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Stop giving much thought to shortcuts and quick hacks to pull website traffic!The online traffic produced via social media, SEM, or paid search efforts do not guarantee conversions. Thus, it has always been a quest for marketers to find out ways to help generate high-quality leads that convert.This is where CRO or Conversion Rate Optimization comes into the picture.So, let’s learn more about CRO marketing and make the best move to convert leads into customers!
CRO marketing is a strategic approach to increasing the percentage of website visitors who perform the 'desired action'. Here, the 'desired action' includes:− filling out a web form,− adding products to the cart,− clicking a link,− signing up for a free trial,− subscribing to the mailing list,− buying a product, etc.
A more user-centric definition of CRO would be-CRO is the process of understanding what drives, stops, and convinces your users so that you can offer them the best possible user experience - and this, in turn, makes them convert and improves your conversion rates drastically.CRO marketing is crucial as optimizing marketing efforts enables businesses to gain a competitive edge over companies that do not practice the approach.As per research, the average ROI from investing in CRO marketing tools is 223%. That being said, CRO marketing deserves a try. Marketers can actually discover sure-fire ways of conversion using the CRO marketing strategy.
Here are four basic principles of CRO that entrepreneurs and marketers use to achieve maximum conversion rates.
Communicate what sets you apart from the competitors. If it’s your price, highlight pricing. If it is the service quality, dedicate a web page that explains your services. In short, make your value proposition prominent. Let customers compare your solution with that of the competitors and instantly identify the benefits your solution has to offer.
Encourage customers to act with 50% discounts, a 30-day free trial, no extra charges, free installation, and others. Give away free stuff so that customers get motivated.However, only free things and half-prices may not work. So, you must focus on providing more social proof and money-back policies.Also, ensure that you have high-quality ‘FAQ’ and ‘About us’ pages, as these pages determine whether the visitor moves on to the product pages or bounces. The quality of product images, page content, and even blogs can incentivize customers to return to your website for more.
No matter how enticing your incentives are, customers are most likely to leave if they are faced with challenges during their conversion. So, eliminate all obstacles in the conversion process. These may include:
Making customers feel safe and winning their trust comes first. Everything about your website - from the color scheme and content to the payment gateway - affects the customer’s comfort level. They notice these aspects to identify if there’s anything fishy about the company.There are a few marketing tactics that already attracts distrust from customers. For example, website popup ads. These ads (though popular for easy conversions) carry a taint that cyber thieves use such ads to access users’ confidential information. Moreover, the popups are bothersome.So, before implementing your CRO marketing tactics, weigh the pros and cons. Do not sacrifice customer trust for any shortcut to faster conversions.
Imagine yourself running an eCommerce business with 10000 monthly website visitors but only a 0.5% conversion rate.That means, only 50 out of 10000 people take the actions you want them to take. Thus, only a few sales in a month aren’t sufficient to cover your business costs.CRO marketing critically impacts the bottom-line ROI. But apart from that, there are other reasons behind its importance.
CRO marketing improves the overall customer experience. Your visitors engage more as they are satisfied navigating your website. Little changes as simple as;− CTA (Call to Action) button,− appealing layout,− legible font, etc.can make a huge difference in customer experience. Thus, it can reduce the bounce rate significantly.
Dwell time is the duration spent on your web pages after visitors find them on Google. Visitors spend more time when websites include valuable information and become easy to navigate. As engagement increases, visitors become more likely to consider a purchase and to refer your brand to family and friends.
With a better customer experience, you are more likely to attract new customers and turn the existing ones into loyal customers.CRO marketing even increases the indirect conversions like content (eBooks, white paper, etc.), downloads and registering of personal information. Thus, you can see an improvement in customer engagement. This, in turn, can improve your sales and overall revenue generation.
Most CRO marketing campaigns include redesigning websites to upgrade their look and feel. This helps boost the website's overall usability or an eCommerce store.These reasons are sufficient to convey that CRO marketing is important to businesses. But how do you get started? Let’s see.
To get started with Conversion Rate Optimization, start with your website. Perform tests, and website audits and assess the elements.Here are a few quick tips that can help you get started with a proper CRO marketing strategy.
Websites must have a clean structure with a simple UI else, it becomes a clutter of webpages. Your visitors should be able to navigate with ease and find what they are looking for seamlessly.Not only that, even google uses website structure to navigate and index your web pages.
Visitors notice your landing page layout as they enter your website. So, to grab their attention transform your landing page completely with interactive elements.Product recommendations, live chat widgets, calculators, and chatbot quizzes are a few elements that you can embed in your landing page. It makes the entire landing page design interesting and engaging.
A well-design website is also the one that has its content positioned at the right places. Keep the content limited to space availability. Do not clutter the web pages with too much content. Create a well-versed crisp copy to attract traffic and convert them into leads.Also, convey your message and product functions clearly to give the visitors an overview of your solution.
Interactive CTAs work well to encourage visitors to take action. Using CTAs that prompt action like - ‘take a quiz’, ‘schedule a demo’, ‘book a meeting’, and ‘schedule a call’ can make the CTAs more interesting and actionable.
Do you like waiting if a website takes too long to load? I don’t.Similarly, your visitors wouldn’t want to wait too long while your website loads slowly and steadily. So, speed up.Improve the page-load speed and prevent visitors from waiting. Page load time affects the user experience significantly.
CRO marketing works best when you have a properly documented and structured strategy. But only 39.6% of businesses have a documented CRO marketing strategy.
To make the most out of CRO marketing, start with developing a CRO marketing strategy. Follow the steps detailed below.
