Efficient lead management
Generating new leads and qualifying existing leads are among the greatest challenges of marketing and sales teams in B2B. Included in the definition of an efficient lead management strategy is how to generate new customer leads and when these are «ripe» to buy.
Lead qualification using lead nurturing and lead scoring
Seconds, days, or even years can pass between the initial contact and the closure of a sale. Once the lead has been defined, it must be followed through the entire buyer journey to the purchase. The support for leads by means of the marketing and sales funnel is known as lead nurturing. How, though, can you recognise when a lead is ready to buy? Lead scoring models allow leads to be assessed and categorised into the different phases of the buyer journey. Leads are passed onto the sales team only when they are qualified – in other words, ready to buy.
With efficient lead management you can avoid unnecessary acquisition discussions and concentrate on leads that offer the greatest chance of concluding a sale. The close coordination of marketing and sales gives the company an additional boost, and you will be able to celebrate sustainable successes.