Black Friday Marketing Hub
Top reports & email campaigns you should set up in Salesforce CRM
6 recipes to make your sales team successful
This playbook shows you the top 2 reports we recommend you set up to help your sales team identify the key accounts they should be calling, alongside four email triggers that will help them save time.
The reports will help identify accounts or contacts showing enough interest in your products or services that the sales team should contact. The email campaigns will help the sales team be more productive and efficient. They should also help you generate more qualified leads.
Ingredients:
- One instance of Salesforce CRM
- One IP Lookup tool fully integrated into CRM to identify companies visiting your website.
- One email platform connected to Salesforce.
The menu
- Hot Leads
- Paid Ads Report
- Fishing Campaign
- Tried To Call You
- More Info Email
- New Contacts
Hot leads
To identify accounts and contacts that are showing enough interest, we will implement some lead scoring. We are using an IP lookup tool to identify anonymous visitors. Contacts who have clicked or filled out the form will be cookieed. The point scoring we are using is as follows:
- Cold: less than 10 points
- Medium: between 11 and 20 points
- Warm between 21 and 49 points
- Hot: Over 50 points
We will create a marketing list that includes our killer values (any demographic that matches our persona) and the lead scoring assigned to each account. We will add a filter based on the account owner to ensure each salesperson can only see their accounts.
Lead scoring works from the interaction on your website. We will use the IP lookup to identify anonymous visitors. The more pages they look at, the higher the score. We will filter the accounts that scored over 50 points in the last 30 days to ensure that we only flag the high-intent visitors. This will feed your sales machine with highly qualified leads.
Paid ads
This report will help you identify accounts where the source of the visit is from a paid channel. It can be a LinkedIn ad, PPC or even a Facebook ad. We do not rely on a form filled out during the same session because we use website tracking and permanent cookies. If you are currently using Google Analytics to track the performance of your paid ads, you are relying on a form submission within the session, which only lasts 30 minutes.
This method will eliminate the issue. We also use the IP lookup again, so we do not rely on form submission. When identifying a website visitor, we assign the UTM source to the account and the visitor. To create the report in Salesforce, we will filter by UTM source and add other criteria to qualify the leads.
The Fishing campaign
The Fishing campaign is a great way to support your sales team with their prospecting. If you look at your website traffic in Google Analytics, you will realise that 95% of the visitors are anonymous. IP Lookup technology will give you some of the companies’ names. However, if you are targeting more prominent businesses, it is unlikely that your sales team will be able to contact each relevant contact. In some cases, they will not do anything about it as they will feel it will be a waste of time. This is why we are going to implement a fishing campaign.
Setting up a ‘fishing’ campaign
Through the IP Lookup, we will identify the anonymous visitors’ companies. Once we have a company name, we will look for the corresponding account in CRM. We will then look for the contacts that meet our persona and email them. We generally wait 24 hours before sending the campaign. We want to make sure that we are tracking their website activity.
Things to include
- Highlight your selling points and why you stand out
- Include links to resources, especially Case Studies, if possible
- Use facts and figures
- Offer a phone call or demo
“Tried to call you!”
When a salesperson makes a call, there are only three possible outcomes:
- They cannot get through to the right person
- They get through, but there is no interest.
- Their primary contact is interested, but they want more information.
Often, if they are still trying to get through, the salesperson will send an email. They will almost certainly copy and paste a similar email and send it. In some cases, there will be typing errors and spelling mistakes. If they use Outlook, the links are not trackable. To help them save time and give them the ability to track who opens and clicks on their email, we are going to trigger it from Salesforce CRM.
How to set up the campaign
In the phone activity, we are going to create five options:
- spoken to: yes
- spoken to yes & not interested
- spoken to: yes & interested
- spoke to yes & want more info
- spoken to: no
We will set up a rule, and after three attempts, if the account is a lead, we will trigger an email with some information about our company. The email will be Outlook-style and come from the account owner. We will dynamically change the email signature, the ‘sender from’ and the ‘reply to address’.
If the recipient clicks on any link, this information will be visible in the contact record, and if he replies to the email, the response will go to the correct salesperson.
As with all Advanced Finds we set up, we always include specific criteria. First, we will filter out unsubscribes and bounces. We will set the requirements for the account to be a ‘lead’. This type of email is not suitable for an existing prospect or customer.
What to expect from a “Tried to call you!” campaign
This campaign goes out to all net new visitors to your website, so don’t be disheartened if you don’t get the high results straight away. You’re sending to everyone, regardless of their interest level. But everyone is a lead whom you know you can work with and who otherwise may have slipped away unnoticed. We’ve received a 1.09% CTR from using this particular campaign.
Things to include
- Highlight your selling points and why you stand out
- Include links to resources, especially Case Studies if possible
- Use facts and figures
- Offer a phone call or demo
More info email
This email is similar to the “Tried to call you” campaign. This time, the salesperson speaks to the prospect, and they show some interest. Before committing to a meeting, they want to learn more about the company. The main goal is to save time and automate the process. With one click, we will send the perfect email, on brand and from the sales individual.
More info about the more info email
In the phone activity, we are going to create five options:
- spoken to: yes
- spoken to yes & not interested
- spoken to: yes & interested
- spoke to yes & want more info
- spoken to: no
In the advanced find, we will set up a rule to only send this email to leads. The email will be Outlook-style and come from the account owner. We will dynamically change the email signature, the ‘sender from’, and the ‘reply to address’.
If the recipient clicks on any link, this information will be visible in the contact record, and if he replies to the email, the response will go to the correct salesperson.
The results
The ‘more information’ email campaign is among our most effective and successful. We’ve seen a CTR of 8.46%, where people have used the links provided to further research Spotler. The email offers an overview of the platform rather than drilling down into any specifics, giving the lead all the information they may need to intrigue them into organising a demo.
New contact added
A great way to ensure you capture every potential prospect is to set up a ‘new contact added’ triggered email. So whether you add someone through profiling, meeting new leads at events, or new website visitors, the further contact gets a set of emails to inform them about your company. It’s a good way of highlighting all the benefits of working with you and what the prospect can gain.
How to set it up
When we add a contact to Salesforce CRM, it triggers an email campaign. We will add filters to ensure the recipient gets different emails based on their job title, seniority, or industry.
In the advanced find, we will set up a rule to only send this email to leads. The email will be Outlook-style and come from the account owner. We will dynamically change the email signature, the ‘sender from’, and the ‘reply to address’.
The results
By sending a CRM-triggered campaign to every new contact added, we can engage with each lead, which would be impossible for our Sales team to manage. This campaign has an open rate of 12.08%, meaning many new leads are seeing the message.
Get a demo
Interested in learning more about our Salesforce integration? Hop on a call with one of our experts, who’ll explain the added value of our integrations.
