Lead management is a system of pursuing, gathering, managing and verifying leads in order to filter them through a company’s sales funnel and transform them into paying customers. It is one of the most crucial activities an enterprise must undertake in order to help the business succeed. Without leads, there are no sales. Without sales, there is no revenue. Organizations that rely on lead generation can benefit from using software to sort and evaluate leads before they enter the sales process.
What is Lead Nurturing?
Lead nurturing is an extension of lead management. According to Technopedia, nurturing leads involves creating connections with people who have interacted with your company even if they are not in a position to purchase from you yet.
When nurturing leads, a company develops relationships with prospective clients. Instead of focusing on persuading a potential client to make a purchase, nurturing leads involves establishing credibility and authority with clients, providing them with valuable information and remaining visible to them so that when they are ready to make a purchase, they think of your company first.
Once a lead has been recorded and categorized, communication with that person can be customized to the individual’s needs or preferences based on his or her classification. For example, if a visitor to your website signed up for a free webinar about learning to be a hypnotherapist, you can continue to reach out with information and offers pertaining to hypnotherapy. When you launch your online course, that visitor will be more likely to purchase it because you’ve created a rapport with him or her.
Someone who signed up for an e-book about 30 free recipes to cure heartburn might be interested in other natural remedies to ease digestion and boost immunity. Lead management software can help you send out personalized marketing campaigns that contain that information. You can even intersperse free content with exclusive discounts and special offers. Once you establish yourself as an expert in the field, that lead should consider you above all others when it comes time to purchasing a probiotic.
What is Lead Scoring?
When you score leads, you evaluate the prospects’ interests in the company as well as their probability of purchasing. Oracle describes potential clients as having digital body language, or actions, patterns and activities that they follow as they research purchasing decisions online. When you can effectively evaluate this digital body language, you can identify which prospects are more likely to stay loyal to your brand. Those are the leads that make the most sense to reach out to. Following up with unqualified leads can be a waste of time.
Making sense of your leads
You could hire a team of hundreds of employees and they would still spend hours following leads around your sales funnel. The ideal way to manage, nurture and qualify leads is with marketing automation software. Marketing automation software can help you collect lead data and record it in a meaningful way. Once that information can be sorted and categorized, it can also be analyzed. Keeping track of visitor behavior over time helps you make sense of patterns and adjust lead scores as needed.
Customers and prospective clients are likely engaging with you through a variety of platforms, including your website and social media communities. They are using a variety of devices to interact with your company, and they expect seamless communication to all of their technology. When you know that only 12 percent of mobile device users shop online using their phones twice a week, but about 36 percent read the news and visit social networks, you’ll realize it may be more beneficial for you to optimize your newsletters for social devices and send customers who access your website from a computer to your online store. Lead management and lead scoring software can automate your efforts to optimize your leads, letting you spend your time crafting your message and developing your brand.