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Marketing Automation Part III: Lead Management 

By Alessandra Ceresa

Lead Management

In this section, we are going to explore the different ways to manage leads once they have made their way into your pipeline. This is called lead management and nurturing.

1.  Auto-responders: Auto-responders are automatic emails sent out to a person who has signed up to receive information about your company. With an auto-responder you can immediately provide a prospective customer with information, as well as set follow up emails. I’m sure many of you have experienced signing up for a newsletter list and immediately started receiving a series of emails, these are auto-responders.

2. Follow-Up Calls:  This is pretty self-explanatory. Follow-up calls are a great way for you to develop an ongoing personal relationship with your client. Taking the time to reach out to them and talk one-on-one, illustrates that you care about their business and are there to support them.

3. Content Creation: This is a big one. Content is KING. We say this over and over again, but we cannot stress it enough. Developing and distributing content that is relevant to your leads is a great way to easily stay top of mind, and establish yourself and your company as a thought leader. Content is a key ingredient in Inbound Marketing. Your content builds trust and leadership.

4. Webinars: In part II we discussed webinars for Lead Generation. In this section we stress their importance in lead management. Webinars serve as a great medium to, again, illustrate your thought leadership, as well as your commitment to superior customer service. For example, GreenRope provides our Trial users with weekly webinars, so that they learn how to use the many features of the platform before they purchase.

5.  Lead Scoring: Lead Scoring is a key element in lead management. Lead scoring is the ability to rate your leads based on their activity, engagement with your brand, and demographics.  Access to this data enables you to align the most appropriate follow-up, as well as helps both sales and marketing professionals pinpoint where each contact is in the buying process. Once you are able to assess where your opportunities and leads are in the sales funnel, you can more efficiently devise and implement a nurturing strategy to move them to the next stage in that funnel.

6. Lead Nurturing: Lead nurturing is a huge part of lead management. Lead nurturing is exactly what it sounds like, taking care of the leads in the pipeline. This means sending them relevant blog posts and articles, follow up calls to see how they are doing, as well as webinar invitations, support outreach and more. You want to give your lead that warm and fuzzy feeling when they deal with you. The more cared for they feel, the more likely they are to have a positive view of your and your company, hopefully resulting in a loyal customer!

Read more about lead nurturing here.

7.  Mobile Marketing: We are going to skip mobile marketing in this section, as it does not differ much from mobile marketing in general. You must ensure that all of your websites, emails, etc are mobile friendly. You may also want to consider mobile opt-in strategies to get your leads to opt-in for newsletters and information via their mobile phone. Also, having an app for your business never hurts. 

Read more about incorporating mobile into your strategy.

8. Drip Campaigns: Drip campaigns are a component of marketing automation that really rock! Why? Because, once you have created content and implemented your strategy, they just kind of flow without you having to touch a thing. Drip campaigns are a series of emails sent out to your leads designed to provide them with the right information at the right time guiding them down the sales funnel. This is considered nurturing your leads, and an efficient way to do so, I might add.

Read more about planning and executing your drip campaigns.

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