What is Lead Management?
What is marketing Leads Management?
What is the relationship with CRM (Customer Relationship Management)?
Definition of lead management: Lead management, or “management of business contacts” in French, is the set of practices that aim to turn prospects into customers.
Definition lead: A lead is a prospect in the first stage of his “life”, that is to say a commercial contact likely to become a customer.
The concept of lead management is particularly used in the field of e-commerce. Lead management is closer to the concept of inbound marketing, which is a form of marketing that naturally attracts the customer to oneself, rather than soliciting it through traditional communication messages: the demand for a relationship between the consumer and the consumer. to the company.
Lead management is also closer to the concept of CRM (customer relationship management): CRM brings together all the tools (most often computer) to manage the information acquired about prospects and customers, in order to analyze them , in order to offer them the best targeted offers.
Lead management: the process.
The concept is based on three pillars:
- The natural attraction of leads
- The fine knowledge of the characteristics of the leads
- Follow-up of the lead throughout his life.
These are the elements that, combined, will boost sales.
The lead management process is simple and logical; it’s about :
to generate or identify leads, that is, individuals or companies likely to become customers. Different methods allow you to go to the “fishing for leads”: for example offer free e-books to encourage visitors to a website to leave their contact information.
to qualify these leads, that is to say to obtain a maximum of information concerning the leads: behavior, habits, coordinates, sociological characteristics, demographic …
to classify the different types of leads into subgroups (segmentation). CRM systems will be able to store the leads and help you sort them.
to target each segment of leads with an adapted special offer.
analyze the results of the proposed offer and recycle-requalify the unreacted leads, with a view to submitting a new offer.
As we can see, lead management is closely linked to data marketing and CRM tools.
lead management process definition
Lead management: the keys to success
Lead management is a very demanding practice, with many risks of failure. The success of lead management in a company can be played out on details: adjustments and adjustments are often necessary.
A successful lead management strategy will consist of:
to generate a sufficient number of leads,
to obtain sufficient reliable information to qualify the leads according to relevant criteria,
to establish an appropriate analysis of the recovered data (interpretation of expectations),
to propose adapted offers, neither too aggressive, nor too frequent, by using the “fair tone”,
to recycle nonreactive leads to reboot the process, knowing that sales chances are decreasing as time passes …