by Philipp von der Brüggen
I was asked last week: “Why should we purchase the leadtributor solution if we have a marketing automation system? We are doing lead management already!” The question was a big surprise for me. But somehow the other way not really. The whole topic with marketing and sales digitization has produced incredibly many buzzwords. They are flying through marketing departments one after another: inbound marketing, behavioral marketing, omnichannel marketing, growth hacking, content marketing, marketing automation and lead management – to name just a few.
LEAD MANAGEMENT HAS A BEGINNING BUT NO END!
“Lead management takes care of winning, developing and maintaining of customers. Lead management works across all communications channels and all stages in the customer life cycle“. What does that mean for organizations that are looking to introduce lead management? They should integrate all their communications processes into a reasonable and sustainable regular cycle. Lead management doesn’t end where the customer lets you know they are interested or the opportunity has been transferred to the sales. To generate and nurture a lead with marketing automation is by any means an important stage in lead management. But only one of many! Thus, marketing automation is only the means of organizing parts of the lead management process. Sustainable success in lead management is possible if your CRM, ERP, CMS, SM and other solutions you may have in place along with your marketing automation system provide close interaction. Your target: every prospect or customer you have is well understood and only gets the information they want to get – at any time, through every channel.
LEAD MANAGEMENT AS A TOP LEVEL PRINCIPLE
To get things right, we should understand lead management as a top level principle that suggests organizing your tools, channels and processes in the way that promotes rewarding customer relations. This way marketing automation is one of the critical components. However, it is not more or less important than, say, opportunity management with your own sales or channel partners. The lead is no use for you unless you are following, assessing and developing it across the entire lead cycle. Everyone in the organization should contribute to this: marketing, sales, customer service – as well as your channel partners and all their staff and departments.
When this doesn’t happen, data in the chain is missing. The effect for your sales? The lead is left behind in the process and the communication is no mor relevant for this customer! Way of contact, scope and content in your communication stream are totally different depending on whether the prospect has become a customer, purchased from a competitor or your are still in the bidding phase. When this feedback is missing, your following communication would come to naught! Lead management is therefore not an A – B connection but a closed circuit. And the leadtributor closes the biggest gap in that circuit!
If you are interested in experiencing the leadtributor live in action or if you have any questions, we would be glad to hear from you: firstname.lastname@example.org or +49 89 716 77 59 40.