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1、TechniquesforLeadManageMenT55successThaTYouProbablYaren’Tusing1leadmanagemenTistheabilitytocapture,respond,andmanageincomingleads.Whenspendingsomuchtimeandmoneyoncreatingtheperfectcampaign,youwanttomakesureyouhavenumerousbestpracticesinplacetomanageyourl
2、eadsthroughouttheentirelifecycle.Unfortunately,manymarketersdon’temployclearlydefinedleadmanagementpractices.Andwhenyoudon’thaveprocessesinplace,youriskdecreasedROI,aleakysalesfunnel,andpoorrelationshipswithleadsandcustomers.Butdoneright,leadmanagementcr
3、eatesmoreeducatedbuyers,helpsyoubetterunderstandtheirneeds,andultimatelymeansmorerevenue.Sohowdoyoudoit?ThisebookdiscussesforbesTPracTicesinleadmanagemenTThaTYouProbablYaren’Tusing.2WorkdirecTlYWiThsales11TodeTermineWhenaleadis“saLesready.”Inordertoprope
4、rlycreateasolidleadscoringframework,workwithyoursalesteamtobuildcriteriathatdeterminesthestepsprospectsshouldtakebeforetheyarereadyforasalescall.Remember,thatthisneedstobeagreeduponbybothsalesandmarketingtobeeffective.Criteriashouldinclude:demograPhicinf
5、ormaTion:Geographiclocation,companysize,etcleadsourceinformaTion:PPCSearchad,social,offer,etcbehavioralinformaTion:Webpagevisits,ebookdownload,webinarattendance,etc3makesureToiMPLeMenTleadrecYcling22PracTices.Eventhoughyouhaveworkedwithsalestodeterminewh
6、enaleadisreadytobecontacted,therewillbeinstanceswheresaleshasconcludedthatcertainleadsarenotquitereadytoengage,orsaleshasnotfollowedupwiththeseleads.Toavoidtheseleadsfallingintoablackhole,youcanimplementleadrecyclingpracticestomakesurethatyouhaveafollow-
7、upplaninplace.Youshouldcreateaprocessbasedontwoscenarios;leadswillbeautomaticallyrecycledbasedonasetofbusinessrules,andleadswillbemanuallyrecycledbysalesiftheyarenotdeemedready.Oncetheygetsentbacktomarketingyoucanbasesalesre-engagementonabusinessrule,suc
8、haleadscoringchange,orsalescanuseitsknowledgeoftheleads’buyingintereststoindicateatime-frameinwhichtheleadshouldbere-engaged.4scoreLeadsusingimPliciT33behavioraldaTa.Sinceyourprospectisincontrolofthebuyingprocess,2ptsyoune
