A leading NJ-based medical device design and development company partnered with LW&H Workflow Strategies to streamline Salesforce workflows, qualify leads, and create cohesive sales and marketing processes. By integrating systems and optimizing automation, LW&H Workflow Strategies enhanced lead management and empowered sales teams with actionable data.

The client’s sales and marketing teams were operating in silos, using Salesforce for CRM and Mailchimp for email marketing. Without integration, they faced inefficiencies such as duplicate contacts, poor segmentation, and missed lead opportunities. Although Mailchimp housed over 22,000 leads, they were unqualified and lumped together, making it challenging for the sales team to identify opportunities. Salesforce lists were also unaligned with marketing efforts, limiting the client’s ability to streamline workflows and drive growth.

LW&H Workflow Strategies began by analyzing the client’s existing Salesforce setup and partnering with the client’s marketing agency to evaluate their existing tools to uncover inefficiencies. The team integrated Salesforce and Mailchimp, enabling seamless communication between systems.

The marketing agency devised an innovative strategy to qualify Mailchimp’s database by sending a targeted newsletter with engaging, clickable content. This approach segmented leads based on interest, feeding qualified prospects directly into Salesforce. LW&H Workflow Strategies used lead scoring methodologies to prioritize the actions of the sales team. These insights informed the sales team’s follow-up strategy and supported a more strategic, highly segmented email marketing campaign.