What is Lead Management?
Lead Management is the process and software of targeting and capturing leads for your business and turning them into paying customers.
Leads are potential customers or visitors who show interest in acquiring your products or services. Leads are collected from various places from social media to physical marketing events such as exhibitions. Lead management in turn uses the information collected to systematically categorize them and then plan conversion action plans.
Many businesses often use manual systems in their processes or even the most popular spreadsheets which have proven to be less and less efficient especially in 2023. It is advisable to use a Customer Relationship Management (CRM) System such as Hello Duty .
The Lead Management Process in 5 steps
- Capturing Leads
There are various means businesses can use to capture leads. Some include networking and exhibition events, websites, emails and the most popular one, social media platforms. Businesses can opt to use paid ads on Facebook and choose a lead media to collect information about potential customers. To be more efficient in lead data collection, it is crucial to use a system such as a CRM that will simplify and break down data.
CRMs like Hello Duty have an excellent feature whereby leads collected from Facebook after or during an ad campaign can automatically be saved into the CRM database. This reduces the hustle of having to key in a large sum of data.
- Tracking Lead activities
After capturing leads from the various means, the next thing to do is track their activities across your website including pages visited, links clicked or resources downloaded.
This information can be used to craft targeted email or messaging campaigns to each particular lead to keep them more interested in your product or services.
- The Qualification process: Identifying priority and no-priority leads
From the data collected during the previous tracking, the business team should be able to identify the leads that most likely qualify to use and in turn purchase their products or services. This reduces the amount of time used for follow ups.
For this step, it is more efficient to use a scoring model which ranks leads according to their interest and interaction across your sites.
- Categorizing and assigning Leads
Once the leads are captured and tracked, you can distribute them amongst the sales team to start a following up.
In this step, using a CRM would be efficient to track team efforts and progress in communicating with the leads. A CRM such as Hello Duty has features where the sales team can make calls using the web system and record the outcomes. This simplifies the process of using different devices when following up which makes the process even faster.
The faster a lead is contacted by sales the higher the chances of a conversion.
- Leads Nurturing and Conversion plan
Not all leads are sales-ready and many would need explaining or awareness to get on board. Leads Nurturing is the process of engaging a lead and educating them about your products or services and your value proposition. In this process, strategies like free trials or samples, live demos or educational email campaigns or content are good brand awareness and will simplify the lead’s decision making process.