Studies have shown that automating your lead distribution process leads to higher conversion rates. Advanced marketing automation software ensures that more of your reps’ precious time is spent interacting with prospects rather than organizing lead distribution manually. Here are 3 things to know about lead distribution and a few things to know when implementing the most effective marketing automation platform for your teams:
Communication is key when it comes to moving a prospect forward. Each business runs differently, but having an organized way of passing a lead around is mandatory for success. Be sure all of the reps on the team have a simple way of updating a prospect’s status so that when it’s time to distribute, all the necessary information is in place.
The most common methods for lead distribution can be categorized into a push, pull, or hybrid.In addition to the 3 things to know about lead distribution, here are 3 things to know about lead distribution methods:
Push. Lead Liaison offers the Round Robin approach, a push method that evenly disseminates leads to the appropriate reps in a systematic, cyclical manner. Performance-based distribution is also a push method, where the incentive to turn the prospect into an opportunity is to gain another lead. Criteria-based distribution is another push method, where prospects are assigned using location or type.
Pull. Rather than pushing prospects out to the reps, another method is the pull method. This allows reps to take charge and pull prospects from the pool when they’re ready to take them on. Pulled leads can be regulated in a few ways, such as ensuring the rep’s other prospects have been advanced or enacting a cap on each day’s pull allowed.
Hybrid. As you would guess, the hybrid method is a thoughtful combination of both push and pull methods. An example would be using the Round Robin technique in addition to allowing reps to pull new prospects under a set of conditions (which could be performance-based).
3. Getting Higher Conversion
Managing an effective system of lead distribution helps increase conversions. A higher contact rate—more interaction between the reps and their prospects—is one of the best indicators of higher conversion rates. Deciding on the method(s) of distribution that best fits the needs of your business may be difficult, but finding that balance (even through trial and error) will boost the business in the long run.
By automating lead distribution, your team will have more time to focus on creating personalized campaigns and to contact prospects in a more meaningful way. For more information on how Lead Liaison can manage your lead distribution, click here.