interlinkONE

Alright, you’ve created a landing page… It has some questions, and a spot for people to enter their contact information. When they click Submit, their record is added to the database, and the sales team receives an email notification.

Cause for celebration?! Well, yes, a new lead is certainly a positive thing.

However, for some marketing campaigns, not all leads are the same.

For example, let’s say that you are promoting an Open House. Would you respond differently to the people that answered “Yes I’m attending” compared to the “No, Sorry” list?  Of course.

Or let’s say you asked people about their needs. Certainly, you would handle the people that have an “immediate need for more info” a bit differently than people that are “just browsing”.

To help you easily handle campaigns that are set up this way, you may benefit by weighting, or ranking, the answers to your survey questions.

For example, the “I have an immediate need” answer might be given a weight of 100 (on a scale of 0-100), or a ranking of “hot”. The “I currently am all set, but interested in what you have to offer” answer might have a weight of “50″,  ranking of “warm”. And the “No thanks, I don’t like what I see” answer will have a weight of 0, and a ranking of “cold”.

If you put weights on your answers, then this can help improve your follow-up process. For example, based on someone’s ranking, you may route them to a different sales rep.

You may have a special fulfillment order generated to be mailed to the hot leads.

Also, you will have another metric to analyze, and demonstrate to sales and management teams. “Here are the 100 responders – 45 were hot, 40 were warm, 15 were cold”.

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If you’d like to try this out with interlinkONE’s marketing software, it’s real simple.

• Flag the survey question as a “qualifier”.
• Then, simply click on each Answer, and assign it a Weight.

From there, the marketing reports will properly categorize people as they respond. Also, you can then take advantage of the “Sales Rep Distribution by Ranking” email feature.