The Taber Report takes a look at the entire lead management process from lead generation to conversion in an article entitled The Life of a Lead.
This article does a great job defining common semantics like lead, qualified lead, rejected lead, contacts, and customers. It talks about the importance of separating marketing and sales leads in the database and using marketing automation software to help cultivate your leads and prospects.
"The workflows for Names and demoted Leads should be nearly 100% automated, using clever combinations of email blasts, web site materials, and recorded webinars. Make sure the content is relevant to the audience! Your marketing automation system should be managing this for you, and maintaining behavioral scores for each individual."
Sunday, August 24, 2008
Lead Management - From Cradle to Grave
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1 comments:
Jason, I took a look at the report and found it to have useful definitions but wondered if the process was a bit rigid. Leads come in and out of the buying cycle and in many cases there should be multiple touches by both Marketing and Sales. An obvious case in point is when new products are introduced they should be marketed to the current customer base. I do, however, agree with the assertion that most often the Sales rep is in the best position to determine the quality of the lead. The trick is to then make sure that your marketing automation system is delivering lead scores to Sales in a timely fashion, while the lead is still hot and haven't moved on to some other crisis of the moment or worst, some other product.
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