As more B2B companies spend time and money creating a strong demand generation strategy, the significance of lead scoring and lead routing cannot be emphasized.
To accelerate reaction times and increase conversions and revenue, marketers may effectively identify high-quality leads and send them to the relevant sales teams by assuring the automation of these processes.
The ability to analyze a lead’s prospective worth quickly and accurately is one of the main advantages of automated lead scoring. Lead scoring engines can evaluate a wide range of data points, including user demographics, website behavior, and engagement with marketing materials, to assign a score to each lead through the use of algorithms and machine learning.
This score provides sales teams an easy-to-comprehend system to prioritize their efforts and focus on the marketing-qualified leads (MQLs) most likely to convert.
Another advantage of automation is the ability to route leads to the appropriate sales team members in real-time. B2B companies that run their marketing and sales operations in Marketo and Salesforce can build engines to automatically distribute leads based on factors such as location, industry, size, product interest, among others.
This ensures that leads are assigned to the sales teams best equipped to handle them, resulting in a more personalized buying journey, which can statistically increase the opportunity’s conversion rate.
The Best Solutions for Lead Scoring and Lead Routing Automation
In terms of what tools can be implemented to deliver automation, companies can use choose between built-in Marketo and Salesforce features, or by integrating with third-party solutions that specialize in lead scoring and routing.
- Marketo has native lead scoring capabilities to assign points to each lead based on their behavior and engagement with marketing assets. Building out this kind of system is not easy, but once it’s in place, it can be utilized to highlight qualified leads that are ready to be handed off to sales.
- Salesforce offers lead routing functionality to distribute leads to the appropriate sales team members. This can be done by setting up assignment rules based on data points such as territory and segment. Sales teams can tailor the follow-up strategy and increase the likelihood of conversion.
- Demandbase uses artificial intelligence and machine learning to automate the lead scoring process, providing real-time scoring and routing based on intent data, and honing in on creating an account-based marketing.
- Leadspace offers a comprehensive suite of lead management tools, including lead scoring, routing, and prioritization. It integrates with Marketo and Salesforce to provide seamless lead management across the entire sales funnel.
- Engagio (now part of Demandbase) provides a range of tools for automating lead scoring and routing, including predictive scoring, personalized routing, and multi-channel engagement. It also integrates with Salesforce and other CRM systems to provide a comprehensive view of the entire lead management process.
In conclusion, automation is crucial for B2B companies to increase the effectiveness of their sales efforts, whether you decide to build these processes in Marketo and Salesforce or by implementing native third-party tools. The goal is to ultimately increase conversions and revenue in the most efficient manner.