Keep Those Leads Working!

Just because a sales person has determined a lead isn’t qualified at the time it’s generated, doesn’t mean our job in marketing is done. Building a house list or internal database of names can be a gold mine for future opportunities, but mining those lists can be time consuming. I recently came across a great way to keep up communications to internal lists using intelligent workflow.

I mentioned in my first post about lead management that it was important to have a ”pass back” mechanism from sales to marketing so marketing knows when they should continue cultivating a lead. I prefer the method of using a lead status value of "archived" to indicate the leads is back in marketing’s hands. Once a lead has been "archived" I want to send them a marketing communication based on the reason why it was archived. In this case I have a dependent picklist created so anytime a lead is archived, the sales rep identifies why the lead wasn’t ready and this is the criteria I can use to send my next email to them.

Now, I’ve created some rules that say "If the lead is archived for reason A send Marketing communication 1. If the lead is archived for reason B send marketing communication 2. etc". I can even schedule the email, so it occurs a week after our sales team has archived the lead. All of this is done by using intelligent workflow and referencing an email template. Just click on setup ->customize -> workflow and approvals and follow the wizard through the process.

Learn more about Salesforce's powerful lead management features, and how Salesforce CRM Software as a Service can keep your sales organization working to grow your sales.