Our current sales process is a very barebones: when a lead completes a form on our website, we send them an automatic email. When the lead responds, we use Front to assign the threads to each other. We basically use email as a CRM.
We want to formalize our inbound sales process, here's my wishlist for what a tool would do:
Should be integrated in the email workflow rather than a standalone tool. What would this category of tool be called?
Perhaps Mixmax or Yesware? Or perhaps more something like Outreach? (seems very focused on outbound sales)
What comes to mind here for me is a marketing automation CRM, basically a CRM that's partly built around lead tracking tools, partly built around email marketing—and while I haven't used either for this type of campaign, HubSpot and ActiveCampaign both come to mind as tools that might fit here.
Basically, you'd create a drip email sequence for step one, with an automation that watches to see what's happened so far (e.g. I know in Customer.io, which we use for emails without CRM features, you can have a contact exit a campaign if they say click a specific button, so you want to set something like that up). Then, you'd want to set automations in your CRM where if a specific option is selected on a lead, it's assigned to a specific person and perhaps has another email sent automatically. Then you should be able to tweak the dashboard in either app to show the details you want for each sales rep.
There may be better options, but those are the first that come to mind here!
Have you tried setting this up in any other apps yet?
Everything that you've listed above can be set-up within HubSpot, although I'm not sure how large of an investment (both financially and time-wise) you're looking to make.
If you're interested, their CRM is free to get started with and will give you the majority of those capablities. If you're not looking to upgrade to a paid plan, you could use a tool like Zapier or Integromat to bring those email automations into Hubspot.
I am testing Apollo.io. The sequence and targeting feature is quite fluid / smooth to use. They have an integration with Hubspot and Salesforce.
I will also check lemlist for cold emailing.
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