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Marketing has always been the primary means to introduce products to customers and make them loyal patrons. With emphatic marketing strategies, a good rapport with customers can be initiated and the relationship can yield rich results. However, contemporary customers are aware of products, existing competition and also their rights. Thus it is a difficult task to fool them. Customers have been victims of products promoted with great fanfare but with short-lived performances. Today they are wary and prefer to wait and watch the progress of the market and the reliability of a product.
A mature outlook has made customers wiser, and they know what and when they need to purchase. With the availability of free information on the Internet it does not take long for customers to identify the correct value and performance of a product. Marketing tactics are still in use, with a slight change. Businesses have realized that they have to build a relationship of trust and faith before they become the customer’s priority. All marketing automation solutions revolve around customers — trying to gain insight into their immediate needs, how to provide improved and customized features and how to satisfy them.
Businesses are employing intelligent marketing strategies, and this has led to the creation and use of lead management. These tools help in identifying the customers referred to as leads and segregating them into those who are ready to purchase and those who have yet to make their decision. Based on reports provided by lead management software, businesses can track the activities of customers, including their current interests, and try to follow their movements.
With the help of these tools companies can track which websites have been visited by which customers, what kind of newsletters they have subscribed to, what kind of product related emails they prefer to receive etc. This gives the companies an idea about which customers to pursue and lead towards sales. To ensure that a customer definitely reaches the point where they are converted into sales targets, companies have to keep updating their customers about their products subtly without aggressive selling.
Information on these customers or leads can be accessed through various sources such as trade shows and fairs, online contests, website traffic, etc. It can be difficult to identify the promising leads from the crowd. Thus scores are assigned to these leads based on their frequency and by mapping their recent activities. Lead scores can give companies a head start on which customers to deal with immediately and which ones need some coaxing before they relent. Customers can be efficiently tracked with the help of automated lead scoring tools. A systematic process is run with the help of these tools that ensures no customers are overlooked.

Know more – b2b lead scoring, lead management software