Lead Generation
At Aysling we utilize the Aysling system for our own lead generation; using an API integration with Gravity Forms to create contacts who show interest in our products/services, and submit their information in our system. The lead generation process is as follows:
A prospect visits one of our landing pages, and submits their contact information (First Name, Last Name, Email, and Phone Number), into our customizable Gravity Form webform.
With our Gravity Forms integration, you can also create Dynamic Attributes based on whatever information you want to pull in; as well as Google AdWords results if they came from one of our ad listings. Some of the Dynamic Attributes that we use with our forms are:
Form Submission: This allows us to distinguish which form that contact came from.
Product of Interest: This shows whether they were interested in Product X vs. Product Y
Inbound vs. Outbound: Since our sales team also is responsible for prospecting new leads, we identify any webform leads as inbound, that way we can report accurate number on both sides.
An Aysling user may use other webforms with Aysling, we have an API and a Zapier integration, both of which are able to connect dozens of webform providers; however, we only offer one dedicated integration, and that is Gravity Forms, which is only compatible with WordPress websites.
Once the contact clicks submit on the webform, the prospect's data is then routed into our Aysling instance and the contact record is created.
Once the contact has been created, we use our Contact Creation Triggers to send them the initial welcome email. To do this, you must do a few things:
Create the welcome emails that you wish to have in Settings > Templates > Mail Merge Templates
Have your webforms set up already, and have Dynamic Attributes and/or Lead Statuses set up.
To activate this rule, you must go to Settings > Contacts > Contact Types > Choose the pencil icon next to Contact > Then choose Create New Trigger at the bottom of that page.
Once you have created the new trigger, you can add various rules and templates to those contacts. For example, we have five various webforms, some are for whitepapers, others are for pricing requests, we have each webform create a Dynamic Attribute based on the Form Submission. Therefore we have five Contact Creation Triggers (one for each form), each one is assigned its own email template that corresponds to what the contact would expect from filling out the form.
Once complete, be sure to click Save at the bottom.
The final step in our process, is assigning a contact to a Sales Rep. To do this, we've found that a combination of Slack and Lead Statuses are the most efficient ways, for our team.
We have an Automation Workflow called Account Executive Lead Assignment. In this workflow we have a Dynamic Attribute that says Inbound Lead Assignment. Once the lead comes into our system and is automatically sent an email from Step 3, our Marketing Team reviews the lead, and decides which Sales Rep will pursue this lead, and make sure that it is indeed a qualified lead.
If the contact is deemed qualified, then our Marketing Team will choose a Sales Rep in the Inbound Lead Assignment Dynamic Attribute Field.
From their, our Automation Workflow will detect that a contact now has that attribute, and send our Sales Rep a Slack message with the contact details, and update the Lead Status from Prospect to Assigned, verifying that the contact has passed from the Marketing Department to the Sales Team.