A Lead Manager will help you manage your prospects and close the gap between marketing and sales. It's a process of acquiring clients which identifies potential buyers (leads=contacts), educates them, and gets involved with them. Once the contacts are qualified, they may become clients.
If your business lacks a solid system for managing leads, the following five steps will help you create and implement a successful and efficient Lead Manager process, from start to finish.
It's necessary to first decide who your potential clients are. We recommend developing a process that will also allow you to identify in which part of the sales process these prospects are.
Your marketing team must identify the kinds of customers or contacts that are an option the product or service that you offer. This will help you identify the contacts interests and send them the product or service they may need. For example:
You must also take a deep dive into the mentality of your potential clients in order to understand them better. Is he/she the business owner, the vice president, the high-tech guy? Find where he or she lives, what he/she reads, and how did he/she arrive to your site.
The sales cycle has been extended because the buying process now begins at commercialization. The marketing team must find what was the first contact point and its potential advantage. The key to generate leads and know your clients' source, as well as to create and track content is:
Capturing this information about your potential customers is key to the fourth step: nutrition campaign.
Contact scoring is key to the potential client management process in order to find their potential interest in your product or service. Feasible factors for finding a contact's score include demographic information and behavioral activity. This information is important and useful for the efficiency of the consolidation of potential clients because:
Use the information you have captured in the first three steps to identify the different potential customer segments based on their interests and their likely position in the cycle to become a customer.
Those contacts who are not very willing to become customers can be placed within an appropriate prospect nutrition campaign. Many of these potential customers will continue to be in the research phase, trying to find out if your product will solve their problem or need. This is where you need to educate these potential customers and demonstrate with more valuable content, promotional offers, etc., that your product or service is right for them.
Here are some tips for creating an effective prospect nutrition campaign:
The relationship continues from the first entry until the contact is ready to become a customer.
As all salespeople know, we have to follow-up, measure and track. So, while you may have "checked out" your potential customers, you still have to make sure that all the leads are evaluated by the sales team so you can continue to refine, score and evaluate their stage. It's key is to make sure that the communication keeps moving through the sales cycle without losing your contacts or by sending new and more enriching content.
Follow-up and assessment along the sales cycle:
Last, but not least, you will continue to evaluate the entire process of identifying what works (and what doesn't) for your prospect management business process. It will take some time for your business to run at 100% but in the end, you will end up with a flawless contact management process that generates better business results.
We can help you understand more about how to generate leads for your marketing funnel through our experience making great strategies. Visit the next page to learn more.
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