What are the goals you want to achieve from the optimization exercise?Sit with potential stakeholders, discuss, and zero down on a set of goals.Also, identify the CRO marketing metrics or KPIs depending on the campaign you want to run. For example, page speed, cost-per-conversion, bounce rate, etc. (Get a detailed list of CRO metrics in the next section).
Knowing and empathizing with your customers can help you create the best strategies. So, gain a good knowledge of how the buyers discovered your brand and how they interacted thereafter.
Once you understand the buyer’s journey, you can identify the touchpoints that can be further improved to drive conversions.Also, you must determine the high-potential buyers who are most likely to convert. Get their data that includes;
Different tools and tech can help you with segmentation based on the collected data. You can then rank the prospects who are most likely to convert.With RevenueHero, lead qualification and prioritization can get easier. The platform can integrate with your CRM and other marketing tools to qualify and prioritize only the most potential leads. Hence, you can target only the most valuable prospects and ensure conversions.
Before you can plan your CRO marketing strategy, you must find out the flaws in your existing conversion process. Ask yourself and the involved teams – Why aren’t the current website visitors converting?While you assess the current process to find an answer, you may discover reasons like;
Identify the web pages with the highest potential to boost conversions. You can do so by looking for the ones with the lowest traffic-to-conversion rate (pages with the highest traffic but lowest conversions).
The next step is testing. Once you have identified the faulty areas, test different solutions. For example, you can try other layouts to make the website look more appealing.Testing can be of two types – A/B testing and Multi-Variate Testing (MVT).
But before you conduct tests, look into each page element. Find out how they can be improved. For instance, changing the CTA button placement can help you drive conversions. Also, run a content audit to ensure that the content aligns with the page context. Ensure clarity of message and reduce potential confusion.
Analyze the changes you have made. If you have changed the layout or the website font, find out if it’s working or not. Did the change increase conversions? How can you prove it?While analyzing the changes, do not let the original CRO marketing strategy KPIs slip out of your mind. If your tests fail, note down the learnings and start moving forward again.
The final step is about making continuous improvements to the CRO marketing strategy. It involves tweaking the edits here and there. Also, re-evaluation of the KPIs, and resetting goals after more customer research can be essential.Regardless of how little progress you make, successful CRO marketing is all about enhancing the efforts. So, keep notes from failures and implement the changes as you progress.
You can adopt several ways to improve your website conversion rate. Take a look at the most effective ones.
A CRO planner contains information on how to audit a site, identify areas to improve your conversion funnel, A/B testing and experimentation, and whatnot.Using a CRO planner helps you get started with conversion rate optimization in a simpler and easier way. It no more seems like a daunting task. The CRO planner guides you through the website analysis and assists you in developing an ideal CRO strategy.
Friction in the conversion process does not let your visitors convert. For instance, you have a long web form that users find boring and time-consuming. Hence, they are hesitant to fill it out.Shortening your forms will let customers trust you more because the form will ask for vital information (like email addresses) only. Also, it takes lesser time to fill out. So, no more hesitant visitors.
Your visitor may not convert because of certain doubts and queries regarding your product. A live chat on your website can help you resolve their queries instantly. With live chat, an AI bot or a customer service agent can alleviate your visitor’s concerns about your product.
Track the visitor’s interaction with your site to understand where your visitors are facing obstacles. With website analysis tools, you can identify the areas where visitors are tripping on your website. You can see what they are clicking on, what offers they skip, and if they are filling out the form or leaving it midway.
As of May 2022, the average eCommerce conversion rate is 1.78% which is significantly low considering the amount spent on driving traffic to the website.If the conversion rate goes up to 2.0%, eCommerce revenue will increase by 11%. Further, if the conversion rate increases to 2.8%, the revenue will increase by a whopping 55%.So, what can you do to improve CRO? Start with tracking the right metrics in CRO marketing for performance optimization. Here are the top metrics to measure CRO.
The bounce rate is the percentage of people who visit your website and leave without taking action. The lower the bounce rate, the better.This metric helps you determine the number of visitors scrolling through the content, looking at products but never engaging.With the bounce rate, you can consider reviewing the content surrounding the page where more people are bouncing. You can run a content audit or test the navigational tools, layout, loading speed, etc. of the specific page.Bounce rate is important because it gives you the direction for improvement. It helps you identify areas that require improvement.
Is your email list growing? If yes, then your CRO marketing strategy is working.This metric shows the growth in the number of people on your email list or the number of people signing up for future emails from the company.The more monthly subscribers, the better. A high email growth list indicates a successful CRO marketing strategy. It also indicates that the brand is winning the trust of its visitors.On the contrary, a low email list growth rate, and reducing opening rates mean that you must review the message sent out to the customers.
The click-through rate helps to measure the effectiveness of your marketing efforts across different platforms.For instance, your marketing efforts may drive users to click on your website but the webpage content may require improvement to generate sales successfully.This metric is significant because it shows how many visitors are finding your content and clicking through it. It indicates the content quality and the landing page design as well.To determine your click-through rate, you must know the number of people clicking on your content and CTA. Also, you must determine how many people leave the website without taking action.
CPC is a metric that measures the average amount spent to generate a conversion. It can vary significantly depending on the specific conversion you want to track.This metric is important to measure the returns. For instance, your CPC may be high due to the huge amounts spent on ads. But you may not get as many conversions compared to the spending. This would mean that the Return on Investment or ROI is low.Further, it may also happen that your ad expense (CPC) is high and your visitors are bouncing from the site. This will result in no conversions at all. This indicates that the investment is not generating any return.A successful CRO marketing strategy has low CPC. You can determine it by tracking the percentage of traffic that converts, the amount of content consumed by visitors, running paid ads, their budget, etc.
