How to develop an optimal lead management process?
In B2B lead generation campaigns, you don’t only have to focus efforts on obtaining new leads. You need to develop a process related to lead management. Consequently, you will increase the chances to convert them into potential customers.
The lead management process is based on identifying potential leads, the ones that are more likely to buy your products or services. It’s the process when the marketing department educates and engages them, and when they’re considered as qualified, they’re transferred to the sales department.
The lead management process
Step 1: Lead generation
The first thing you need to develop a lead management process is a lead generation plan. So, you have to carry out a strategy to generate qualified leads. This can be done through email, paid ads, social media, website, among others. If you need more information about generating qualified leads, we recommend you check our definitive guide.
Step 2: Lead tracking
Collect information about the leads generated. Find out how and which information leads search for, what kind of websites they visit, which social media accounts they are interested in, etc. Contrast this information with what type of content they consume on your website, what offers they have downloaded, among others. This way, you will know how to communicate with them and what information you need to provide.
Step 3: Lead scoring
It would help if you scored your leads to discover which ones need nurturing and which need nurturing. To carry out the lead scoring strategy, you can download our template.
Step 4: Lead nurturing
After knowing which leads need a nurturing strategy, you need to develop a content plan. Here, you have to decide which content you will provide to your leads. We recommend classifying the leads on specific groups based on goals, interests and the stage of the journey they are located. For each group, develop a workflow. Depending on the action your leads take, you will send content or another.
You can also carry our automated email marketing and retargeting campaigns. As a result, you will provide a customised experience.
Step 5: Lead distribution
Now, it’s time to send the leads who are ready for the sales department. It’s important to provide the leads’ contact as soon as possible to increase the chances of conversion. In addition, not sending all the leads directly and filtering them before will improve the quality of the deal.
Step 6: Lead measuring
Finally, you need to measure the results by calculating the revenue of the campaign. If you don’t obtain the desired results, you can find the gaps and implement the necessary changes.
Lead management best practices
Make sure the marketing and sales department are aligned
Both marketing and sales departments are essential for lead conversion. Therefore, both must be on the same page by understanding the process, objectives and lead.
Hire a customer relationship management tool
Users always need an immediate response. For this reason, you must be able to offer immediate service. For this, you can count on a tool that helps you to manage these relationships.
Optimise the lead management process
Throughout the campaign, you must track your analytics to see if it is working or not. If it does not perform effectively, you will know what changes to make.