Not all leads are equal. If you ever spent ages trying to convert a lead and had nothing to show for it, you know exactly what I mean.

Lead generation is a fairly easy first step. Getting someone to sign up for your email list through a powerful lead magnet, a demo, a free webinar, or a workshop is just the beginning.

Qualifying and nurturing those leads is an entirely different story. You want to take action soon enough that they remember your last interaction but not too soon so you don’t spook them away by being pushy. 

You want to help them along the buyer journey however it’s often hard to pinpoint what piece of content you should send their way or whether or not it’s time for a sales call. This is especially true if you collect leads across multiple platforms or use both a CRM and a marketing automation platform.

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Your marketing and sales team can end up spending tens of hours trying to convert leads that aren’t ready, or that will never buy. This, along with the materials they create for those leads, adds up to a hefty sum.

Worse yet, they could be spending that time talking to leads that are ready to convert or nurturing leads the right way. But it’s not their fault. It’s the fault of the data they use.

Picture this: you notice someone clicks a link to your sales page in an email. What do you do next?

1. You send them another email and tell them more about the offer they just clicked on.
2. Nothing – they can decide on their own.
3. You ask your colleagues in sales to add this lead to the “qualified” list and call them when they get the chance.

I think you already know b. is a bad idea. You can handle a. directly in your email marketing automation platform. C., on the other hand, is a bit more tricky, and handling it wrong can cost you a lot of wasted time and, more importantly, wasted opportunities.

Why rely on faulty human memory and on transmitting data manually when you can do all this automatically and nearly free?

If you handle leads on more than one platform (like Mailchimp and Salesforce, for instance), you can integrate them and say goodbye to manual data management that’s prone to errors and to delays. 

Here’s how it works:

The Salesforce and Mailchimp Integration: Automated and Precise Lead Nurturing

Picture this: instead of having to tell your sales colleague to call a lead or to prepare a sales kit for them, you have to do…exactly nothing. 

With the Salesforce and Mailchimp integration, everything is handled automatically. When a lead clicks on a link from a Mailchimp campaign, they can be automatically added to a Salesforce campaign of your choice. Whether you send them a new email or your sales colleagues have to call them, is entirely up to you.

Whatever the choice, you won’t have to rely on the fickle human memory or manual transfers that are prone to errors. Everything is done in real-time, so you waste no precious time. 

Other ways you can leverage this integration:

• Sync Accounts (even Person Accounts), Contacts, Leads to Mailchimp Audience(s) and Group(s) or Tag(s).
• Update all your Salesforce Contacts when Mailchimp subscribers’ data is updated.
• Integrate Mailchimp Contact Rating back to Salesforce records so you know exactly which leads are ready to be moved to the next step. 
• Sync Mailchimp subscribers as Salesforce leads.
• Filter and sync only those records that meet specific criteria from CRM or vice-versa.
• Leverage bidirectional field mapping between both systems – only edit the data once, and the changes will happen across both platforms.

How does this translate to business benefits, you ask? Happy to answer:

• Put your lead nurturing on auto-pilot and seamlessly move your leads to the next stage.
• Save tens of hours every month by focusing on what matters, not on leads that will never convert.
• Avoid the errors that are usually associated with manual data entry, and make sure all your leads and contacts are correctly spelled and labeled.
• Seamlessly track the effectiveness of your lead nurturing campaigns across both Salesforce and Mailchimp.
• Send push notifications to users when new leads are added or when a lead has been edited – no more delayed phone calls or failed-to-schedule lead-nurturing conversations.
• Track which of your content in Mailchimp performs best with your leads.

AIGA (the professional designers’ Association) uses the Salesforce to Mailchimp integration to nurture leads and to cater to members spread over 70 chapters. Get all the juicy insights from their fascinating story here. 

Want to put your own lead nurturing on autopilot? Try the Salesforce and Mailchimp integration here! It’s completely free to try, so what have you got to lose?

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