Leads Management Techniques for Success

So you think you have the next big solution that’ll break the internet and earn you millions? If you already figured out the identity of your business and boarded the right people who’ll help you build your product, it’s a good head start. Bravo! It’s a long and pleasant journey from here. When starting off, most businesses do not consider the possibility of explosive growth. So what happens next is a total mess, and many leads are lost during the process. Manual processes can only help you stay afloat as long as you have a handful of clients. Simply put, automation becomes a necessity in the long run if you want to pursue disciplined progress.

Leads management is all about building clientele in a way that works no matter the size and/or growth of your company. Whether you have a single client or a million, having a leads management technique in place will help you maximise your business outcome.
Here’s in-depth information about what it is and how it works.

What is Leads Management?

Whatever your product, not everybody will be a potential client. Marketers define ‘personas’ who are most likely to purchase your product. They’ll make use of demographics, psychographics, and other measurable abstract traits to explain who the most appropriate client is. They’ll even try to define where these potential prospects are found, making it easier to target this audience segment.

Now that you have a fair idea of your target audience, the next step is getting in touch with them and trying to sell. This is where leads management comes into action.

Each of your potential clients will be at a different stage in the buying process. Some of them would get the product immediately, and others might look for alternatives. Some of them might be mildly interested, waiting for the right time to invest. A few others may take a couple of years before they’re putting their money down.

A successful leads management technique not only classifies each of these prospects into different categories but also accompanies them through to the last stage. Once a lead (prospect) is ready/qualified, it is passed on to sales for the transaction to take place.

5 Leads Management Techniques (that work)

Now that you know what leads management is about, the next step is to understand how to get it done. Reiterating at this point is essential. No matter the size of your company you need to have leads management techniques in place right from the start.

1. Marketing Automation and CRM Integration

You can send personalised messages via email and/or other communication channels in the beginning. It's a great start, but you will quickly lag on follow-ups. An excellent way to make sure you continuously reach to the right audience and interact with new potential clients is to invest in a solution for marketing automation and CRM integration. Not only will it help you to generate leads via inbound and outbound marketing, but it will also help you to keep track of everything. Integrating Marketing Automation and CRM Integration will enable you to stay close to any potential prospect and to avoid them going to your competitors. 

Every piece of content that you put out–on your website, on emails, on social media channels and otherwise–is attracting customers. If your marketing efforts are channelised properly, a large proportion of these leads might become lasting clients. Know where your customers came in from and what they want. It’ll be easier for you to channel them through the sales funnel this way.

2. Lead Intelligence Gathering

From their first point of contact to the time they spent on a specific webpage, and from their subsequent visits to their demographics, your lead management solution (or bots) can track everything without having your clients fill in lengthy forms. This data can streamline your efforts and direct your messages to the right prospects. Control your bounce rate and fix your marketing campaigns to improve your ROI. On the bright side, this also tells you where your conversion is the highest so you can further polish it for subsequent prospects. 

3. Lead Segmentation

Everyone that comes to you may not be in an urgency to buy from you. Understand the buying process and the fact that your potential prospects are at different stages. Segment your leads accordingly. You don’t want to bombard ready clients with promotional and/or informational content–it is more than likely to direct them elsewhere. The key is to give your leads whatever they need at precisely the moment they need it. Segmentation helps you formulate messages for the highest conversions. Unless your prospect is qualified as ready, you must invest in educating them about the range of problems you can solve and how.

Always remember, content is king. Your messages need to be thoughtful and deliberate, befitting your target segment. It's all about saying the right thing at the right time to the right person. 

4. Lead Follow-Ups

At a certain point, a client might not be ready to purchase anything from you. Keep in mind that this can always change and he or she could be ready in the next couple of years. Wouldn’t you want to be the first one in their mind when they think about purchasing a solution?

Always have a follow-up strategy for your leads. Your messages need not be overly promotional or hard selling. But you need to keep yourself afresh in their minds. Send in reminder emails and/or messages. Track the last conversation you had and the concerns your leads had back then. Maybe they’re in a better state to invest now?

For such reasons, using a lead management solution in essential to the viability of your business. Attracting new leads is an excellent idea, but why would you miss out on someone who is already halfway there? Why would you want to lose them to your competition when you were the first one they came to with their problem? Following up on your leads can enhance your sales with half the marketing effort. Whatever you do, never forget those who found you first!

5. Analytics and Reporting

Like everything in the business world, lead management is incomplete (or pointless) without analytics and reporting. You should be able to see how your leads management solution is working. Is it as useful as your manual procedures? Are there are missed leads? How many of your leads are you able to convert using your existing leads management solution? See how things are working and how they can be made better.

In the long run, it is all about making ends meet. You can’t profit if you don’t have clients. And you’ll lose clients if you are unable to manage your leads. It isn’t a choice–lead management is a necessity. So whether you’re planning to start off small or with a considerable bang, make sure your leads management solution is in place, and you’re able to keep your leads starting from day one. Remember, it isn’t a Kickstarter campaign that’ll gain momentum–it is a business idea that’ll grow over time with repeat clientele.

All the best for your business endeavours!

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