The secret to any B2B success lies in the process. In marketing automation, it’s not about creativity or conducting a better lead generation campaign. Leveraging the conversions of inquiries into qualified leads and leads into qualified sales is what is important. Prospective leads originate in a wide range of different ways, and there needs be a process in place to manage all those leads. And Lead Management begins with the ability to hit revenue targets in your sales pipeline.
The intent of lead management software is to build a relationship with each prospective customer in a way that their interest develops into opportunities for sales. It is therefore important to choose the best process to ensure success. For example, a marketer places certain ads with the intention that readers will respond and perhaps make a purchase. There may be many inquiries resulting from paid ads, which carry calls to action including a web site or toll-free number. For this there needs to be a process in place to handle all enquiries. Without investing much, a company can create a great inquiry management process by optimizing each step in the inquiry management chain.
- Plan a response
In the campaign development process, it is important to plan a response. It is necessary to have a specific code to identify the responses from all outbound communication. Offer multiple response media, like phone, Web, BRC, fax, e-mail, etc. This way there is a wide set of options for a prospective customer to get back to you.
- Efficient response capture
It is necessary to put together a cross-functional team as the response capture process will work well if it is designed by the people who manage the inbound responses. By considering the best strategy you can ensure that the enquiries do not get mixed up with daily business communications.
- Fulfilling enquiries
The secret to inquiry fulfillment is speed. Most B2B companies make enquiries asking for more information, and the faster they get that information, the faster they will respond. Matching the fulfillment material to the need and the value of the prospect quickly indicates the value the best companies put on fast delivery.
- Lead nurturing
Move a lead into the lead nurturing process when the prospect is not yet ready to see a sales person, but may be ready soon. You can use a number of lead nurturing methods like catalogs, newsletters, surveys, white papers and/or birthday cards. With a series of ongoing communications, you can build awareness and maintain trust and contact until the prospect is ready to buy.
By choosing the best practice in your lead management process you can optimize your inquiry management process and greatly increase your revenue from lead generation campaigns.
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