Automating Lead Management Tasks in Salesforce

Trustmary teamTrustmary team
Last edited: June 13th, 2024

Salesforce is the preferred CRM software for more than 90% of Fortune 500 companies, showing how useful the software is. Salesforce also provides businesses with a comprehensive lead management system.

Efficient lead management is paramount for businesses as it helps maximize sales opportunities. Salesforce allows businesses to automate various aspects of lead management, such as lead capturing, scoring, and nurturing.

This article will explore how automating lead management tasks using Salesforce can benefit your business, along with strategies for integration. It will also examine how Trustmary and Salesforce can be integrated to aid your lead capture, management, and nurturing process.

Challenges in Manual Lead Management

Manual lead management can be detailed, often involving time-consuming data entry and updates. Each lead must be entered into the system manually, which requires a significant investment of time and leaves room for human error.

Assigning and tracking leads manually introduces the risk of mistakes, such as assigning a lead to the wrong sales representative or losing track of important follow-up tasks. This can be especially problematic when dealing with many leads, as prioritizing and tracking each manually becomes increasingly difficult.

Furthermore, consistency can arise in lead prioritization and follow-up when managed manually. Team members may have different criteria for determining the importance of a lead, leading to consistent prioritization. Additionally, with a centralized system, it can be easier to ensure timely follow-up on leads, resulting in missed opportunities and decreased customer satisfaction.

Benefits of Automating Lead Management in Salesforce

Automating lead management in Salesforce offers numerous benefits, including improved accuracy and data integrity. Here are the advantages:

  • Businesses can minimize human errors and ensure that the information entered into Salesforce is consistent and reliable. This leads to better decision-making and more accurate sales forecasting.
  • Automation also results in increased efficiency and time savings. Manual lead management processes can be time-consuming and tedious. However, by automating these tasks, sales teams can focus on more valuable activities, such as engaging with leads and closing deals. 
  • Enhanced lead prioritization and scoring. By setting up automated workflows and rules, businesses can prioritize leads based on their level of engagement, demographics, or other predefined criteria. This ensures sales teams focus on the most promising leads, allowing for more effective lead nurturing and follow-up.
  • Better lead nurturing and follow-up processes. With automated workflows, businesses can set up personalized and timely communications with leads, ensuring that the right message reaches the right person at the right time. This improves lead engagement and increases the chances of conversion.

Key Automation Features in Salesforce

Salesforce offers a range of key automation features to help businesses streamline and speed up their processes. These features include workflow rules, process builder, approval processes, and integration with AI tools.

Workflow Rules 

Workflow rules are a powerful automation tool that allows users to define criteria and associated actions. These rules can automate repetitive tasks and save time for users by automatically creating and updating records, sending email alerts, or assigning tasks. Workflow rules are easy to set up and can be applied to various Salesforce objects.

Image Source: Salesforce

Process Builder

Process Builder is another automation tool in Salesforce that allows users to create more complex processes. It provides a user-friendly visual interface for defining the criteria and actions for the automation. With Process Builder, users can automate multiple steps and actions, such as updating related records, posting to Chatter, or creating tasks.

Image Source: Salesforce

Approval Processes

Approval processes in Salesforce are designed to streamline the approval of leads. Users can define the criteria for approving leads and set up a sequence of steps before a lead can be approved. With approval processes, businesses can ensure that all leads go through the necessary channels for review and approval, saving time and maintaining consistency.

Image Source: Salesforce

AI Tools

Another powerful automation feature in Salesforce is integration with AI tools for predictive lead scoring. Businesses can automatically score leads by leveraging AI capabilities based on factors such as lead source, demographics, or past interactions. This helps businesses prioritize leads and focus their efforts on those with the highest potential for conversion.

Image Source: Salesforce

Salesforce x Trustmary

Salesforce also integrates with tools like Trustmary to facilitate lead nurturing and customer engagement. 

There’s also the surveys in Salesforce product, but it’s a very pricey solution.

With Trustmary, you convert website visitors into leads with the help of customer reviews, collect leads with lead generation widgets, qualify leads with lead generation chatbots, and nurture leads with the help of feedback surveys.

Salesforce CRM can be integrated with Trustmary using Zapier. Connecting apps via Zapier is straightforward. Simply write what you want and let AI draft the first automation.

Here are some things you can do with the integration:

  • Collect leads from website Trustmary’s lead generation forms and pop-ups and import the contacts to Salesforce.
  • Qualify leads by implementing scripted chatbot discussions on your website and collecting the qualified leads’ information after the chat.
  • Use Salesforce trigger events to send feedback surveys to leads and clients at the right time.
  • Enrich the customer data on Salesforce with the customer satisfaction data collected in Trustmary.

