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I'm hoping to get an assist from this community. I'm looking for anyone that has great experience with B2B lead management in Salesforce + HubSpot. If you're someone that knows this topic well, I would love your first-hand knowledge on the questions below: How do you automate and assign leads when they have become "Marketing Qualified"? What are your triggers? Do you have any "Instant Triggers"? How do you count how many leads have reached Marketing Qualified in a given month? Do you count using campaigns, lead source, teams/departments, etc.? How do you identify & take back leads & contacts that have "gone cold" or are "closed lost"? Are your teams broken into territories? And are you also leveraging an inbound and outbound sales development team to qualify leads for closers? How do you handle lead distribution if so? What do you do about requalified leads that are already owned by a rep or closer? For ROI reporting, do you use first touch or last touch or do you have multi-touch attribution? If so, how? (we do something, but not very advanced) If you have documentation or resources you can point me to I would love to learn about that as well.

  • PV

    Philippe Vdhd

    about 5 years ago #

    Hi Mike,

    I'll try to cover a lot in this answer. But if you want to get more in-depth answers, please drop me an email (philippe.vdhd@gmail.com).

    1) First, sit together with your salesteam/salesleader to define what the definition of SQLs are. This will define when and how to set up alerts/triggers for the salesreps. (MQLs are typically not ready to talk to sales.)

    For example, you could use three categories:

    - Free trials, demo request and pricing package downloads are instant SQLs.
    - Ebook and case study downloads are MQLs.

    You can use lead scoring so MQLs can become SQL even if don't satisfy the criteria for instant SQLs. (if they come back to the pricing page, download 3 ebooks, etc. whatever makes sense for you) All of this is very important to know when in the cycle you need to set up the alerts.

    2) Lead distribution: this largely depends on your salesteam. Some salesmanagers prefer to assign the leads to their reps so they can keep track of what is happening. Others prefer automated assignment. So it really depends on your specific situation and the way your salesteam is organized.

    I always try to organize everything in a way that supports the way of working of the salesteams best.

    3) The alerts:

    I'll take the example of sales teams working on different regions and where the sales manager prefers to receive the alerts for his team so he can assign them.

    When a prospect reached the SQL status, an alert is triggered to the sales manager of the appropriate area. Triggers depend on whether the prospect was an instant SQL or nurtured SQL.
    For the instant SQL, create lists inside Hubspot that look at the First Conversion and Region (which is dependent on the IP country) which is linked to workflows to shoot off alerts to the right sales manager for the region.
    The nurtured SQLs are based on Lead Scoring - an alert is triggered when the lead has a score above a certain threshold.

    (In Salesforce you can also create reports for the salesteams based on these criteria.)

    4) As Wouter also mentioned, it's important to synch as much information as possible to Salesforce since this is what the rest of your company also can look at and use in analyses. (Lead Source, First Conversion, etc.)

    Synch the Hubspot fields "Became a Sales Qualified Lead" and "Became a Marketing Qualified Lead" to Salesforce. This will help both you and your sales leadership track inside Salesforce how many Sales qualified leads you are delivering each month. Why not just use the create date, you ask? The reason is simple: Some leads will come in straight away as SQLs, others will reach this status through nurture. And to be able to track this over time, that would be the best way to track it from inside Salesforce.

    5) Use custom fields for both Leads and Opportunities/Contacts in Salesforce to know which leads should be nurtured by marketing. For example: 'Lead Status' and 'Opportunity Status'. Your salesteam will typically have something like this already set up to know what stage of the cycle each prospect is. Sit with them to understand how they use those fields and learn how marketing can support certain stages.

    If you then synch these fields so Salesforce, you can create lists that take these statuses into account in your nurture program. Admittedly, this can get complicated. I keep a separate file that I use as a checklist anytime I set up a new nurture flow or send out a nurture email to our database to make sure I have everyone covered and nobody receives anything they shouldn't.

    For example: if you have a fixed automated nurture flow after someone downloaded an ebook, you might want to stop that if a salesrep picks up that lead and is in contact with him. (as you don't want to overload the prospect with messages from two people in your company) A field like Lead Status can be used to mediate this. (You can use goal lists in Hubspot to take prospects out of post-download nurtures once a rep is in touch with the prospect)

    4) Requalified leads already owned by a rep: you can simply use Hubspot lists to filter (old) leads that requalify themselves by performing a specific action (e.g. a demo request). Based on this list you can set up workflows to notify the Hubspot Owner (which is the same as the Salesforce Lead/Contact Owner). ('Trigger internal email')

    Hope that helps

    • MR

      Mike Rizzo

      about 5 years ago #

      Wow Phillippe,

      Thank you SO much for taking the time to reply! I can't tell you how important this information is to my research for our new funnel optimizations! You have been a tremendous help!

      Sorry for being 14 days late in my reply to you, I never saw the alert... guess I better change my settings!

  • WS

    Wouter Smet

    over 5 years ago #

    Having worked intensively with exactly these together, my key advice would be: use the integration to get leads + any useful info on them (source, first conversion..,) in salesforce ASAP, and do as much analyzing in there - so you get that invaluable but hard 'down the funnel' insights and context as early and properly as possible! The more marketing and sales 'speak the same language', and that is for sales by default salesforce, the more effective as an organisation you'll be.

    • MR

      Mike Rizzo

      about 5 years ago #

      Thanks for the reply Wouter! I didn't see the response come through on my email otherwise I wouldn't be 23 days late in replying!!

    • MH

      Mark H

      about 5 years ago #

      Wouter, this is great - but how would you, say, import utm data from an auto-tagged adwords account into sf?

      I say this because an auto-tagged adwords account does not send utm tags. It's all in the gclid. So what's the point of sending this gclid into sf when there's no way to analyze campaign data in sf?

  • EF

    Ed Fry

    over 3 years ago #

    Our experience has been teams struggle to manage *all* their leads in Salesforce. Cluttering it up with junk leads, freemails, disengaged leads gets messy. It can also be difficult to push third party data (product usage from trial signups, enrichment data from Clearbit etc.) "upstream"

    Oz Content had this exact problem. They wanted to manage all their lead data without cluttering Salesforce or it taking a disproportionate amount of time and money.

    Using Hull, they could manage their leads from one place and control it across every tool (including, but limited to their core HubSpot-Salesforce stack). You can read a little more about how they solved it here (and 20X'd their marketing-sourced qualified leads): https://www.hull.io/blog/oz-content-mofu-hyper-segmentation-playbook/

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