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Account-Based Lead Assignment using HubSpot and Salesforce

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SmartAcre helped client, Smartling, develop and implement a scalable, enterprise-wide, custom solution using HubSpot and Salesforce across their global sales team. This solution uses Lead-to-Account matching in order to assign and notify the proper member of the sales team.

Results.

37%

Leads Successfully Identified as EMEA

Previously unidentified EMEA leads that existed in database were identified & routed based on IP address

27%

Leads Now Matched With Existing Account

Leads in the database that weren’t properly identified as belonging to existing accounts were automatically matched

15%

Leads Now Identified as Target Accounts

Lead scoring model now identifies “target accounts” and automatically assigns to and notifies proper account executives

Impact

  • Sales Managers and Account Executives have more time: By removing the burden of manually reassigning leads across the team, there is more time for higher-value tasks.
  • Leads don’t slip through the cracks: Leads are now automatically detected from target accounts and assigned to the appropriate Account Executive so high-quality leads are followed up with in a timely manner.
  • Sales team gets better leads: By implementing a blended lead scoring and grading model, the leads assigned to sales are higher quality.
  • Close more deals: By implementing this new process, marketing now properly identifies and assigns qualified leads that the sales team has a higher probability of closing.

Challenges

  • Inbound leads from target accounts were not consistently being identified and assigned to an account owner, resulting in a major gap in the lead-to-sale process.
  • A relatively new lead assignment strategy was not balanced across sales teams and geographic territories.
  • Leads that were related to partner or customer accounts were clogging up the sales queue.
  • Many existing leads were assigned to inactive owners and were not being followed up with.

How We Did It

Overview

SmartAcre worked with Smartling to develop a custom account-based lead assignment model using HubSpot and Salesforce. This was executed by creating a custom formula that compares the domain in a lead’s email address to all website domains listed in existing accounts to identify a match.

  • Removed the burden of manually reassigning leads across the team, there is more time for higher-value tasks.
  • Leads are now automatically detected from target accounts and assigned to the appropriate Account Executive so high-quality leads are followed up with in a timely manner.
  • Implemented a blended lead scoring and grading model, the leads assigned to sales are higher quality.
  • Implemented new process, marketing now properly identifies and assigns qualified leads that the sales team has a higher probability of closing.
Lead Assignment Business Rules

First, we used Salesforce Process Builder and Flows to find if the lead’s email matches an existing account’s domain. If the lead is matched to an existing account, the workflow assigns the lead to the Account Executive who currently owns that account and alerts them via a “new strategic lead notification.”

Flows were used to find a related account and determine new owner

Next, we had to build in the logic for unassigned leads or with inactive owners. Leads need to be assigned to either the North America or EMEA sales queues to be assigned via a round-robin rotation. For the leads that don’t have country data, we used the HubSpot property “IP country” and mapped it to Salesforce. We then used country to determine the region based on several custom Salesforce workflows and formulas. The region field determined whether the lead was assigned to the North America or EMEA sales teams.

After the new lead assignment process was implemented, we created a blended lead grading and scoring model. We initially provided strategy and consulting and then facilitated a team review session to adjust the model to align with the sales team’s input. Through this model, leads with a Grade of A are passed directly to sales. Leads with other grades require different thresholds of behavioral scoring in order to meet the MQL criteria which allow them to be passed to sales.

About Smartling
Smartling’s content solution helps brands gain a more competitive global position by transforming the way their content is created and consumed around the world. Smartling’s technology, the Global Fluency Platform, helps brands access new markets, more customers and greater value. Smartling enables brands such as British Airways, InterContinental Hotels Group, Uber, AdRoll, Shinola, Spotify, Pinterest, Hasbro and SurveyMonkey to provide truly native brand experiences. Smartling is headquartered in NYC with over 100 employees. For more information, visit: www.smartling.com.