According To Data From A Recent Hubspot Survey , 65% Of Companies Say That Lead Generation Is The Biggest Marketing Challenge Today . In Fact, Without Leads It Is Impossible For A Business To Stay Afloat. Yet, Finding A Marketing Strategy Capable Of Generating A Good Number Of Leads Is Not Enough Because Not All Leads Are Immiately Ready To Purchase.
What Is Lead Management: Definition And Meaning
Lead Management , Which Literally Translates To “Lead Management” , Refers To One Of The Key Phases Of The Digital Marketing Process, Directly Following Lead Generation And Preceding Sales Conversion.
Lead Management Is A Process That Starts From A Very Simple Assumption: Not All Users Who Have Shown Attention Towards The Company Or Its Products And Services Are Ready To Proceed With The Purchase . For This To Happen, It Becomes Necessary To Foresee A Real Path For Each User, With The Aim Of Accompanying Them In A Fluid And Natural Way From The First Acquisition Phase To Their Transformation Into A Qualified Customer.
Lead Management Is Based On Lead Qualification
That Is, Collecting As Much Information As Possible About Leads To Keep Them Involved Until Their First Purchase. By Tracking Their Activities And Behaviors, It Becomes Possible To Manage Leads By Offering Them Targeted Attention That Will Be Able To Make Them Qualified And Ready To Pass Into The Hands Of The Sales Area.
If There Is One Thing That Is Certain, It Is That Nowadays The Amount Of Data And Information Available To Marketers Is Almost Infinite . And It Is Precisely Thanks To This Information That It In Short, Lead Management Aims To Pursue The Maximum Number Of Conversions Along The Sales Funnel Thanks To The Creation Of Effective Relationships With Prospects.
Lead Management: Meaning
Know And Recognize Leads
Before Moving On To Some Practical Information On How To Set Up A Lead Management Strategy, It Is Necessary To Dwell For A Moment On What The Different Lead “temperatures” Are .
A Lead Is A User (A Person Or A Company) Whose Online Behavior Demonstrates A Certain Interest In A Brand Or Its Products/services . Requests For Information, Filling Out A Form, Signing Up For A Newsletter Are All Important Signals That Open Up The Possibility Of Starting A Lead Management Process With The Aim Of Transforming The Lead Into A Qualified Lead Thanks To Targeted Follow-ups And Nurturing Activities .
The Qualified Lead Is In Fact A User
Whose Interest In The Brand Is Particularly High , To The Point Of Making It A Lead Ready To Be Delivered To The Sales Force. In This Case, Scoring Helps To Identify Qualified Or Sales Ready Leads, An Activity That Assigns Each User A Score Based On Their Perceived Value For The Company.
By Considering Leads Based On Their Predisposition To Purchase , I.e. By Qualifying Them, We Can Distinguish Them Into:
Telegram gathers metadata about user interactions with the app in order to enhance its services. This contains information on how frequently uae telegram data features are used, how long sessions last, and what features are used.
Cold Leads : Leads In Their Initial Phase, Perhaps Just Learning About The Brand And Its Products/services And Still Engaged In A Research Phase. Even Though They Have Signed Up For The Newsletter, For Example, They May Be бизнес-аналитика список мобильных номеров на ближнем востоке Interested In The Editorial And In-depth Content On The Product/service But Not Be Ready To Purchase;
Lukewarm Leads : Leads Are Now Beginning To Show A Consistent Interest In The Brand By Downloading Informational Materials, Participating In Webinars, Or Even Requesting Additional Information. A Lukewarm Lead Is Therefore crb directory A Lead With Whom The Brand Has Managed To Build A Relationship Of Trust, Even If It Has Not Yet Materialized With A Purchase;
Hot Leads : Leads Are Now Very Close To.
Conversion And Are Taking Actions
That Make It Obvious, Such As Requesting Quotes. In This Case, The Hot Lead Is Ready To Be Passed On To The Sales Team, Who Can Then Focus Exclusively On Those Leads That Are Actually Ready To Buy.
How Lead Management Works: The Phases
As We Have Seen, Thanks To A Good Lead Management Strategy It Becomes Possible To Exponentially Increase The Chances Of Conversion, Accompanying Each Lead In Their Personal Customer Journey.
Obviously, In Order To Manage Leads, You Must First Generate Them. Lead Generation Comes Into Play Here, Which, Through Various Channels,
The Lead Management Process Involves A Series Of Activities, Including:
Lead Acquisition
The Process Of Acquiring Potential Customers , Or Lead Acquisition, Which Lives On Online And Offline Marketing Activities. These Activities Have The Objective Of Collecting Useful Information About Users So As To Be Able To Build Customized Content For Them That Can Maintain High Attention Towards The Brand And Stimulate Registrations And Requests For Additional Information. To Achieve This Result, It Is Possible To Launch Advertising Campaigns, Publish Articles On The Company Blog, Organize In-person Events Or Webinars , Just To Give A Few Examples.
Lead Management, Thus Organized, Naturally
Becomes Easier, Because It Highlights Those Contacts That Are Already Ready To Purchase And, Therefore, To Be Passed On To The Sales Team. By Evaluating The Quality Of Leads, It Becomes Possible To Optimize Sales And Marketing Activities By Identifying Hot Leads And Still Lukewarm Leads.
Often Managed Through Marketing Automation , This Phase Of Lead Management Involves Sending Personalized Content To Leads , Designed To Maintain Constant Contact With The User And Stimulate Their Interest. The Goal? To Accompany The Lead Step By Step Along The Sales Funnel Until Conversion.
It Is Useful To Remember That In Most Cases, Leads Generated By Marketing Campaigns Are Not Ready To Purchase. This, However, Does Not Necessarily Make Them Less Important For The Brand Strategy, On The Contrary. By Producing Relevant Content And Delivering It At The Most Appropriate Time, It Becomes Possible To Guide The User Towards The Purchase,
Lead Management: The Phases
The Benefits Of Lead Management
From What We Have Seen So Far, It Will Be Clear That Lead Management Is An Integral Part Of A Good Marketing Strategy. Optimizing The Process Of Acquiring And Managing Leads, Or Potential Customers, Is An Incredible Source Of Advantages For Companies .
Through Lead Scoring, As We Have Anticipated, It Becomes Possible To Highlight The Value Of Each Lead In The Eyes Of The Company And Thus Establish On Which Leads It Makes Sense To Invest Further Resources.
