Your organization may be focusing in digital marketing campaigns that bring in new leads but your efforts are going to have little impact if you forget to aligns your goals and your objectives with your sales team. Simply put, good lead management should serve as the basis for all marketing activities and sales. The aim of lead management is to know about quality prospects. You should also develop those who are not ready to buy from you yet and funnel to sales those who are.
What is a lead?
A lead is simply defined as an individual or an organization who has an interest in your products or services. Before leads can be passed to sales, it’s essential to understand how marketing and sales consider lead terms. Here are a few terms that organizations agree on:
Marketing qualified leads – This is a lead that meets the criteria for the customers you want and has gotten the right action as an indication of interest.
Sales-qualified leads – This is a lead that has performed action signifying that it’s ready to be transferred to your sales department.
Sales-accepted leads – This is a type of lead that your sales team thinks is a good prospect.
Opportunities – A lead that is tied to a deal that is in progress which has not been won yet.
These terms factor into the strategy for your lead management along with how you set it up.
Managing leads, sometimes known as acquiring leads or management of contacts, usually makes use of a customer relationship management system or CRM to arrange contacts while you get their information. This makes the process of moving leads through your system easier and it takes time and effort to organize a lead management system in a way that is going to work smoothly with your business.
Depending on the size and type of your industry, you could be handling hundreds or even thousands of contacts. A very effective lead management system can help you in capturing leads, monitor activity and develop them for sales-readiness and then automate most of the repetitive tasks that have to do with manual sales.
Before having all the wheels turning in your lead machine, you should spend a moment in setting some goals both for your marketing and sales teams. Ask yourself what you envision to achieve and the schedule that you are achieving your goals. How much do you want to accomplish every week, every month, every year? How will you measure success? How do you plan to have your sales and marketing teams work together?
Through the definitions mentioned, you can use CRM to get data and create a score based on the behaviors of your website visitors. Lead scoring could easily become too complex so try to make it very simple. When setting up a lead score try to determine what actions are really important? Focus on the actions that they are interested in communicating to you instead of just performing research.
Among the ways that contacts reveal that they are sales-ready is when they sign up for something. As soon as the contact fills out a form, sales teams are usually notified. This plan of action usually keep leads prioritized and make sure that the sales team could focus its time where it is very effective. If your prospects need further development before they are qualified for sales, you can help them by sharing some of your most popular or relevant content. You can also email them content like step-by-step guides or case studies to assist them in seeing how your solution can be relevant to your situation. You can also create educational videos in order to help them see the solution you are providing.
Lastly, you can make use of the knowledge of your sales reps about frequently asked questions, common pushbacks as well as common applications to generate content that can deal with these early in the sales process. This should be able to help ease the concerns of your prospects while preparing them to interact with you.