The demands on B2B companies in terms of addressing and persuading new business prospects are rising continuously. Competition is getting fiercer and traditional methods of generating leads have almost reached their limits, at least where efficiency is concerned. Nevertheless, with the help of digital channels, a database as well as different routes to generating leads, a completely different set of results can be achieved. But this requires a comprehensive, trackable and measurable lead management process.
This should include:
- Lead generation activities along the entire user journey (offline and online)
- Recording all leads in a CRM system. Lead qualification via marketing and, if necessary, making the first contact
- Delivery of the MQLs to Sales/Service. Evaluation of the lead and preparing contacts/quotes
- Lead conversion