Marketing Automation for Lead Management
At Incepta, we understand that managing leads effectively is essential for growing any business. But when leads are duplicated, or marketing and sales teams aren’t aligned, opportunities slip through the cracks, and revenue suffers. Our client was facing these exact challenges. The lack of proper lead management processes led to conflicts between teams and a decrease in conversion rates. In this case study, we’ll walk you through how we solved these issues by implementing a Marketing Automation solution that not only improved lead management but also drove a 170% increase in revenue.
We worked with our client to clearly define the goals for the lead management process. Our focus was to create a solution that could:
- We were ensured to eliminate duplicate leads by automating duplicate checks, we prevented the system from creating multiple entries for the same contact.
- We ensured timely notification from marketing to sales. We automated the process so that new leads were immediately communicated to the sales team, reducing delays.
- We ensured a seamless lead conversion process by streamlining the workflow, we aimed to increase the client’s conversion rate by making lead nurturing more efficient.
- We ensured better alignment between marketing and sales teams. We created a system that would remove communication barriers and reduce conflicts, fostering better collaboration.
Our client, a growing business in the marketing technology space, faced several inefficiencies in their lead management process. Duplicate leads were constantly being created, and there was no clear communication between marketing and sales teams. This led to missed opportunities, frustration, and ultimately a low conversion rate. The client needed an automated, synchronized system that could streamline the entire lead management process and boost revenue.
Industry: Marketing Technology
The client’s lead management system was causing inefficiencies and delays. Here are the challenges we addressed:
- We ensured to elimination of duplicate and mismanaged leads. Without an automated process, duplicate leads were created, causing confusion and wasted effort.
- We ensured improved synchronization between marketing and sales teams. Marketing wasn’t notifying sales quickly enough about new leads, leading to missed opportunities.
- We ensured to reduction of marketing and sales conflict. The lack of clear communication created friction between the teams, which hurt overall productivity and morale.
These challenges resulted in lost revenue, reduced conversions, and frustrated teams.
MarTech Lead Management Solution using Workato recipes
To tackle the problem, Incepta came up with a Workato recipe for Slackbot that would automate the whole process. This recipe consists of 6 steps:
Step 1: Collect leads by using a Slackbot UI.
Step 2: Check for duplicates in HubSpot.
Step 3: If there are no duplicates then add leads to Hubspot. Show message ‘Contact has been added to HubSpot’. If the contact already exists then show the message ‘Contact is already on HubSpot’.
Step 4: Check in Salesforce if there is any entry of the same email. If not, then add a new lead.
Step 5: If the same email exists in Salesforce, then prompt the users if he/she wants to add it as a new opportunity or as an existing opportunity.
- If the user selects “I want to add it as a new opportunity” then ->Add on Salesforce and show a success message
- If the user selects “I want to add it to an existing opportunity”
Show the existing opportunities :
○ Opportunity 1
○ Opportunity 2
○ Opportunity N
- The user selects the opportunity
- Show a success message by adding the Description as a note
- Assign a suitable sales member to the lead and create a deal in Hubspot. This deal will be used to get an update on the status of the lead
- Notify the assigned sales team member about the lead via email, slack messages, and phone calls.
Step 6: Send a notification to the responsible salesperson via Email, text message, and Slack message.
Refer to the diagram below to understand the Data Flow for the automated lead management process:
Technology Used:
- No duplicate leads
- Marketing to sales intimation within 5 minutes
- 35% boost in conversion rate
- Revenue generation improved by 170%
- No blame game between the marketing and sales team
- A win-win solution for both teams
We also suggest companies use Slackbot as an intermediate medium of communication. Our clients who implemented the suggestion found it to be an efficient option.
Incepta MarTech Lead Management System is an effective tool for a successful lead management process. After using the solution for a period of 3 months, you can see significant improvement in the overall lead management process. For one of our clients, timely lead nurturing resulted in a 35% boost in the conversion rate which improved the revenue generation by 170%.
Contact us by emailing [email protected] or calling +1 877 797 0406 to learn how Incepta Solutions can help you with implementing an automated lead management solution using Workato.
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