Whether your business is growing or you are just getting clarity on how to grow your business, you will reach a point where you are getting more leads in your pipeline due to all the hard work you’ve put in. Your ads will start paying off and delivering lots of leads, or you may be purchasing lists to support your marketing efforts. Your leads will multiply and you’ll need a way to make sense of them.
While this can be overwhelming at first, it's a great problem to have!
Let’s assume that you have been using Salesforce to gather information all along. Now, you and your team need a process that will help sort through these leads efficiently!
First things first!
Before your lead qualifying process can be built, you need to make sure your system is configured to capture the leads from your organic and online ads. You can do this using a simple configuration called Web to Lead.
Salesforce allows you to generate the HTML code to add on your landing pages that will bring your lead record straight into Salesforce. If you are already using Marketing Cloud Account Engagement (previously called Pardot) you can configure the Salesforce integration to save your leads in Salesforce.
If you are using a different marketing system, check to see if they have a direct integration with Salesforce or if you can configure a Zapier integration. Whatever you use, make sure the lead source is being captured. This will help you evaluate which marketing efforts are paying off down the road.
Qualifying your Leads
Let's say you have your leads integrated with marketing and they are all arriving in Salesforce for you to review and qualify. How do you go about it?
Einstein Lead Scoring
Salesforce does have a fancy feature called Einstein available. Einstein can help you with lead scoring using data science and machine learning to score your leads for you. However, Einstein is a paid feature. It’s available in Sales Cloud if you have Salesforce Enterprise, Performance or Limited Editions, so it is not the best option for everyone.
Even if you have a subscription level that allows you to purchase Einstein for Lead Scoring, your data will have to meet certain qualifications before it will work as intended. First, You’ll need at least 1000 leads per segment that you want to configure. Second, Those leads need to have been created in the last 200 days. And finally, at least 60% of them have to have been converted to paying customers for Einstein Lead Scoring to work for you.
This is because Einstein is based on machine learning, which is a type of Artificial Intelligence. Any machine learning based system needs a lot of good data from your organization in order to automate the scoring process accurately for you.
Custom Lead Scoring
What if you don't have the volume of leads to enable Einstein Lead Scoring? What if you are not quite ready to pay for that extra license? Are there other ways to track your lead qualification with Salesforce?
If you have someone in your organization regularly looking at the leads and updating their statuses accurately, you are on the right track. Additionally, There are also a few configurations that we can add to the system to help you out.
First, make sure your lead process is configured in alignment with your business requirements. A process is only good if it actually captures all the information you need. The Lead Process is based on the stages of the lead. If you are having trouble figuring out what stages and information to capture, you can use Salesforce Path settings to provide guidance to your team on how to qualify your leads.
Another way to score your leads is to use a well known criteria called BANT. BANT stands for:
- Budget - does this lead have the budget to work with us?
- Authority - does this lead have the authority to make the decision to work with us?
- Need - is there alignment between what they need in terms of products and services and what we offer?
- Timing - are they ready to move forward right now? Or are they looking at making a purchase later?
How do you incorporate this into your Salesforce process?
- work with your Salesforce Administrator to add these fields to your Lead Record.
- add validation rules to the system to make sure that these fields have valid values in each stage of the lead process.
- add a customization to prevent anyone from converting a lead that does not qualify. For example, a lead that does not meet a specific budget criteria could not be converted.
- add a formula field that assigns a score based on a combination of values from each of the fields.
- use Salesforce Flow to automatically move a lead from one stage to another as the fields for budget, authority, need, and timing are completed.
Ready to work with a Salesforce Consultant?
If you want guidance to get your lead process set up to efficiently qualify your leads, reach out to CRM Growth Strategy. We specialize in setting up Salesforce for small to midsize businesses, integrating it with other business applications, and training your team on how to use it.
CRM Growth Strategy explains how outsourcing services at any stage of CRM implementation can help to design a better workflow, develop customized processes, and deliver an efficient CRM system that can keep up with your evolving company. Our engineers are certified to work with today’s robust and complex Salesforce CRM features to help your sales, marketing, and customer service teams work more efficiently together.
If you have questions about how we work, feel free to contact us to learn more. Depending on your situation, we either serve as your outsourced Salesforce Admin or combine our services to support in-house staff.