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Image: DemandGen has developed its own process for merge marketing automation tools and lead management processes.

Leadmanagement

Recent studies show that sales staff use up to 64% of their time on non-productive tasks. Sales staff should not spend your time for searching and qualification of prospects, but are only activated when there is acute willingness to buy.

Here is an effective lead management comes in: When marketing passes only interested in purchasing a high propensity to sales, then sales staff can use their time and energy for the right prospects. This increases the probability of closing on the one hand and the other shortens the distribution process.

As lead managers are the following phases:

  • Lead Generation
  • Lead Scoring (quantitative assessment based on various criteria)
  • Lead Rating (qualitative assessment of an interested party)
  • Lead Nurturing (automated care programs for Leads)
  • Lead routing (transfer-ready sales leads to Sales)

Lead Management combines marketing with the sales and creates a bridge between the two worlds.

We supply modern tools that reveal and analyze every interaction on a website, from the first visit all the way down to the qualifying telephone call. With the use of a sophisticated system of evaluation, we can provide pre-qualified leads that can then be qualified and evaluated by a Telemarketing or internal sales team.

The following two phases are especially important for a successful lead management:

DemandGen Europe Lead Scoring
Modern Marketing Automation and Teleprospecting tools automatically analyze and score leads based on defined scoring rules (quantitative view): Through these tools, Newsletter Click through, Downloads, Online Registration, etc. can be measured. These online behaviors are given point values, and over time these behaviors create a cumulative Lead Score. When a Lead meets a pre-defined maturity level, can it then be sent on to Tele-prospecting and evaluated based on a defined rating system. 

DemandGen Europe Lead Rating
During the qualification phase, leads are not only evaluated by their information behavior (scoring), but also by their purchase behavior (rating = qualitative view). Here would one include participation in a Webinar, for example, or a Road Show, which display higher activity than a flyer download. The download of a free evaluation copy, for example, signals an especially high tendency to buy. This is where the classical A/B/C/D grades come into play.