Lead management in marketing automation is a systematic process of capturing, tracking, nurturing, and converting leads using automated tools and software.
It guides leads through the sales funnel, from initial contact to final conversion. This increases the chances of turning prospects into customers.
Here is an example scenario:
For instance, if you are running a marketing campaign to promote your new software feature. Using lead management in marketing automation, you can:
1. Capture: Use an automated form on a landing page to fusion database capture visitor information when they download your marketing checklist.
2. Track: Monitor the lead's interactions, such as email opens and website visits, to measure their interest.
3. Score: Assign a lead score based on their behavior, indicating their chance of becoming a customer.
4. Nurture: Send a series of automated emails with additional resources and product information customized to their interests.
5. Qualify: Once the lead reaches a certain score, automatically notify the sales team that the lead is ready for a follow-up call.
6. Distribute: Assign the lead to the right sales representative based on their location.
7. Convert: The sales representative follows up with the lead, and provides detailed information about their interactions and interests, increasing the chances of closing the sale.
8. Analyze: Track the campaign to find what works and what needs improvement.