We’ve been frequently asked by our prospects: how does marketing automation/lead management actually increase sales productivity? Here are a few ways your sales team can become more productive through the implementation of an automated lead management platform.
- Sales agents are more efficient because the best leads are being distributed to the most appropriate salespeople. Lead distribution can be managed so the best closers are given the highest revenue accounts or agents with the most experience in a specific industry receive leads within that industry.
- Lead scoring provides measurement of lead qualification, interest level, and. Sales agents can prioritize their focus on the most relevant and well-informed leads first.
- Automated lead management puts business intelligence in your sales team’s hands without the need to routinely pore through industry sources, websites, and other resources. When leads respond through an inquiry, request, click-through, or web form submission, the information provided is stored and can be organized, sorted, and segmented to optimize lead assignment to sales agents.
- Leads and agents can be aligned according to specific parameters. For instance, leads can be segmented by industry so that salespeople who are industry specialists can work on leads within their area of expertise.
- Your sales team can send emails, social posts, surveys, and other digital assets without continual interaction. Customized forms, emails, and other assets connect automatically with leads as they proceed through their buying cycles. By using effective content delivered through an automated lead management system, your leads can get educated about your solutions without sales engagement.
- With our link tracking function, sales can understand what pathways leads have taken to your digital assets. This makes the team more effective at not only engaging prospects through the right channel but how informed leads are.
- Lead management automatically delivers content that can be customized according to criteria such as job title, industry, or location. Leads are then nurtured through behavior-based triggers which indicate specific interests and help determine what content should be delivered as leads move through the marketing pipeline. This strengthens the lead qualification process and prioritizes lead distribution.
- Sales agents can engage with a lead earlier in the buying process while the lead is still researching solutions. (Early engagement with today’s buyers should be minimal, such as an introduction with contact information.) When salespeople contact leads, instead of spending time uncovering needs and qualifying prospects, leads will reveal what they’re interested in, whether they are suitable for sales engagement, and, in some cases, when they are ready to buy.
The strength of a lead management automation system like ours lies in its agility. Marketers can adapt campaigns to minimize irrelevant messaging and deliver content that prepares leads to be sold more efficiently and effectively.