The prime customer acquisition marketing and generating business opportunities of the Funnel

In the beginning, someone raises a hand and says, “Yes – tell me more.” From that moment, becomes a firm engaged in one of the most important functions that influence the success of sales, manage lead.

Traditional marketing is a unidirectional message a business in the market, either consumer or business to business to business. The business then waits and hopes that the market responds to the offer by purchasing a product.

Direct marketing is the marketing of products and services directly from seller to consumer. It combines the advertising and sale of a simple, specific, measurable efforts. The direct marketing most often involves the use of a database and / or external sources of information to apply the market offers. The information is segmented into several populations and offers are delivered to each segment.

Lead Generation (commonly abbreviated as lead-Gen) is a marketing term that refers to the creation or generation of interest from potential customers or research in a business’ products or services. Often, the generation of Lead is associated with marketing activity targeted at generating sales opportunities for a company sales force.

Therefore leadership can be defined as information regarding or provided by a client who may be interested in making a purchase of services / products offered.

After the segment market performs the action planned (ie an order, call an 800 number, enter a contest, etc.), the results are tracked and included in the database. This information is used for outreach efforts in the future by the company.

Lead Management is the process of quickly and effectively create, nurture, and lead distribution analysis. The ultimate goal? To increase the likelihood that the initiative will become an opportunity qualified and then a new satisfied customer.

The radical change is through marketing organizations everywhere. The expectations are rising – “we give more, give better quality, faster – while budgets shrink and counts. The mandate of doing more with less has never been more evident, and the pressure is increasing for marketing teams to draw a direct line between their activities and the bottom line.

PACE hypothesi s

Source: Aberdeen Group, April 2007

There is a predominant pressure for marketers to prove and improve Romi. With the proliferation of marketing channels and data silos within the organization, to get a clear understanding of the motivations of the customer is increasingly difficult. Gartner recently published studies suggesting that among the vast majority of all sales leads – “more than 70% never acted come about because the person or organization at the right time. ”

Lead Generation process to help the organization in achieving its growth targets and increase their bottom line. The ultimate goal of any marketing department is to generate leads for sales. Sales then convert customer opportunities. The speed with which deals closely is the final criterion by which all marketing investments should be measured.

Definition of Lead Management

Figure 1: closing the circle of Lead Management

A. Campaign Planning

This step involves planning the campaign in detail – the choice of the universe of customers, the determination lists and databases, the definition of the services offered to the chosen university, message development, selection of the medium, setting the timetable for campaign lead generation, planning the marketing campaign, then specifying the qualifications of lead and mechanism distribution to sales. Metrics to measure the percentage of success of the campaign are also defined in this phase.

B. Identify prospects

This stage is to identify the universe of potential customers selected customers. The lead generation equipment using the media selected Directions to the lists and databases and the list of potential clients who would be interested in the service offerings of the organization. The outlook is ideally makers decisions in a client organization.

C. qualify leads

At this stage, prospects are qualified, skilled and processed according to predetermined criteria for the classification of lead. Typical processes of lead and “flags” are defined, including issues and rating processes, distribution rules, lead scoring (the specific definitions of A, B and C-level leads), the components and duration the sales cycle, how to deal with atypical or outside the lead profile, and ownership of each stage of the process.

D. Distribute Leads

The distribution of opportunities is the process of contacts to reach the right person at the right time. There can be multiple distribution systems – according to the geography, territory, product, offering a service, business line, the source of lead, the level of urgency or face new and existing customers. Distribution Lead can be a short if they have a short period of time to make a decision or a budget approved list or have a special urgency or a high value associated with them.

E. Nurture Leads

Lead nurturing enables organizations to stay in touch with long-term leads until the lead is ready to be developed in the sales cycle. When lead is closer to making a purchase, which can be transmitted to the sales team.

F. monitoring, measure and evaluate campaigns

The last stage of lead management is to close the loop in the results. Post-campaign analysis and Information is the key to demonstrate the success or perhaps identifying how a marketing strategy can be improved. By going through a process of detailed planning with the figures of definition, first, the teams are clear about what is to be measured at every step, and visibility on how they have done similar campaigns. When the ROMI and cost per head of each campaign is accurately reported, can identify patterns that help marketing teams to make more often what is proven to work well.

Companies that follow best management practices can lead to increase performance expected of all leads generated. In managing the process from the earliest stages of planning through the qualification, distribution and nurturing process, equipment marketing to gather meaningful data on what works and what needs improvement. This ongoing process of planning, implementation and evaluation ensures that maximize ROMI on marketing activities and perspectives are engaged right to the purchase decision. It also ensures that the sales team focuses on “real” Instead of pursuing leads and prospects for the classification.

The application of best management practices lead reduces the overall cost of marketing, sales channel fills faster with higher quality leads, and grow revenue. Therefore, every marketing organization can finally discover the true gold in potential customers.

About the Author

Prayag Consulting, India

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