Lead Management is a comprehensive marketing and sales strategy that utilizes lead nurturing and marketing automation to drive client revenue. Lead management allows you to track, capture, respond and manage client leads.
1. Work directly with sales to determine when a lead is ‘sales ready’
We cannot stress this point enough. In order to provide successful lead management, you need to first understand what success looks like to your client’s sales department or executive team. Here are a few questions to get you started:
- What are the decision maker titles within your industry?
- What digital behaviors indicate buyer interest?
- What budget does the prospect need to have?
- What lead source is most valuable?
2. Score leads based on digital behavior and lead attributes
Use what you learned in #1 to score the leads accordingly. We usually give our clients a baseline to work off of and then begin tweaking as the sales team starts to have conversations with the leads.
Below is an example:
All leads are not created equal. Sales Managers should be given different content then Marketing Managers. CEO’s have high open rates on Sunday nights, while Directors and Managers have high open rates in the early morning.
Take what you know about your client’s database and target them accordingly.
4. Track anonymous visitors to your client’s website
Most (if not all) marketing automation platforms offer a useful tracking feature that aggregates the data for the anonymous visitors to a website. This data can be used to track prospects who are interested in your client’s product or service, but maybe haven’t filled out a form yet.
At LeadLife, we track the company IP address and automatically look up which company is visiting our customer’s website, which allows our customers to research interested prospects. They can then use LinkedIn, Google or Jigsaw to research this potential prospect or fill in the gaps for an incomplete lead.
5. Analyze the metrics
Once you’ve defined a sales ready lead and begun to target and track them, continue to analyze the metrics and optimize against them. Follow up with your client’s sales department to ensure they are happy with the leads you are passing. Track the email metrics to ensure you are sending the right message at the right time. And look at the anonymous website traffic to see if there are any gaps that need to be filled.
6. Continue to nurture
Just because the lead has been passed to sales, doesn’t mean your job is done. Most of these leads will not convert, but are not dead. This means they will need to continue on the nurturing process, pushing them towards a sale.
And even after a lead has converted to a customer, there’s always opportunity for an upsell and the goal of retention. These customers need to be segmented and nurtured appropriately.