According to what emerged from a recent report shared by My Clever Agency , it appears that 85% of users prefer to interact with a chatbot, rather than with a real-life seller. What considerations Lead Management can we make on the basis of this data?Human interactions, considered by many to be fundamental, do not always represent a necessary step within the customer journey .
Buyers, more and more informed and used to having “everything immediately”, are now perfectly capable of completing a purchase without going through contact with the commercial. This represents one point of view of LMS, however it is not the only one.
Analyzing the data shared by Forrester Research , it seems that 77% of users would instead like a personalized and effective shopping experience. Personalization that usually involves confronting a person who is able to meet the needs of his interlocutor and build a tailor-made proposal.
Is It Possible To Find A Solution That Can Lead To An Effective Optimization Of The Sales Processes?
The answer is yes and consists in the automation of processes through the adoption of a CRM on the marketing side to support lead management activities.
What It Is Lead Management?
Within companies, the process of managing and monitoring contacts is the responsibility of the marketing team who, through the technologies and skills at their disposal, are responsible for acquiring, evaluating and qualifying the interest of leads before making the contact transition. to the sales team.
One of the responsibilities of marketing, when the contact cannot yet be considered as sales ready , consists of lead nurturing , i.e. an activity that consists in sending communications aimed at increasing the level of awareness of people in relation to services offered by the company.
Through these marketing activities it is possible to support the transition from lead to MQL , Marketing Qualified Lead, up to the final phase of SQL, Sales Qualified Lead . In this way, the marketing team takes care of passing contacts to the sellers ready to start a contact phase and, consequently, the negotiation.
However, it often happens that the communication between the two teams is not always optimal or that the company does not have the right know-how and the appropriate methodologies to effectively support the process. If these assumptions are missing, it is likely that the lead qualification activity and the subsequent step could be done incorrectly, risking overloading the sales team with uninterested leads.
What It Is Lead Nurturing And Why It Matters
Once it has been established that the purpose of lead management is to generate, acquire and manage leads, it should be emphasized that not all leads, once intercepted, are necessarily in the same phase of the funnel in terms of awareness of the services and solutions offered. by the company.
Just as happens in any phase of the sale, prospects can be found in different phases of the Buyer Journey : in fact, we will find contacts who are ready to start the purchase phase and those who need to receive more information before proceeding. And it is precisely in this last case that lead nurturing comes into play, whose goal is to gradually establish a relationship of trust with the lead and accompany him through the different phases that characterize the Buyer’s Journey : from the pre and post phase. purchase, up to the actual use of the service.
Once the objectives and methodologies to be adopted have been clarified, it is necessary to prepare the technologies and digital channels through which to perform the nurturing actions. The main resources available to the marketing and sales teams are: content and social media marketing, Facebook Lead and Google Ads, SMS and WhatsApp marketing and, finally, email marketing. Consistent with the objectives and specific characteristics of your Buyer Personas, it is possible to define strategies for effective lead management .
CRM Lead Management To Support Businesses Management
As we have read in the previous paragraphs, managing your contacts and transforming leads into customers is an operation that requires time, commitment Management and constancy in interactions. Managed manually, these are extremely time-consuming operations but can easily be managed through the automation of lead nurturing processes.
For this reason, it is necessary to adopt a CRM Management platform such as Hub spot in the company that allows to simplify, standardize and program every interaction with the lead according to the phase in which it is, providing him with contents and answers that can meet his real interest. , or “feed” it if it is still in an embryonic stage.
Retracing the phases of Lead Management, we can focus on four fundamental steps that define the user’s journey: attraction , conversion , qualification and nurturing . In fact, each phase corresponds to a series of well-defined operations based on the objectives to be achieved: if the attraction phase consists in achieving the Ideal Customer Profile through, for example, the adoption of Inbound Marketing that allows you to create content consistently with the needs of your target, the qualification and lead nurturing phase necessarily require the adoption of a CRM.