As of 2022, the cart abandonment rate ranges from 59.2% to 79.8%. This indicates a massive loss of sales.Though a 2021 study showed that more than 60% of users made a purchase eventually, it is necessary to reduce the cart abandonment rate.Track, measure, and analyze your cart abandonment rate vigorously. It is one of the most important metrics to improve your sales.Check out the following to see if changes in any one of these aspects make a noticeable difference or not:
Any of these items can affect your cart abandonment rate. So, keep evaluating these aspects to make a difference.
Not only CRO, optimization of anything can feel overwhelming to evaluate the existing site and start making improvements.Here are a few CRO marketing best practices to make the process easier.
Did you know goal setters are 377% more successful than peers? Goal setting drives the desired marketing outcomes.Before you start making changes to the current site, get specific, measurable, and realistic goals that allow you to track your progress.For instance, an ideal goal would be – Drive 15% more traffic by (date/timeframe) with a specific strategy (like a change in font or layout).
If you do not listen to your customers, they will leave. Period.You may collect data and learn about your users but understanding them is more valuable. So, dive deeper to know who visits your website. Develop buyer personas that align with the different sets of visitors.Understanding your users deeper will help you optimize your content in the right direction. Also, you can improve the visitor’s on-site experience based on their unique needs and preferences.
Now that you know what A/B testing and MVT are, use both to track your CRO strategies. Both tests can help you make data-driven decisions.Though the uses of A/B testing and MVT are different, when you use them combined, you can test different elements across your website.For instance, A/B testing is great for CTA, copy, headlines, and images. It can help to yield on-page outcomes. On the other hand, MVT indicates the elements that have the largest impact on audience engagement. It can help you optimize off-page elements.
Once you have identified the on-page and off-page elements that you want to test, keep the tools ready.Run the tests, analyze the outcomes, and find out what’s working and what’s not. It will give you a better understanding of your site elements.Further, once you identify the things that are working well, start making widescale changes across the site.
It may be tempting to run a test once and call it a day. But CRO testing is not the one that gets done at once. You must run your tests multiple times to ensure accurate outcomes.Remember these three principles when conducting the tests.
CRO marketing tools can be of different types – web analytics, behavior, CRO testing, sales platforms, etc.Here are the top 3 advanced CRO marketing tools you can consider.
It is one of the best web analytics tools that gives you comprehensive insights into your website performance.With the help of Google Analytics, you can;
Another beneficial CRO marketing tool is Algolia – an API platform that helps businesses to maximize search speed and discovery. The platform also resolves the issue of relevance through AI.With the help of Algolia, your visitors can access the right content or product on your website much faster.The best features of Algolia include;
RevenueHero is a sales acceleration platform you can rely on to multiply your sales growth. The platform ensures a systematic lead management process.The tool facilitates real-time lead routing, qualification, prioritization, and scheduling meetings within a short time. It makes the sales process more effective, thereby increasing conversion rates.A few key features of RevenueHero include;
The CRO marketing process is all about understanding what drives your users, what stops them, and what persuades them.It is with the help of this information that you can offer users the best possible experience. This, in turn, increases your website conversion rates.CRO marketing is not a one-time process. It does not change or interfere with other marketing strategies. Rather, it is a quest to offer users a better experience than today. It aims at enhancing the marketing efforts to convert better.
Here are a few FAQs that can instantly clear the basic questions about CRO.
CRO in marketing is Conversion Rate Optimization. CRO marketing is a strategy that focuses on increasing website visitors taking the desired action. Here the meaning of the desired action can vary depending on the company goals. It may mean signing up, subscribing to newsletters, downloading content, or purchasing the product.
CRO (Conversion rate Optimization) and SEO (Search Engine Optimization) are two strategies that should go hand in hand. While SEO focuses on boosting a website’s ranking in organic search results, CRO constantly tests the website elements to earn more sales, leads, and conversions. Therefore, CRO helps you convert the SEO-driven website traffic.
Suppose a website landing page receives 2000 visitors monthly and has a 10% conversion rate. Therefore, the page will generate 200 conversions per month. If optimizing the landing page elements (CTA, content, colors, spacing, etc.) improves the monthly conversion rate to 15%, then the generated conversions will jump to 300 per month.
Conversion rate Optimization helps to understand customers better. It enhances your SEO efforts, converts website visitors into customers, increases the customer lifetime value, helps to generate new leads, and lowers the cost per acquisition.
Before we dive into the informative part, let us tell you why reading this post is a must!
Did you know that only 22% of businesses are actually satisfied with their conversion rates?
Well, every business aspires to boost its conversion rates regardless of its existing customer base. They aim at optimizing conversions to increase the overall business revenue.
But, how do you achieve optimum conversions?
The answer is sales enablement.
Your sales teams often need the right materials, tools, and other resources to convert leads. And it is through a sales enablement strategy that you can ensure providing them whatever they need to drive more conversions.
So, let’s get down to the nitty-gritty of sales enablement!
Sales enablement is the process of providing the sales teams with the resources they need to drive conversions or close more sales. The resources may include information (on a lead or industry updates), content, tools, and specific knowledge that can help the sales reps effectively convert a lead into a customer.
The goal of an organization’s sales enablement strategy is to successfully provide the salespeople with the resources they need to engage the lead throughout their journey.
Research suggests that a successful sales enablement strategy results in a 23% higher lead conversion rate and 32% higher team sales quota attainment.
