In this project, I organized and maintained an inbound lead process to ensure quality leads got sent to the sales team faster. The objective was to incorporate tracking and automation with my client's current platforms (Hubspot, Salesforce, Slack, and later Chili Piper), then iterate on marketing campaigns and warm-up sequences over time to continue delivering qualified leads.

Having a smooth inbound lead process is essential to engaging with new leads in the moment they are ready to discuss your solution with sales. The more barriers you remove from that process (while still keeping just enough to filter out unqualified leads), the more likely your sales team will be able to connect with excited new sales opportunities.

HUBSPOT FORMS & WORKFLOWS: A series of optimized, campaign- and purpose-specific forms to collect leads, qualify them, and process them quickly. These forms were later adjusted to trigger accurately with Chili Piper integration.

SALESFORCE CAMPAIGNS: A series of campaigns to tag and label new leads to track how they engage with the client, for internal teams to have a clear view of the lead's history and engagement

DRIP CAMPAIGNS & AUDIENCE LISTS: A series of drip campaigns and audience lists were created to bucket leads in ways that would give them additional opportunities to engage with my client, and warm up their interest levels.

REPORTING & AUDITING: Reporting structures were set up and maintained to have data flow seamlessly to other members of the org. These reports and lead flows were audited regularly to ensure accuracy in automation.

The Inbound Lead Process for my client was created, managed, and built on over time. This meant marketing activities were able to be tracked appropriately, and the sales team got qualified leads faster. These efforts yielded over 42% marketing-sourced closed/won accounts.