Using workflows and lead scoring to qualify leads The goal of the strategy is to create a bridge between marketing, which will qualify leads through personalized content and automation, and sales, which will be able to focus their efforts on these qualified leads. HubSpot allows us to manage our activities in a single platform, integrating lead generation with services ranging from email marketing to paid advertising.” We were looking for a solution, but we imagined a simple database, possibly with integration with some email marketing systems. We collected the results of our activities in Excel files without even understanding how many new leads an activity had generated. “Before HubSpot, we didn't have any lead management tools. Giulia Sicurella, the Marketing Coordinator at GRAPHISOFT Italia, explains the reasons behind this choice: In 2019, GRAPHISOFT Italia adopted HubSpot Marketing Hub Professional to implement its Inbound strategy with the collaboration of Sinfonialab, an Italian HubSpot Solutions Partner. The company has over 15,000 prospect contacts in its CRM, so it is necessary to indicate to the sales team which leads are ready for a commercial contract to make their work more effective. The commercial structure of GRAPHISOFT Italia involves a series of authorized resellers who manage contacts on a geographical basis. A strategy to identify hot leads and facilitate the work of the sales team
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