Here are the reasons why sales enablement is important for your business.
Though buying behaviors have changed over the years, the fundamentals of a successful sale remain the same.
If your sales team emphasizes the basics like pre-call planning, setting an agenda, call execution, etc. the sales process will be much more effective.
Sales enablement teams and functions help the sales reps to hone these basic skills. As a result, sales reps can have more valuable lead conversations.
Sales enablement promotes consistent and comprehensive training sessions for the sales teams to ensure everyone is on the same page.
The training programs deliver all up-to-date industry information, latest trends, products, technologies, etc. to ensure maintaining a competitive edge.
As defined, the foundation of a sales enablement strategy is to provide the necessary resources to sales reps.
Done effectively, sales enablement can provide the right content at the right time to the sales reps.
Also, sales enablement tools can gather resources like;
− internal and external content,
− value messaging,
− market intelligence, etc., and deliver them to the sales team to keep the leads better engaged.
Though the main focus of sales enablement is to equip the sales team with resources, they are not the only ones enjoying its benefits.
Everyone in an organization who deals with buyers requires the right content and training, aligned with the sales strategy, to engage leads. For instance, the support teams, customer success teams, etc.
All of these sales and customer-related teams can share the sales and training content of sales enablement. They can rely on the information provided by sales enablement teams to enhance customer experience.
Both marketing and sales own sales enablement.
The marketing team provides the salespeople with the resources they need to sell a product/service effectively. These resources include;
These resources support your sales team to interact with the prospects efficiently. Your sales team shares these materials with the prospects to help them make a purchase decision.
Additionally, the sales team can communicate with the marketing team about the missing resources that they need to share with their leads. Thus, the marketing team can get the new resources to enable sales reps to close more deals effectively.
Overall, both sales and marketing impact the sales enablement strategy of the organization.
The first step to creating a sales enablement strategy is to develop a strong sales and marketing team. And to do so, you need a concrete learning and coaching plan.
The learning and coaching plan essentially involves training sessions for sales reps that can help them close more sales. They will understand the product, buyer personas, and target markets in detail.
Further, they can also acquire and hone their soft skills to remain competitive and ensure the best experience for prospects and customers alike.
To ensure a successful sales enablement strategy, you need the right, updated content. That’s because if your sales reps want to convert a lead, they must provide value at every step. Thus, you must equip your sales team with the best possible content.
The more you make up-to-date content like blogs, videos, demos, whitepapers, etc. available to sales reps, the more confident they will be in dealing with the prospects. Hence, you can expect better conversion rates.
While a sales enablement strategy can be implemented manually, the risk of errors will linger. So, without wasting any time, implement the best sales enablement tools and platforms.
Sales enablement technology will support your sales process and ensure that your sales reps efficiently close more sales, reducing the sales cycle.
Your sales enablement strategy must be aligned with your business goals and organizational vision. While you may have the best of resources if your strategy isn’t aligned with your goals nothing will make sense.
So, devise a proper sales enablement strategy, considering buyer personas and the attributes of your sales team. For instance, identifying the stage of the sales process where your reps struggle the most will help you provide them with the right content, training, and tools.
To develop data-driven strategies, reporting and analysis are a must. And to make the most out of the collected data, you must identify qualified leads and implement a standard sales enablement software.
With the help of a sales enablement solution, you will be able to interpret the sales information efficiently. You can also get insights like deals won, leads lost, sales reps’ actions, etc.
An important aspect of the sales enablement process is to put the right leader in charge of the strategy. The leader should be flexible and must communicate with everyone involved in the sales enablement strategy.
Further, the leader must be able to communicate with the other employees of the organization who can deliver additional information to the sales reps.
A sales enablement team must have defined roles and responsibilities to ensure seamless workflow. Certain team roles must be assigned before implementing the sales enablement strategy. For example,
The regular check-ins point toward constant communication between the marketing and sales teams. The sales team must continuously update the marketing team with lead and customer insights that would be beneficial.
Further, the marketing team must share updated content with the sales team that would help them address concerns and sell effectively.
A sales enablement strategy is incomplete without KPIs or metrics. Well-defined sales metrics help you to understand which areas need improvement. Also, you can identify where the sales team needs the most help.
A few sales metrics examples are –
Sales enablement has goals. It is a well-thought strategy and NOT a tool or templated solution that works for every business.
The one-size-fits-all formula does not apply to sales enablement. As a business grows, the objectives and goals of a sales enablement strategy will evolve. In short, it is an iterative process.
Coming to goals, the sales enablement function has three primary objectives:
All sales enablement activities are directed towards achieving these objectives. These activities target specific areas for improvement and create programs, platforms, and processes to boost the outcome.
A few areas that sales enablement activities improve are:
Though the terms ‘sales enablement’ and ‘sales operations’ are often used interchangeably, they are different. Here’s how.
Aligning the sales team and optimizing outcomes determines the success of the sales enablement strategy.
Here’s a blueprint for setting up the sales enablement process.
Sales enablement drives business growth. But to implement an effective process, it must begin with a plan. So, start with;
Building a business case that explains the purpose of sales enablement in the organization or why you need it. Clarify the roles and responsibilities, establish the value of the sales enablement strategy, and ensure leadership’s buy-in.
Next, create the charter detailing the strategy and execution plan. Include the following information in the charter:
Sales enablement focuses on shifting the organization’s focus on customers. It ensures refining and updating customer profiles and buyers’ journeys.
Thus, it helps sales reps to understand what customers are looking for, how to interact with prospects, and what is needed to convert the prospects into loyal customers.
