One of the biggest challenges in b2b marketing after a lead generation is managing contacts to make sure they are more involved in the buying process and want to speak directly with a salesperson.
Lead management can be seen as a strategy that will eliminate any obstacles in the buyer’s journey and turn sales opportunities into satisfied clients. You can always hire a Digital Specialist for this if you don’t have time or the right person for doing the marketing tasks.
What is Lead Management?
it’s a digital marketing process that tracks contacts from lead-generation campaigns and converts them into customers.
Basics of Lead Management
Lead Management strategies and methods are designed to increase customer numbers through marketing campaigns that can build a connection between the company’s target audience and the company.
As in customer relationship management and sales management, even the lead must be given attention in the beginning stages of the buying process. This includes personalized messages, answers, and suggestions, as well as solutions and doubts.
The digital transformation of marketing means that companies have access to more data to help them build effective relationships with prospects.
These technologies and lead management processes are becoming increasingly sophisticated and intuitive. They can also increase their customer base and turnover.
This will allow them to improve their reputation and position, as well as their commercial development.
Lead nurturing campaigns
Prospects decide what to do next. To help them direct their buying decisions, nothing is better than a lead nurturing campaign.
It’s not difficult to activate this type of initiative today. Thanks to marketing automation software, it’s easy to keep track of how contacts are progressing through the buyer’s journey.
To access data, you can request it in the forms. This data allows you to view content, subscribe to newsletters, or take part in free events that the company offers to generate leads.
Qualify leads with qualified contacts
After the lead nurturing campaigns are set up, the contact manager must include their qualification through an automatic system that assigns a score based on characteristics or behavior. Also, do you know how to get rid of a bad google review?
A better definition of the parameters will bring an end to the difficult collaboration between sales and marketing. Salesmen won’t have any reason to complain about poor quality leads, as they will only be focusing on the sale.
A lead scoring system is necessary to assign each contact the appropriate priority. This will allow you not to rush any step of the sales process, and increase your chances of converting leads into customers.
Chat & Conversational Marketing
Conversational marketing is one of the fastest ways to connect site users (maybe strangers, and therefore not yet registered with the CRM) to sales personnel. It finds absolute protagonists in chats or bots.
A generic information request form is not an option if buyers are unable to call the switchboard number or don’t have sales contacts, or if they’re searching after normal business hours.
The buyer sees the huge advantage in being able to select the time and method of contact.
Follow-up between marketing & sales
Last but not least is follow-up. This is an important element of lead management as it allows marketing to improve sales strategies and obtain more qualified contacts with specific information about their needs.
This is the first step to achieving concrete results in lead generation and nurturing campaigns.
These best practices can help improve collaboration between the two departments.
- Create and share a document that includes all stages of the sales process
- Train the sales team by using the document and following it step by.
- Prepare a script containing the essential questions to ask prospects in the first telephone call
- Upload all marketing materials that are also helpful for the sales process in an organized archive
- To align marketing with lead quality and make recommendations for optimizing contact management, define a following-up procedure
Digital marketing today has many advantages. One of these is the ability to support the validity and integrity of initiatives using data analysis. This minimizes opinions based on personal sympathy or prejudices regarding the work of coworkers.
