In-depth review of how companies can build a real-time b2b lead management process that improves the inbound flow and conversion of b2b leads. Describes the various technologies and supporting processes required to implement real-time website monitoring, lead scoring and b2b lead management.
42. Understand and act on the inbound lead traffic Human Automated Email alert – Based on Rules Alert telesales to view/open in CRM Automated Routing to drip/trigger based nurture marketing campaigns
59. Accounts – research using LinkedIn and Jigsaw– add 2 marketing contacts to Fusion – enroll in 3-step dripHome Page Activity Log CRM Lead Capture Page Simple process maps will help focus the marketing and sales teams on execution of the plan Opportunity Field Sales Duties Sign Up for Demo Email Alert to reps based on Geo Rep – verifies company HQ location Rep – updates CRM – creates oppt Ensure contacts/account are linked and de-duped Append address, phone, vertical and lead source
84. Defining Lead Scoring Lead Scoring Ranking, grouping, assignment of arbitrary value to leads that share similar demographic and behavioral profiles. Assignment of value = typically 3-4 categories (ABCD, Gold-Silver-Bronze…etc) Lead Routing Assignment of leads to sales or marketing programs based on Lead Scores Lead Profiling Continuous and automated evaluation of lead behavior over time triggers a responsive action (campaign, follow up call…etc)