them is a is a blog post that i wrote at the top but some others are just salesforce resources forester resources a salesforce expert douglas cares on advanced lead conversion so i encourage you to check those out and um if you have questions in regards to this demonstration um i really would love to see a comment in the in the um the youtube comments and maybe this doesn't apply to you maybe you have a certain nuance a guaranteed if you're a mid-sized enterprise organization it's not going to be an exact fit but i'd be happy to um help or or or kind of diagnose your own lead lead conversion process i'm just going to leave you with this for those that don't know us we are a b2b sales and marketing organization based in traverse city michigan um we work with mid-size enterprise companies doing a host of services here are some of the different companies that uh of tools that we work with the influence of the world in the community management space salesforce marketo um and google sheets and you kind of you can kind of run down of all the different solutions that we've done for demand gen in-house demand gen marketing teams and in-house marketing teams out there so with that i'm going to shut this video down i really appreciate you tuning in and until next time have a great day bye