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Triggers for nuanced routing

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    Chrislyn McCullough

    Hi Kimberly,

    It really depends on the outcome you want. Here is what I've done before as I did get requests like these:

    If the lead is warm from website/trials/demo requests, I use "Matched Accounts" so it would route to the account owners if a match happens, if not and it's net new it goes to the territory list for AEs.
    If the lead is cold from list buys, I use Lead Source = List Buy to route leads to SDRs to warm them up before it moves to an AE. We also use lead source detail as another node after lead source to check for specific campaigns that should route directly to SDRs. Our EMEA region specifically had 5 specific campaigns they ran all year, and all of those went to the SDRs. The campaign name is the same as the lead source detail to keep things simple for tracking and reporting.

    For event leads that need to be enriched, we have a holding queue that will release them once all the necessary fields are filled and will release it back in the flowchart for distribution. Usually event leads are mostly email, so we depend on our marketing team to enrich those so it can go to the right rep. Recently, we've used ZoomInfo (webhook into marketo) for enrichment so our turn around is much faster.

    For extra special leads, we have a "do not route" checkbox. Haven't used this yet, but the use case would be high touch field rep leads that need to go to specific reps only.

    We will run into cases where a lead was qualified as "bad data/junk lead" by a rep at some point and it resurfaces via a white paper download or included in a current list buy, we use the change of lead status to move this from the "bad data queue" to go back in the flowchart and find a rep.

    I think having all of these implemented (to solve our use cases) vastly reduced the amount of One-Time Routing I've had to do. When create a report for certain list buys / campaigns, I see that they are all assigned to a rep. #NoLeadsLeftBehind

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    Kimberly Galitz

    Hi Chrislyn McCullough!

     

    Thank you so much for sharing your strategy for this, it is extremely helpful! I love the idea around having a holding queue, as well as a lead status change to move things from a bad data queue to the flowchart. Are you using a field = empty type of filter to keep these from routing? You mentioned having just email for a lot of the event leads so if some fields were missing is that what determines the holding?

     

    For your lead source details/campaign names, how often are you updating the list of these in your nodes? If we are doing two webinars a week I'm envisioning having to update the live graph a few times a week which also seems dangerous :) 

     

    Thanks again for your input, this has my wheels turning a bit on how we could adjust to make this more efficient. Also striving for the #NoLeadsLeftBehind! 

     

     

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    Chrislyn McCullough

    Yes, I am using if certain field = null go to holding queue. I have an "updated lead" node point out to holding queue and the criteria in the "updated lead" node is if certain fields are no longer null (it's been enriched by marketing, and ready to be assigned by leandata) then it should be released into the rest of the flowchart.

    If we only have just email address, then it doesn't meet our minimum data requirements for the reps to work a lead, so it sits in the holding queue until  our marketing ops team can enrich the leads from an event. Our marketing team has a list of MDR (minimum data requirements) that they go through so that anything in the holding queue is enriched correctly. If a lead doesn't have employee count but has everything else it would stay in holding queue. We have a somewhat strict ROE based on territory so this is why we'd rather wait before assigning leads. If the leads need to followed up quickly without MDR - our marketing team will just assign it to certain users (maybe sdrs) and make those leads "do not route". I've heard other people say they do a round robin for these as well.

    For the leads source details, you are right, the first time I did it, I was changing it too often and sweating my flowchart releases. However, I created a separate node for "special campaigns" so that I only ever need to change this specific node (made me less sweaty). This is something I've had to change every quarter and I'm not sure if there is a limit on this. Lead source detail = campaign name 1, campaign name 2, campaign name 3 etc. They are usually lengthy in name, and I was able to do 10 (lead source detail names) for our EMEA team. I placed this "special campaigns" close to the top because I want it to be the first option once leandata figures that a lead is an EMEA lead since these are for certain people only. Once you have this node separated, it's a cake walk, because you know that you've only changed this node. It's easier to manage even if you have to do it weekly.

    Caveat for these special campaigns, you also have to copy it over to your "L2A" nodes because it may match a lead to an existing account that is owned by a rep who shouldn't get these leads. 

    Hope this helps you out!

     

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