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RollWorks released Hot Contacts, a unique feature that supplements the marketing qualified lead (MQL) list with sales-ready prospects.
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The company has distributed more than 1.5 million sales-ready leads to its beta customers since March, each receiving an average of 200 leads per quarter.
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Hot Contacts enables marketers to define 'sales ready,' ensuring high-quality sales leads and marketing qualified leads.
RollWorks, a well-known marketing platform catering to B2B marketing and sales, has introduced Hot Contacts, a distinctive feature that provides marketers with an ongoing list of sales-ready leads, which supplements the conventional marketing qualified lead (MQL) list. Since its beta launch in March this year, RollWorks has successfully provided its customers with more than 1.5 million sales-ready leads. On average, each beta customer has received an additional 200 leads per quarter through this feature.
Hot Contacts offers an innovative solution for marketers seeking to broaden their pool of sales-ready leads without the need for increased budgets or additional resources. It accomplishes this by identifying high-fit leads that have demonstrated their readiness for sales engagement through website visits and ad clicks.
With Hot Contacts, marketers can tailor their definition of 'sales ready.' This customization ensures that the leads sent to the sales team are consistently of high quality. This approach complements the traditional marketing qualified leads (MQLs), which primarily rely on form submissions for qualification. By incorporating various buying signals to identify engaged prospects, both before and after form submissions, RollWorks streamlines the lead identification process. This allows marketers to discover more members of the buying committee, engage with prospects earlier in the buying journey, and maximize the effectiveness of their existing programs to achieve their lead objectives more efficiently.
Jodi Cerretani, VP of Revenue Marketing at RollWorks, said,
For far too long, a whole subsection of leads in the B2B space was being completely overlooked due to the inability to track them, but now with Hot Contacts, we’ve put an end to the archaic ways of generating leads.
[Source – Cision PR Newswire]
Cerretani further mentioned that instead of only looking at form completions, they were expanding their focus beyond form completions to include individuals' online behavior and ad engagement. This expansion led to the creation of a completely new category of sales-ready leads. She expressed excitement about being their customers' exclusive provider of this unique solution.
Hot Contacts uses RollWorks' ability to de-anonymize prospects who meet the sales-readiness criteria, which considers factors such as suitability, ad interactions, and website engagement. It retrieves information about contacts from Salesforce or Hubspot CRM. This dynamic collection of sales-ready leads contains essential contact information, including names and titles. In addition, it provides context by indicating the event type, visited URL, or ads viewed, as well as the last engagement date. This extensive data gives sales teams the necessary insights to personalize their outreach effectively.
With Hot Contacts, marketers gain the ability to identify highly engaged contacts who are more likely to make a purchase. This empowers sales teams to prioritize these engaged leads and tailor their outreach strategies for faster sales cycles and improved closure rates.