While an increasing number of leads are converting directly from campaigns, there’s many more going through the funnel to the Sales team. Engagement Studio simplifies the handoff of leads from Marketing to Sales by automatically assigning them to a sales rep at a predetermined point in their journey.
Using Sales Cloud, one of the first things reps do is check whether their assigned leads are being targeted for any other Criterion conferences. The company runs multiple conferences at any given time and having a single customer view in Salesforce helps avoid multiple reps reaching out to the same person at once.
Sales Cloud also provides reps with important insights into the customer to help them sell smarter. This includes information on previous Criterion conferences they’ve attended or enquired about.
“The sales team feels much more empowered with greater visibility of leads and how they’re interacting with us already. They also absolutely love Salesforce Engage as it allows them to send personalised emails and directly track their effectiveness,” said Savage.
Once leads are converted to delegates, Criterion uses Salesforce to automate emails designed to engage and prepare them for their upcoming conference. This includes offers for add-ons like workshops.
These communications were manual in the past and would contain different messages and different branding. Now, everything is seamless.