Sales process automation for a B2B company

Category:

Marketing and Sales

Customer service

Technologies used: n8n, Airtable, Wordpress, GetResponse, Livespace, Google Workspace, SMSAPI

About our client

A company offering B2B products and services came to us. Due to the diverse nature of the offer, the company has four separate sales departments. The key challenge for the client was to automate their work.

Basic problems faced by our client

Four different contact forms

With the launch of the new website, the client implemented four separate contact forms, corresponding to different types of services. Such changes required the creation of a new logic for automatically forwarding inquiries to the relevant sales departments.

Inability to qualify leads in Livespace

Due to the large number of queries, it was necessary to implement a lead qualification process (MQL → SQL). However, the CRM used by the client — Livespace — did not allow the division of these statuses, so all queries were sent to the CRM as a single lead type.

Lack of clear lead distribution rules

Before implementing automation, all leads went to one email address. Traders independently determined who would take over a given query, without recording this information. This led to disagreements in the team and a sense of unequal distribution of leads.

Too long response time for inquiries

One of the business goals was to stand out from the competition by quickly contacting the customer (up to 15 minutes after sending the inquiry). Manually determining who would take the lead made it impossible to achieve such a response time.

In response to the client's problems and challenges, we implemented

Centralization and qualification of MQLs

We have implemented an MQL database in Airtable, where all queries from WordPress forms through GetResponse go. Data is automatically aggregated and sorted, along with lead status (new, accepted, qualified, rejected). This allows the team to have a single source of truth and can quickly qualify submissions without chaos and information dispersion.

Automatic distribution and assignment of MQLs

MQLs are automatically routed to the appropriate sales teams through Slack. The system assigns them to traders on a rotational basis, taking care of an even load. It also takes into account their availability — people on a meeting or vacation are skipped, and when they return, they return to the queue with priority. This eliminates manual management and speeds up the response.

Lead handling and CRM integration

Slack has become a hub for lead work — salesman can qualify or reject submissions with a single click. The manager has the ability to quickly assign leads to other people. Once qualified, the contact automatically goes to Livespace as a sales opportunity, along with the complete data from the form, ready for the further sales process.

Automatic confirmation of contact with the client

After sending the form, the client receives an automatic SMS with information about the quick contact (up to 15 minutes). Alternative message content has been implemented for requests outside of business hours. Airtable's integration with SMSAPI allows you to maintain consistent and immediate contact, increasing trust and reducing the risk of losing lead at the start.

Response time control

The system monitors the reaction time of traders — after assigning a lead, notifications and reminders are triggered. If there is no action, the notification goes to the next person. Time parameters are fully configurable in Airtable. Thanks to this, the company maintains a high standard of service and minimizes the risk of losing potential customers.

Analytics, reporting and gamification

We have built statistics module and management dashboards in Airtable. Managers can track MQL's conversion, sales value, and marketing effectiveness against revenue. The system also supports gamification — the results of the traders are presented in real time on the TV in the office, which motivates the team and increases commitment to the achievement of goals.

Benefits of implementation

Reducing the time of first contact with the lead to 15 minutes.

The introduction of a standard of fair distribution of applications between traders.

The time required to prepare sales reports has been reduced by 90%.

Details of implementation

Time of implementation:

1 month

Project cost:

€8 300

Do you want to implement a similar automation of sales processes in your company?

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