Lead Routing – Connecting Leads with the Right Sales and Support Representatives

The importance of your lead routing infrastructure is growing together with the increase of the inbound leads you process, especially phone calls. With an efficient lead routing solution, you can direct all your clients to the best sales or customer service representatives, getting the maximum out of every form filled and phone call made.

In practice, lead distribution can be quite complex, with dozens, if not hundreds, of pathways for different groups of leads based on their demographics, psychographics, and other personal information gathered throughout their journey (spoiler: for comprehensive data collection, you’ll need an effective performance marketing software like Phonexa).

“When it comes to distribution, ask yourself this: Am I getting people to vouch for it? Do I have thought leaders surrounding this piece? Do I have enough channels, and am I giving it enough time to see what is actually working for us? Where are my users at? Those are the things that led to success with a campaign that we’ve launched for affiliate networks on how to onboard and effectively manage publisher and affiliate relationships.” – Talar Malakian, CMO at Phonexa.

This article will show you how to send your leads on the conversion path using the best lead routing software.

Lead Routing 101

Leads can be generated via various sources: website forms, social media, email campaigns, or even a multi-tier journey that starts at a trade show and ends with a phone call processed and distributed by your lead-routing system.

Let’s see what routing essentially does:

➥   Lead routing connects incoming leads to a matching business representative based on hundreds and thousands of factors, including everything you know about this particular customer and your (or your advertiser’s) sales or customer support operators using a preset infrastructure or an AI-driven dynamic one.

Put another way, it ensures your calls are relevant so you can handle them as effectively as possible. Businesses frequently incorporate their call routing software into an all-inclusive lead management system that monitors and evaluates client data to gain greater control.

Moreover, lead distribution software easily and completely cooperates with ping tree technology, supporting smooth lead distribution when leads are sold and bought. Anyone involved in affiliate marketing, like affiliate networks, advertisers, and affiliates will find it especially valuable.

 

Lead Routing Value and Benefits for Affiliates, Advertisers, and Customers

 

Audience	Value	Benefits
Affiliates	Presents leads to the most interested purchasers to maximise lead value.	Affiliates can charge more for their sought-after leads
Advertisers	Provides the “first look” at the offered lead	Buyers might spend more and filter leads to get the desired results.
Customers	Creates the best journey for a given customer	Consumers can interact with businesses in various ways, and they are typically matched with the right product or service more quickly.

How To Set Up a Successful Lead Routing Infrastructure

There are multiple factors of lead routing solutions that will help you control and improve the routing process. But generally, the more real-time information you have about your leads and operators, the more accurate and efficient your lead distribution will be. 

Let’s have a look at the most essential aspects of routing solution:

Filtering	Using advanced filtering will help you restrict which exact leads should get into your view. It will depend on the set parameters such as location, status, lead score, credit score, etc.You can easily change or remove certain filters whenever you want to receive different leads. Lead routing tools such as a filter analyser can reveal where quality leads may be filtered out.
Categorisation	Categorisation helps you have a more personalised and targeted communication. For instance, you can create distinct journeys for new and established clients, pre-qualifying the former while providing a personalised approach to the latter.
Real-Time Routing	You require a complex lead routing system that not only evaluates one or several relevant buyers but also organises all of the buyers into a cascade, allowing leads to connect to a matching advertiser even if many of the more relevant advertisers decline the lead or are unavailable.
Reporting	When using lead routing software, ensure you also track your KPIs. Detailed reports can provide useful insights, like identifying your best customers or detecting fraud.
Representative’s Performance	Although distribution speed counts, connecting results in the correct operators is even more crucial. To guarantee the most informed representative receives the lead, consider the strengths of every sales team member and rotate leads across specialised representatives.

Let’s check the most important routing factors for inbound phone calls:

Improve Your Routing Process with LMS Sync and Call Logic

Managing leads is completely confusing without appropriate routing, much like a train station without schedules. 

You don’t have to deal with that disorder, though.

Instead, you can optimise your entire organisation with Phonexa’s fully compliant, comprehensive performance marketing software suite, which is built around two key lead management products: LMS Sync for online leads and Call Logic for phone calls.

Phonexa’s LMS Sync not only sends online leads to the best buyers but also tracks and analyses them in real-time and based on historical data, improving distribution and allowing you to maximise conversion, retention, and lead-generating opportunities. To keep things simple, LMS Sync will enable you to understand who your consumers are and what they desire at any given time.

Phonexa’s Call Logic is just as effective as LMS Sync but for phone calls. The same extensive lead processing occurs, from call monitoring to routing to analytics. Impressively, your sales operators can obtain the caller’s information before the call, giving them a significant advantage in the conversation.

 

 

Get Your Eight-in-One Performance Marketing Software Suite for Web and Call Leads

Whether you’re an affiliate, advertiser, affiliate network, or any other business, there will be one difficulty you’d rather avoid at all costs: juggling systems and reports while attempting to coordinate your efforts across different marketing channels and avenues. 

Phonexa is here to help. What it does is collect all data in one place so that you can have a perfect vision of your business. The best thing is that you will be the first to know whether you’re doing well or improvements are needed. And it will be available at the very minute the change happens.

“Our ethos, our job is to build the most capable software possible and then get out of the way. Build all the features all the functionality, give our clients pure flexibility, pure control, and failover redundancy – essentially, build a robust system that is never a thing that hinders our clients. The worst thing in the world is when you scale a brand, you start generating traffic, and then your system or your software is what’s holding you back. So our logic is to build as much functionality as you can under one roof and then get out of the way.” – David Pickard, CEO at Phonexa.

Ready to learn how you can master performance marketing with Phonexa?

 

Here are the eight exclusive solutions available at a single price (online price calculator):

Build your plan now, or book a demo to discover more about Phonexa.

Frequently Asked Questions

What is lead routing?

Also known as lead distribution, it is the process of connecting leads with applicable sales or customer service professionals. Automated routing can be simple, such as assigning leads to the first available sales rep, or complex, such as assigning leads based on geography, value, and score.

What is the importance of lead routing?

Lead routing connects the right prospects with the right representative, which results in faster response times, more tailored interactions, and consequently more conversions.

What is the function of lead routing software?

Lead routing tools make the routing process easier by filtering and delivering leads based on predetermined parameters. It improves lead quality and offers reporting and tracking options.