Meet Brittany! Not only is she one of our extraordinary Qualified Success Architects, but she has a background in Marketing Ops and a deep understanding of the things that matter most when it comes to routing conflicts, attribution models, and how Qualified works in comparison to other conversational marketing vendors.
Brittany: I have a background as a Marketing Ops Manager at a couple of different B2B SaaS companies. I definitely heard of Qualified being a Drift end user on a couple different teams, but I heard about the job at Qualified from one of my fellow marketing champions (shout out to Jennifer Schneider for referring me!) so I was trying to make a career pivot in terms of maybe going into consulting or staying in demand gen.
Once I learned about the QSA role from Jennifer, I thought it was the perfect blend of marketing ops, solving complex integration problems, helping sales and marketing teams achieve their goals, and having my own book of customers.
It was a no brainer for me to come to Qualified once I started interviewing with all the amazing directors on the team and of course, Dan Darcy being involved in that final interview really persuaded me to join the awesome QSA team.
Brittany: Once I started doing the technical interview with Qualified, I saw the power of the platform that I'd heard about. Shout out to the Qualified marketing team for all of those ads I saw on LinkedIn!
First and foremost, how much the lead routing just makes sense––to put it simply, it just works how you expect it to and that's one of the key differentiators. For example, respecting Salesforce ownership, so routing to the owner of that lead contact for the account, and then routing to that user within Qualified eliminates confusion between reps and sales teams about who owns what lead. That was one of the major issues I saw using Drift through Pardot and Salesforce. The sync was kind of always off between a form fill and who has chatted live with that visitor.
Also, the ability to push seamlessly to either a marketing automation platform or directly to Salesforce without creating duplicates is basically a MOPs manager's dream. Especially with how far we've come with the product with recent Hubspot and Marketo integration updates. It's huge for marketers as a whole when it comes to attribution. The sync between Qualified and Salesforce is unparalleled––the ability for a rep to create or update a lead in Qualified and then sync that data over to Salesforce is a huge time saver for the rep. That's usually one of the "wow" moments during the sales trainings, especially when it comes to reps working out of multiple systems.
It allows them to do all of their discovery and qualification within Qualified and then sync all of that data back into Salesforce.
Brittany: I typically like to address attribution with customers during the implemantion process. Understanding how their attribution works with other channels, with other platforms, and getting their take on how their business wants to report attribution. Because Qualified is built on the Salesforce platform, we can really fit into whichever model they want.
What I mean by that, is if you want to respect first touch Google ad attribution, we can do that and update the lead source based on a UTM and associate influence to Qualified.com Chat at the campaign level within Salesforce. We can do that type of attribution, we can also measure campaign attribution by experience––the different chat messengers that visitors are receiving. If an open opportunity interacts with one experience we can push to a unique campaign, if they interact with a paid ad experience, we can also push to that campaign.
Getting multi-level, multi-touch attribution is super easy to do in Qualified. If a customer uses an attribution tool we can also push events into Salesforce so they can weigh those touch points within their visible reporting model as well.
Brittany: Qualified Meetings has been by far one of the most sought after product releases since I've been with Qualified for over a year now. Customers are going bananas for it––it's definitely a game changers for customers. Marketers are doing less with more right now, so every visitor that comes to your website counts in this current climate so having the ability to take Qualified's robust routing rules and Salesforce integration and then allow visitors to book meetings post form fill and then qualify based on your routing logic saves reps a lot of time.
Instead of going back and forth trying to schedule that meeting, if we know a visitor is qualified or a target account we can show them that AE's calendar right then and there. If we know that this account needs further qualification, let's show an SDR or BDR's calendar. For those form fills that are maybe not qualified, maybe they have a .edu domain or an intern job title, let's not show the meeting booker at all, let's do inbound follow up through an outreach sequence.
Instead of going back and forth trying to schedule that meeting, if we know they're qualified or a target account we can show them that AE's calendar right thne and there. If we know that this account needs further qualification, let's show an SDR or BDR's calendar. For those form fills that are maybe not qualified, maybne they have a .edu domain or an intern job title, let's not show the meeting booker at all, let's do inbound follow up through an outreach sequence.
It's definitely giving our customers a competitive edge in terms of creating pipeline faster. The way we're going that is that we integrate with your marketing automation forms so we're capturing that data post form fill and they we're able to assign based on existing qualified routing rules so it's a huge time saving.
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