Table of Contents
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Each of these areas are depicted by the grey boxes in the diagram below.
Controller
The controller managed distributing the lead, alerting sales, responding to the prospect, and sending the prospect to the right relevant communication flow.
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Then, an alert was sent to the assigned rep to let them know they received an inbound lead. Finally, based on the prospects primary interest, they were fed into a very specific nurturing process.
Relevant Qualified Lead Flows
At this stage we’ve likely understood our buyer’s persona. They could be a salesperson looking for visitor tracking solutions to gain more sales insight, a marketer looking to improve marketing efficiency and prove ROI, or an executive looking to optimize sales and marketing operations. These profiles are driven by the Roles and Special Interests field.
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A nurturing track was built out for each of the primary interest areas. Approximately two months of communication was created. Eight (8) emails were created, with each spread out over six (6) business days and configured to send out at various times of the day. All communication was sent from the owner, in this case the business development representative. While the rep kept in touch with the prospect through normal means, helpful/educational messaging was pushed to to the prospect to complement communication and further build the relationship.
Mainline Communication
Once the prospect completed the communication stream they were sent into the mainline communication. The mainline added people into the subscribers list and continued to send them communication over a two (2) year period.
New Customer Workflow
A field called the “Type” field was used to determine if the prospect was a customer or not. A background process was set up to monitor the Type field. If the field equaled “Customer”, then the prospect was removed from all qualified lead flows and sent into an appropriate customer nurture stream.
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