There's an old saying, "Time kills all deals". Growing businesses can't afford to waste time with expensive, mass email lists that result in high bounce rates. Or, time-consuming, manual spreadsheets not in real-time. But, what's the best way to find new customers? Assigning and grading leads confirms which leads to pursue (and which to avoid wasting time on).
Let’s explore how to assign and track leads with CRM (so you can reach the decision-makers!).
"The lead generation process starts by finding out where your target market 'lives' on the web," - Wayne Davis
Assigning leads helps narrow down who to pitch your brand/business to. You can send the right campaigns to decision-makers ready to make purchases/sales.
To understand leads in the funnel:
The words 'lead' and 'prospect' differ drastically. Leads are people who don't know about your brand. Prospects are leads that you've contacted.
Here's how to differentiate them:
When assigning and grading your leads, they must fit specific profiles that match criteria for your ideal customers. For example, Yale sells robotic truck lifts to facilities to help improve warehouse resiliency.
Qualifying criteria can include:
"It's important to decide on what types of leads you want at the middle and bottom of your sales funnel," - Chris Knipper
Grading and scoring leads with points prioritize and qualifies them based on the actions they take.
Actions might include:
When scoring, rate leads based on their purchasing power. This lets sales members know how to follow-up.
Josh is an inventory manager for a warehouse. He's visited your site a few times and clicked on your pricing page. Score this lead higher because he is a decision-maker. Have sales reach out ASAP. Josh is likely ready to make a purchase.
Lisa is a temp for a shipping company. She clicked on a free logistics ebook and your employment page. Score this lead lower. She doesn't have purchasing power. Don't nurture this lead. She is not a decision-maker.
“Lead generation is a fairly core activity to marketing,” - Chris Brogan
When assigning leads, don't give low-scoring leads to high-performing deal closers. Furthermore, don't give leads ready to make purchases to new staff. They might delay or use the wrong techniques to close the deal.
Here are a few tips:
Lead management and customer relationship management software (CRM) work in tandem. They can help with following leads through the funnel. Features like automated campaigns and lead qualifying give your teams better insights.
CRM gives creative ways to attract leads. These include social media, blogs, email campaigns, white papers, PR, and special events.
CRM solutions let you quickly sort, filter, and categorize leads. Then, divide them with automation or by preference.
Sales members have several ways to nurture leads. These can include social media, emails or follow-up texts and calls.
Businesses can lose up to 80% of leads if they delay. Hence, automating lead management is crucial to saving time and capturing leads.
When automating your CRM, it:
Assigning leads helps you convert them into customers. However, it requires careful planning and strategy. Without an effective process in place, leads can slip through the cracks and you can miss sales opportunities. As part of your strategy, assign leads to the right team members and automate your CRM. Spreadsheets are time-consuming and prone to errors. However, CRM automation lets you send optimized campaigns and you can qualify leads faster. And, that's where Synchronicity can help.
At Synchronicity, driving growth through operational efficiency is our specialty. Let us help you keep all teams accountable for revenue - with metrics you can measure. Increase your lead conversions and maximize ROI. Connect with us today!