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9 Steps to Marketing Automation with Lasso CRMOne of the ways Customer Relationship Management increases productivity is by automating tasks and activities that allow sales pros to focus less on time management and more on closing deals. In fact, according to a 2014 study by VentureBeat, one fifth of companies that adopt marketing automation see revenues boosted by 75 percent or more.

Lasso’s marketing automation system is integrated seamlessly within the database, and can drive consumer communication for the duration of the sales cycle, from lead to purchaser. Here are nine ways how:

1)     Lead Capture: It’s not a statistic that can be ignored or underestimated – 92% of homebuyers in 2013 used the Internet to search for a home. Qualified prospects are visiting your website, gathering information and filling out forms. Lasso can automatically capture these leads and create registrant profiles.

2)     Auto-reply Emails: The faster your follow-up, the higher your conversion rate from lead to on-site appointment. Unless you have someone at the ready 24/7, it’s not always conceivable for a live person to call or email a lead immediately.  But that lead can receive an automatically generated reply email, thanking them for registering and letting them know a sales agent will be in touch immediately to answer any questions.

3)     Sales Agent Assignment:  There’s no need to even think about which sales agent will be assigned to a new lead. With automated lead assignment, an entire sales team can be placed on rotation to receive new leads, ensuring that lead distribution is consistent and fair. Or, the Online Sales Counselor can receive all leads so they can confirm interests, pre-qualify, and set the appointment.

4)     Sales Agent Email Notification:  A sales agent will always know a new lead has registered on the website and been assigned to them via an automatically generated email that contains the lead’s information and links to the registrant profile.

5)     Sales Process: Once a sales process is created, it will be automatically attached to a registrant based on the chosen trigger type. The trigger could be rating (A, B, C, D), source type, status change, history, or even registration date. Users can create as many sales processes as necessary, tailoring them to the registrants’ interests and needs.

6)     Reminders: Once a sales process is activated by the trigger, the sales agent will receive reminders for tasks associated with that process. These reminders show up front and center on the Dashboard so that team members know their tasks on any given day.

7)     Email Templates and Phone Scripts: For the sales process activities that involve sending an email or making a call, the appropriate template or script is auto-populated with the task reminder. There’s no guesswork about what to send or say.

8)     Website Tracking: Once a lead has registered once on your website, a cookie will be placed on his/her computer that allows sales reps to know each time that lead returns to the website. By knowing which pages or floor plans prospects are looking at, sales agents can cater to their exact needs and interests.

9)     Self-Serve Registrant Updates: This feature enables database registrants to update their own profile information. For example, a mass email can be sent to older leads or those who haven’t responded to determine their interest. Email marketing campaigns can then be created around this information.

Though it does take some work during CRM implementation to set up these automated processes and activities, it will save the sales team an enormous amount of time and keep them organized and on track for sales success.

If you are interested in learning more about automated sales and marketing processes, please contact a Lasso team member at or 1.866.526.9955.

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