Look at Trustmary’s Help documentation to learn more about the integration.

Streamlining Lead Qualification and Scoring

Streamlining lead qualification and scoring is crucial for any business looking to optimize its sales and marketing efforts. 

Here are 7 tips on how to do this:

  • Define Clear Lead Qualification Criteria: Establish clear criteria for what constitutes a qualified lead before automating. This could be based on company size, industry, budget, or specific needs. Ensure these criteria are well understood and agreed upon by your sales and marketing teams.
  • Use Salesforce Lead Scoring: Salesforce offers lead scoring capabilities that can be customized to your business needs. Set up scoring rules based on the lead’s actions and profile information. For example, assign higher scores to leads from target industries or those who have engaged more with your website or emails.
  • Automate Data Capture and Entry: Use web forms integrated with Salesforce to capture lead information and populate it into your CRM automatically. This reduces manual data entry and ensures leads are quickly and accurately added to your system.
  • Implement Lead Assignment Rules: Automate the assignment of leads to sales reps based on specific criteria like geographic location, lead score, or product interest. This ensures leads are quickly routed to the most appropriate salesperson.
  • Utilize Salesforce Einstein AI: If available, leverage Salesforce Einstein’s AI capabilities for more advanced lead scoring. Einstein can analyze historical data to identify patterns and predict which leads are more likely to convert, improving the accuracy of your scoring.
  • Integrate Marketing Automation Tools: Connect Salesforce with marketing automation platforms like Pardot or Marketo. This integration allows for a seamless flow of lead information between marketing and sales, enabling better tracking and nurturing of leads through the sales funnel.
  • Regularly Review and Refine Scoring Criteria: Periodically review your lead scoring model and qualification criteria. Market conditions and business objectives change, and your lead management process should adapt accordingly.

Nurturing Leads with Automated Workflows

Nurturing leads with automated workflows is an effective strategy to engage and convert potential customers. 

Utilizing Salesforce’s Marketing Cloud enables businesses to take their automation to the next level. With advanced automation capabilities, businesses can create complex workflows that respond to lead behavior in real-time. This allows for timely and relevant communication with leads, ultimately increasing the chances of conversion.

Automated workflows can also trigger follow-up tasks, such as scheduling a phone call or sending a personalized email, based on specific lead actions or milestones in the sales process. 

Monitoring and Reporting on Automated Lead Management

Monitoring and reporting on automated lead management are crucial to ensure the success of any marketing or sales campaign. 

Here are 3 steps to monitor and report:

  • Create custom reports and dashboards that comprehensively view the lead management system. These reports should include key performance metrics such as lead acquisition, conversion rates, and lead quality.
  • Analyze the performance metrics of automated lead management processes. Organizations should regularly evaluate the effectiveness of their lead generation and nurturing efforts to identify any bottlenecks or inefficiencies. 
  • Iterative improvements based on data-driven insights are the final key component of monitoring and reporting on automated lead management. Organizations can uncover insights that drive continuous improvement by continuously analyzing and evaluating performance metrics. 

Overcoming Challenges and Best Practices

Implementing automation in any organization can come with its fair share of challenges. However, addressing these challenges and following best practices can ensure a successful automation implementation process.

  • One potential issue is that employees must understand automation tools and processes more. To overcome this, regular training sessions should be conducted to educate users on the benefits and operation of automated systems. This will help them become familiar with the tools and increase their efficiency.
  • Another challenge is the potential for errors in the automated processes. Reviewing and updating the automation rules regularly is essential to mitigate this risk. Regular monitoring and fine-tuning of the rules help identify any errors or inefficiencies and make necessary adjustments to improve the overall effectiveness of the automation.

Moving Forward

For several reasons, businesses should seriously consider automating lead management in Salesforce. Firstly, automation streamlines and simplifies the lead management process. 

Businesses can ensure that leads are efficiently handled and noticed by automating tasks such as lead assignment, lead qualification, and lead nurturing. This saves time and effort and improves the overall customer experience.

Automating lead management in Salesforce allows businesses to track and analyze lead data effectively. The platform provides valuable insights into lead sources, campaign effectiveness, and overall lead performance. These insights can help businesses make informed decisions, optimize their marketing and sales strategies, and drive better results.

Trustmary team
Trustmary team


Trustmary is the most effective way to convert more sales by improving digital trust.