Streamline your lead management process flow for NPOs

How to create outlook signature

all right you guys welcome back to another episode of demand gen tv here is where we show you the methods and technologies for driving growth and this is episode number three of a three-part series looking at the ringlead data orchestration platform i'm going to bring john back on to the program in just a minute but i want to tell you guys why it's important in this particular episode pay careful attention to some of the capabilities you are seeing your crm most likely sales force has some technical uh limitations for example when a lead is created if that lead already exists in the crm what are you going to do about that well some of you say hey that's addressed in our marketing automation system well that's true if everything's coming through the marketing automation system but what if it's not coming through what if you upload a list to your crm which some people do out there so you want to make sure that you're addressing data cleansing data prevention and data enrichment which we looked at in the first three episodes but what about lead routing what about making sure that if you create a lead in your crm that it's attached to the right account that doesn't happen automatically in your crm you need a system or solution for doing that what about getting those leads right to the right sales rep and maybe your geographies are changing quite a bit those are some of the problems some of the challenges uh that we are going to address today by taking a look at the ringlead platform let's get john casturos the chief revenue officer at ringlead back with me here we go all right john good to see you what's happening not so much i'm just excited to present the uh the routing solution i call you the data geek i know your your title is chief revenue officer but you love the power of ringlead and the capabilities uh so thank you for joining me on this three-part series and and i i talked about routing being a solution to problems uh but i'd love for you as you got this nice graphic right here to take people through really a bigger picture about what what you can do from a routing capability besides just coming uh you know getting over some of the hurdles of crm yeah and you know i think the passion for both data and all the way through routing came from just managing sales teams for many years and and also doing digital marketing you know myself and seeing how you know i believe the first sales hire i made at the startup long time ago was a bdr for my sales members because every time a new lead came in through our digital source what we do is we go look it up on like yahoo finance and then howler and linkedin and crunchbase i don't even know if they were around at the time but like we do all of our research to figure out what tier that lead should be and who it should be handed off to and so we were literally hiring people just for that function and so that's kind of why you know matching and enriching and and ultimately account matching and routing came out of the tool because we were trying to solve our own problem right and so like if you look at this slide um here basically it's a best practice flow for when a leads created in your marketing system whether you're using you know marketo hubspot eloqua pardon it doesn't matter right data's most common in today's best practice being created in the marketing system sometimes it gets created in the sales system as well like dave said and and both of these scenarios what what they requires is pre-processing prior to a route and a lot of companies don't even have a best practice flow right i know it says this is the most common scenario but this is like the best scenario right most of the companies i talk to today send their leads into sdr cues and they don't know what happens how how long it takes to follow up whether they've been followed up and so um for those of you that have built intelligent flows like this is what happens a lead gets created from your web form or an import into your marketing system and that's when the third-party api calls start right if you're verifying an email that you're paying for to host in your marketing system that you probably should be doing you're going to make a web service call to your you know your xero balance your never bounce your informatica your strike iron and you're going to see like should we keep this or is it going to harm our database right um and after you make that api call put a wait step on it you're going to make a call to your clear bit or your zoom info or your foundational contact provider and from there you're probably gonna fill in alternative data sources that can find you data that can enhance the you know the life cycle of that lead right and so in this example we've made four api calls just to get a lead prepped so that it can be normalized in a marketo program and then segmented in the marketo program typically after that it's synced into the crm right where duplicate matching can be triggered account matching can be triggered and by the time a routing solution takes over whether that's you know your salesforce assignment rules or your distribution engine or any other system right it's going to be a delay on the lead which is catastrophic right um for those of us that don't want our leads following up on our competitors websites so uh with ringlead basically what we've attempted and and been able to do is no matter where the source if it's coming in through an import into your crm or your marketing system if it's a web form in your marketing system or you know old school salesforce web delete form uh manual entry from your end users or even your sap sync from a new order into your crm right any new lead that's created it's one web service call one api call to ringly and what ringlead has is we've got pre-built integrations to the verification network phone numbers addresses emails if you've got a rest api you can call it right then we'll go and we can do multi-vendor waterfalled enrich if you didn't see the enriched video earlier you can jump into that from there we'll normalize the data segment it we can score it we'll match for the accounts that duplicate that account matching is com so important and the fact that we can do all this pre-processing prior to doing account matching is going to improve your account matching as well as your duplicate prevention we can use things like social ids and other unique data points to find duplicates and ultimately what we can do is make a routing decision within seconds sub seconds for that matter and if this is a digital experience that your user is interacting with like a web form or an order site where you want to actually display the the calendar of your user who's been routed on that web form we can do that right there and book the meeting right from the form so instead of ever having to hand it off to the sdr cube you can literally book the meeting from the digital experience okay and so the way that we do this right a lot of this starts within our prevention feature but before we go into prevention and show the whole workflow i'm going to show you some of the features of routing right it starts with the workflows uh we also have round robins that are ultimately you know distribution cues that workflows send to um we also have a top off so this is kind of more of an outbound routing feature than an inbound routing feature and i'll touch on that in a moment you can set your reps working hours their time off and you can dig deep into routing logs to make sure nothing ever goes wrong or if it does you know exactly how to fix it so with workflows you can create as many workflows as you need most of our customers only have one workflow because it can be as complex as you'd like but other customers have multiple business units they like to keep things separate and so you can create as many of these as you want but when you get into a workflow and a lot of you who are familiar with routing systems will ask right away can i work within a flowchart view yes