Surely you’ve noticed how much value leads have for your company, but can you manage them properly? Did you know that with lead management you can more easily convert people interested in your offer into real customers? With iPresso, lead management is simple and effective!
What is lead management
Lead management is another way of managing potential customers, i.e. contacts accumulated in our database. Surely you dream of everyone shopping with you or using your services, but in reality this is not realistic. Some browse your site just to compare products, others are looking for a cheaper assortment, and some need to be convinced with personalized ads and discount codes. With lead management, you can easily tailor the actions you take to a specific person, thus increasing sales and guiding the potential customer through the entire sales funnel. In this article, we will show you what activities lead management includes.
It all starts with generating leads
It is known that you need to have leads in order to manage them. We recently blogged about how to get more leads (you can read the article here). Your contact base should have, first of all, data of people who really show interest in your products. By managing your leads and carefully analyzing your marketing campaigns so far, you will choose the most effective ads. For example, you can reduce funds for paid social media ads when most of the leads are acquired from Google campaigns. This way you will avoid burning through your budget.
Scoring will help you identify leads with the most activity
Depending on a number of factors, some potential customers will be of greater value to you. When grouping leads, it’s worth using scoring – a point system that evaluates leads based on set criteria. In iPresso you can determine points based on both demographic characteristics and behavioral data, related to the behavior of a potential customer. For example, a given contact may get 5 points for opening an email, while one registered for your webinar will receive 20 points. In this way you will see the most active users who are likely to convert into customers and purchase your products.
Match activities to the type of lead
Lead generation and splitting alone won’t get you anything if you don’t take the right actions. With scoring, you can target a campaign to a specific audience, for example, those most engaged and willing to buy. We divide sales leads into three basic types:
- Cold leads – they get acquainted with your company, but do not show much engagement at this stage. At this stage, you can build relevant contact with the lead, provide educational content.
- Warm leads – are all those interested in your products, looking for additional information, hesitating to buy. A tailored form of communication and personalized messages will allow you to convert into a hot lead.
- Hot leads – show great interest and want to buy your products. Professional service on your part is likely to result in finalizing the transaction, i.e. making a purchase.
Don’t forget about lead nurturing and “warm up” your leads
When leading leads through the entire purchase path, you should take care of them at all times and also keep in mind customers who have already made a purchase. Marketing Automation scenarios play a big role at this stage, allowing you to determine what actions to perform depending on the behavior of the lead and their stage of the Customer Journey. By delivering personalized messages to the lead’s preferred communication channel, you will “warm up” leads and get more hot leads. Lead nurturing will also encourage cold leads to engage more.
What mistakes you can avoid by using lead management
Without proper lead management, your campaigns won’t be properly tailored to your audience, and you won’t have knowledge of your most valuable potential customers. Of course, you can carry out marketing activities without personalization and segmentation of contacts, but this comes at a cost and low level of effectiveness. Lead management will bring order to your database and allow you to target messages matched to the stage of the purchase path a particular lead is at. In other words, you will make more profit and your conversion rate will increase, and you will no longer burn through your budget!
Summary
Lead management enables you to take a lead through all stages of the Customer Journey. Acquiring quality leads, behavioral and demographic scoring, and lead nurturing will make you convert leads into customers who make purchases from you. Proper lead management is possible by using marketing automation tools. Want to try out our iPresso system? Click here and get access to iPresso’s 30-day trial period!
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