Are you looking to grow your business and attract more leads? Do you face difficulties in managing new leads? If yes, then you need to consider a lead management approach that will accelerate your sales processes and pay you back by impacting both your Sales and Marketing Teams.
Lead Management Process
Nowadays, there are multiple sources to generate leads via online or offline activities (e.g. PPC, Social, events, etc.). Through lead capture you can track which sources (e.g. marketing campaigns) generate more leads and as a return more revenue for your business. For instance, you can collect lead information (full name, email address, company name, product interest, etc.) by the newsletter subscription form that is embedded into your website.
After capturing the leads, you need to track their behavior. For example, you can check how much time they spent viewing specific products or services on your website. Having completed the lead tracking stage, isn’t it great to automatically assign the leads to the right sales person? Usually the marketing department based on the interaction of the lead with several marketing materials can determine if this is a Marketing Qualified Lead (MQL), meaning that there is higher probability this lead to be converted into a customer. MQL is dependent on the lead scoring that effective lead management practices allow you to use as a great model to value your prospects on the sales funnel. By scoring the leads by their digital body language (interest in products or services, page views, repeated visits, etc.), the sales team can be able to determine which are the Sales Qualified Leads (SQL) that will move forward to the sales funnel and which ones will move to the lead nurturing stage.
Sometimes, qualified leads are not ready to buy. Lead nurturing builds your brand awareness and trust engaging the leads even more in the sales process. Sales and marketing need to collaborate in order to manage leads efficiently and properly. These two units are inseparable for Lead Management – once the lead goes to marketing, it is then distributed to sales and back to marketing to get nurtured into potential sales.
Lead Management Benefits
Cognity, having already applied Lead Management best-practices in several industries (e.g. Telecom, Retail, Financial Services, etc.), can assist you implement the lead management approach that best fits your needs and can further optimize your sales and marketing performance. For more info, please contact us here.