For demand gen marketers, your goal is to drive quality leads for the sales team. Sounds easy enough, right? Not quite.
Yes you can drive as many leads as possible. But if sales doesn’t follow up with those leads, what’s the point?
It’s not just a volume game – it’s about speed too. And we marketers are all trying to find that balance ⚖
What makes it harder is that some companies have complex lead ownership rules due to large sales teams, multiple product lines, or global territories.
The problem is if a lead doesn’t meet a certain set of business rules, it gets shuffled around from rep to rep until it finds the right person. Or worse – it’s not followed up with at all.
This leads to missed SLAs with sales and a slow response time. And let’s not forget. It also means you’re leaving money on the table.
But I’m here today to tell you that it doesn’t have to be like that. Not anymore.
Use Advanced Routing to Follow Up with the Right Leads, Faster
With Advanced Routing, you’re able to always route the right lead to the right rep so that they can engage with the prospect in real-time. Here’s how it works:
1. Always route the right leads to the right reps.
Advanced Routing can handle even the most complex business rules. In fact, that’s exactly the reason why we built it. Need to route leads to your sales team based on product line, region, AND the webpage they came from? No problem.
With Advanced Routing, you can be sure that all of the business rules your company uses today are being followed and that your leads are always being routed to the right person.
2. Never let a lead slip through the cracks.
Putting your leads through your routing system is time-consuming. It can take as long as 20 minutes or even 24 hours to follow up. This means that your best future customers are stuck waiting around for you to find the right person for them to speak to ⏰.
By then, those leads are probably on your competitor’s website checking out other options. With Advanced Routing, reps are able to instantly jump into a live chat conversation with their own leads and be sure that no lead ever slips through the cracks again.
3. Easily build your routing flows – even the ones with the most complex rules.
Building out your routing rules can take a lot of time. But now there’s a better way that makes it easier and faster to route leads where they need to go.
With Advanced Routing’s drag-and-drop builder, you can easily add your routing rules, choose which teams or reps will get those leads, and set logic based on their availability – all from one screen.
How Cvent Uses Advanced Routing to Always Route the Right Leads to the Right Reps
Cvent is a software company that provides market-leading meetings, events, and hospitality management technology for more than 27,000 customers. It’s a multi-product business, has offices across the globe, and is focused on delivering a great experience to each and every prospect and customer they interact with.
But in order to do that, Cvent’s marketing operations team needs to make sure that their leads get assigned to the right people, and in a timely manner.
That’s where routing comes into play. Like many enterprise companies in the B2B space, Cvent’s lead routing rules are very complex. Here’s a look at how they route their leads?
- Industry
- URL
- Product
- Country
- Sales team
- Online or offline
- CTA (conversation or book a meeting)
Like I said, pretty complex routing.
So when Cvent’s marketing operations team heard that we were releasing Advanced Routing, they couldn’t wait to get started with it. Instead of building out individual playbooks for each industry, product, and region, they were able to consolidate all of that effort into one session where they defined the routing rules that would apply to all of their playbooks.
Here’s what one of their team members had to say about it ?
“Building out our routing rules was really easy, and we saved a ton of time that would have otherwise been spent on building hyper-specific playbooks.”
– Christine Kelly, Senior Associate, Marketing Operations, Cvent
And because they’re using Advanced Routing, now all of Cvent’s leads are instantly routed to the right person – no matter the situation.
