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Lead Management

Lead management involves lead acquisition, data cleansing, distribution, enrichment, qualification, and conversion. It includes tracking lead sources and types, assigning leads based on sales capacity, and adjusting nurturing based on engagement. Key aspects are defining lead statuses, reporting inactivity, and ensuring exhibitors follow up with prospects after events. Poor lead management costs companies through lack of follow up, viewing leads as cold calls, and providing late information to buyers. Implementing a closed-loop lead management process with effective lead capture, routing, and reporting can improve results.

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karan
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760 views23 pages

Lead Management

Lead management involves lead acquisition, data cleansing, distribution, enrichment, qualification, and conversion. It includes tracking lead sources and types, assigning leads based on sales capacity, and adjusting nurturing based on engagement. Key aspects are defining lead statuses, reporting inactivity, and ensuring exhibitors follow up with prospects after events. Poor lead management costs companies through lack of follow up, viewing leads as cold calls, and providing late information to buyers. Implementing a closed-loop lead management process with effective lead capture, routing, and reporting can improve results.

Uploaded by

karan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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What Is Lead

Management?
One definition of lead management
is:

Lead acquisition / data capture


Data cleansing and lead import
Lead distribution
Lead enrichment, scoring, and
prioritization
Lead qualification
and conversion / lead cultivation
Salesforce Lead
Management
Track "lead source" and "lead type". This allows
them to report on effectiveness by the channel
and the offer.

Create detailed information to help sales


follow-up from the campaign.

Assign leads based on open capacity.(rewarding


the most efficient reps with the most leads)

Adjust lead nurturing based on lead source(lead


types show deeper engagement, and which are
most likely to close)
Contd…
Define lead status values to your team.

Inquiries from current customers are still


leads.
• Report on lead inactivity.
Is this how your distribution
channel
views your leads?
Q: What’s the difference between most leads
and a fortune cookie?

A: The fortune cookie might come true!


Startling Facts About
Leads
1. 87% are never effectively followed up on

3. 76% of sales people view leads as “cold


calls”

5. 43% of prospective buyers receive


information after they have made a buying
decision

7. 10% of exhibitors use any organized form of


post-show measurement
Determining the REAL Cost
of Poor Lead Management
Cost Per Lead:
 Total Show Spend/# Leads
 Ex.75,000 / 150 Leads = 500 per lead
Lost Revenue Opportunity:
 Average Sale Amount x # Lead Conversion %
 Ex.25,000 x (150 leads x .25% = 38) =950,000
Brand Perception:
 How does not following up impact your
company’s brand perceptions in the
market?
 Time loss- since “ time is Money”.
The Exhibiting
ROI Truth…

“If you are ever going to


produce a financial ROI,
it is hidden in your leads.”
Why is this happening?
1. Marketing and Sales “disconnect”
2. Perceived quality of leads
3. Lack of exhibit staff training
 86% of booth staff have never
received one single hour of
professional training on how to work
an exhibit
4. Lack of “clarity” on what a lead really is
5. Lack of a “Closed-Loop” lead
management system
The “Closed-Loop”
Lead Management Process
Keys to a Closed Loop
Lead Management Process

Capture the highest quality leads

Efficiently Route leads to the right


people for fast follow-up

Provide an easy method for lead


recipients to Report progress and sales
conversion
Improving Lead CAPTURE
Process
 What Is and Isn’t a Lead
• Personal Interaction
• Qualifying Questions Asked
• Answers Documented
• Next Step Identified
& Agreed On by Visitor
2.Set a Realistic Lead Goal “Exhibit Activity
Level”

 # of exhibiting hours 25
 # of booth staff x 4
 total staff hours 100
 interactions/hr/staffer x 4
 total target interactions 400
 % of visitors to lead .25
 Lead goal 100
3.What Information does sales Want to
Capture to Qualify Leads

2.Project/Application/Need
3.Requirements or
Specifications
4.Product Interest & Level
5.Buying Role
6.Budget
7.Timeframe
8.Decision Team
9.Other?
4.Develop Specific Priority Codes

Time
Lead Frame for Budget Buying
Grade Purchase Identified Role
A+ 0 to 3 Months Yes Final Say/Specify

A 4 to 6 Months Yes Final Say/Specify

Final Say/Specify
B+ 7 to 9 Months Yes
Recommend

B 10 to 12 Months Yes Recommend

C+ More than 1 Year Yes Recommend

C Unknown No No Role
5.Create an Effective Capture Device

 Paper: Business cards, lead form


 Electronic: Rent system,

Universal capture system


 “lead from a referral program”
Considerations:
 Attendee Interaction
 Efficiency
 Accuracy
 Security
 Cost
Contd…
Train Your Staff
 Reason for the system
 Accountability
 Hands-on Role playing
 Kick off with contests

Assign a Lead
Captain
Collection device
Monitor Goals vs Actual
Acknowledge &
Corrections
Entry into CRM Routing
Improving Lead ROUTING Process
Only Route Qualified
Leads

Do it FAST

Include All Relevant Data

Use Your CRM system, a


web
based system, or
email a spreadsheet
Improving Lead Reporting Process
End of Shift Lead Review

Close of Show Report


 Number of leads captured
versus goal
 Cost Per lead
 Number and % by priority code

Create Culture of
Reporting
 We captured the info you asked
for
 Communicate Cost Per Lead
 Cc their Manager
Contd…
Make it Easy

 Provide basic info

 Ask for last contact date, next


contact date, stage of sales
cycle, projected dollar amount
and probability of sale

Follow-up on target report


dates

Notify the team of progress


and results

Recognize and reward


performers
Lead management at a
glance

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