Post by account_disabled on Mar 7, 2024 6:18:10 GMT
Lead management is the last step to successfully close a lead generation process and also the most complex and delicate moment, because it implies that the company and its sales & marketing departments share a precise lead management process , naturally avoiding errors Most common. Lead management what is it? But let's start from the beginning. What is lead management? Lead management is the process immediately following lead generation , when the company creates mechanisms to connect with contacts and channels each of them into the most suitable customer journey to guide them towards conversion into business opportunities . First of all, it is important to focus on the concept of lead , understood as the name and/or email address of a user who more or less corresponds to the potential buyer we are looking for on the web.
Starting from this definition is important to grasp a fundamental nuance: that is, the Germany Phone Number fact that each contact can be more or less responsive to the objective target and more or less ready to buy. It is therefore necessary to establish priority scales and then differentiated paths to be dedicated to each cluster . This is especially true in B2B and in those sectors where the purchasing process is long and complex and where a lead must be accompanied on the path of awareness towards the desire to purchase. Because there is no lead generation without a lead management system Very often the effectiveness of lead generation campaigns is judged only on the basis of two KPIs : the number of leads generated; the number of leads transformed into opportunities.
These are key indicators but the lead management process goes further, it helps to analyze the greater complexity of the phenomenon to thoroughly identify existing problems and adopt specific corrective measures. The problem of targeted leads is just one of the possible obstacles in the transformation from lead to opportunity because there are, depending on the company, many other phases (conversion funnel/lifecycle stage phases) that require targeted actions that should not be underestimated. The main mistake is therefore not to correctly track the progress of leads within the funnel , missing the possibility of identifying the location of the problem. If we said that to transform a lead into an opportunity, multiple touchpoints will be needed, each of them will need to be mapped and a transformation KPI towards the next phase (conversion rate) will be set for each of them .
Starting from this definition is important to grasp a fundamental nuance: that is, the Germany Phone Number fact that each contact can be more or less responsive to the objective target and more or less ready to buy. It is therefore necessary to establish priority scales and then differentiated paths to be dedicated to each cluster . This is especially true in B2B and in those sectors where the purchasing process is long and complex and where a lead must be accompanied on the path of awareness towards the desire to purchase. Because there is no lead generation without a lead management system Very often the effectiveness of lead generation campaigns is judged only on the basis of two KPIs : the number of leads generated; the number of leads transformed into opportunities.
These are key indicators but the lead management process goes further, it helps to analyze the greater complexity of the phenomenon to thoroughly identify existing problems and adopt specific corrective measures. The problem of targeted leads is just one of the possible obstacles in the transformation from lead to opportunity because there are, depending on the company, many other phases (conversion funnel/lifecycle stage phases) that require targeted actions that should not be underestimated. The main mistake is therefore not to correctly track the progress of leads within the funnel , missing the possibility of identifying the location of the problem. If we said that to transform a lead into an opportunity, multiple touchpoints will be needed, each of them will need to be mapped and a transformation KPI towards the next phase (conversion rate) will be set for each of them .