So, to refocus on customers, you must;
For a seamless customer experience, start with building the ideal buyer’s profile. If you already have one, reset it if required.
Though most sales teams know their ideal buyers, update them with the current details. Sales enablement usually reviews and refreshes the ideal buyer profile twice every year.
Sales enablement aligns the sales process to the buyer’s journey to ensure a seamless customer experience. It ensures engagement and a positive experience for buyers, regardless of the stage they are in.
The main goal of sales enablement is to make the buyer’s journey hassle-free, no matter who they are interacting with or why.
Hence, sales enablement trains every sales rep and person in customer-facing roles to associate with buyers at every stage of their journey. This will result in winning customers’ trust and reducing the length of the sales cycle.
There are four main programs that you must develop to support the sales team.
The 2021 Sales Development Report by the Bridge Group mentioned that retaining sales is difficult. The average salesperson tenure is 1.8 years.
With such high salespeople turnover, sales teams always recruit new talents. Thus, sales enablement helps develop an ideal profile of sales reps that includes their skills and experience levels.
Onboarding sets the new salesperson to the organization, its culture, benefits, values, etc. In short, it makes them feel comfortable. But there is no standard onboarding program.
A good onboarding program includes training sessions aligned with the sales rep’s experience level. This ensures that the experienced salesperson becomes productive in no time. Also, the new inexperienced salespeople are given core training.
For instance, B2B sales enablement process will have training programs for freshers and experienced sales reps.
The experienced ones may simply go through the product demonstration while the new sales reps must undergo soft skills training, product demo, and core training to be ready to perform.
One of the main goals of sales enablement is to improve sales reps’ performances. Thus, the process involves training and reinforcement programs to;
Under this program, sales enablement supports the sales leadership roles and managers. It ensures coaching them to drive more revenue.
For instance, the front-line managers get training on how to coach more effectively, sales leadership gets an understanding of how to improve forecasting, and human resources can learn about attracting and retaining top talents.
Sales enablement tools and platforms are an integral part of the sales enablement strategy. They ensure data-driven approaches, better-informed decisions, and better-equipped sales reps.
With the right sales enablement software, you can automate administrative tasks so that sales reps can focus on sealing more deals.
Check out the top sales enablement tools of 2022 here.
The sales enablement process is iterative. That means, it keeps evolving.
Once you set up the process, you must ensure running a feedback loop between prospects, sales reps, marketing team, and sales enablement team. This will ensure a smooth communication flow.
As a result, sales reps will be able to share their insights about the leads. The marketing team can share updates and information with sales reps to help them sell more effectively.
Meanwhile, the sales enablement team can identify the areas for improvement. Additionally, customer success teams can be involved for extra information on existing customers.
To improve your sales enablement process, you must keep it under constant review. At regular intervals, check the KPIs and metrics. Find out how the strategy is performing. Measuring the progress will help you make necessary adjustments in the sales enablement process.
According to a study, 60% of sales organizations report longer sales cycles due to a lack of appropriate sales enablement tools.
So, implementing the right sales enablement software is a must for every organization. Using the right tech and tools will ensure that your team performs more efficiently. It will make the overall sales process more effective.
Sale enablement tools can help sales reps by providing them with the right content at the right time, automating tasks, lead management, etc. Additionally, they can be integrated with the CRM system to improve effectiveness and increase productivity.
Continuous training is an important aspect of sales enablement. To have a strong, high-performing team you must provide training opportunities throughout their tenure.
Apart from onboarding and regular training sessions, employ effective training tools, and teach the sales team to make the most out of these tools. Conduct quizzes, share crucial industry information, test their knowledge, and coach them on their soft skills.
Offer your sales reps the opportunity to progress. This way their productivity will increase and they will be motivated to perform as well.
A good sales enablement tool has reporting and analytics features. These analytics reports provide you the insights into sales performance.
Make it a ritual to evaluate these insights now and then. It is through insights that you will understand how your strategy is performing – what’s working for customers and what’s not.
Also, taking a data-driven approach to reduce the sales cycle and making informed decisions based on performance insights, will help you optimize the sales process.
Sales enablement can be successful only when the sales and the marketing team work together. Both teams must be closely aligned so that they can share the right information and the right content with each other.
Also, establishing a good communication system between both parties is a must. Together, they can access all content, drive better customer engagement, and ultimately boost conversion rates.
Your sales enablement strategy may not perform up to the mark if you do not have a proper content strategy.
High-performing businesses use sales enablement software to track how effective the content is. They evaluate and measure various metrics and analytics to identify the content that is performing well and the ones that are not.
Also, with a proper content strategy and set KPIs, you can track the content pieces driving engagement. Thus, you can ensure a high-performing sales enablement strategy.
Since there are plenty of choices out there, here’s a list of factors you can consider to choose the best sales enablement tool for your business.
A simple UI works best. It enables the sales reps to navigate easily. Moreover, other stakeholders can also use the tool if required. They would not need additional training if the tool is simple and user-friendly.
Though most sales enablement platforms provide CRM integrations, ensure to check for it. CRM integrations help you to directly deliver materials and content into the CRM. Thus, your sales reps can easily access them from the CRM system.
Sales enablement involves several departments – sales, marketing, product, human resources, etc. So, look for a solution that enables easy collaboration across departments.
Does the tool provide the facility for delivering training resources to the sales team? Find out whether or not the platform is equipped with tools to support training sales reps.
One of the most significant features of sales enablement software is reporting and analytics. Ensure that the tool has an advanced analytics system to generate insights from the sales performance.
