We often hear marketers struggle, knowing that they need and desperately want lead management systems and processes, but are worried about their ability to implement one. We are all resource constrained, marketers probably more than most, so how can companies start down the path of lead management without overhauling their entire operation in a 3- 6 month implementation?
Lead management can really be taken in steps – yes, for maximum return you need to implement all components and processes from website to close of sale. But we’ve found that just taking the first small step can provide some immediate ROI and immediate visibility to all that’s been missing. One example might be, if a company currently sends an electronic monthly newsletter to prospects, we’ll often suggest starting simply by moving that process to a lead management tool. The process involves importing leads into a lead management system, using the lead management system to more definitively segment and target these prospects. Set up an email template within the lead management system with dynamic content that can changed based on some basic criteria such as industry and watch the advanced behavior tracking open up your eyes.
The benefits are immediately obvious. First, lead management systems provide a very detailed way of segmenting your prospects. If segmented well (industry, title, size of company, behavior, interests, etc.), then your ability to target messages to the segmented list will be much better and much more effective. Personalization combined with relevance is one of the most important criteria for successful email conversion. You should see more clicks and better conversions over time as you provide more relevant information to your prospects. And if your lead management system is what it should be rules can easily be created to dynamically change text or images to better suite your targeted recipients.
Download our whitepaper “A Quicker, Simpler Path to Lead Management ROI” and learn a step-by-step approach to getting up and running with lead management. Discover how taking small steps can provide immediate ROI and visibility into what’s been missing.
Lisa Cramer is president and co-founder of LeadLife Solutions, a provider of on-demand lead management software that generates, scores, and nurtures leads for B2B marketers. In 2009, Lisa was recognized as one of the top 5 “Most Influential People” in sales lead management. For more information on lead management or best practices call 1-800-680-6292 or email firstname.lastname@example.org.