Today, on the Playmarketing blog, we talk about Lead Management: why is it important for companies? What are the benefits it brings? In this article, supported by a piece read on, we answer these questions and give you 4 reasons to implement a Lead Management system in your company. Enjoy the reading!

Have you ever heard of Lead Management and the systems that allow you to monitor this activity? It sounds simple, but in reality, like all activities, it requires time, study, trial and corrections. Leads (ie new contacts who can become potential customers), once they arrive in your database, must be evaluated and “fed” with ad hoc personalized campaigns. When they are ready, the sales team can try to convert. This process, summarized here in a few words, is a Lead Management system.

To try to keep all your leads under control it is advisable to have a technological system that helps you keep track of all the movements of the people you “attract”. When the leads are ready, you will know. For this reason, it’s helpful for the marketing team and sales people to work closely together and know how to use this tool.

The ultimate goal of Lead Management is to increase sales and profits: only by satisfying your customers and intercepting their needs through targeted strategies can you succeed.

Why is a Lead Management system useful for companies?

Here are 4 questions you should ask yourself before adopting a Lead Management system.

1.Are you attracting new leads?

With the help of a Lead Management system you will be able to attract the attention of potential customers. When leads fill out a form on your landing page, you should be able to group all the previous actions done by the same person thanks to the Lead Management system. Furthermore, these software are able to send marketing campaigns aimed at nurturing the lead.

A little time-saving trick? When filling out an online form, offer the writer to auto-complete.

2. Are your leads ready to become customers?

Have you managed to get sales qualified leads but seem to have realized that they are not yet ready for sale? Well, you have identified a problem that is absolutely solvable.

When you find yourself in this situation with leads, the fundamental goal is to “educate” them as much as possible. At this stage, therefore, you don’t have to worry about wanting to sell; rather try to shape their opinions – in an email marketing campaign, for example, you could offer them best practices, statistics, tips. This type of communication will allow you to build a relationship of trust with your leads, but also to understand their needs. And it is from these last two points that you can start working to convert.


3.Are you able to recognize when leads are ready for sales?

Point number 2 naturally takes us to this step. Are you really sure you can tell if and when your leads are ready for a conversion? As mentioned above, building trust is essential.

Remember that you can only sell to the informed, educated and qualified lead. To ensure that all your leads have these characteristics, feed them with the content that best suits them: e-books, websites, emails, etc.


4. Is your sales team satisfied of your lead quality?

Your Lead Management activities have finally paid off: your leads are ready to sell. At this point, your sales department needs to be quick and phone all the leads that are ripe for conversion. It is very important to prioritize leads that are truly mature for sale.

In this delicate and crucial phase, the sales and marketing teams must be in harmony! Specifically, sales reps need to know the marketing strategies that made these leads ready to convert.

What if the lead isn’t quite safe and ready yet? In this case, we return to the “nourishment” phase.

What do you think of this article? Let us know by contacting Playmarketing.

Tagged with: , , ,