Finding the right content at the right time is critical. So, figure out if the sales enablement software has the functionality for easy content access. It will save time for sales reps and make them more productive.
The sales enablement tool you get must have an easy-to-handle content creation tool. Check if you can create quality content fast without wasting any time. Ensure that the sales and the marketing function are working at the same pace.
Sales enablement has far-reaching impacts on business growth. With an ideal sales enablement strategy in place, you can transform your average-performing sales team into a high-performing team.
Here are a few top benefits of sales enablement.
Businesses with sales enablement achieve a 49% win rate on forecasted deals, compared to 42.5% for those without.
Sales enablement benefits your sales team. It helps the team to operate more effectively and efficiently.
Sales enablement tools integrate easily with CRM systems making every process strategically aligned with the sales department.
The sales team can access data and make changes whenever required. Resultantly, sales reps can focus more on selling than on data entry and updating.
Sales managers’ buy-in is crucial as they play a pivotal role in implementing sales enablement strategy.
The perfect sales enablement program backed by advanced tools and tech can empower sales managers to hire better and speed up the ramping process.
According to research, sales enablement can reduce new-hire ramping by 60%. Also, it decreases the time spent on admin by 30%.
Sales reps undergo a lot of training to ensure successful deals. In addition to new sales reps’ training, there’s ongoing training for the existing sales reps.
Furthermore, sales reps may not retain all of the training information no matter how good the training material is unless visited regularly.
With sales enablement, sales managers and leaders can design and implement training initiatives and make them easily accessible to the sales reps. These training materials can be pulled out from the system whenever required. As a result, you can see an increase in the sales training effectiveness.
Sales enablement helps the marketing and sales teams to collaborate and work towards driving revenue. It systematizes the sales process, making it more effective and efficient.
With the growing competition around, you cannot deny the importance of a sales enablement strategy in your organization. Statistics say that there has been a 343% increase in the adoption of sales enablement over the past 5 years.
So, what are you waiting for?
Devise your sales enablement strategy and partner up with a platform like RevenueHero. This platform can ensure hassle-free lead qualification, routing, and prioritization. Essentially, RevenueHero can ensure creating a positive impact on your bottom line ROI.
Ideally, your sales funnel would consist of a single step—from leads to clients! Your archetypical customer would approach you, already in love with your product and ready to hand out their cash. What a dream!However, in reality, you have to jump hoops between the lead and opportunity stage, and even then, those opportunities convert into paying customers only if properly managed.For many B2B companies, 73% of leads are not ready for sales—and the secret to undermining that statistic is known to only a few.Want to know how to nurture your leads to make them sales-ready? Then let me tell you—all you need to know is the differences between a lead and an opportunity and the right ways to head them both, all the way to the end stage i.e., trusting consumers.In this blog, I will discuss what leads and opportunities are, how they are different, the correct ways to manage them, and the different ways to convert leads into opportunities through your sales pipeline.
A lead, is simply someone who has shown the first signs of interest in what your company is trying to sell. They have learnt about your products or services from a variety of sources viz. Socials, affiliates, referrals or maybe a Google search—and filled out a contact form on your website or subscribed to receive your push notifications.
Let’s explain this with an example. Suppose you are a marketing agency for B2B SaaS brands. Now, a lead would be someone who books a discovery call from your website, to inquire about your LinkedIn organic growth services. It could also be someone who subscribes to your newsletter from your website.Two things that characterize a lead: first, they are interested in what you have to offer, but you don’t know whether they will buy, and second, you haven’t engaged them yet. Without your sales rep contacting them, you have no idea what it is your lead wants from you, whether you can fulfill their needs if their budget aligns with your quotations, and lastly, if they want to buy from you now or a little later in the future.
A lead is someone who has already engaged with your brand and its marketing verticals (congratulations, your ads worked!).They know what you do and probably, want to buy from you (if not now, then in the future). However, since these people are already connected to the value you provide, they are primed to provide you with suggestions and feedback to improve both your product and customer experience. The leads you nurture well can eventually turn into brand loyalists and your revenue on the retainer.
Now, let’s see what different types of leads there are and what are the best ways to nurture them throughout your sales pipeline:Note: You should always qualify and categorize your sales leads in business, so that you know how to market your products/services best.
A cold lead is someone who exactly fits your ideal consumer profile but hasn't expressed any interest in your product yet. You can compile your list of cold leads using a lead generation software or even, thorough market research. One of the hardest type of leads to convert into prospects, you must learn the art of communicating with cold leads, since they are your potential target customers.How to communicate with them?
A warm lead is a potential customer who is already familiar with your company's operations or even simply your name. These are the leads that just so happen to read your blogs, view your videos, or maybe became familiar with you through a previous interaction.How to approach them?
The type of lead has expressed interest in your business presently. They may have completed a demo offered by your business or even contacted you directly to request more information. These leads need to be addressed immediately since they can lose interest if you wait too long to answer. They may also contact your rivals immediately to see which strategy will work best for them.Hot leads are characterized by three features:
The way to convert hot leads to acting fast! You must still research their business to tailor your value proposition to their needs. Still, if your products/services serve their purpose, these leads can usually be closed after a couple of follow-ups and pushed into your sales pipeline towards being converted into paying customers.
These are the type of leads who found you via. Free gated content, such as an ebook or a case study. They may not have any specific interest in buying from you, but you have access to their contact details—which you can use to follow up with them to qualify their chances of purchasing your products/services.Here’s how you can reach out to your IQLs:
These kinds of leads are qualified for fast sales—they are interested in what you’re providing and want solutions to their problems as soon as possible.Here’s how you can assess the quality of MQLs:
It shouldn't be too difficult to convert these leads into customers because they are interested in learning more about your products. You can easily complete the qualification procedure by email or voice chat. You can arrange a demonstration or presentation if you think they are prepared.The only thing to remember is they also might be interested in what your competitors might have to offer, so you need to be persistent and follow up with them regularly.
