Does the idea of acquiring new leads spark thoughts of limitless financial resources? Comprehensive lead management strategies have been developed to maximise lead value and bring order and efficiency to the top of the marketing funnel. When well-executed, lead management strategies can produce significant savings, reduce time leads spend in the funnel, and bring sales and marketing into closer together.
According to a report from Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead. All businesses have the opportunity to achieve these satisfying results through lead nurturing when an effective lead management strategy is implemented.
How is this achieved?
Lead management begins by defining your strategy. Whether you are guided by the “funnel”, the “waterfall” or a rival process, defining your chosen procedure will provide clarity and accuracy. It’s important to look beyond the flat statistics and develop a deeper understanding of your leads. This will allow you to create persona-specific content which speaks to their unique goals and requirements. This persona-specific content is a true test of self-proclaimed “customer-centric organisation”.
It’s important to continue the cycle of effective lead generation and lead management. Businesses must watch, listen and implement strategy adjustments to stay ahead of changing business conditions and marketing signals.
Finally, an effective lead management strategy requires appropriate technology that will allow your business to reach its potential. Don’t settle for software that forces you to constrain your goals and limit your effectiveness.