Consistently discovering new leads is essential for any business, but how those leads are processed and where they go once they are gathered is where you can gain an edge against your competition.
Increasing your lead conversion rate starts with developing a clear lead routing strategy. The quality and timeliness of response can win or kill a sale, which is why lead routing is crucial. In a fast-growing B2B business, your sales strategy requires a detailed, calculated lead routing plan to allow your sales team to access leads as soon as they funnel in.
Read on to learn how to introduce and implement a new lead routing process that drives traffic and delivers the desired results.
What is Lead Routing?
Before we outline best practices and how to get started with a lead routing strategy, we first need to understand lead routing basics.
Lead routing is a sales strategy in which leads are automatically assigned to a specific team or an employee based on predetermined factors. This preset criterion creates a streamline of leads in real-time to ensure the proper lead lands with the right sales rep.
With a proper lead routing strategy, your business saves time and resources while optimizing touchpoints for sale. Every lead is organized and accounted for, allowing your team to focus on sales conversions and company growth, not tracking down leads. Lead routing empowers your team to utilize their skills and strengths where it matters: making the sale.
Lead routing improves your sales strategy because it capitalizes on your talent and makes the best use of your resources. Implementing lead routing equips your team to close the sale, and your customers enjoy a personalized buying experience that they wouldn’t get otherwise.
Lead Routing Best Practices for Your Business
Your lead routing strategy enables strong leads to reach the right person at the right time. But how do you organize and assign these leads to specific sales reps?
Partnering the appropriate sales rep with a potential customer can be determined by four key factors: location, value, use case, and lead score. We explore lead routing criteria below.
Routing Leads Based on Location
Assigning leads based on location is a standard go-to in the B2B industry. Why is geography such an essential factor?
It’s common for B2B businesses to span more than one geographical region. When this is the case, a sales department is often responsible for a specific regional area. It’s here that lead routing becomes not only practical but necessary.
When you conduct lead routing based on geographical location, you ensure your sales talent and energy are appropriately distributed. Salespeople aren’t doubling up on leads; no territory is forgotten or left out.
The sales rep assigned can use their regional knowledge and availability to meet the customer’s particular needs. When timeliness is crucial –– and in B2B, it is –– ensuring your sales team is available to schedule meetings and reply to inquiries according to customer time zones is a must.
Assigning Leads Using Value
Sorting leads according to value is a powerful method for your sales strategy, especially if you receive a large influx of leads ranging in value. Instead of assigning leads randomly to different sales reps, routing leads based on value gives prospects to specific team members based on ability, experience, and expertise.
Businesses that use lead value as a metric for lead routing commonly separate high-value prospects from low-value leads. A high-value opportunity is gently guided through the sales funnel via the personal touch of a highly qualified sales rep. An alternative is a resource-saving option that automates a quick and easy process for low-touch, high-volume leads.
With this practice, your business ensures maximum efficiency of your time and resources by prioritizing your sales team’s skilled assistance to the leads that deliver a high value. All other leads will funnel through a less costly and time-consuming process.
Lead Routing According to Use Case
Routing, according to the use case is when a lead is passed to a qualified sales rep in that specific area of use. By sorting according to the use case, your agents can focus on their strengths while customers can speak with a highly skilled person in their field.
For instance, a company such as Honda, which manufactures many products from cars to four-wheelers to jets, will juggle a multitude of leads with different needs and intents. Not all sales reps will have the same knowledge about each product and be able to speak to the customers’ needs. Instead, leads should be directed to specific sales reps based on their skillset regarding the intended use of the lead – cars vs. jets.
If your B2B company sells a product or service with multiple use cases, routing your leads by use case can improve your sales reps’ success rates, customer experience, and conversion rates.
Using Lead Score to Understand and Prioritize Leads
Lead scoring gives a quantifiable value for each lead. A lead score is determined by assessing the prospect and the likelihood of conversion. This numerical value is usually based on a set of credentials like the ones above: location, value, and use case. This lead score is then used to regulate which sales team or rep takes action.
A lead score enables your sales team to understand and prioritize leads, which can initiate a personal customer approach. Your team can be aware of when and how to step in by interpreting if leads are too early in the process and need additional time to be nurtured or if they are high-value and require a more devoted effort.
An accurate lead score promotes customer satisfaction throughout the buyer’s journey. The customer experience is enhanced when your sales team gives the appropriate attention to leads at the right stage of the sales journey. The lead score directs their actions.
How to Get Started with a New Lead Routing Process
You now know the best practices for lead routing and which criteria are most important when evaluating your leads. But knowing the right approach and implementing a new method are two very different challenges.
Lead routing is simple if you have the right tools, resources, and support.
To develop a lead routing, you must
- Define your lead routing criteria
- Create workflows according to those criteria
- Qualify leads
And to optimize lead routing, you must know what’s working and what’s not –– and why. Monitor the success or failure of your lead routing to understand why routing by some criteria is more effective than others.
By partnering with a digital marketing agency that specializes in lead generation, you can reap the benefits of lead routing without the risk of missing essential steps.
Getting started with a new lead routing process doesn’t have to feel overwhelming or impossible. Linchpin SEO can define your business’s proper lead routing practices and create workflows and automated processes to help you convert leads into sales.