First, it’s important to know that all leads that originate from the web submit directly to our CRM (Salesforce.com)
From there it is determined if that lead exists in the system or is brand new. If it’s a new lead, someone on our calling team calls and begins the relationship. This is essentially a qualification stage. A thank you or confirmation email is also sent. Note in the graphic, the caller and the email ‘from’ are the same. Our goal is to establish a relationship, so we want to make sure that one person on our side is responsible for this. The two touches really make a difference.
If the lead already exists in the system, then a couple of things happen differently. First, an email goes out to the lead ‘From’ the existing relationship owner thanking them for the whitepaper download or whatever, we also trigger an email to that relationship owner telling them that X just registered or what ever action they took that got this process started.
Additionally, since we presumably have more data on the existing relationship we use dynamic content to drive other engagement. For example, if someone is not opted in to our Case Study email, they might get an offer for that.
The graphic kind of outlines the process, but feel free to ping me with any questions. As marketers ourselves, we are constantly experimenting with ways to drive more conversions and engagement and I’m happy to share what’s working …. And what’s not :-)
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