Lead Management Through Planning & Discipline

Lead Management Through Planning & Discipline

Without a lead management, your company risks failure, but if you play your cards right, leads will turn into customers who, in turn, will become ambassadors of your brand!

If you do not qualify your leads, there is the risk of transferring data that is not exactly “hot” to your sales team. In addition, the inability to nurture and route leads efficiently means that valuable leads could slip away.

What happens in this case to all the effort, time, and money spent?

It happens that you are about to waste precious time!

So, let’s briefly examine the lead management path, the vital processes, and how adopting this strategy will allow you to win “the loyalty” of newly acquired leads.

The Lead Management Process

Lead management is “a sales process through which marketers identify, qualify, nurture and pass on leads to the sales team”.

Generally, the lead management system consists of four lead activities:

  • Identification,
  • Generation,
  • Tracking,
  • Processing.
lead generation

Lead Generation

HubSpot defines lead generation as “the process of attracting and converting potential customers into someone who is interested in your company’s product or service”.

You can also like this post: Free Keyword Research Tools

Lead generation begins with lead prospecting, where marketing teams use marketing tools and systems to organize and store leads.

But getting good leads isn’t that easy! It’s not like browsing the Yellow Pages and making random calls here and there. It takes time and dedication. According to a study by International Data Group, 61% of marketers revealed that generating high-quality leads is the biggest challenge they face.

There are various ways to generate quality leads: think, for example of a blogger who provides engaging content in exchange for the contact information of his audience or the contact form of a site. In this case, when you fill out the form with your personal contact information, you automatically become a lead.

There are basically two types of lead generation strategies:

  • Inbound – which includes activities such as blogging, on-page SEO optimization, guest blogging, social media updates, social media engagement, webinars, and premium content development including eBooks, videos, infographics, and landing page.
  • Outbound – which has to do with social media ads, PPC, banner ads, native direct mail ads, multimedia ads, email marketing, print ads, trade shows, and personal networking.
lead tracking

Lead Tracking

Thanks to lead tracking, the marketing and sales team can easily collaborate to offer the best customer experience and get more qualified leads, which will inevitably lead to an increase in sales.

The monitoring of leads also allows those involved in marketing to follow the flow until the phase of natural “exit” from the sales pipeline. The process also includes monitoring the actions performed by each lead and qualifying it at the next stage of the phase, to channel it towards sales.

With an effective lead management system, the marketing team can easily determine the leads’ source, the best outreach methods that generate conversions, and the best contact channels. Such channels have actually given the most satisfying answers.

You can also like this post: What Is Digital Advertising?

Consequently, the marketer will understand which campaigns allow them to acquire quality leads. Once the leads are qualified and ready for the sales phase, they will be “passed” to the sales departments for the final action.

These are generally the stages of the sales and marketing funnel. The phases are:

  1. Inquiry – Involves a visitor or general user whose interaction demonstrates a potential interest in one of the products or services.
  2. Marketing Qualified Lead (MQL) – At this point, the interaction of the lead with the marketing material provided indicates a sales potential.
  3. Sales Accepted Lead (SAL) – This is an MQL that the sales department has accepted as a potential lead.
  4. Sales Qualified Lead (SQL): Lead ready to sell.
  5. Closed Sale: The lead bought the service or product.
lead processing

Lead Processing

Lead processing revolves around lead scoring and qualification, key processes that help filter, organize, and prioritize leads based on their potential value. Leads can have different behaviors. There are those cases that close immediately or those that take time to mature into a sales opportunity.

Under Jim Obermayer’s rule of 45, 45% of qualified leads will make a purchase within a year. Although this statement may seem too generalized and not reflected in every business context, it certainly provides us with an important food-for-thought that can help marketing professionals to look at things from another perspective. By doing so, you will not (wrongly) expect your lead management system to provide you with “ready-to-sell” leads overnight.

Nourishment and Lead Score

Thanks to lead nurturing, the marketing team will build relationships even with potential customers who may not be ready to purchase your service or product. In this case, the marketing department will take care of the leads throughout the pipeline. Using a further technique, lead scoring, the marketer will be able to classify leads within the sales funnel.

You can also like this post: How to Speed Up Your eCommerce Website?

A high score will prioritize high-level leads, giving the team a better understanding of where the prospect is in the sales cycle. Should the lead decide that qualifies them as ready for sale, the marketing team will take action.

FAQs About Lead Management

What is B2B lead generation? 

B2B lead generation includes attracting and collecting leads with potentials from prospective customers. You can entreat leads in various ways. The meaning of B2B lead-generation can change depending on your specific goals.

What are the five inbound principles?

These five pillars of inbound marketing success are; personas, strategy and the buyer journey, analysis/improvement, maximizing customer value, and sustainable success. They are the guiding principles that should be used to govern your inbound marketing.

What is inbound selling? 

Inbound sales is a sales method prioritized on the challenges, needs, interests, and goals of individual purchasers. Instead of focusing on closing the sale asap, inbound salespeople work to meet consumers where they are and then guide — not push — them through the decision-making process.

In conclusion of Lead Management

You need leads to stay in business! Conclusion perhaps a bit strong, but it certainly makes the idea. However, to grow leads from the source to the close of a sale, an efficient lead management system is required. Therefore, you need a system that helps you map the entire customer journey, which allows you to generate, track, qualify, and evaluate your leads along the sales funnel.

However, some companies fail to allocate sufficient resources for lead qualification. As a result, marketers often resort to “obscure” methods that cost the business dearly, do “bad advertising,” and, above all, involve a waste of time resources.

We think that you may also be interested in which is our previous post about Digital Marketing.
Click to rate this post!
[Total: 42 Average: 5]
Diego Manson

Posts: 221

My name is Diego Manson, or as people call me, Seodiego. I'm an SEO enthusiast and blogger. Because of my interest in the internet, I wanted to make it a better place for myself. That's why I'm into SEO. I try to share all I know and learn with everyone to help people improve their online skills.

No comments to show.

Your email address will not be published. Required fields are marked *