A sales-ready lead can be qualified as someone who wishes to talk with a salesperson. They might still be debating whether to buy from you, but they are curious enough to bring it up.How you qualify sales-ready leads is up to you, though. A company may consider a lead sales-ready if they have attended a webinar, while others may only qualify them when they have expressed buying interest.Marketers effectively use the BANT strategy to qualify such leads:
Just because they are sales-ready doesn’t mean they want to buy from you currently—you need to nurture them with regular communication to convert them into paying customers.
A sales-qualified lead (SQL) is prepared to meet with your sales team. They are prepared to buy because they have shown great interest in your offers. They might still be contrasting your offering with your rivals, though. You should treat these leads as really hot and get in touch with them immediately. All you need to do is get in touch with these fully qualified prospects, confirm their identification, and then start guiding them through the sales process.There are multiple ways to generate sales-qualified leads (SQLs):
An opportunity is typically an individual with a good probability of becoming a customer. In other words, they have a pain point that your offering can help them solve. They have the funds and are prepared to make the transaction. It is now up to the salesperson to close the deal.A sales opportunity is more formally known as a qualified prospect. A company must establish precise standards to determine if a person qualifies as a sales opportunity. The sales pipeline is created by the criteria or standards established by the companies.Most B2B businesses lose a majority percentage of sales because sales representatives do not qualify opportunities before putting them through the entire purchasing process—which is why it is important to look into each sales opportunity individually, and qualify them. You can do that according to the BANT framework i.e. verify whether the lead approaching you has (a.) the budget to buy from you, (b.) the authority to make the purchasing decision, (c.) an urgent need for your product/service and, (d.) if they want to invest now or later. You can also use technology such as a CRM tool to automate the lead qualification process.
They are prepared to purchase, which is a clear win. They are significantly more likely to make a purchase than a lead or prospect—and you hardly have to work hard to close the deal.You already know there is a need at this point; all that is left is to guide them through the sales pipeline, into becoming loyal consumers.
Let’s talk definitions.A typical top of the funnel inbound "marketing-generated lead" is a request for a white paper or eBook. A "sales-generated lead" is an outbound asset, such as a caller who expressed interest in speaking with an SDR or scheduling a call.A “sales opportunity” is the penultimate stage in a sales funnel, who is usually a qualified prospect already familiar with the free marketing and sales materials you have available to attract customers—and is interested in your offers, in an authoritative position to make the purchase decisions and on a time crunch to find solutions to their company’s pain points.The BIG difference between leads and opportunities is that a lead is not a sure thing, meaning they may not possess one (or more) of these following attributes, that can turn them into a sales opportunity:
An opportunity, however, is a potential source of revenue for your organization, if managed right. The challenge to converting a sales opportunity into a paying customer, is to simply show them why you are the best at you do.Now, how do you qualify the quality of a lead? You can do that using the BANT framework as discussed above. Qualifying lead quality helps you focus your attention where it is needed, and saves you hours of verifying whether every lead you receive through your various marketing channels is worth chasing or otherwise.
Let’s face it. Keeping track of your leads is hard. When you are going into marketing your products/services fully prepared, you should be prepared to manage the leads coming out of every marketing channel.Be it networking at events, running organic/paid social media campaigns, hosting webinars where you sign up prospects through an online lead gen form, or getting recommended by affiliates and referrals—you should have a system to log in every lead you get for qualification by your sales reps.That’s where a CRM comes in.
A CRM or a customer management tool is a schema of processes your company should implement to manage all communications with current, former, and potential clients.A CRM tool benefits your business and especially, your sales team, by storing all necessary contact details of both inbound and outbound leads in the same space and updating the status of each lead, being engaged in real-time. It basically:
This all enables you to close more sales, improve lead connections, and accelerate your sales process.
Now, there's a very elementary difference in the managment of leads vs. opportunities using a CRM tool.
As for contact management, your CRM tool acts like a hard drive for storing information about your past, present and potential leads. It hosts all the information in one place—phone numbers, email addresses, past purchases, personal details, etc. It makes things fast and easy for you to locate and share that information with both your marketing as well as your sales teams.Lead and opportunity management is important for both your marketing and sales teams.Your marketing team needs to know about your leads and where they came from. It helps them create email campaigns that are successful and make marketing investments that have a high return on investment.Your sales team, meanwhile, needs to be aware of the opportunities to determine possible sales, cultivate connections and generate income. Opportunities in the pipeline are crucial to sales managers. They aid in potentially generating income and estimating your company’s future performance through the pipeline management data.
Pushing your lead through the sales pipeline and converting it into a paying opportunity is what your marketers and sales reps aspire to do. For this, they try to tick off the following boxes:
Besides these basic steps, here are some ways you can effectively convert qualified leads into paying opportunities:
To capture the right leads, understand the market that you’re operating in, and the behavior of your target audience. Use demographics (age, gender, education level, employment), geographic (location, address, region, country), and socio-economic (life-style, social class, personality, attitude) data of your target audience to show them relevant content and even incentivize them to convert into leads.
