Before a prospective client is ready to enter your sales pipeline, it needs to be properly qualified. If not, there is a risk that your pipeline gets filled with opportunities unlikely to close, chewing up both valuable time and resources. Here to help you with this is Membrain's powerful Prospecting Campaigns.
You can set up different campaigns for different types of leads and prospects, with defined qualification criteria that need to be confirmed before the lead becomes a sales project. You can use these campaigns to segment between different lead sources (inbound, network events, outbound activities, social selling), different customer segments (product categories, new/existing business, industries) or something else completely.
Creating a Prospecting Campaign
This article takes you through creating a Prospecting Campaign with step by step instructions for each step of the way. To simplify things, we suggest you break it down into 3 areas:
- Campaign Process Stage and Step Creation
- Adding Tools and Details to steps - This is covered in a separate article
- Additional Information Qualifiers, Stakeholders and Custom Fields
Begin by setting up the basics of your Campaign. Map out each step of your process and break it down into stages, if necessary. Once you have a solid foundation which reflects your Campaign focus, you can then add more complex tools later on.
Administrators can create Prospecting Campaigns by going to:
- System Setup - Prospecting Campaigns
- Click on the New Prospecting Campaign at the bottom of the list
- Next, click on the header New Prospecting Campaign and give your new Campaign a descriptive name. The name should reflect the type of prospects you are looking to qualify; for example Inbound Lead or Event follow-up.
- Click on the Add the First Stage button to start building your Prospecting Process. Even if you plan to only use one single Stage in your process, all steps will be within this first stage.
- Name your Stage, add a description for your team about what the objective of this stage is, and if you have any relevant sales enablement material to upload or choose from within the Content Hub, add it here.
Add steps and stages to a Prospecting Process to help salespeople follow a workflow built specifically for a certain type of Prospect.
- Click on the add step button
- Give the new step a name
- Continue adding steps to outline your process with the individual tasks you want the sales team to follow as they're working with a prospect.
- Rearrange the order of the steps themselves by clicking on the step you wish to move and clicking on the Move button at the bottom of the Step setup.
Adding Tools and details to Steps
Once you're happy with the steps you've added to your Campaign, you can add some functionality to these steps. Learn how to do this in this separate article which covers how to Add tools and details to steps
A Prospecting process can work perfectly well with just one Stage, but if you want to break it up into 2 or more Stages, that works too. Stages help to identify when a Prospect has passed an important milestone and should perhaps be managed differently. Stages can be used in place of Categories which are no longer available in Prospecting.
To add a Stage to your Process:
- click Add Stage, which is always found at the end of the process editor.
- Then, as you did during the initial setup, give the Stage a name, some descriptive text, and add any sales enablement content you might have to upload or from the Content Hub.
Qualifiers are a great way to filter out the prospects that might not be worth pursuing and to pinpoint the ones that have potential, based on certain criteria (eg. industry type, budget, pain points, etc). Once you have determined what your ideal customer should look like, you can build your qualifying questions and add them to the Prospecting Campaign, to be answered during the course of the prospect life cycle. These Qualifiers then guide your team on whether to convert or disqualify the prospect, based on the answers to those questions.
- From the process editor, navigate to the left hand side and under Qualifiers, click Add Qualifier
- Choose a custom field to base this question on. A custom field is a list in Membrain that contains information about a certain subject.
For example: if you wish to target prospects from a certain industry, you can select certain industries which would qualify this prospect and other industries that would disqualify. Or if you want to add a new custom field and record new information to use as a qualifier, click on the New Custom field link at the top of the window.
- Next, determine the rules you want to apply to this qualifier. Whats a positive choice, and whats potentially concerning. A simple example would be as follows.
For the Qualified If section: In the All Box, you see all the options available. Move the ones you wish to be a positive option across to the Selected Box
Leave Disqualified If section blank.
- Use the Qualified If or Disqualified If options to get creative and really break down exactly how you would like this qualifier to work, with combinations of any selected, any 2 of selected etc
- Set the importance of this Qualifier. Select if you want this Qualifier to show in the process as Blue, Yellow or Red, depending on the seriousness of this Qualifier.
Adding roles to the Stakeholders area of a Prospecting campaign is done from the
Membrain has the capability to respond to events with automated actions and greatly simplify the workflow for both sales management and the sales team. These events can be used to notify somebody that they have been assigned a new lead through email, or to create a task for somebody to follow up within a certain time frame or similar.
To learn more about events, read the article about Automated Events.
As with sales projects you can add rules to your prospecting campaign. These rules will help sales people prioritize where they should spend their time, and which prospects to engage with.
Rules can be set on things such as Time to First Activity, useful for inbound or automatically generated leads, or Number of Days Since a Process Step was Last Completed. For more information, read the article about Rules in Membrain.
Adding Disqualify Reasons
Disqualify reasons are a listing of all the reasons why you might disqualify a prospect and a great way to record and analyze this data in the future. As disqualify reasons can be used across multiple Campaigns, they are not set up in the individual setup for each campaign, but rather added at Admin level.
To learn more about how to create Disqualify Reasons, read this article here Disqualify Reasons
Publishing the Process
Once you're happy with your new Prospecting Campaign, click on the Publish Campaign button to the right. You can always change your campaign at any time by going back into the Campaign editor and changing qualifiers, categories, rules and events.
Categories have been sunsetted as a feature, and will no longer be available to add to new prospecting campaigns. But don't fret, if you had categories in any older prospecting campaigns, they will still be available to you.