Lead Routing Best Practices in HubSpot

Lead management plays a significant role in lead routing for the sales team in the organization so as to be able to award the right prospects to the right salespeople at the right time. Lead routing in HubSpot is a system of automatically assigning newly arriving leads to a sales representative or a group of representatives depending on specified parameters such as territory, industry, actions, or inactions, etc. 

To achieve this, lead routing must be done right to avoid having leads that are left unnoticed and selling reps can now concentrate on the highest points leads. Here in this article, you will come across the most effective strategies for setting up lead routing in HubSpot and how it can be made more efficient to deliver more sales.

Define Clear Lead Assignment Criteria

The first aspect of proper execution of lead routing is identifying accountability standards for lead distribution. This means categorising the leads depending on their features and key characteristics that you consider when operating your business. These could be the area of geographical location, size of the company, source, the lead itself or activities of the lead such as having downloaded a whitepaper or having requested a demo, if those were criteria chosen by the company.

By having well established guidelines on how leads should be sorted, one is able to enhance the ease of sharing the leads and at the same time, reduce lead lagging. In HubSpot, they can be easily configured by means of workflows that assign leads in compliance with the conditions defined in advance.

Utilize Round Robin Lead Distribution

Round robin distribution is one of the fairest and most effective means of ensuring that all your leads are divided among sellers. The opportunity management has a round robin feature that can redirect new leads to sales people with workloads in a rotation basis within HubSpot. This way every member of the team gets the right number of leads to work on while other tend to overload one or occasionally have very few leads to work on.

On its part, round robin lead distribution is most appropriate for a large sales force that the company cannot afford to allocate leads manually. It’s much more efficient to automat this process in HubSpot, especially if you want to make sure all the reps get the same shot at the leads.

Leverage Lead Scoring to Prioritize Assignments

Lead scoring is an amazing tool in HubSpot connecting a numerical index to the leads according to the level of interaction, demographic compatibility, and likelihood to convert. If used in conjunction with a lead routing system, lead scoring gives you far more control to make sure the best leads go to the A-tier salespeople or those with niche specialization.

With HubSpot, you can set up intricate scoring models that are specific to the various interactions and demographic data of prospects and the scores you assign may cause the lead to be routed automatically. This not only saves a lot of time and effort, but also assures that your sales team targets those leads that are most likely to convert.

Regularly Audit and Optimize Your Lead Routing Process

Over time, your business changes, as does the structure of your organization and stream of leads, so it is vital to review and potentially adjust lead routing periodically. It is also possible to learn from the current process of assigning leads, the response time and the end sales result.

Using HubSpot as your lead routing platform also comes equipped with comprehensive reporting tools that will help you keep an eye on how effective your lead routing system is. Some of the effective metrics include lead response time, lead volume of assignment and conversion rates. This means that if some of the sales reps are always getting leads that are non-converting or if the responses are taking more time than required, this might be the right time to change the rules of routing.

They also help you realize soon enough that your lead routing is off track or has some shortcomings that need to be rectified. This over time results in the enhancement of conversion rates, performance of sales and efficient utilization of the available sales resources.

Conclusion

It is crucial to adhere to proven strategies of HubSpot Lead routing so that the leads will be delivered to the right sales representatives promptly. To help attain bettering of your lead management system, apply the following tips – the lead assignment criteria, round robin distribution, lead scoring, and the workflow automation. This way the lead routing is checked and improved regularly, and the company’s changes are reflected in the probability of turning the leads into loyal consumers.