Objective
To automate the Lead create/update process, enriching and processing Leads to ensure they are fully actionable within Salesforce and ready for assignment, thereby streamlining the sales cycle and enhancing conversion rates.
Pre-conditions
- e2a is correctly set up and configured within Salesforce.
- Plug-in Actions are enabled
- Criteria for intelligent parsing and lead scoring are defined and implemented.
- Templates for automated personalized responses are crafted and tested.
Actors:
- Sales Operations
- Sales Representatives
- Sales Managers
Workflow
- A prospective customer sends an email to the company’s designated sales address.
- e2a automatically intercepts the email and applies AI-driven parsing rules to extract relevant information.
- The Plug-in Actions within e2a utilize the parsed data to score the lead based on the perceived interest level indicated by the email content.
- e2a enriches the lead by aggregating additional data from external sources or existing Salesforce records.
- A new lead record, complete with the enriched data set, is created or updated in Salesforce for the sales team to act upon.
- Triggered by the Plug-in Actions, a tailored and immediate response is sent to the prospective customer, ensuring engagement starts on a high note.
- Sales representatives receive real-time notifications about the new or updated leads (including via Slack or Teams), with comprehensive details that facilitate personalized follow-up.
Post-conditions
- The lead database in Salesforce is automatically updated with minimal manual input.
- Sales agents are equipped with detailed lead insights, allowing for strategic and effective follow-up.
- The sales pipeline benefits from a continuous influx of qualified and engaged leads.
Exceptions
- If email parsing encounters ambiguity, the lead is flagged for manual review and intervention.
Metrics for Success
- Increased efficiency in lead generation and management as reflected an increased lead-to-opportunity conversion rate.
- Reduction in average lead response time, contributing to improved customer engagement metrics.
- Enhanced quality of leads due to the comprehensive data set provided by the enrichment process.
- Positive feedback from sales teams regarding the usability and effectiveness of lead information.
Enhancements
Email-to-anything brings a whole host of additional features to your Email-to-lead solution:
- View Email History – See the whole email history against any lead, contact or other relevant records
- Send emails from any object – Send 1-to-1 or mass emails from any Salesforce object
- Build distribution lists – Create distribution lists in Salesforce and send newsletters and business updates without the need to use marketing automation tools
- Capture replies – Email-to-anything listens for email replies and brings them into Salesforce, storing them against all relevant records
In addition, Email-to-anything works seamlessly with its sister app, Q-assign, the powerful lead routing app, which deploys dynamic assignment rules to create the most advanced lead distribution model.
