Marketing qualified lead criteria for Production

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[Music] hi my name is chrissy head i'm a senior project manager at influence and this video is for marketers who want to learn how to convert marketing qualified leads to sales qualified leads and automate the passing of your sales qualified lead to your crm and i'm defining a marketing qualified lead as someone who has expressed some interest but isn't quite ready to talk to a salesperson and a sales qualified lead as someone who has explicitly asked to be contacted usually by filling out a form on your website or inquiring directly to a sales team member for example these groups have been set up to store information on people who have downloaded content from my website reporting templates white papers etc and the people in these groups are my marketing qualified leads the groups are fed from forms on my website or landing pages here's a look at a single contact record and all of the emails this person has received depending on your targeting tactics these people can stay on your list for quite some time casually engaging with your content and there's no one on the sales team actively managing this lead so what we're going to do today is set up a system to listen for when someone might be ready to have a more direct interaction and then trigger a workflow that can convert this to a sales qualified lead automatically first we review our contact scoring models i'm going to go with my short term model and here i've already set up this in the past and i've given higher weights to positive engagements and recent interactions these actions on their own wouldn't indicate readiness for outreach but added together they might indicate a need state so with this model somebody could would have a score of 17 if they visited my website downloaded something and then retrieved that asset via email so opened and clicked on a link next we're going to set up a workflow with a dynamic group and an email and once a contact engages enough and their contact score reaches above a certain threshold we want to sync that to our crm and or notify the sales team so my dynamic group is going to query contact scores daily here i've made my contact score threshold 50 which a contact would exceed if they engaged with three or more pieces of content in 30 days or if they retrieved a white paper and had 11 or more or more page views in 30 days you'll have to decide what a good threshold is and i'll put a resource at the end of this video to help you with that next we drag our automated email onto the canvas this email could send people to a contact form that notifies your sales team direct directly and adds the lead to your crm um if you have a small sales team you could even offer a link to schedule an appointment with your sales member directly through calendly once you have your email finalized all you need to do to publish this workflow is connect your dynamic group to your email and like i said that will query your contacts every day checking their contact score and as soon as somebody crosses this threshold they'll automatically receive this email and that's it this workflow helps take the manual work out of reviewing your marketing qualified leads and lets your sales team focus on talking to people who are actually ready for a conversation thanks