is the systematic method that a marketing team uses to acquire (by importing, creating manually, or automatically capturing from a website), evaluate, nurture and hand off leads. Lead management is about moving quality leads through the stages of the marketing funnel, from an anonymous visitor to a sales-ready lead.
Why Create a Lead Management Process?
Successful lead management ensures that your sales team gains immediate access to leads and that leads are never dropped.
Only 25% of leads in a given sales pipeline are legitimate prospects.* The challenge is cleaning your database, locating the leads that make up the 25%, and enriching other leads to increase the percentage of true prospects.
*Source: Gleanster ResearchDefining your lead management process allows your marketing team to:
Automatically route leads from your website
Prevent dropped leads
Utilize advanced lead segmentation and targeted campaigns
Increase efficiency of marketing operations
Sound good? Read on — and follow this lead management blog series.Step 1 - Prospect Intelligence
Prospect intelligence allows you to immediately react when ideal prospects (who represent target companies) visit your site. Tracking software gives you info about anonymous visitors, like IP address (identifying the company that hosts the visitor’s computer) so you can better understand who’s visiting, and points to data like popular landing pages on your site. With these tools in place, you can determine which content pieces to prioritize on your site and which types of companies are likely to convert. By optimizing your site content and immediately reacting to top prospects, you can quickly push inbound leads into your lead management cycle, and decrease time spent prospecting.Step 2 – Lead Intelligence
Lead intelligence helps to determine where your prospect is in the buying cycle—kicking the tires or intent to buy. A prospect
converts to a
lead when they provide contact information and begin to actively engage with the content on your site (i.e. attending a webinar, downloading a product sheet). Lead intelligence is
data that ‘s captured in places like web forms and interactions — it reveals behavioral activity on your site and is an indicator of purchase intent.
Combined with prospect intelligence, lead intelligence is what enables you to send relevant, targeted content tailored to your lead’s needs and pain points.
Lead Intelligence Sources: Please see the attachment Next Up: “Step 3 - Lead Scoring”
In the next segment, we’ll cover the basics of lead scoring, how prospect and lead intelligence data plays into your scoring system, and where to go from there.
Source: Inside Viewblog