What do you do as soon as you generate a lead or request? Although this basic question is ignored by many, it is still the main cause of failure of effective programs for creating potential customers. A healthy response to this challenge is easier than it sounds. Make the best people respond quickly and consistently and turn them into potential buyers. If not already certified (but appropriate), introduce it into the education process.
The need for good lead and query management has spawned many new software companies that offer a variety of lead management or marketing automation solutions.
An interesting conversation was recently launched by Laura Ramos on the Forrester Marketing blog about lead management software. I am very pleased that the analyst has expressed his opinion. Looking forward to new ideas. Check out Ramos’ post “B2B Leadership Market Overheating”.
According to Ramos, there are four major technical solutions aimed at determining “how to make lead generation activities more efficient.” they are:
- Web analysis
- Database service
- Marketing automation
- “Clean game” lead management
However, it is important to understand that leadership management software and marketing automation tools are only part of the effective process. Here is what I found.
The software does not spontaneously generate sales and marketing collaborations or create the right solution for the process. Of course, it does not create your own sales opportunities. However, many find it difficult to resist the appeal of simple execution and quick results. It is easy to overlook that these systems require significant input and maintenance effort to be fully evaluated.
My company spends almost $ 10,000, almost 10 years developing a state-of-the-art lead management system to use as part of the service and what works every day through testing, trial and error (what doesn’t work I learned). However, designing a good process takes longer than you think, and designing people to perform the process consistently is even more difficult.
Before I fully understand the basic operational processes they support, I come across organizations that regularly invest in expensive software. This is true for CRM and SFA systems. The main software turned out to be the same. If you want to make the most of your software to manage potential customers, you must first develop operational discipline and focus on good performance.
Begin by understanding the requirements for lead generation, design the appropriate processes to support them, and insert software into the most efficient and practical processes used. Most importantly, do not underestimate the need for a special team of people to manage the process and contribute to the system.
Features of Lead Management for sales and marketing CRM Software
Generate More Leads
Qualifying leaders continue When acquiring potential customers, it is important to determine which customers are worthy of attention. For example, an unqualified leader is someone who follows a company on social networks and participates in a draw, but does not know anything about the offer. These leads probably won’t go anywhere, and tracking them is a waste of time.
On the other hand, you can acquire potential customers, either marketing or sales. Marketing leaders are people who are interested but need time to make decisions. They shop. Sales leaders, on the other hand, are those who are ready to buy, suitable for your product or service.
In order to qualify and effectively track leads, your company needs to have leads management software. These programs allow you to assign ratings or statuses to your leaders as they progress through the marketing and sales funnels. Filtering your leads by status makes it easy to determine which ones you should pass to your sales team for follow-up.
Finding Your Buyer
The first step in finding a new customer is to identify the target customer or customer in the most accurate way. Start by creating a perfect customer profile detailing the types of people most likely to buy your product.Focus on social demographic data, such as family income, age, and occupation, and create a character profile for that person. Many customer leadership management software options are used as customer management platforms, so customer data is used to identify target customers.
Most likely, you will have several profiles based on the different types of people who buy from you. However, start by limiting your profiles to one for each product. This allows your marketing team to focus on specific demographic data, rather than confusing your strategy to attract potential customers. You can also save all your customer profiles and refer to specific profiles in different marketing seasons. For example, you can sell your patented pencil product to your mom sitting at home in late summer, but by spring your main focus will be on an entrepreneur who works from home and makes purchases for office supplies.
Start by sketching a clear process. At InTouch, we use process diagrams and data diagrams to work with clients in developing customer management programs. Make sure you engage and collaborate with everyone who will be involved in the process. Their entry fee will be the key to the success of the programs. Then determine if there are any other gaps in the staff. Finally, after people and processes are outlined, select tools or systems that help your people manage the process effectively.
Lead management is the bridge between sales and marketing, connecting the beginning and the middle of the customer engagement process. Stakeholders need to go through the right process, which is then supported by the right Sales CRM software.
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