In the diagram, you will find the different phases experienced by the lead in his All stages of purchasing process and, consequently, the strategies implemented by the company to convert him into a satisfied customer.lead management phases
Here is a more in-depth look at the steps in the image:
with lead generation , the company activates b2b email list campaigns (even paid ones) to attract traffic and convert valid leads
users interested in the company’s topics and proposals click a call to action and take a step forward in the process
the information provided by users, by filling out the form, is saved in the database where the lead sheet is created
when marketing automation mechanisms are active , the collected contacts are sorted and validated by the software
an automated follow-up process is activated, to continue maintaining contact with leads through lead nurturing activities
Contacts are monitored and entered into. a lead scoring process that defines the priorities and phases of the buyer’s journey
when the transition from marketing-qualified lead to sales-qualified lead occurs. the contact is assigned to a reference salesperson
Qualified leads are contacted directly by the sales team
the most valid and concrete lead management: the complete guide to turning leads into customers business opportunities are finalized and the sale takes place
As depicted in the diagram, the transition from prospect to lead and from lead to customer does not seem complex. However, each sales contact is a different individual and represents a different company; therefore, not all interactions can be the same.
The multitude of possibilities, however, must not cause a lack of attention towards potential customers who all deserve a personalized approach and a purchase path free of obstacles.
Thanks to marketing automation software, lead management can capture. The value of each contact and the marketing strategy can reap the rewards. Thanks to the continuous growth of commercial opportunities.
The strategic importance of lead management is given by the current purchasing process. If up to 30 years ago buyers needed salespeople for any information, today they can easily do without them for most activities.
lead managementLeads generated by marketing campaigns, at the time of conversion. In 95% of cases are NOT ready to speak to a salesperson. But this does not mean that they are not valid.
The interest shown towards the company and its contents has an important meaning and value. It is above all the management of the lead that makes the difference in the calculation of the ROI.
How do you accompany a contact to the purchase, making him advance along the buyer’s journey ? An effective way is undoubtedly the activation of lead nurturing campaigns; let’s look at them specifically in the next paragraph.
Lead nurturing campaigns
At the end of the previous paragraph. We saw how almost all leads generated cmo email list by companies are not ready. For the sales meeting at the time of conversion. Yet, all valid leads are potential sales opportunities : to materialize them, contacts must be nurture .
Prospects are the ones who decide how to proceed with their purchasing process. And to direct them, nothing is better than a lead nurturing campaign .