How can you determine if a lead is truly sales-ready? If you’re not sure, it’s time to adjust your lead management strategy. After all, putting together killer lead generation content isn’t enough. Without an effective follow-up process in place, your hard-earned leads will just sit in your CRM, gathering dust. And by the time you think to reach out again, it will already be too late. So what can you do?
Use the tips below to effectively manage the leads in your contact database:
- Identify your buyer personas:
The first step to a proper lead management strategy is to identify your buyer personas, as understanding these profiles of your best customers can help you increase sales and marketing alignment.
In order to succeed, here, both teams need to agree on the common characteristics of a high-quality lead. Specifically, you should take a look at the demographics and firmographics in your current B2B database (i.e. job title, job function, management level, company size and revenue). And if a new contact doesn’t match this criteria, you’ll know not to waste your time.
- Segment nurture campaigns:
Some leads may check all of your boxes. But that doesn’t mean that you’ll check theirs. The timing may be off, or maybe they don’t even realize they have a problem yet. If that’s the case, don’t give up; gauge their interest by enrolling them in targeted lead nurture campaigns. This allows you to position yourselves as industry thought leaders, and provides sales with another opportunity for a conversation.
Remember, though, every campaign that you deploy should be personalized with your buyers’ individual pain points in mind. Our recommendation: segment your data beforehand to ensure that each one only goes out to relevant recipients.
- Update inaccurate data:
B2B data decays at a surprising rate. In fact, 37% of email addresses change annually, and 66% of people’s titles and/or job functions change annually (source: ZoomInfo). So unfortunately, a number of your carefully crafted emails may be bouncing or reaching the wrong contacts altogether.
Avoid this issue by updating your data at least once per month. A resource, such as ZoomInfo, can also help you eliminate bad data and fill in missing information on the back end.
- Route leads to the right reps:
Wonder why leads still aren’t converting into customers? Your sales team is probably asking themselves the same question. So sit down and talk to them – it may be an issue with the process you have in place, rather than the quality of marketing-generated leads.
For instance, ZoomInfo’s Inbound Qualifying Team (IQT) primarily speaks with people who have requested free trials. This team used to handle webinar leads, as well, but sales and marketing leadership found that they had more success routing these leads to their BDRS (business development representatives), instead. The BDRs were then able to cite recent webinars as a reason to target other key contacts at these companies, further improving results.
Looking for more ways to manage leads? ZoomInfo can help. Contact us today to find out how!