Smartling | Campaign
SmartAcre® helped our 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.
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 of the website domains listed in existing accounts to identify a match.
First, we used Salesforce Process Builder and Flows to see if the lead’s email matches an existing account’s domain. If the lead matches 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.”
Next, we had to build the logic for unassigned leads or those with inactive owners. Leads need to be assigned to either the North America or EMEA sales queues to then 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 the 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 to then allow them to be passed to sales.
37%
Previously unidentified EMEA leads that existed in database were identified & routed based on IP address
27%
Leads in the database that weren’t properly identified as belonging to existing accounts were automatically matched
15%
Target Accounts that were identified and automatically assigned to the proper account executives
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