The Trifecta for Sales

Rather than chasing prospects who aren’t interested or even aware of your product, empower your sales reps to zero in on visitors already showing intent. With Qualified Signals, reps can quickly identify and prioritize their most interested accounts.

The Trifecta for Sales approach helps you drive more pipeline by providing a list of worthwhile accounts for your RevOps team to assign. With that intel, use your sales engagement platform to send campaigns to these specific accounts and route them to the newly assigned reps when they're back on your website.

How To Build the Trifecta for Sales

Your Qualified admin and RevOps team can build the Trifecta for Sales to assign reps to accounts showing the highest engagement and buying intent.

1. Create a Qualified Signals Account List for Sales Reps

1. Create a new Signals account list in Qualified, and check Share with org when you first save it.
2. Click the Filter icon.
3. Click on the tiles to apply these filters:
   • Type: In Salesforce
   • Engagement Intent: Hot and On Fire
   • Engagement Trend: Heating and Surging
4. Click +Add Filter and build these two filters using the drop-down menus:

   
   

   Salesforce Object	Salesforce Field	Operator	Value
   Account	Field you use to manage rep ownership, like “Account Owner” or “BDR Owner”	is any of	Your sales reps‘ names
   Account	Account Type	not equal to	Any types you don’t want to include, like “Customer” or “Partner”
   Account	Open Opportunity Count	is less than	1

5. Click Apply and Save.
6. Click the Edit Columns icon on the right and select under External Fields:
   • Account Name
   • Billing State/Province
   • Days Since Last Activity
   • The field you use to manage rep ownership, like “Account Owner” or “BDR Owner"

7. Click Apply and Save As… 

2. Create and Export a Qualified Signals Account List for RevOps

1. Create a new Signals account list in Qualified.
2. (Optional) If you want everyone to have access, check Share with org when you first save it.
3. Click the Filter icon.
4. Click on the tiles to apply these filters:
   • Type: In Salesforce
   • Engagement Intent: Hot and On Fire
   • Engagement Trend: Heating and Surging
5. Click +Add Filter and build these two filters using the drop-down menus:

   Salesforce Object	Salesforce Field	Operator	Value
   Account	Field you use to manage rep ownership, like “Account Owner” or “BDR Owner”	is blank
   Account	Account Type	not equal to	Any types you don’t want to include, like “Customer” or “Partner”
   Account	Open Opportunity Count	is less than	1

6. Click Apply and Save.
7. Click the Edit Columns icon on the right and select under External Fields:
   • Account Name
   • Billing State/Province
   • Days Since Last Activity
   • The field you use to manage rep ownership, like “Account Owner” or “BDR Owner"
8. Click Apply and Save As… 
9. Click the Export icon in the top-right corner to download a CSV of your account list.

3. Send Personalized Outreach and Add URL Parameters

1. Import the account list CSV into your sales engagement platform.
2. Create an email template there for your reps to efficiently send personalized messages to these accounts and track activities. Make sure to include URL parameters in your email template so you know exactly where visitors arrive from.

4. Build a Qualified Experience that’s Triggered by URL Parameters

Create or update a Qualified Experience to resonate most with this audience and build routing rules so visitors are directed to their newly assigned sales rep. To trigger the experience based on your link parameter:

1. Open the Experience builder.
2. Under the first section, Show this experience to visitors that match, select Referrer in the first drop-down menu.
3. (Optional) If you want to narrow down which pages display the experience, specify with the successive options.
4. Click Add parameters.
5. Enter the URL parameter included in your paid ad, such as utm_campaign=Qualified.
6. Click Done.

TIP! If you manage your outreach campaigns from Salesloft or Outreach, you can trigger Experiences without URL parameters.

Use Case

The sales reps at Trove Robotics have a low conversion rate, yet traffic on their website keeps increasing. To power team productivity, Admin Anna creates Qualified account lists and a new Qualified Experience. The RevOps team delegates the new top-priority accounts and crafts an email template.

With this streamlined workflow, Rep Riley opens the Qualified account list to study the digital behavior of their new accounts. Using Salesloft, they send personalized outreach. When a prospect clicks on the link embedded in the outreach email, it brings them to the Trove Robotics site and triggers the new Experience. The visitor is routed promptly to Rep Riley, who pounces with a new, tailored shortcut.