Exeon Analytics
Automation of demo requests with HubSpot Sales Hub
Exeon Analytics, a provider of network security solutions, aims to make its sales process more efficient. A key component of this process is the provision of software demos to potential customers. The demos are used as a lead magnet, and the leads generated were previously manually reviewed and followed up. The goal was to automate this process while tailoring it to the individual needs of the leads, in order to increase both the efficiency and quality of lead qualification.
Initially, the key parameters necessary for lead categorization were identified. These parameters included factors such as the desired type of demo or the number of IP addresses required. For different services or products, various topics are relevant, such as location, company size, or revenue. These attributes are integrated into a contact or demo form, where prospects provide this information, enabling an initial qualification.
Based on the captured data, the lead status is automatically set, for example, as a "Marketing Contact." Depending on the status, automated emails are sent, or tasks are created for employees to follow up with the lead. Unqualified inquiries can be automatically processed early and engaged with marketing materials like blog posts, while qualified leads receive invitations for initial meetings and are then forwarded directly to the sales team. This allows the team to focus on promising prospects. The workflows were designed to be flexible enough to adapt to the different products and services offered by Exeon Analytics.
