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Lead Management

Best Practices
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How Lead Management Drives Buyer Interest
Sales lead management is a comprehensive B2B marketing strategy for generating revenue. On the spectrum of B2B marketing initiatives, it falls somewhere between broader activities such as branding and advertising, and direct one-to-one efforts such as direct or channel sales.
 
Sales lead management begins when a salesperson first identifies interest from a prospect – whether that interest came through awareness efforts (social media, PR), discoverability efforts (SEO, paid search, events), or direct connection efforts (outbound calling, list acquisition).
 
Right from the start, sales lead management programs focus on building buyer interest through education and lead nurturing efforts. Programs such as webinars, breakfast events, white papers, and eBooks are promoted through a variety of marketing efforts, including the use of cross-channel marketing to remain engaged with potential buyers.
 
How Lead Scoring Helps Filter the Pipeline
As prospective buyers remain engaged and begin to educate themselves on a particular market space, they may begin to display signs of buying interest. As they do,allows you to identify interested buyers and get them engaged with Sales. To take advantage of this, you’ll need to build an objective definition of what constitutes a qualified sales lead and make sure that both Marketing and Sales agree. Based on this definition, you can build a process for handing qualified leads to sales and create a service level agreement that governs the process.
 
Sales can then follow up with each lead and either begin to work on it as a sales opportunity, or hand it back to Marketing for further lead nurturing after an initial conversation reveals that the lead’s level of qualification – or lead score – is not as high as initially thought.
 
Adopting the Right Mindset for Lead Management
To engage in effective lead management, you’ll need to have a true marketing mindset in which you focus on helping buyers become aware of your solution category, educate themselves, and validate which solution is right for them. Try to adopt a publisher’s mindset, where you identify what content buyers need at each stage of their buying process and ensure that this content is easy to access.
 
By facilitating buyers, rather than pushing outbound messages, marketers who are focused on B2B lead management can use lead qualification to generate more revenue. Lead management and software can help by supporting campaign automation and tracking.
 
 
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