Emailified

Inbound leads is a huge asset to marketing organizations and with web2lead forms inbound leads are systematically routed to CRM application instantly. However, this can be a huge problem for your CRM database quality if you are getting hundreds of inbound leads daily and do not have the resources to qualify them right when they arrive. Overtime, data submitted from web forms is directly posted to your CRM database and before you know you have a big data quality problem staring at your. Most importantly, the value of inbound leads diminishes when there is no processing being done on the lead data before assuming it to be a valid lead.

The ideal way to process an inbound lead is to call the lead within minutes of receiving it. However, this is not practical and sometimes not even needed (think of free software downloads driven leads). But one credible check B2B marketers can do on all inbound leads before routing them to the CRM database is verify the email addresses entered by the user.

• Define rules to cleanse out leads that use @yahoo and such other free email addresses, as that is a signal of spammy lead in B2B
• Verify the email addresses on a batch or realtime basis using a service like Emailified which we can integrate with your inbound lead management process
• Send a welcome email to the user, ensure the email is delivered and track the interaction of the user with the email to understand their level of interest.
• You can use all records with valid email addresses but you can also tag them based on email opens, click throughs and website visits to add context to the engagement of the inbound leads

All this upfront work can really help you maximize the potential of opportunities from inbound leads without being burdened with their quality issues. So all in all, verifying email addresses of inbound leads is a great way to start working on your inbound leads.