Salesforce™ is the most popular CRM and they also pioneered the SaaS (Software as a Service) model that we all love today. There are a lot of businesses out there that have really improved their sales process by using Salesforce to increase rigor and transparency. Since it’s the de facto CRM for so many companies out there, they naturally want to integrate Salesforce CRM with additional marketing automation. Without any further ado, here are 3 clever ways to integrate Salesforce with Marketing Automation:

  1. Filter leads before they get to Salesforce
  2. Motivate your hungriest salespeople by implement a lead claiming system
  3. Magically recover prospects who are ghosting your salespeople

Filter Leads Before they get to Salesforce

Salesforce already offers a web to lead form that gets leads straight from your website to Salesforce but sometimes the leads…well they’re not very good. Your new leads view in Salesforce can get cluttered up with spam from overseas SEO vendors, misguided (and clearly unqualified) job applicants, support requests, and other non-leads. Sometimes, it turns your highly qualified, and highly paid, salespeople into front-line customer support. You need to filter those forms!

Putting a marketing automation platform like ActiveDEMAND in front of Salesforce enables you to perform some filtering on those form fills before they get the privilege of being considered “leads” in your CRM. We’d recommend that at least, you filter new forms by Country: do not allow form submits from countries that you don’t do business with. Especially not the ones that are known for generating lots of spam.

Beyond simple black and white filtering, lead scoring can be used to take a more complete look at what the lead has done recently and add it all up. Add a few points for a prospect who looked through more than 3 of your case studies, minus a few points if they’re in an industry that your product isn’t the strongest in, etc. This can also help establish a separation between high quality leads and lower quality leads.

Motivate your Hungriest Salespeople with a Lead Claiming System

Do you have problems with salespeople putting information into the Salesforce CRM right away? Implement a lead claiming system along with sales management policies where leads that are not in the CRM are free game! Then the process of leads coming in through the door end up like this:

  1. A new lead goes through the system, is scored, and sent to the appropriate territory sales team. Let’s say it was sent to 3 salespeople.
  2. The 3 salespeople get the lead via email. Now it’s a race to claim the lead. Claiming the lead is done by hitting a button at the bottom of the email. It’s accepting that the lead is good enough quality to reach out to, and the salesperson is agreeing to contact the lead in an agreed upon timeframe: say they’ve got half a day to call the prospect or else the sales manager comes down on them.
  3. Once they hit the claim lead button, the lead is sent into Salesforce. It includes all the contacts info that they put into the form, as well as information on what web pages they browsed through. This saves time for the salesperson since they don’t have to manually input the data.

In this environment, the hungriest survive. Leads go to those who have the time to contact them and service them immediately, but sales manager vigilance is still required to ensure they’re not claiming more than they can handle. Read more about lead claiming here.

Magically Recover Prospects Who Are Ghosting your Salespeople

The salesperson has tried, they’ve called and emailed the prospect 3 times and nothing. If best practice in your company is that they attempt 6 times before closing, don’t do them all manually! Have the salesperson flag the prospect as “unresponsive” in Salesforce and have your marketing automation platform do the dirty work.

Watch this video to see how to recover unresponsive prospects automatically from Salesforce: