Maintain contacts
The second step is to reach the next level of the lead management funnel. A successfully generated lead and entry in the database do not necessarily mean a customer is ready to buy. First, the interested party must be provided with the right advertising materials and information at the right time. It is extremely important to tailor the content to the respective customer journey the customer is on.
In this part of the sales funnel, the lead is qualified to become a buyer ready for sales. This process is known as lead nurturing , which means "contact maintenance". The goal is to identify qualified leads. Companies hope that they will lead to better and shorter conversion processes and the best possible return on investment. A marketing department can achieve this through demos or personal advice, for example.
Step 3: Analyze leads
The third stage of the sales funnel is dedicated czech republic whatsapp data to lead scoring. This means finding out how interesting the contact is in terms of closing a sale. In the scoring process, the development of the customer profile and the reactions to the marketing activities are measured and evaluated according to certain quality factors. Ideally, marketing and sales participate in this stage together. The score can be determined in two ways:
Explicit scoring
Explicit scoring is based on the current data that the interested party or lead has submitted. This includes, for example, geographical information or areas of responsibility.
Implicit scoring
Implicit scoring evaluates behavior. In addition to the number of visits to the company's website, previous interactions, possible downloads and form submissions are relevant here
In the last step, lead routing, the former interested party and later potential customer is passed on to sales. Here, a strategy is developed based on the available customer data that turns the customer into an actual buyer.
After the purchase is completed, lead management CRM kicks in. The better companies organize customer relationship management, the more likely they are to retain new customers.
Note: The funnel method only works if the marketing and sales departments work together in a targeted and seamless manner. The employees of both groups must develop common requirements and goals and clarify the corresponding procedures.