Why do B2B Companies need Lead Management Software
Today’s B2B customer is well informed than his counterpart, a decade ago. Also, B2B prospects are most likely to opt for a company that provides them with the required assistance and specific information that they require. Therefore, for a B2B company, capturing and nurturing a prospect’s interest level is essential, as it is this interest that will ensure that the prospect stays long enough to actually buy the product eventually. So, in B2B marketing, efficient lead management will pave way for successful business deals.
For B2B marketing, lead management is a set of activities that generates or drives leads or prospects to their websites and effectively understand their intent behind the visits and then, slowly and steadily nurture them so that sales pitches can be made in a proactive manner. Therefore, the primary intent of lead management is to build a strong relationship with prospects.
For lead management to be successful, B2B marketing companies would require a robust marketing automation system that helps to detect prospect intent. Marketing automation services can largely help B2B companies to generate new business opportunities, manage them and be able to align the working of marketing and sales departments as well. And since lead management is now more about using technology, marketing automation tools for lead management have also become significantly important in effective lead generation.
Marketing automation tools can help to intelligently manage website leads.
- Lead Generation – It helps to captures leads generated from marketing campaigns resulting in website visits and converts anonymous website visitors into leads.
- Business Intelligence – It can provide lead insight intelligence which includes identification of website visitor intent, resulting in enriched leads.
- Lead Qualification – It helps to automatically score and prioritize leads based on pre-defined parameters related to activity, interest and intent.
- Lead Nurturing – It enables personalized and intent driven lead nurturing programs that can be aimed at building relationships and bringing prospects closer to sale-readiness.
- CRM Integration – It is possible to integrate marketing automation software with existing CRM systems to offer a consolidated view of the prospects to users.
- Analytics – Marketing automation tools such as lead tracker help to provide an understanding of the effectiveness of the marketing strategies and channels.
Since lead management is a complex process consisting of lead generation, capturing lead intelligence, filtering leads and distribution of qualified leads to the marketing team for lead nurturing and high priority leads to sales team for conversions, using an intelligent marketing automation platform that can track and manage the entire lead lifecycle can help generate revenues at a faster pace.
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