Integration with Salesforce was not as simple as we imagined.

The biggest ROI/KPI that we monitored was the quality of leads, which was something that the sales team had expressed frustration with.

After implementing, marketing was able to identify "pain points" along the sales process, taking the data from the lead scoring model and identifying points when interest began to decline (due to lack of follow up, wrong information, or decision making role). We were able to tweak our marketing programs to better appeal to the actual decision maker, yet arm those doing research for a decision maker with the proper tools to understand our products and present our solution.

Lead Scoring - Helping sales team categorize and prioritize leads based on information given (form submission) and a lead's activity on our website. Overall, more focused sales team leads to bigger opportunities to pursue, rather than following up with a lead to first qualify interest, then qualify the opportunity.

Created lead ranking program, allowing sales to categorize their highest priority sales leads and manage their follow up accordingly. Leads that had both higher interest via interactions with our site, along with a fit score for the ideal prospect, were given the highest rank.

Implemented a lead disqualification process through email interactions. If someone opened one email, then no emails X amount of sends later, they were removed from our database. This allowed us to both clean our database and focus on targets that were truly interested in our brand and product line.

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