Created by Naureen Swanson

1. July 12, 2019
improvement in lead
conversion.
How we hacked it
Naureen Swanson
Aug 23, 2019
5x

2. Proprietary and ConfidentialIntegrate.Automate.Innovate 2
Leads come from different sources...
3rd party sites

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3
...with different “hotness”
Website eBooks Webinars Events3rd party sites
Demo Request
from ICP
Looking at
pricing page
Browsing
careers page
Contact Request
from ICP
Competitive
reviews
Browsing content
Downloaded
competitive ebook
Downloaded other
ebooks
Attended and stayed
for 60%+ time
Registered
Opened email and
clicked to register
Has project and
urgency
Project but no
urgency
Came for swag
Downloaded
analyst report

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...requiring different responsiveness
Demo Request
from ICP
Contact Request
from ICP
Downloaded
competitive ebook
Attended and stayed
for 60%+ time
Has project and
urgency
Within 5 mins Within 5 mins Between 4-12 hrs Within 5 mins Book meeting
right away
Website eBooks Webinars Events3rd party sites

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...and different routing
Website Content
downloads
Webinars Events3rd party
sites
Demo Request
from ICP
Contact Request
from ICP
Downloaded
competitive ebook
Attended and stayed
for 60%+ time
Has project and
urgency
Within 5 mins Within 5 mins Between 4-12 hrs Within 5 mins Book meeting
with AE at event
Opportunity in flight? Route to AE
Existing customer? Route to AE/CS

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There are systems, but data is split across all
systems with no end-to-end attribution
But, but...there are connectors to sync with Salesforce. So everything should be
in Salesforce. Not really as every system has its own idiosyncrasies.
Where did this lead
come from? Is it a “hot”
lead? What were
previous touch points?

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...and researching leads takes time
Has contact info, tech stack / project info, but may not be current
Is current, has additional context, but no contact info
Has context (interaction, campaign data) on what the lead did.
Plus, data to derive “hotness”. Are they already a customer?

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Result
Of the time we could not get in touch with
the lead in a timely manner
77%

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We needed a system to
Enrich leads, gauge hotness, prioritize leads
Route to SDRs who are available to respond right away
Provide all the context to have an intelligent conversation
1
2
3

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Welcome Lead Bot
All your leads, enriched,
researched, prioritized,
sequenced in your Slack
within seconds
while keeping all your
systems in sync

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Lead meets the “hot”
criteria

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Lead enriched from
all sources

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Accept, Reject Leads from
Slack. Syncs across all systems

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Route only to those SDRs who are available

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Route directly to the AEs if there’s an open opp,
existing account, or any criteria you have
AE gets a notification on
Slack with all the context
they need

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Hot lead at your booth?
Add the bot email address to your
calendar and it will figure everything out

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Results with Lead Bot
Time it takes from Lead to SDR calling them<4
Improvement in conversion to Meetings5x
Reduction in SDR ramp time2x
mins

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We hacked this using Workato
Took our Ops person 1 month to build the initial version

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Founded in 2013 Funded by
Workato is the
Enterprise Automation Platform
for Operations teams

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Multiplies the value of your application stack
The 5% of your software budget that’s a multiplier on the value of the other 95%.
CRM
SalesEnablement
ContractManagement
ElectronicSignatures
ERP
Billing/Payment
Processing
ExpenseManagement
MarketingAutomation
Surveys&Research
LeadAttribution
EventManagement
HCM
Benefits&Payroll
IncidentManagement
Collaboration
BusinessIntelligence
Sales Marketing Finance HR Support IT Product

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Driving automations at scale
Changed the game
for us and
compressed the
time it takes to do
these integrations
“
”

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Workato powers Slack
Monica Wilkinson,
Director
“ It is really important to support
innovative processes and rapidly
growing requirements and scale ”
Automations across
IT, Sales, Marketing, Finance, HR, Legal
880
184
84
Automations
App
Connections
Builders

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...and other customers

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4200+ customers across all verticals
High Growth Mainstream Brands

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A Gartner and Forrester leader

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Top rated on review sites
“ ”
The workflow-oriented interface makes the recipe easy to understand. The recipe is
described in plain english and not in some technical jargon.
-- Manolo Agustin, Finance Analyst

27. Naureen Swanson
naureen.swanson@workato.com
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