Better Inbound Lead Follow-Up With FormAssembly, Salesforce & SalesLoft


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As a Salesforce admin managing processes around inbound lead flow, you want to make it as easy as possible for sales representatives to stay consistent with their follow-up of inbound leads. Best practice dictates that we follow up with inbound leads as soon as possible – it’s all about Speed to Lead.
The app SalesLoft, which integrates with Salesforce, is a common tool that’s used to help manage the activities of sales teams. The best Sales Development Reps are frequently head down in SalesLoft creating buyer interest, yet they can easily miss hot leads. When this happens it can be a struggle to get back on the prospect’s radar, which could mean losing them to a speedier competitor. Using the FormAssembly Salesforce Connector with some well-designed SalesLoft automation rules is a great way to ensure that nothing slips through the cracks.
FormAssembly allows you to create complex forms and push that data into Salesforce easily and without code. You can update any object in your instance or multiple objects from the same form. Using standard business logic, you can route these leads where they need to go and mark them appropriately for capture by automation rules on sync with SalesLoft.
Below, we’ll work through a practical example that you can apply in your organization.

How to: FormAssembly + Salesforce + SalesLoft

To start, here is an example of a basic lead form that you could use on your website to capture interest from potential customers:

John Smith is a lead who wants to learn more about FormAssembly’s payment connectors. When he selects a feature question he receives a prompt asking how we can help and he asks us about whether we can accept payments.
Below is a screenshot of the FormAssembly Salesforce connector settings for this form, where we set the Lead Source to “Feature Inquiry Form.”

When a lead hits “Submit” the form will push their data to Salesforce, where it will be captured by the Automation Rule in SalesLoft upon Salesforce sync.
To set up an Automation Rule that can be activated by the FormAssembly-Salesforce submission, you need to have administrative privileges within SalesLoft. You will want to setup the rule to execute when a lead is not found in SalesLoft, and then give it specific criteria for inclusion in the cadence. In the below example, I used the Lead Source field to identify records that should be added to my inbound cadence.

As your reps switch between cadences in SalesLoft, they will see that a new person has been added to their inbound cadence and can prioritize those touches.

Following this method ensures that new inbound leads aren’t forgotten and that your sales reps have a stronger chance of engaging and closing deals. Try out the FormAssembly-Salesforce-SalesLoft set-up on your sales team, and let us know the results! Any questions? Leave a comment below or reach out to us on Twitter.
Happy Admin-ing!

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