Inbound Lead Enrichment (Salesforce)
Enrich inbound leads for higher conversion rates with pre-qualified audiences
Objective: Enrich and qualify inbound leads with more data to increase the lead-to-opportunity conversion rate.
Use case: Automated qualification of companies and people in a specific ICP.
Team required: Marketing Operations Manager or Sales Operations Manager, SDR Manager
Estimated time for completion: ~30 mins
Before you begin, review the guide linked below to ensure you're set up for success.
- Start by establishing a 'Company' filter
- e.g. Account Stage is not Active Opportunity, Current Client
- Pick a filter that specifies the time frame within which you want to pull in records.
- E.g. 'Created Date' is within the last seven days.
- Set at least one 'Person' filter from Salesforce,
- E.g. 'Contact Email' is known
Once you navigate to the 'Destinations' tab, choose Salesforce as your intended destination.
From there, click 'View Attributes' and select the attributes that will help you qualify (score) and/or nurture your inbound leads.
Primer offers attributes across 15 major categories of data:
As an example, company funding can unlock segmentation and has a wide-reaching impact. Funding data allows you to analyze inbound leads and decide whether you’re generating the right type of prospect. It also allows you to personalize outbound messaging and nurture drips to better contextualize your product to the financing stage of the company you’re serving.
Having a prospect attribute for ‘Funding type’ would give you context on how to position your product against the prospect’s needs. At Primer, our core buyer works at a Series B, C, or D company, and a field attribute for ‘Funding type’ changes how we position ourselves to prospects.
Our support team will confirm when the audience is live and enriched records are syncing back into Salesforce (usually within 24 hrs).
- Higher conversion rates with pre-qualified audiences
- Save time and budget
- Easier experimentation
- Centralized access to filters, attributes, and streamlined data management
At its core, finding a solution to sourcing missing CRM data positively impacts your GTM engine. When you integrate a unified platform like Primer, enriching your inbound leads with attributes upgrades your strategy and sets you apart from your competition.
Through marketing automation, you can use field attributes to send different types of emails after a prospect converts.