Lead Routing – Connecting Leads To Matching Sales and Support Reps

The more inbound leads you process, especially phone calls, the more important your lead routing infrastructure is. With a well-thought-out lead routing system, you can connect all your customers to the best sales or customer service representatives, squeezing the most out of every form filled and phone call made.

And it’s even more important after the FCC update, which has surely increased the value of high-intent leads and therefore also the value of the correct lead distribution. Think of it like a traffic light – we all know what red, yellow, and green mean. However, these must work together to keep traffic flowing smoothly.

In practice, lead routing might be quite complex, with dozens and even hundreds of pathways for different groups of leads, depending on their demographics, psychographics, and other personal details that you’ve collected throughout their journey (spoiler: such comprehensive data collection requires comprehensive 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.

Read on to learn how to send your leads on the conversion path with lead routing software.

Lead Routing 101

Leads can come from various sources: website forms, social media, email campaigns, or even through a multi-tier journey that might begin at a trade show and end up with a phone call being processed and distributed by your lead routing system.

So here’s what lead routing essentially does:

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

In other words, lead routing ensures the relevance of your calls so you can process them to the best of your abilities. For more control, businesses often integrate their call routing software into a comprehensive lead management system that tracks and analyzes customer data.

What’s more, lead distribution software perfectly synergizes with ping tree technology, allowing for smooth lead routing when leads are sold and bought. This is especially valuable for anyone involved in affiliate marketing, like affiliate networks, advertisers, and affiliates.

 

Lead Routing Value For Affiliates, Advertisers, and Customers

Audience	Value	Benefits
Affiliates	Maximizes lead value by presenting leads to the most interested buyers	Affiliates can set higher prices for their sought-after leads
Advertisers	Offers the “first look” at the offered lead	Buyers can pay more and filter leads to get the leads they need
Customers	Paves the best journey for a given customer	Customers have multiple chances to connect with businesses and are generally matched faster with the appropriate product or service

How To Configure a Winning Lead Routing Infrastructure

There are many aspects of lead routing software that help to facilitate and optimize the routing process, but generally, the more real-time details on your leads and operators you have, the more accurate and effective your lead distribution can be. 

Here are the most important aspects of lead routing:

Filtering	Advanced filtering options allow you to restrict which leads even get into your vision, depending on parameters like location, lead score, credit score, status, and more. At any time, you can adjust or remove certain filters if you want to receive different leads. Speaking of which, lead routing tools like a filter analyzer can show where quality leads might be filtered out.
Categorization	Segmentation allows for more personalized and targeted communication. For example, you can pave different journeys for new and existing clients, pre-qualifying the former and ensuring the personalized approach to the latter.
Real-Time Distribution	You need a complex lead routing system that not only considers one or several relevant buyers, but organizes all of the buyers into a cascade so leads can connect to a matching advertiser even if many of the more relevant advertisers declined the lead or are unavailable.
Reporting	When utilizing lead routing software, make sure to closely monitor your KPIss. Detailed reports can reveal important insights, from identifying your best customers to detecting fraud.
Rep’s Performance	While distribution speed matters, connecting leads to the right operators is even more important. For this, factor in the strengths of each sales team member and rotate leads among specialized reps to ensure the most knowledgeable representative gets the lead.

Here are the most important routing factors for inbound phone calls:

Optimize Your Lead Routing with LMS Sync and Call Logic

The lead route process would be as chaotic as a city without traffic signals — that’s the price marketers will have to pay if they choose to operate without lead routing software. 

But you don’t have to pay that price.

Instead, you can streamline your entire business, including lead routing, with Phonexa’s fully compliant, comprehensive performance marketing software suite built around two cornerstone lead management products: LMS Sync for web leads and Call Logic for phone calls.

Phonexa’s LMS Sync not only routes web leads to an optimal buyer but also tracks and analyzes them in real-time and based on historical data, which improves the distribution itself and allows you to maximize your conversion, retention, and lead generation potential. To keep it simple, LMS Sync helps you know who your customers are and what they want at any given time.

 

Phonexa’s Call Logic is effectively the LMS Sync but for phone calls. The same comprehensive lead processing takes place, from call tracking to routing to analytics. Impressively, your sales operators can get the caller’s info even before the call, a great head start 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’s one struggle you’d like to avoid at all costs: juggling systems and reports when trying to coordinate your efforts across multiple marketing channels and avenues. 

Phonexa does just that, bringing all data into one place so you can have a clear vision of your business. Whether you’re doing well or need improvement, you’ll be the first to know about it – 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:

Here’s how you can master performance marketing with Phonexa:

 

Here are the eight proprietary solutions you get at a single price (online price calculator):

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

Frequently Asked Questions

What is lead routing?

Lead routing, or lead distribution, is essentially connecting leads to relevant sales or customer support representatives. Automated routing can be straightforward, like assigning leads to the first available sales rep, or advanced, like assigning leads based on location, value, score, etc.

Why is lead routing important? 

Lead routing ensures the right prospects connect with the right representative, leading to faster response times, personalized interactions, and more conversions.

What is the role of lead routing software? 

Lead routing software facilitates lead routing by filtering and distributing leads according to predefined criteria. It helps maintain lead quality and provides reporting and tracking capabilities.