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USE CASE

Email-to-Lead on Steroids: Transforming Sales through AI-Powered Lead Automation

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OVERVIEW

The Email-to-Lead function is a vital component in any sales funnel, converting prospective customer enquiries into Leads in Salesforce. e2a’s Email-to-Lead solution takes sales productivity to another level by adding intelligent, Plug-in Actions to the mix. With e2a’s Plug-in Actions, the lead create/update process is augmented, triggering intricate, automated workflows that include lead scoring, data enrichment and personalized auto-responses. The Plug-in Actions can even be applied to existing leads that were created from other sources, furnishing sales teams with a rich, actionable database of leads, ready for conversion.

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

  1. A prospective customer sends an email to the company’s designated sales address. 
  1. e2a automatically intercepts the email and applies AI-driven parsing rules to extract relevant information. 
  1. 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. 
  1. e2a enriches the lead by aggregating additional data from external sources or existing Salesforce records. 
  1. A new lead record, complete with the enriched data set, is created or updated in Salesforce for the sales team to act upon. 
  1. Triggered by the Plug-in Actions, a tailored and immediate response is sent to the prospective customer, ensuring engagement starts on a high note. 
  1. 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. 

CONCLUSION

This use case showcases how Email-to-anything (e2a) can transforms the effectiveness of sales teams by automating lead creation and updates from inbound emails. e2a can apply AI for lead scoring and enrichment, ensuring leads are actionable and ready for assignment in Salesforce. By automating the import, enrichment, and immediate engagement of leads, e2a empowers sales teams to operate with unprecedented efficiency and intelligence, setting a new benchmark for lead management in the Salesforce ecosystem.
How to achieve workforce effectiveness
Email-to-anything is available on a FREE 30-day trial. This includes the complete working product with all features enabled. To apply for your trial or to set up a demo/discovery call, please contact

Q-assign

From $21 per user per month

Assign any work item to the best available Salesforce user via intelligent rules and dynamic Plug-in Actions

Email-to-anything

From $19 per user per month

Effortlessly manage emails in Salesforce. Send to distribution lists, capture replies. Auto-create, auto-update 

Ortoo enables teams to effectively work towards organizational goals with intelligent solutions that allow them to focus on the tasks that really matter.

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