How Marketing & Sales Can Successfully Follow-up with Leads

Business survival is tied to lead generation. There’s good reason why the marketing departments invest fortunes in demand generation.

The sales teams may use the Marketing Score that indicates Buyer Intent, but often struggle to consistently follow up with these leads.

Why is that? There is no way to track and monitor inbound Leads because teams have to rely on activities being logged which doesn’t happen, while reports that are run in Salesforce (total activities or last activity) don’t tell us the full story.

So wouldn’t it be wonderful if you could sift through every Lead and reach out to the ones who have the highest engagement with people at your company?

That’s exactly what the Ebsta Score makes possible!

The Ebsta Score is a number between 0-100 that represents real-time engagement. The more high-quality interactions your company has with a Contact, Opportunity, Lead or Account – the higher their Score.

How Your Sales Team Can Use Engagement Scores

Your sales team can use engagement scores to identify sales-ready leads. This can save them the time and effort of calling all the leads in your database in an arbitrary order.

Using the Ebsta Score, they can approach the leads that are actually interested in your business first.

For instance, in the above screenshot from the Ebsta Dashboard, the engaged leads can be easily identified by having a score range between 80-100, and is marked as light blue.

The ones with a score between 0-20 are disengaged, so approaching them can be postponed or even ruled out.
Measuring engagement can also reap rewards for businesses that have repeat customers.

Suppose you sold an education training package to a customer 2 years ago. Now, if they start browsing through your website or opening your emails again, it could mean that they are interested in buying from you once more.

If your Sales team identifies this renewed interest from their engagement score, they’ll be able to approach him and close the deal faster.

How Your Marketing Team Can Use Engagement Scores

Your marketing team can use the Ebsta Score to identify which prospects are the most engaged leads for your sales team to follow up with.

This can help them optimize their investment, and put money in the campaigns that bring in leads with the highest chances of conversion.

Also, the Ebsta Score can help your marketing team direct their nurturing campaigns. For example, if you notice that the lead engagement is low, it indicates that your follow-up campaigns to maintain and better your leads’ interest in your business, are not performing well.

Armed with this knowledge, your team can revamp their campaigns to up the lead engagement, and thus, their chances of conversion.

To conclude, it can be said that measuring the engagement of your leads is critical to get the best out of your sales database, as well as from your marketing campaigns.

Posted in , ,

Speak with our experts and see how Ebsta will help improve your sales

New call-to-action
New call-to-action
Logo Icon (White)@2x

Newsletter Signup

Share this article

Related Content

Building Relationships and Using STRONGMAN Strategy to Close Sales Cycles with Bion Behdin, CRO and Co-Founder of First AML

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Bion Behdin, Chief Revenue Officer and Co-Founder of First AML, a Regulation Technology company providing end-to-end Customer Due Diligence solutions. Bion is passionate about building relations because relationships help in closing deals. The episode is filled with insights on how to build relationships with the right personas. Bion also does a deep dive into the STRONGMAN strategy for managing the critical areas of the sales cycle.

How to Demonstrate ROI of Revenue Operations with Julian Hannabuss, Director of Revenue Operations at Procurify

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Julian Hannabuss, Director of Revenue Operations at Procurify, a leading procurement and purchasing software company that lets teams track, control, and analyze all business spending so they can scale faster. Julian shares his insights on how revenue operations should present their revenue outcomes and can drive organizational value to the board. He also shares his insights on the difference between high and average performers in the sales and revenue teams. Julian shares some tips on how to mitigate churn at your company.

How to Build Your Pipeline Through Social Selling with Tim Hughes, CEO of DLA Ignite

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Timothy Hughes, CEO of DLA Ignite, a strategic advisory and consultancy enterprise that enables organizations to leverage social selling to convert pipeline leads. Tim shares a three-step social selling process to build pipeline leads and highlights how conversations rather than content play a pivotal role in the conversion process. Conversions pivot around educating the prospects on their pain areas and then offering solutions to resolve the issues. The episode is also a gold mine for sales leaders looking for insights that are easy to adopt and implement.