As a leading content experience platform, Uberflip helps businesses convert curious prospects into opportunities and then transforms them into happy customers. But with success comes challenges. Uberflip now receives between 2,500 and 3,000 leads a month from various sources such as events, webinars and, of course, content. Determining the quality of those leads and then manually distributing them among the sales reps became a time-consuming nightmare.
- Computer Software
- Toronto, Canada
- Interview with
- Tara Robertson, Director of Revenue Marketing and Osama Ahmad, CRM & Marketing Operations Manager
Faster Sales Cycles
Sales team receives and responds to incoming leads within one hour, 99% of the time.
Automated routing saves a full day per week, time that can be spent on strategic business initiatives.
Foundation for ABM
Sales reps are now aware of activity within accounts and marketing can report more accurately on campaign influence.
Uberflip is focused on how people consume information. As more B2B organizations produce content to tell their stories, Uberflip has built a reputation for organizing and presenting that information in an engaging manner. As a leading content experience platform, Uberflip helps businesses convert curious prospects into opportunities and then transforms them into happy customers. But with success comes challenges. Uberflip now receives between 2,500 and 3,000 leads a month from various sources such as events, webinars and, of course, content. Determining the quality of those leads and then manually distributing them among the sales reps became a time-consuming nightmare.
“Our Marketing Ops manager was spending every Friday building lead lists for our sales team,” explained Tara Robertson, Uberflip’s Director of Revenue Marketing. “It sounds archaic and crazy. But our goal was to set up sales for the following week. The consequence of that was we were essentially falling a week behind.”
Leads needed to get into the hands of the sales team faster. Uberflip experimented with a de-duplication tool that also promotes itself as a routing solution. But that software created problems, such as constantly breaking workflows in the Marketo marketing automation system.
“So we went back looking at vendors and this time we chose LeanData,” Robertson said.
The LeanData Solution
LeanData transformed lead assignment at Uberflip by enabling the business to create an innovative workflow that meets its needs and increases the speed of sales team follow-up using real-time routing. As Uberflip has continued to grow, LeanData’s flexible solution has evolved to overcome new challenges. “We really didn’t have any kind of leadrouting system before LeanData,” said Osama Ahmad, CRM and Marketing Operations Manager. “LeanData helped facilitate a lead routing process that makes sense for us.”
Previously, leads were sent to the entire pool of sales reps once they had reached a Marketo scoring threshold. Uberflip had little control over the process. Now, LeanData enables Uberflip to automatically assign leads in a systematic way based on different criteria.
• Leads coming from different sources, such as events, are sent to specific pools of Business Development Reps (BDRs)
• The approximately 250 demo requests each month go to a set group of BDRs
• Leads from active opportunities are immediately routed to the proper Account Executives
“This kind of routing is just not possible in Salesforce,” Ahmad explained. “The most important component of LeanData is just thinking through our routing process in a sophisticated way. We were able to make the shift from a lead-based model to an account-based model. We had been struggling with that before LeanData.”
Uberflip has seen a multitude of benefits across the entire Go-to-Market process.
Faster Sales Cycle: With LeanData’s real time solution, the Uberflip sales team no longer waits a week for leads. They are routed to the correct place for prompt follow up. Leads never grow cold before the sales team has the chance to work them. Uberflip has an agile process where the sales team responds to incoming leads within the first hour of being assigned 99 percent of the time.
Productivity: Automating manual tasks frees up time for other important business initiatives. “Our Marketing Ops manager has an extra day back each week in his life, which is huge,” Robertson said. Also, any changes in the workflow can be made by Uberflip in just minutes. Ahmad added that LeanData saves Uberflip six hours of Salesforce Admin time each week.
Foundation for ABM: Uberflip sales reps are always aware of activity inside accounts with LeanData’s best in class lead to account matching. “LeanData has been integral as we make the transition toward Account Based Marketing,” Robertson said. “Without the account mapping, we would be spending so much time creating workflows in Marketo and Salesforce to make sure reps are getting the right leads from each account. That would be a big headache without LeanData.” Matching also gives marketing the ability to report the true influence of campaigns.
Fairness: LeanData’s ability to design round robins ensures that leads are distributed fairly. One example is how Uberflip round-robins demo requests. LeanData’s automation ensures that reps receive an equal number. It’s a nice bonus for the BDRs because those are the hottest leads who are the most excited to talk to us,” Robertson explained.
Does More With Less: Uberflip believes in a “lean” tech stack. “We’re always mindful to bring on only tools that do what they say they will and not just things that are shiny and new,” Robertson said. Uberflip also uses only software solutions that integrate smoothly with Salesforce or Marketo. LeanData does both.
Uberflip is a cloud-based content experience platform that empowers B2B marketers to create personalized content experiences at scale. By providing marketers with the tools they need to boost engagement, generate leads, and fuel demand generation, they can better leverage content to meet their goals.