How to Improve the Online Lead Management?

Written by

Daniel Quiles

INBOUND MARKETING · 04 / 03 / 2015

Do you want to know what online lead management is? Lead acquisition can be defined as the process of acquiring customers that identifies potential buyers (leads), interacts with them and offers a value proposition to the potential customer, and for sure, it is one of the biggest challenges the marketing and sales departments are facing.

But… is our lead management process efficient?

Many companies have realised that to grow or maintain their level of sales, you have to have a lead generation program continuously and that many of these prospects or leads we will obtain from PPC campaigns through our landing page or website. But how can we improve the management of these leads to be more efficient?

The following are the key points for improving the recruitment and lead management strategy:

1. Identify, define and understand the ideal lead of your company

On many occasions there is a disconnection between the commercial team and the rest of the company, so it is very important to define what is a potential client and transmit it to the whole company.

First the marketing team must identify the prototype client or buyer person by identifying the following aspects:

  • Demographic profile: Where do our potential clients live?, what age range?, how many average income?, what type of industry do they work in?, what are their problems?, and their needs?
  • Behaviour: in what means can we find them: social networks, blogs, search engines…?, how do you look for our products?
  • Lead Source: What is the most frequent source?, do they come from direct traffic?, advertising campaigns?, social networks?

Once identified, we can make an idea of the ideal customer for your products or services. However, the more information we obtain about our customer type, the easier it will be for the sales and marketing team to generate new leads.

2. Implements a software or CRM for lead management

For our recruitment process to be as efficient as possible, we must use a lead manager or CRM that allows us to easily have a global view of the status of each lead. There are many CRM’s that include pipeline functionality, but you have to take into account that you must choose a CRM that fits the needs of our company and not the other way around.

If oppositely we already have a CRM with the functionality of leads, we should integrate all our channels of generation of leads, like the blog, the landing page and the contact form of our web so that, automatically, the new leads are imported automatically to our CRM.

3. Rate leads to give priority

The new leads score or lead scoring is a key part of the process of managing potential customers and will serve to prioritise the actions of our sales team, as it is very likely that if we have a proper recruitment strategy, we’re going to generate a number of leads high enough to have to apply a score.

The information obtained is important and necessary when considering a potential customer because:

  • The higher the score, the more likely it is to turn that lead into a customer.
  • The time factor is decisive because the score is assigned to the leads depending on the interactions you have had in our blog, Landing page or email.
  • Unqualified leads may enter the sales automation phase.
  • The sales team can prioritise calls depending on the activity of each lead.

The score of each lead in your company will depend on several factors that you need to determine depending on the business model. We recommend that you spend some time analysing what are the prevailing factors and use them for the lead scoring.

4. Assign the fast lead to the sales team

The Sales Team is able to manage a large number of leads, but sometimes they arrive late due to the previous treatment. The lead scoring will help us identify the potential customers who are most likely to convert, and so are those who should be treated immediately. When a lead is sent to the sales team, it must be done strategically.

5. Measures and analyses leads

The marketing team must measure, analyse and do a tracking to find out which acquisition channels are more efficient and profitable. Also, once a lead enters funnel, we have to make the lead go moving through the sales cycle.

In Digital Menta we develop lead-acquisition strategies, implement that strategy and provide training to meet the goals and objectives set.

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