Last Wednesday, we answered the question, “What is lead management?” It is an all-inclusive marketing strategy for nurturing leads into customers. Unfortunately, knowing the definition of lead management and understanding how to implement best practices is easier said than done.
Most companies don’t have a lead funneling process in place. For a few that claim they do their current process typically consists of manually sorting through leads. This results in inefficiencies and many errors due to ineffective communication between sales and marketing departments to hold onto and nurture the lead.
Defining the roles of your organization’s marketing, sales, and customer service departments is the first step toward accomplishing your lead management sales dreams. Below are four additional steps to take to implement a successful lead management process after conducting the initial brainstorming session.
- Integrate CRM lead management efforts with marketing automation: Having a plan is admirable, however you cannot put your ideas into actions without utilizing marketing software to meet your CRM needs. Your lead management efforts can be improved by your software’s ability to monitor your leads through website activity, engagement rates (on blog posts, social posts, infographics, etc.) CRM software integration, segmentation, lead scoring, and emails to your CRM contacts.
- Segment and score your leads. Like, right now: Categorize leads based on their company size, service needs, and geographic location. Then, email those segments with only the most specific information that relates to them. From here, these leads can be scored based on their interactions with your email campaigns, website, events, and anything else you think educates them through the sales cycle.
- Nurture, nurture, and nurture some more: Present your leads with a variety of opportunities to engage with your company and your content. Keep in mind, I’m not telling you to blast leads with dozens of weekly emails – they’ll be running for the unsubscribe button. There are different channels from which to engage leads. Email, of course, but also try sharing educational content on your website, social media, and even research how to be published on an industry website to broaden your audience (and bring in even more leads).
- Monitor, analyze, and adjust your analytics: None of your work in steps 1-3 matter if you don’t review, and adjust, each step in the process. Maybe your analytics show that leads still aren’t fully qualified as you pass them to sales – try adding additional high value content to their nurture campaigns or include the contact information of a demo rep to answer any questions they may still be milling over.
With these lead management systems and processes in place, you should see an increase in your marketing and lead generation ROI. However, this increase will only happen when quality, educational content is coupled with a knowledgeable sales team that will make your leads feel comfortable, prepared, and eager to close.
Create your own list of lead management best practices that have worked for your organization and share them with us through comments, Tweets (@Salesfusion) or Facebook!