Monday, July 13, 2015

Techniques For Lead Management Success - Part 1

Image result for sales lead management images
Lead management is the ability to capture, respond and manage incoming leads.  Unfortunately, many marketers don't employ clearly defined lead management practices.  And when they don't have processes in place, they risk decreased ROI, a leaky sales funnel, and poor relationships with leads and customers. 
 
But done right, lead management creates more educated prospects to help you better understand their
needs, and ultimately means more revenue.  So how do you do it?
 
Tip #1 - Work Directly With Sales To Determine When A Lead Is Ready
 
In order to properly create a solid lead scoring framework, work with your sales team to build criteria that determines the steps prospects should take before they are ready for a sales call.  Remember, that this needs to be agreed upon by both sales and marketing to be effective.  All leads do NOT fit into the same timeframe with the buying cycle.
 
Criteria should include:
 
     DEMOGRAPHIC INFORMATION: Geographic location. company size, etc.
 
     LEAD SOURCE INFORMATION: Print ad, search engine, social, offer, trade show, etc.
 
     BEHAVORIAL INFORMATION: Web page visits, ebook download, webinar attendance, etc.

Next blog: Tip #2 - Make Sure To Implement Lead Recycling Practices
 
 
     

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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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