Hi there, did you catch our announcement last week? What did you think of our launch? We’d love to know!
NEW: UPDATES TO DISTRO
🚀 Integrate with any Salesforce Object (standard or custom)
Now you can see a new menu in the distro section. If you click into objects you can see all available objects. On the right you can see all the objects added. To add a new one you search on the left then hit the arrow to add it to the right side. If you then want to use the object as a trigger you can create a new router and see it as an option.
🚀 Capping - Help Article
The Capping feature in Distro is a powerful tool that allows you to manage workload distribution and ensure fairness among team members. Capping allows you to limit the number of records that can be assigned to a particular Assignee within a specified timeframe.
You can access it from distribution reporting or in the flow builder in assign and update ownership ➡️ fairness. From here you will create a capping cycle of hourly, daily, weekly, or monthly and then select the day and timezone. You can set the same cap for all team members or apply the limit per team member.
🚀 Fallback Owner - Help Article
The Fallback Owner feature in Distro refers to a functionality that helps assign a record in case the initial Assignee selected by Distro is either:
- Unavailable
- Already reached the cap of records assigned to them, as explained in the Capping section.
This feature is particularly useful if the record matches an Ownership Rule and the assignee is on vacation or if the assignee can't receive a record because his Salesforce License does not authorize it. You can reach this in the assign and update ownership node. The options include assigning no fallback, a user or a team.
🚀 Create Task - Help Article
Distro can now create tasks in flows so that team members will not ever miss a step or to-do list item. Many sales teams use tasks in Salesforce for their to-do lists - it helps them stay organized and know what they have to do every day.
An example task is if a user wanted to set a reminder to call a lead. You can set a due date, priority, status, type, and description.
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ADD TO CALENDAR
June 20: If you’ll be at Southbound make sure to catch our co-founder Alina’s session How not to suck at marketing
June 20: Join me and two other Heads of Demand Gen to learn new tactics to hit your pipeline targets (by working smarter, not harder)
July 10: What marketers need to know about search in a post-SGE world
HOT TAKES
Alina Vandenberghe:
When’s the last time you took a hard look at your buyer’s journey?
Most of you know the Drift story. They built a chat solution specifically for B2B revenue teams—and named it conversational intelligence. They evangelized this category name with the kind of mastery that impresses many founders like me.
They advocated that the B2B buying process is broken. Prospects who are ready to buy should not have to wait 24 hours for someone to contact them.
On this trend, they reached $70M+ in ARR and eventually exited to what some say is close to $1 Billion. My jaw dropped when David Cancel sold it to Vista Equity. Because, somehow, I thought he’d continue to grow the company much further. In my mind, the potential was so much greater.
Since that exit, many of their customers have exited to competitive solutions.
What happened?
As a channel, chat on its own is effective for prospects who might have questions on the website, who are hesitating before clicking to start a trial, or who have an urgency. But the buying process is a lot more complicated.
And revenue teams.. well, if you’ve ever worked in one that’s larger than 20 you know it ain’t easy to navigate decisions.
Many chats remained unanswered, and lots of conversations were missed—either because of erroneous setups or because SDRs didn’t always find it valuable to spend time with people not ready to book a meeting. Companies would spend months creating complex playbooks only to find little ROI from the contract signed.
My cofounder, Nicolas, says it a bit more bluntly: “Marketing is pissed off because sales didn’t follow up with the leads they sent; Sales is pissed off because marketing keeps sending them shit leads.”
Everyone has their own little piece of the puzzle, which means nobody has time to focus on the big picture—so buyers end up with a shitty experience. The problem is that as soon as your competitor figures out how to provide a better buying journey, you lose.
The reality is that our company website (no matter how much attention we pay to it) is just one channel out of the many. And chat is one tool out of the many. In the meantime, here I was with my co-founder, optimizing for conversion around other parts of the funnel:
Forms
Email conversion to meetings
In-app experiences for upsells
Events booth
Marketplace experiences
In parallel, in our space, LeanData was optimizing for demand conversion, too, via webinar leads and other lists. Across all these solutions (us included), RevOps teams would have to re-create qualification rules, territories, teams, and segments to ensure that:
all demand is converted and
prospects are given the best possible VIP experience.
About 4 years ago, it started to click: demand conversion should all be done under one platform.
Boards are restricting new investments for outbound or marketing spend. By now, we all feel the pressure from efficient growth (especially in Saas). That’s why everyone is taking a hard look at conversion—we all want to convert better from the same spend.
In this short guide, together with top revenue leaders in the space, we will cover some playbooks to convert better, some metrics to cover, and why it might be a good idea to put all the use cases under one umbrella: the Demand Conversion Platform.
And, in the process, let’s have a little bit of fun too, because life is too short to be boring. — Alina Vandenberghe, Co-founder and Co-CEO
Chapter 1: Introducing The Demand Conversion Framework
Every lead is a potential win, and your sales funnel should reflect that. The leap from marketing efforts to sales success shouldn’t be a leap at all—it should be a seamless journey.
Maybe that sounds like a pipe dream (pun intended).
That’s why we designed our Demand Conversion Framework to guide your leads through that journey, redefining how B2B companies engage with potential customers from the first interaction to the final signature.
In this guide, we will revisit how marketing, sales, and customer success collaborate and measure success, turning overlooked moments into engagement milestones on the way to becoming happy customers who stay and grow with you. We cover some initial ideas to convert better, some metrics to consider, and why it might be a good idea to put all the use cases under one umbrella: the Demand Conversion Platform.
Based on countless conversations with our customers, partners, and some of the best minds in GTM, this guide is designed to help you walk into the age of demand conversion with confidence.
What is Demand Conversion?
Demand conversion is the strategic process of transforming initial interest into actionable sales opportunities, ensuring no lead is left behind and every prospect journey progresses towards a successful close. It’s the bridge that connects marketing efforts to sales success, turning potential interest (MQLs) into engaged opportunities, ready for the sales team to close.
What makes demand conversion truly revolutionary is how it optimizes the sales funnel, effectively converting MQLs into SQLs. Demand conversion leverages both marketing insights and sales acumen to nurture leads at precisely the right moment, enhancing the likelihood of a sale. It fills what we call the Demand Conversion Gap.
The end result of demand conversion? A more efficient sales process, better buyer experiences, and increased chances of successfully closing deals.
SPICY INDUSTRY UPDATES
- NEW report: 2024 B2B buyer-first best practices
- If you could have one ops wish, which would it be?
- You're probably not using enough exclusions on LinkedIn campaigns
- How many tabs do you have open right now? (I have 32.. )
- Did you know 71% of B2B buyers are 45 or younger?
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