The marketing process of stimulating and capturing interest in a product or service to develop a sale is known as lead generation. This marketing strategy uses digital channels, thanks to the rise of social media and online platforms, to improve how clients find your business and focuses on building continuous relationships with those clients.
The old practice of lead generation involved marketers finding potential leads and passing those leads onto the sales team. Today though, clients conduct their own research online and effectively answer their own questions when it comes to deciding if a product or service is right for them. Now that clients have much more decision making power than ever before, companies must ensure that their digital presence is engaging and more than adequate. Establishing and nurturing client relationships today requires a strategic lead scoring system and a thorough content marketing plan.
Lead management has many benefits for your company. One benefit is that it establishes contact immediately with clients. When you establish contact quickly you connect with your leads and an InsideSales.com study found that 35-50% of sales go to the person who responds first to an inquiry. Clients today are more interested in conducting business with a company they trust but it’s not very likely that they know who you are or understand why they should do business with you if they convert on your website. Lead management provides an excellent opportunity for you to show these leads that you’re an expert in your field and help them understand why they should do business with your company.
Lead management also allows you to maintain constant communication, and constant and relevant communication is a key influence on clients choosing a solution provider. An automated lead management campaign will prevent any leads slipping away and can send out emails that help you learn more about your leads. Emails that present different questions or types of content allow you to quantify your leads and set you up for better sales conversations. Emails can be even more beneficial if you segment them based on what you learn from your potential clients. By segmenting clients, you can nurture them much more effectively and communication going forward will be more engaging and relevant.
When you automate your lead management efforts, it’s a great way to maintain engagement when a lead decides to interact with you. It’s also a great way to re-engage with potential clients if they have stopped visiting your site or reviewing your offers. An effective lead management strategy can have a huge impact on your inbound marketing strategy. According to a study conducted by Forrester, lead management results in a 20% increase in sales opportunities on average. The study also showed that companies who practice lead management generate 50% more sales at a 33% lower cost.
Want to know how lead management can improve your marketing efforts? Click on the link below to watch a quick video and to download the whitepaper Using Lead Management to Streamline Your Sales Efforts.