Despite the best intentions and the best interests of a business, the relationship between sales and marketing can sometimes struggle to be effective and productive. Sales is generally dependent on the marketing team to ensure their success, but this can be problematic due to a difference in goals and expectations. Fortunately, ClickDimensions offers several features that can make the sales and marketing relationship a healthy and happy one. In this post, we will focus on using lead scoring to automate actions in CRM.

Being able to automate actions based on indicated interest (lead score) by a customer can help your sales and marketing teams work more efficiently together. In this example, we will lay the groundwork for being able to perform actions like:

  • Sending an email to the lead.
  • Adding the lead to a marketing list.
  • Adding the lead to an existing campaign automation.
  • Notifying a user from the sales team that a score threshold has been reached and a specific activity should be performed (such as a phone call).

In our help article here, we discuss notifying a user when a target lead score is reached. This will give us the basic starting process we need to perform the above actions.  See the steps below to get started (please see the linked article for additional information and screenshots).

1. Add a Score Reached field to your lead record.

  • First open a lead record, then click on the Form Editor tab and in the lead record’s More Commands menu.
  • In the Form Editor window, click the New Field button in the bottom right corner of the editor.
  • Create a Two Options type field like the one seen in the article above, then save and close the record.
  • While still in the Form Editor for the lead, find the new field you made in the Field Explorer on the right, then drag and drop it where you want it on your lead record. Save, then Publish.

2. Create a CRM workflow.

  • Next create the workflow to monitor the lead score and send the notification email. Create a new workflow based upon the lead entity, then set it up as seen in the image below.

  • **Note** Step three of the workflow will be what we change to perform the actions referenced above.

Note: Step four of the workflow prevents this action from being taken again on the same lead.

Next, we need to look at the additional actions that can be performed in conjunction with this base workflow. Let’s start with the first one, sending an email to the lead.

1. In step three of our workflow, click Add Step and then select Create Record (do not select Send Email here as that will send a standard CRM email).

2. Choose Send ClickDimensions Email in the Create Records option.

3. Select the Set Properties button and fill out the information regarding your Email Send. For the section regarding who the email will be sent to, use the right-side wizard (Form Assistant) to generate the dynamic code for this.

4. Update step four of the original workflow.

More information on this process can be found in this article.

When a target lead score is reached, this workflow will now trigger an email send to the lead.

Next, we will look at how to add a lead to a marketing list and to a campaign automation. Our campaign automation feature allows you to add participants to the automation when they are added to a marketing list. For this, you will need to start your campaign automation with an Added to List trigger.

To add someone to a marketing list using a CRM workflow, you will need to change step three to the reflect the following.

1. Select the Add Step button.

2. Select the Update Marketing List Members option.

3. Click Set Properties and set the marketing list you would like to update.

4. Update step four of the original workflow.

More information on this process can be found in this article.

You now have four different actions you can perform when a lead reaches a target score. This can be powerful in helping to align the efforts of your sales and marketing teams and converting leads into customers!

Happy Marketing!