The B2B Enterprise Marketing Automation Guide

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Whether in lead generation or conversion, alignment between Marketing and Sales is crucial . The Lead Management matrix allows both departments to properly distribute tasks.

▸ High Qualification and Interest Level
These are warm leads that represent the target audience to contact first. Not only do they perfectly match your ideal prospect profile, but they have also browsed your site for information and downloaded one or more premium content offers. Salespeople should immediately engage with this lead.

▸ High qualification level, Low interest
These are leads that match your ideal prospect profile but have not yet shown much interest in your brand and your communications (little engagement on emails sent, few pages visited on your site, etc.). To properly manage these leads, Marketing must nurture their purchasing thinking. This is called Lead Nurturing .

▸ Low qualification level and high interest
These are leads that do not match your ideal prospect profile but have expressed an panama email list interest in your products or services. To properly manage this type of lead, you must determine whether there is a business opportunity to explore or whether they can become active prescribers. As with the previous leads, this work is to be carried out by the Marketing department through Lead Nurturing.

▸ Low qualification level, low interest
These leads are far from satisfying you and do not have much interest in your offers. Do not waste your time with these leads, they are not prescribers and will never become your customers. Often using a non-professional email address, these leads consume your content for monitoring (competition) or for their research work (students, doctoral students).

The Lead Management Matrix is ​​a great tool to define how a lead should be handled and whether or not it should be passed to sales. This matrix also saves you time by quickly eliminating poor quality leads.

This process improves lead management by enabling a more unified marketing and sales approach. Sales is happy to receive highly qualified leads while marketing nurtures the others.