How Salient Systems gave every inbound lead an owner with Complete Leads

Highlights

• Gave every inbound lead an owner, across every lead source and buyer persona
• Automatically routed end users, resellers, consultants, technology partners, OEMs and distributors to the right team
• Triggered Pardot email campaigns automatically once a lead was assigned to a queue
• Let a single marketer run all lead routing without waiting on RevOps or IT for changes
• Reran batches of existing leads through routing with a simple CSV upload

Overview

Salient Systems makes CompleteView, a video management software that lets organizations view, record. and manage security video across many sites from one place. Salient serves education, healthcare, retail, transportation, logistics and critical infrastructure, and works with a wide network of integrators, resellers, distributors, and technology partners.

That network makes for a comprehensive lead flow, with leads arriving from the website, trade shows, email campaigns, and reps in the field. Each one could be an end user, a consultant, a reseller, a technology partner, an OEM, or a distributor, and each type of lead needs to reach the right team.

A single member of the marketing team manages all of Salient’s leads. Salient needed a way to get every lead to the right person quickly without adding to that workload, and brought in Complete Leads to do it.

The Challenge

Inbound leads had no owner

Before Complete Leads, new leads landed in Salesforce with no queues and no clear owners. Many were never followed up.

The leads were just sitting there. There was no one actioning them. We were spending all this money on getting these leads in, and then there was no follow up associated with it.

Kelli Monk, Senior Marketing Specialist, Demand Generation, Salient Systems

Every lead went to the same place

Salient sells to very different audiences, but leads weren’t effectively routed by persona. They were assigned by state, often manually, to one or two people. A prospective end user and a reseller were handled the same way, even though each needed different follow up. Without queues, there was no automatic way to sort them.

One marketer managed every lead

With one person managing every lead alongside several other projects, routing had to run on its own once it was set up. Getting leads to the right person quickly was the top priority, especially with a small team that could receive hundreds of leads at once. Leads also moved between Pardot and Salesforce, so routing had to work across both platforms without anyone stepping in manually.

I needed something that could run in the background that would take no time for me to do. From Pardot it hits Salesforce, and everything just runs properly.

Kelli Monk, Senior Marketing Specialist, Demand Generation, Salient Systems

Solution

Leads routed by persona, status, and state

Salient’s routing flow in Complete Leads reads each lead’s record type, lead status, customer status, state, score, and whether it came from a high value form. It then routes it to the right queue or rep.

Prospective end users make up the biggest share of Salient’s leads, largely from end user webinars on topics like safety and security in education. Complete Leads routes those leads to the BDR team based on customer status and state.

Queue assignment triggered email campaigns

Once a lead reaches its queue, Pardot automation takes over. Leads uploaded with a nurture status run through a nurture campaign and then a remarketing campaign, with no one-off emails to send. It was a new program for the team, and the campaigns immediately drew a strong response.

Marketing updated routing without RevOps

As Salient’s process changed, the marketing team could see which part of the flow needed to change and make it themselves, whether that meant adding a new queue, adjusting the logic for high value forms, or updating the rep on an assignment step.

I didn’t have to reach out to anybody in RevOps. I didn’t have to reach out to anybody in operations. I just would go directly into Traction Complete, change the user, and then everything flowed properly.

Kelli Monk, Senior Marketing Specialist, Demand Generation, Salient Systems

Visual logs and CSV reruns simplified troubleshooting

The visual history log showed exactly which branch each lead took, so a routing problem was easy to spot and fix. Salient also relied on Complete Leads’ matching capabilities, which the team preferred over Salesforce-native matching rules.

When a batch of older leads was in the wrong place, a CSV of record IDs was all it took for Complete Leads to run them back through the flow to the correct owner.

Monthly check-ins kept routing on track

Salient met with the Traction Complete team every month to check that routing was working as planned. Whenever a lead went somewhere unexpected, the team dug in and helped fix it.

One of the biggest differentiators for us was having the help and the support. I could always send an email and they would provide some more information as to why something didn’t route the way I had planned.

Kelli Monk, Senior Marketing Specialist, Demand Generation, Salient Systems

The Final Word

I would recommend Traction Complete because you guys are there to walk us through every step of the way. Everyone that I’ve worked with is just the most personal people, very helpful, and just a really good company.

Kelli Monk, Senior Marketing Specialist, Demand Generation, Salient Systems