you can um i personally like to work within the you know the the order that i'm seeing it in here it's it's just a little bit easier for me but if you like to work within flowcharts you can as well but at the end of the day a routing decision it starts with matching so did that record that came into your database match anything a lead a contact or an account or was it a net new lead right and this is uh the four scenarios that you're going to break into if you are doing case routing or something else we can work on custom objects as well but at the end of the day here's a scenario where if we did not match anything in the database but we had enhanced it with a data providers or multiple data providers where we could categorize that new lead into the general segments that the business tracks across their territories that's where a sales manager can come in here and adjust the lead assignment rule within five minutes rather than waiting three months for the salesforce development team to go adjust some apex code right and just to be you know um give a little color here around the num the percentage of companies today that use salesforce or other crms that have actually adopted a routing solution after our own internal study surveys we were finding that less than 20 of the companies we studied had actually adopted a routing solution so i know most of you watching this right here are using native functionality out of the crm and it's just not good enough right so basically what you can do in here is get your business users adjusting the rules where they can come in find any field out of salesforce and create a rule i've said hey if the employees are between this band and the segment is from the northwest or the revenues between this ban or hey they've raised this amount of capital in a certain amount of time then we're going to assign that lead that does not match anything to a round robin and that round robin is associated to the region that i'm going to be routing to right and so here's my workflow here is my round robin and i hear my round robin can be made up of any number of salesforce users um and i can decide to give these users equal distributions of leads or i can weight their distribution right if maria's is just killing it she's a top closer she's going to get more leads or if she's ramping and she's a new sales rep and you know i need to get her up to speed faster than some of the others i can wait her distribution for a period of time i can also set working hours and time off so that i'm not distributing leads within this queue to people that are most likely not at work at that moment right and so um i really like the ability to set the workflows um set the custom round robins um but no match is it's not the most important rule what most of us come here for a routing solution for is the account match right and so what happens when a lead comes in to my database uh or we may you may call it a contact and and matches an account um that account could be in multiple scenarios right it could be an account that has an open opportunity it could be an account that is regulated differently than your us account structure it could be an account that has is owned by an inactive user that you're going to need to reassign both the lead and the account to active users right there could be multiple scenarios but within any of these scenarios most important from the top down you can basically set any custom criteria so what i've said here is that if a lead comes in that matches an account where the number of open opportunities is greater than zero i'm not going to link that lead to the account and leave it as a lead i'm going to actually convert it to a contact associate to the matching account set the qualified status and then assign that either to the account owner that's probably the most popular rule but for those of you are sophisticated to the level of account teams you can actually assign to a specific account team member so that the you know the right person who's probably ready to make a call right then and there can get assigned notified and reach out to the lead right at that point as a contact but for other rules where maybe it maps the cold target account maybe you don't want to convert those you want to link those and leave them as leads and what that looks like i show you well i'll show you a little bit later but basically we'll it basically links instead of converting that person uh to the account and again we'll allow you to assign that to the individual or the round robin or even a salesforce assignment role if you need to use those temporarily while you're adjusting your processes so the idea is that no matter whether you're importing a list through prevent um you're submitting a web form to your marketing automation you're triggering an apex trigger out of your sales force on create or edit on any field um basically the process flow looks like this right we're going to go through we're going to enhance that data with your favorite data vendors we're going to verify that it is actually real so you don't route bad invalid contacts to your people and take them out of the round robin spot we're going to normalize that data so that it is the same convention uh to everything that you've done prior in your system segment the data values so that if you do take into consideration the role of a job title or the this you know the territory value or the size of the company in the range of the revenue that we can use those within the assignment rules and then we're going to match that data off of existing contacts leads and accounts so that it ultimately makes it to a workflow assignment rule that will intelligently hand that lead off or contact account case no matter what any object to the right relationship owner so that you um you know ultimately can get to a point where every inbound engagement is either booked off your site or called before the five minute mark because that's when the conversation rates really drop off the charts so the real lever that we're trying to build in the business case here is the marketing qualified lead to sales accepted lead handoff which will ultimately drive greater pipeline and close one deals down the funnel love it john thank you man i appreciate our little time together we did uh three episodes showing you guys the ring lead platform uh and i said this in some of the other episodes and i'll say it again as we wrap up this couple things number one is if you're looking at this and seeing all the power and in many ways it's like uh you know seeing photoshop for the first time or seeing creative suite or maybe even having a full-size piano keyboard there is so much that you can create with these very powerful tools it will help you advance your career by learning these systems and most importantly or as importantly it's going to help your company advance their revenue agenda if you feel like what you saw maybe you don't have the internal resources or expertise feel free to reach out to my team and the demand generation group at bdo digital uh check out the the comment or the notes below on how to contact us we set up these systems and implement and manage these for companies that lack the internal expertise the important thing though is you've got to be looking at if you've got a crm and a marketing automation system it's it's time to look at a data orchestration tool like ringlead to help you really take advantage of the the data that is within your systems so that you can really catapult uh your growth that is going to do it for this episode if this is your first time finding demand gen tv be sure to click on subscribe with notifications turned on so you can find your way back to the channel make episodes for you guys on the best martech and sales tech tools out there as well as discovering new applications that maybe you've never seen and if you learned something or enjoyed the series be sure to click and smash that like button drop a comment if you have a question all right that's going to do it we'll get you guys on the next episode take care