Lead Management: Planning Required

The digital age marks the rise of the self-directed buyer. Today’s consumer takes ownership of the buying process with internet search and social media, and as a result, they don’t engage with sales representatives until much later in the sales cycle. The old style of lead management – mass marketing and list purchasing – just doesn’t work anymore.

Marketers are required to nurture leads in innovative ways to bridge the gap between self-direction and closing sale. Last month we discussed how crucial a documented strategy is to content marketing, and believe it or not, lead management is no different.

You need a plan.

Many marketers fail to clearly define their lead management practices. They scoop up leads where they can and do their best to engage them, sometimes turning them over to the sales team at the wrong time or with little insight. This haphazard approach results in decreased marketing ROI and losing prospects before they buy.

Here’s how to get one.

At first glance, spontaneous lead management might seem to fit the world of digital marketing and social media, but a plan tells you what to do and when to do it – before it ever happens. With a strategy, leads are never lost, and you know how to deal with every situation.

To develop a plan, consult your data. Take a look at what you know about your customers – when they engage, how they respond to nurturing and why they buy. With that knowledge, build a system that outlines every step of your lead management process.

Let it be your guide.

Together with your sales department, follow your strategy at every turn. Use it to recycle leads, understand when they’re ready to purchase and leverage marketing to raise your bottom line. With some strategic direction, you’ll make the most of every lead that crosses your path.

Do you have a clear lead management strategy? How does it work for you?

Image via (cc) Grand Canyon National Park