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A good lead management strategy should enable your revenue operations team to meet the needs of your prospects while providing the necessary tools and resources to drive them to buy. However, the buying and selling landscape has undergone some dramatic changes in recent years. As the buyer journey has become more autonomous, marketing and sales teams have moved from the role of guides to more of a concierge. To manage leads in this new role, teams need to be able to anticipate buyer needs and curate personalized interactions. The right technical solutions can help:
Qualify better with lead points
Timing is a critical part of lead management. The right information needs to be delivered at the right time to be effective. But in today’s nonlinear buying process, time and information are moving targets as potential buyers move from research to engagement and back. Tools like lead scoring can take the guesswork out of lead qualifications.
Lead scoring software allows revenue operations to assign point values to buyer behavior. Activities at the top of the funnel have the lowest value and activities at the bottom of the funnel have the highest value. The higher a potential customer’s score, the further down their buying journey. Scores can be broken down into different stages of the buying journey and then tied to specific outreach activities. In today’s nonlinear buyer journey, organizations must use lead scoring programs to subtract and add scores to ensure accuracy.
In addition to tracking lead positions in the sales pipeline, implementing lead scoring can improve collaboration between marketing and sales teams. Both departments need to discuss the sales funnel in detail to agree on terms and clearly define the behaviors and stages of the buyer’s journey. These discussions can lead to a better understanding of the other’s point of view.
Related: Tips and Tools to Better Manage Lead Flow and Convert Sales
Continue engagement and prevent lost opportunities through automation
Most buyers have Extended time to buy Since the pandemic, businesses have therefore expanded their nurturing activities to respond. Marketing and sales automation software is great for keeping prospects engaged while reducing missed opportunities and optimizing marketing efforts.
The software enables employees to set up customized campaigns that automatically trigger actions when specified conditions are met. Marketers can create complex sequences involving different triggers, such as event attendance or form submissions, and assign corresponding actions, such as emails, text messages, or direct outreach notifications. You can even incorporate personalization efforts into sequences using decision nodes that perform different actions when a prospect meets certain criteria.
Automation is a very useful tool for recycling potential customers who are not ready to sell. For example, let’s say a salesperson is interested in buying, but they won’t be able to do so until later in the year. Rather than having a salesperson flag a lead to follow up later and be without contact for months, you can set up an automated sequence that sends the flagged lead back to the nurturing cycle until the salesperson reaches out again. During this time, potential customers receive relevant content and information to keep your brand on top until they can buy.
Related: Why implementing automation is key to accelerating sales today
Personalize marketing efforts with rich data
recent “Personalized Next” The McKinsey report illustrates the importance of personalization to consumers and how much companies can benefit from it. However, there’s only so much you can do with your name, company, and email address. You need more details and you can get them through data enrichment.
The data enrichment service runs customer data through a collection of third-party sources and adds to it, filling in details like job title, company size, and more. Depending on the data service, you can even specify the type of data you’re interested in. With rich data, you can further define your customer base and make more targeted marketing and sales efforts. For example, you can create landing pages tailored for a company of a certain size, or design an email campaign to address the top questions for a specific role. Plus, your sales and marketing teams can use rich data to improve personalization efforts in one-to-one interactions.
Related: Five Actionable Steps to Using Personalization to Boost Sales
Improve collaboration and customer experience with a comprehensive view of data
In the digital age, the buying journey is only going to get more complicated. There are more and more touchpoints and channels to manage, and now there are multiple handoffs between marketing and sales. But it also means organizations have access to more customer data than ever before — if they could see it.
Imagine having two puzzle pieces but never putting them together to complete the painting. This is what it feels like to have data silos. Traditionally, companies have separated customer data by department, but this practice prevents them from seeing the entire buyer journey. This segmented view increases the chance of sending irrelevant or duplicate messages to potential customers and losing them.
Businesses must invest in technologies that can centralize data in one accessible location. By doing so, organizations can enhance revenue operations like never before with a comprehensive list of customer interactions including email campaigns, sales calls, form submissions, and more. Knowing more about prospects enables teams to better predict what they will need next and improve conversion results.
Now that buying and selling is firmly rooted in the digital realm, it is subject to digital expectations. In a world of search engines, advanced predictive algorithms, and 24/7 availability, that’s a tall order. Fortunately, businesses can also use the digital world to their advantage by equipping their sales and marketing teams with technology to effectively manage buying leads.