Lead management is so important for brands hoping to turn potential opportunities into leads and sales. So, how do you do that? Well, here is a list of some of the basics – take a look.
1. Learn who your buyer is
Your sales and marketing strategies need to go hand in hand. Who is your customer? Do you sell to other companies or directly to end-consumers? How much money do your customers make per year? Do you know their sales cycle? Who is your main target: the CEO, the Marketing Manager or the Purchasing Manager? You always need to put together a profile of your buyer and have both your sales and marketing department reference it when they define a “good lead”.
2. Put your leads into a customer matrix
After you’ve got your target consumer profile, the next step is to assess the potential of each of them. You need some clear criteria for knowing whether a lead is a good fit or it has a very low potential, not worth pursuing. Doing this kind of assessment manually may take you a very long time, so it makes sense to have a set of scoring and grading rules in place and apply them to all your leads. You are going to end up with a customer matrix which is going to make it very clear where the big potential is, so that you can focus your marketing and sales efforts into their direction.
3. Define interest, intent and the difference between the two
According to Click Point Software the best thing to do first is to define the interest. What are your leads searching for? Is it mainly white papers, webinars or similar kind of information? Perhaps they are interested in user guides and pricing information. There’s nothing wrong if they only want to hang around, as that means they are interested. However, if you notice some visitors showing initiative, signing up for newsletters and product demonstrations, or looking for prices, this means they have purchasing intent. They are your best possible leads, so you should invest resources into bringing them to be your customers. Make sure your marketing and sales teams clearly understand how to differentiate between the two categories of leads.
4. Know what information you need to collect from your leads and get it
The main role of landing pages is to collect useful information about your leads. You need to decide together with your sales and marketing teams what information is critical and what can be overlooked without any loss. You may decide the job title, the industry or the age of a lead are your most important criteria. Whatever this information may be, make sure you collect it via your forms.
5. Nurture and grow leads that show a good potential but aren’t hot yet
Drip campaigns are among the best methods for nurturing relationships with those leads that show a good potential but aren’t sales-ready just yet. They may need more time, weeks or even months, until they are going to realize your products can satisfy their needs. Until then, you can make sure they receive a part of your attention, so that they can remove all their drawbacks and get ready for a purchase.
6. Your content should support your lead nurturing efforts
Sending drip emails that do nothing but advertise and sell you products is not a good strategy to nurture your leads. This is the mistake of many businesses: they don’t take care to provide high quality content to their followers, so they lose some on the way.
7. Track and analyse everything
Constant tracking enables you to see what worked and what failed in your strategy. It enables you develop better marketing plans and do more of those successful activities, while dropping the ones that didn’t bring any benefits. This is the best way to discover the points of improvement and the directions for taking future action.
These tips will help improve your lead management and your business sales.