5 Critical Components of Lead Management Software

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Posted: February 14, 2011 | Lead Management

As marketing and sales teams align, both become more accountable to effectively managing leads within the pipeline.

The ongoing changes in lead generation can overwhelm marketing and sales teams if it’s not organized and each team is unclear of its role. To help clearly define roles, responsibilities and improve lead management, many organizations have considered lead management software.

If you are in the process of determining if automated help is right for you, consider the following 5 components we consider critical to lead management:

1. Dependable Database Efficiency

Database efficiency can be defined as a system that quickly, and mostly automatically, puts your prospects into the appropriate category or class.  This makes it fast and easy to identify and pull relevant segments for custom campaigns and testing. With the help of lead management software, you can create a multiple databases of potential customers who share a common interest or behavior characteristic.

Having an efficient database also streamlines marketing and sales alignment.  The more extemporaneous noise you can cut out of your company’s communication atmosphere, the better your business areas will work together.

2. Invaluable Lead Tracking Capability

There is no worse way to lose a sale than by simply failing to stay in touch with the prospect or having them leave the conversation because based on your messaging, you didn’t understand them.

As a person navigates your website and views your pages and content, they give you insight into their interests and how likely they are to buy your products or services. For example, people downloading or viewing demos have a higher probability of becoming a lead.

Lead tracking provides a profile with which you can fine-tune your lead nurturing.  It also shows how well your site generates interest in your company.  If you’re not tracking this information, you have no idea if your content is inline with people online.

3. Quality Lead Generation

Lead software provides all the vital functionality marketers need to automate and measure demand generation campaigns.  This generates increased high-quality sales leads because the qualification process is more efficient and effective as changes in prospect behavior are constantly monitored. With access to this ever-changing stream of prospect preferences and behaviors, companies using a quality lead generation system seem to be in front of the prospect at the right time more frequently.

The right software also gives marketers the freedom to execute campaigns with less effort, allowing more time to focus on the strategic and creative activities that improve marketing ROI.

4. Efficient Lead Management

You can quickly automate 100% of your lead capturing, processing, filtering, delivery, and even lead selling capabilities with software packages. This means you can focus your efforts on finding more new leads while your software automatically manages your leads and appropriately nurtures them.

All-in-one lead management helps you respond and measure results faster, using real-time data.  Also, when you have multiple sales lead sources, automated software allows you to bring them together in a single database quickly.

5. Money Saved

A more efficient sales force, better-tuned marketing strategy and streamlined lead management process are keys to cutting costs and saving money.  With automated software, companies are becoming more efficient at sales and marketing without having to increase head count.  In today’s digital marketplace, information is the key to a driving more leads at a lower cost per lead.

Many of today’s B2B companies are opting for marketing automation solutions for all the reasons mentioned above and more.  Examine your lead management software to see if it’s keeping you ahead of the pack and if your company isn’t using sales management software, use this guide to help you choose the right system

To learn more about lead generation in 2011 and it impacts your revenue cycle, subscribe to the Modern B2B marketing Blog RSS feed or follow Marketo on Twitter.

Maria specializes in Inbound Marketing for Marketo, leading efforts in adoption of social media channels for brand awareness and demand generation. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six.

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5 Critical Components of Lead Management Software

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