For a B2B company lead management is a very important process. The process consists of business process and practices in an organization that is directed towards acquiring new customers, retaining existing customers, and establishing a brand reputation.
Lead management consists of sub processes such as lead generation, capturing lead intelligence, filtering leads and distribution of qualified leads to the marketing team for lead nurturing and high priority leads to sales team for conversions. So the goal of an effective lead management system is to help track and manage the entire lead lifecycle till it results in sales, thereby increasing revenues and ROI.
Marketing automation solutions available in the market today cater to each of these processes and offer multiple benefits to B2B marketers. Powerful and easy to use solutions that can intelligently enable lead management throughout the lead lifecycle need to be utilized for faster and efficient lead generation.
A robust marketing automation software can capture leads generated from marketing campaigns resulting in website visits and can convert anonymous website visitors into leads. It can offer unmatched lead insight on identification of website visitor intent, resulting in ‘warm’ leads.
With automatic scoring and prioritization of leads based on pre-defined parameters related to activity, interest and intent marketing automation solutions can also enable personalized and intent driven lead nurturing programs.
It can also enable in bringing prospects close to sale-readiness and help integrate with CRM systems to enable a consolidated view of the prospects.
Lead generation software enable in making appropriate decisions to improve overall performance, optimize cost and increase ROI as well. Here are some important uses of marketing automation tools.
- Elimination of lead-lag with early detection of prospect visit and intent.
- Automation of the pre-sales process by providing enriched lead contact information that enables sales teams to quickly make a connection with qualified prospects
- Real-time analytics using built-in lead management and contact tools that integrate easily into existing CRM solution.
- Capturing of qualified leads enriched with information that helps sales generate
- faster sales and develop a more targeted response to prospects browsing the website.
Leads generated using marketing automation software have a significantly higher conversion success rate than cold contacts, because the prospect is pre-qualified as a sales opportunity before the marketer even receives the lead.
It is also beneficial to inside sales teams who are constantly frustrated by dead end calls because current lead-generation solutions provide incomplete lead contact information with very limited or no context. So, for converting web traffic into qualified sales leads a good marketing automation software can help B2B marketers to track anonymous enterprise visitors/leads to their website, and make it easy to approach leads with a more targeted marketing or sales pitch.
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