As a certified agency partner, Mason Digital was equipped with the knowledge and expertise to assist Bio-Optronics with the task of transitioning qualified inbound leads from the marketing communication process to a waiting-at-the-ready sales team for personalized, one-to-one follow up by leveraging HubSpot’s Marketing and Sales automation software.
The first step in the project was to identify what pieces of lead gen content and forms were necessary to identify qualified leads that were ready or nearly ready to purchase from Bio-Optronics. Armed with this information, Mason Digital built workflows using a series of triggers and rules to place contact information directly into key sales team queues with real-time alerts so that the sales team would be enabled to begin the follow-up process within a matter of minutes. After the workflows were built, we went to work on developing follow-up sequences that utilized a combination of phone call scripts and templated emails that would allow the sales team to be more efficient in their communication with prospective customers.
In addition to the automation software programming, Mason Digital developed an on-site training presentation and reference guide to be used in the onboarding of current and future sales team representatives. This training included step-by-step walkthroughs of how to move clients through the necessary follow-up sequences in HubSpot as well as a guideline on the timing and order with which leads should be processed.