This document outlines a 5-step process for better lead management. The steps are: 1) Clean and manage your database; 2) Reduce form fields with enrichment; 3) Identify business triggers to fuel campaigns; 4) Use triggers to pinpoint interesting moments; 5) Help sales prepare for calls. The overall goal is to gain a more complete understanding of leads by adding "business triggers" that provide context about a lead's motivations beyond just demographics and behaviors.

1. 5 Steps to Better Lead Management
Joe Lucas
Director of Lead Gen & Marketing Ops

2. What is
the problem?
Relying on demographics and
behavior alone is like shopping
for a house by only looking at
blueprints.
Viewing leads in 2D

3. What is
the solution?
Adding Business Triggers fills in
the gaps in your database and
provides color and context to
your customers and prospects.
Viewing leads in 3D

4. Viewing
Leads in 3D
Broaden your vision of your
database to make your
marketing relevant to your
prospects and customers
Adding business triggers
Demographic
Information
Behavioral
Information
Business
Triggers

5. Viewing
Leads in 3D
Broaden your vision of your
database to make your
marketing relevant to your
prospects and customers
Adding business triggers
Demographics
• Based on past success and is driven by who sales wants to
talk to
Behavioral
• Shows the level of interest based on implied behavior
Business Triggers
• Shows the motivation behind the behavior and uncover the
desires of the prospect or customer
Who are you really selling to?

6. The
1. Clean and Manage your database
2. Reduce form fields with enrichment
3. Identify business triggers to fuel campaigns
4. Use triggers to pinpoint interesting moments
5. Help sales prepare for calls
5 Steps

7. Step 1
Clean and manage
your database.
A clean database allows
for easy segmentation and
nurturing.

8. Step 2
Reduce form fields
with enrichment.
YOUR SIMPLE
WEB FORM
SUBMISSION
Streamline your forms for
higher conversion.
BECOMES A
COMPLETE
RECORD IN

9. Step 2
Reduce form fields
with enrichment.
Complete firmographics
delivers more accurate
scoring and routing.
BEFOREAFTER
New lead rating
New lead owner
Eliminates manual research

10. Step 3
Identify business
triggers to fuel
campaigns and
scoring.
Easily keep track of the
important events
happening with your
prospects and customers

11. Step 4
Use triggers to
pinpoint interesting
moments.
Prioritize follow up based
on these pivotal events.

12. Step 5
Help sales prepare
for calls.
Provide your SDR’s with
the right insight.