Account Engagement - Best Practices for Sales Users

Account Engagement uses cookies to identify visitors on your site. Cookies are set on each computer, which visits your website. There are two stages of tracking within Account Engagement:

- Anonymous Visitor: When a web browser first interacts with an organization's online content (website, whitepapers, emails, landing pages, etc...) an anonymous cookie will be placed on their machine. To view all visitors hitting your site go to Prospects > Visitors. Account Engagement looks up the IP address of the machine, if it's an IP associated with a corporation, Account Engagement associates the anonymous visitor with that company. We also pull in the location of the company, number of visits, number of page views, and the times of the first and last page views. This is a good way to see which companies are interested in your site. Using an application such as Data.com, a sales user could reach out the same day. No need to wait til the visitor fills out a form.

- Prospects: When visitors choose to provide identifying information on a form (landing Page, “Contact Us”, etc...), they are converted into a prospect. Prospects, if they are assigned to a user, will push over into Salesforce. Visitors can also be converted into prospects manually by a user. Read more about how visitors are converted to prospects.

What this means for sales: Identifying leads is completely automated, no more waiting for marketing to put leads in Salesforce. Sales users can reach out the same day an interested buyer visits your site.

You can also receive automated email reports and notifications. An administrator can make sure sales users receive (or don't receive) email notifications for the following:

- Daily prospect activity emails for assigned prospects. You can exclude certain prospects using tags.

- Daily prospect activity emails for all prospects

- When a prospect is assigned, or a daily prospect assignment email.

- Daily visitor activity emails.

- Starred prospect activity alerts.
- Weekly Search Marketing email.
- Monthly Inactive Automations Report

Spend your time on the most qualified leads. Account Engagement uses two separate methods for qualifying leads:

- Score:  Account Engagement quantifies leads based on a prospect's behaviors and activities through their prospect score. Page view, email opens, form submissions, file downloads, plus additional tracked activities can contribute to a prospect's score. With scoring, you can follow your most active prospects.

- Grade: Grading, based on fit, allows a user to create profiles that describe an ideal prospect based on job title, industry, company size, location, or any criteria that are important specifically to your organization. Account Engagement will then grade the prospects A-F based on how many criteria they match.
 

You can send one-to-one emails to prospects from within Salesforce. These emails will be sent from the Account Engagement mail servers and Account Engagement tracks the email send, open, link clicks (for links beginning with HTTP:// (or HTTPS://)), and possible bounces. Use the "Send Account Engagement Email" button on a Salesforce lead or contact record to open the email sending wizard. You can select a marketing approved Account Engagement email template or create the email from scratch, as well as preview and send it to a prospect. If the prospect does not already exist in Account Engagement, it will be created behind the scenes, synced with Salesforce, and assigned to the user sending the email.

Learn more information about your prospects from their social, email, and web behaviors. Frame your conversation with what you know they are interested in. Has a prospect searched for a certain term on your site? Why not send them a relevant whitepaper? With Account Engagement you can find exactly what a prospect is interested in and provide them with the information they need.

- Utilize the Daily Prospect Report to make calls to prospects who were active within the previous 24 hours, as this will improve the likelihood of the prospect remembering about your organization and services.
 

- Never indicate that your organization has technology, which tracks their interactions (e.g., “I know you were active yesterday”).
 

- Utilize Interest information to direct the conversation to the area where the prospect has had the most activity, or was most recently researching.

- Do not follow up with prospects that have a grade of less than “C”. Since all prospects begin with a Grade of “D”, use the grades to direct sales activities with customers (e.g., Call an “A” prospect prior to calling a “C” prospect).

- Utilize the “Send with Account Engagement” button to cookie all users, so information such as Recency/Frequency and Interest can be monitored on an ongoing basis.