英語翻譯
Actively engage the remaining leads and nurture them.Marketing’s role is not just to attract new leads; best practices call for Marketing to nurture prospects to move them forward in the sales cycle.Marketing should continue to learn more about these leads and refine their messaging so it brings value to them,so they are willing to share additional information.By building trust and interest over time,these prospects will move through the sales cycle until they are ready to have the Sales team re-engaged.
Track leads to closure.It is important to track all leads throughout the entire process to know what is working and what’s not.By tracking leads and interactions with prospects,trends are identified and marketing processes are refined.
Evaluate ROI of marketing campaigns.It is important that you develop closed loop reporting that ties the leads develop with each campaign to the resulting revenue.Typically,it will take multiple touches in order to move a lead through the sales cycle,so make sure that you determine how you are planning to allocate the revenue – to the first response because that is what got them to raise their hand,the last because that got them to engage with Sales,or spread the revenue across all touches equally.In addition to measuring ROI,which typically cannot be determined until well after the campaign is complete,consider using a ‘quick ratio’ which shows the impact of the campaign on your Sales pipeline.This can be determined early in the campaign while you still have time to make adjustments to your messaging,list and offer.With proactive adjustments you can improve the effectiveness of your campaigns.
Lead Management Best Practices
So how can technology help integrate your Sales and Marketing team to build a more efficient and effective lead management process?Here are a few best practices for transforming your Sales and Marketing teams to create a convergence for better lead management.
1.Create a “Corporate Memory” that forms the basis for building business relationships.Sharing what you learn from each customer interaction not only builds a customer-centric focus,but also a true dialogue that demonstrates interest to customers when any member of your team can tell them “I remember you…” or “I see you were working with….” In today’s fast-paced environment,it‘s difficult to differentiate yourself based on products and services alone.How a company interacts with its customers and prospects allows firms to set themselves apart from competitors.
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