Lead Management in Salesforce

What is Lead?

Lead is unqualified customers or you can say It is a potential customer. It may be an individual or a company that shows interest in company’s products.

How leads are generated?

Leads are generated in many ways like from existing customer, referrals, through web, through online advertisements, TV advertisements, online advertisements, Campaigns and directs customers.

What are the stages of lead management process?

Companies can track all stages of the lead management process, including:

1. Capturing leads;
2. Scoring leads to identify which ones are sales-ready;
3. Prioritizing leads and assigning them to appropriate sales reps;
4. Converting qualified leads into a sales opportunity;
5. Nurturing leads that are not ready to buy yet;
6. Evaluating lead management progress.

What is web to lead?

Web to lead is a Salesforce standard feature that enables the user to generate lead records.

1. From Setup, click Feature Settings> Marketing > Web-to-Lead.
2. Click Edit to enable or modify the following Web-to-Lead settings:
3. Click Save.
4. To create a Web-to-Lead form, click Create Web-to-Lead Form on the Web-to-Lead Setup page.

What is lead status field?

Lead Status indicates lead tracking stages that allow sales reps to track sales process and prioritize future activities.

By default, Salesforce offers the following lead tracking stages:

• New;
• Working;
• Nurturing;
• Unqualified;
• Qualified.

What is lead source field?

Lead Source shows where your leads come from. 

• Advertisement;
• Customer event;
• Employee referral;
• Purchased list;
• Trade show;
• Webinar;
• Website;
• Other.

How to setup Web-to-Lead Auto-Response Rules?

Set up Web-to-Lead auto-response rules that contain the attributes a lead must have to receive an email template. Auto-response rules can have multiple rule entries but only one Web-to-Lead auto-response rule can be active at a time.

How do you want to route incoming leads?

When importing leads external to salesforce or generating through your website, Salesforce automatically assigns the leads to users or queues.

A lead queue is a place to store unassigned leads. We can manually assign leads to a lead queue or automatically using assignment

Explain Lead conversion?

Lead can be converted to – Account, Contact or Opportunity

• The system automatically maps standard lead fields to standard account, contact, and opportunity fields

• For custom lead fields, your administrator can specify how they map to custom account, contact, and opportunity fields

• The system assigns the default picklist values for the account, contact, and opportunity when mapping any standard lead picklist fields that are blank. If organization uses record types, blank values are replaced with the default picklist values of the new record owner.

• If the lead has a record type, the default record type of the new owner is assigned to records created during lead conversion.

What is an Email Template?

– Standardized text or HTML

– Enables standard and consistent email messaging

How many ways we can import into salesforce?

Data loader

Import lead- import wizard

Through sync

Manually

Lead vs contact?

Contact – existing customer or qualified prospect

Lead- unqualified prospect

How lead moves to different stages?

Through engagement and different interest. We can capture engagement through Salesforce like how many times prospective customer looked into product page or opened email or not.

There are some tools like –

Marketing tool for engagement – For B2B- engagement studio, For B2C- marketing cloud

Why is engagement data so important?

Suppose person has opened email 5 times then sales team will reach customer immediately to crack a deal.

What is lead scoring?

We convert lead or qualify a lead by seeing Interest shown. For example, lead visited site 8 times in 4 days.

Lead Scoring Way 1: 

We can do lead scoring inside Salesforce. Based on Status change, what is progress of lead. For example, from previous to new status there is 2 days gap so can score lead based on that.

Lead Scoring Way 2: 

Inside marketing cloud – Based on various engagements (number of times site visited, email opened, opt in opt out)

Marketing tool for engagement – For B2B- engagement studio (Pardot), B2C- marketing cloud

When choose existing account vs new account?

Already business – existing account

New business – new account

When we convert lead to Opportunity?

Opportunity is always tied to service or sales

Scenario 1: Customer is confused on which tv to buy but wants to purchase. Then sales team will create only account and contact but won’t create opportunity. As cannot tie opportunity to a opportunity product i.e. a particular TV in this case.

Scenario 2 : A customer is willing to buy a particular TV but said need 5% discount to buy it. We can convert lead to opportunity as we are sure to which opportunity product to tag to.

What is opportunity product?

Opportunity is associated to which product. i.e. it is associated to which TV

How to see a converted lead?

1. From Setup, enter Permission Sets.
2. Click New.
3. Enter a name for the permission set.
4. Click App Permissions.
5. Click Edit.
6. Under Sales, select the View and Edit Converted Leads permission.
7. Save the permission set.