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. Many sales organizations struggle keeping their pipeline, clean, healthy and full of only qualified opportunities.
Note: Did you know that sales reps spend up to 65% more time on deals that do not close than deals won?
Here to help you in this process is Membrains powerful Prospecting Campaigns!
You can set up different campaigns for different type 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. It's a very flexible approach, so let's take a look at how to create a prospecting campaign.
Creating a Prospecting Campaign
Administrators can create Prospecting Campaigns by going to:
- Open the Membrain Menu - Admin - Prospecting Campaign
- Click on the New Campaign button on the left-hand side of the screen.
- Give your Prospecting Campaign a name by clicking on the text "New Prospecting Campaign" and typing in the box. The name should reflect the type of prospects you are looking to qualify; for example "Inbound Leads" or "Event Follow up"
Does everyone in your sales team agree on the precise criteria for a prospect to qualify as an opportunity in your pipeline? Do marketing and sales agree on the criteria for when a prospect can be handed over to sales? Once identified, you can add them here.
- Click on "Add Qualifier"
- Choose a custom field. You have the option of adding an existing custom field as a qualifier.
For example: if you wish to target prospects with a certain level of annual revenue, you can add the lowest agreed revenue as a qualifier.
- 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. To learn about creating custom fields, read this article.
Add Qualifier Group
You may wish to group certain qualifiers together.
For example: you may have one group with hard data (such as numbers, lists and similar) and one group with softer qualification criteria (free text answers that give more depth, but can't be quantified). Add a group and the next qualifiers you create will automatically register under this section.You can also grab the handle bars on the left hand side to move this around.
Add Text Field
As part of your qualification process, you may wish that the prospect owner answers a question in free text.
For example: "What business results are they looking to achieve?" or "Why are they looking to change now?".
Unlike the other qualifiers this will not turn red or green since Membrain can't quantify a text field and visualize if the outcome is good or bad.
To add a text field, select the relevant option in the drop down list.
To help segment your prospect lists effectively, you can add categories. These can be used to separate cold leads from hot, or show where in the prospect qualification process it is in.
- Click on Add Category
- Enter a name: if valuable, also enter a description that makes it easy for the sales person to understand when this category should be applied to a prospect
Status - Hot / Cold / Nurture
Process - First call completed - Demo booked - Demo completed
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). For more information, see our article on How to use rules in Membrain .
Similar to rules, Membrain has the capability to respond to automated events and greatly simplify the workflow for both sales management and the sales team. These rules 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. For more information, see our article on how to use automated events in Membrain.
Add Disqualified Reasons
Disqualified reasons are a listing of all the reasons why you might disqualify a prospect, and a great way to record and analyse this data in the future. As disqualified reasons can be used across multiple Campaigns, they are not setup in the individual setup for each campaign, but rather added at Admin level.
To learn more about how to create Disqualified Reasons, read this article here Adding Disqualified Reasons
Once you're happy with your new Prospecting Campaign, click on the orange Publish Campaign button to the right. You can always change your campaign at any time by going into the Prospecting Campaign and changing qualifiers, categories, rules and events.
Note: To get you started, we have created two tutorial videos, these videos are also available in the toolbar of the Prospecting Module within Membrain, and in the Campaign Editor.
- End User Video - which takes you through how to use a Prospecting Campaign as a sales person
- Admin Setup Video - which guides you through the creation and configuration of a Prospecting Campaign