with Tara Robertson, Director of Revenue Marketing and Osama Ahmad, CRM & Marketing Operations Manager
Overview
As a leading content experience platform, Uberflip helps businesses convert curious prospects into opportunities and then transforms them into happy customers. But with success comes challenges. Uberflip now receives between 2,500 and 3,000 leads a month from various sources such as events, webinars and, of course, content. Determining the quality of those leads and then manually distributing them among the sales reps became a time-consuming nightmare.
Solutions
Results
Uberflip is focused on how people consume information. As more B2B organizations produce content to tell their stories, Uberflip has built a reputation for organizing and presenting that information in an engaging manner. As a leading content experience platform, Uberflip helps businesses convert curious prospects into opportunities and then transforms them into happy customers. But with success comes challenges. Uberflip now receives between 2,500 and 3,000 leads a month from various sources such as events, webinars and, of course, content. Determining the quality of those leads and then manually distributing them among the sales reps became a time-consuming nightmare.
“Our Marketing Ops manager was spending every Friday building lead lists for our sales team,” explained Tara Robertson, Uberflip’s Director of Revenue Marketing. “It sounds archaic and crazy. But our goal was to set up sales for the following week. The consequence of that was we were essentially falling a week behind.”
Leads needed to get into the hands of the sales team faster. Uberflip experimented with a de-duplication tool that also promotes itself as a routing solution. But that software created problems, such as constantly breaking workflows in the Marketo marketing automation system.
“So we went back looking at vendors and this time we chose LeanData,” Robertson said.
The LeanData Solution
LeanData transformed lead assignment at Uberflip by enabling the business to create an innovative workflow that meets its needs and increases the speed of sales team follow-up using real-time routing. As Uberflip has continued to grow, LeanData’s flexible solution has evolved to overcome new challenges. “We really didn’t have any kind of leadrouting system before LeanData,” said Osama Ahmad, CRM and Marketing Operations Manager. “LeanData helped facilitate a lead routing process that makes sense for us.”
Previously, leads were sent to the entire pool of sales reps once they had reached a Marketo scoring threshold. Uberflip had little control over the process. Now, LeanData enables Uberflip to automatically assign leads in a systematic way based on different criteria.
• Leads coming from different sources, such as events, are sent to specific pools of Business Development Reps (BDRs)
• The approximately 250 demo requests each month go to a set group of BDRs
• Leads from active opportunities are immediately routed to the proper Account Executives
“This kind of routing is just not possible in Salesforce,” Ahmad explained. “The most important component of LeanData is just thinking through our routing process in a sophisticated way. We were able to make the shift from a lead-based model to an account-based model. We had been struggling with that before LeanData.”
The Results
Uberflip has seen a multitude of benefits across the entire Go-to-Market process.
Faster Sales Cycle: W