Lead management what is it?
But let's start from the beginning. What is lead management?
Lead management is the process immediately following lead generation , when the belgium telegram data company creates mechanisms to connect with contacts and channels each of them into the most suitable customer journey to guide them towards conversion into business opportunities .
First of all, it is important to dwell on the concept of lead , understood as the name and/or email address of a user who is more or less similar to the potential buyer we are looking for on the web.
Starting from this definition is important to grasp a fundamental nuance: that is, the fact that each contact can be more or less responsive to the objective target and more or less ready to buy. It is therefore necessary to establish priority scales and then differentiated paths to dedicate to each cluster .
This is especially true in B2B and in those sectors where the purchasing process is long and complex and where a lead must be accompanied on the path from awareness to the desire to purchase.
Because there is no lead generation without a lead management system
Very often the effectiveness of lead generation campaigns is judged only on the basis of two KPIs :
the number of leads generated;
the number of leads converted into opportunities.
These are key indicators but the lead management process goes further, it helps to analyse the greater complexity of the phenomenon to identify existing problems in a detailed manner and adopt specific corrective measures.
The problem of on-target leads is just one of the possible obstacles in the transformation from lead to opportunity because there are, depending on the company, many other phases (conversion funnel phases/lifecycle stages) that require targeted actions that should not be underestimated.
The main mistake is therefore not correctly tracking the progress of leads within the funnel , losing the possibility of identifying the location of the problem. If we said that to transform a lead into an opportunity, multiple touchpoints will be needed, each of them will need to be mapped and a transformation KPI towards the next phase (conversion rate) will need to be set for each of them . In this way and after some experimentation, it will also be possible to set objectives (SLA, service level agreement) by predicting the overall reach of a campaign and the final conversion rate from lead to opportunity. It is clear that if at the end of a campaign 3 out of 4 KPIs are respected, I will know where to intervene and how.