Select only those leads based on the business context that you believe would be actually beneficial to your company and are interested in purchasing your goods or services.Investigate these leads carefully, analyze their intentions and interactions with your platform, look into their most recent sales activity, and then get in touch with them. This is crucial, since if your sales team follows up on every lead for your company, they will not only waste a lot of time and effort.You can assess a lead's worth and significance using the lead scoring tool. Lead scoring is considered as a top revenue contributor by 68% of highly efficient marketers. The better it is, the bigger the lead score. Lead quality also entails selecting only those leads with the ideal profiles who can be converted into loyal customers over time.
Nurturing your leads is a regular exercise, lest they lose their iinterest and intent to buy from you.Be modest if you call them to get in touch with them. Make sure they are satisfied and address any of their questions and concerns. Inquire if they'd be interested in a demo call to better understand your product(s) or service(s), frequent updates on your brand's offers, or anything else related. Make it clear to them that you care about them and would stop at nothing to help them better their business and revenue.Delve deeply into the platforms that prospects utilise to interact with your brand. To reach out to them, try utilizing your complete gamut of marketing methods like emails, cold calling, social media, etc.
It is essential to follow-up with your targeted leads on a regular basis and in a timely manner. They must develop the impression that you are concerned about their wants and are ready to give them all the services they require.Don't give up after making that initial demo call or after sending your target audience one or two emails. Follow up with them frequently. Inform them about the services offered by your company and emphasise your unique selling propositions.
Having two divisions within your sales staff is always a good idea; one that handles all of your current customers, and the other to manage all of the new leads your company generates.Another way to help your sales team is by utilizing a decent CRM system to track your prospects' sales progress and other associated actions. Additionally, you can employ specialised personnel to keep an eye on and distribute leads to various sales managers. This will assist your sales staff in managing all incoming leads and managing their sales funnel throughout the whole purchase process.
82% of customers responded that their purchasing decision was impacted by reading positive customer reviews and product testimonials. So, make the most of your customer reviews.Make prospective clients read the reviews of your satisfied existing customers to earn their trust. Add them on pages like the home page, pricing page, blog page, and others where people are most likely to read them.You must correctly feed and nurture leads throughout their sales journey to turn them into trusted customers. You should determine your lead conversion ratio and keep track of every individual lead’s journey to identify any opportunities your brand may be missing to convert leads into clients.
Qualifying leads into sales opportunities and moving them through the sales pipeline to convert them into paying customers is the backbone of any business. As we discussed above, having an efficient system to verify the quality of leads, communicate with them and find the intent behind their buying decision—is a priority in today’s fast-paced digital selling setup.Consumers that approach you for your products/services are already well-informed, from studying your website content, following your brand on social media and reading your past customers’ reviews on Google. They have probably even evaluated you alongside your competitors and are primed to make a decision, even before they send you their first inquiry.What helps you with closing such deals then? First, directing these qualified leads through the fastest route to your sales reps, without wasting their time.Turn these leads into opportunities with RevenueHero.This sales acceleration platform handles lead qualification and routing, scheduling, and prioritizing leads based on high-value offers as well. Combined with a reliable lead scoring system and seamless integration into all the tools in your GTM stack, you can convert as many prospects leads into sales opportunities as you’d like, and never run out of a full sales pipeline.Wish to learn more? Check out the platform!
What’s the first thing that your leads want?They want you to win their attention!Earning your lead’s attention is the first step toward lead management. After that, going for a quick revamp of your lead management strategy to meet the leads’ evolving needs won’t be a bad idea.Thanks to lead management automation tools, businesses can be in their best form to garner attention from their leads.But before you get to the tools, you must ensure that you have the right lead management process.And if you’re new to following an organized and effective lead management process, keep calm and read on.In this post, I’ll walk you through the ABCs of the lead management process – what it is, its importance, stages, lead management best practices, metrics, and much more.So, let’s begin with a cup of coffee!
Lead management is acquiring and managing potential customers until they convert. It involves capturing leads, qualifying, and engaging them to a point where they make a purchase.
Lead management is quite complex but popular. It involves several steps and strategies to track prospects, engage, and nurture them to ensure conversion. Let’s get into the details of lead management stages down the line.
A proper lead management process can help you understand your customers better. Not only that, lead management can contribute significantly to your business growth. Check out a few statistics here.
So, the better lead nurturing and engagement, the higher the conversions and revenue.Besides more conversions, here are a few other important reasons why the lead management process is vital.
As mentioned already, the lead management process is all about;− capturing leads and tracking their behavior across all channels,− nurturing them with valuable content,− managing interactions, and− helping your sales team to push them faster down the sales funnel, thereby making a successful conversion.There are five main sales lead management stages included in the process. Let’s size up!
Where do you find your leads?Email marketing, social media channels, inbound calls, website forms, seminars, referrals, etc.A good lead management tool or software can capture leads automatically from all sources and feed them into your CRM system. It prevents the risk of leads falling through the cracks.Lead management combines your lead generation efforts with sales opportunities. As you run marketing and sales campaigns for lead generation, this lead management stage ensures collecting these leads from several sources and bringing them to a single platform.
Did you know 67% of lost sales are due to improper lead qualification?Qualifying leads is a vital stage of the lead management process. It ensures quality leads and increases the possibility of higher conversions.Sending all the captured leads directly to the sales team simply increases their workload resulting in a drop in productivity and waste of time. Thus, it is critical to qualify leads based on:
When qualifying leads, ensure that you record this information for future reference. Lead management platforms can help you store and access qualification data whenever necessary.
Lead distribution is assigning the right leads to the right sales reps. Let’s say, you have a team of sales reps with experience in different B2B products and geographies.How would you determine the best sales rep for a lead?Here, the lead distribution process comes in.For instance, you can;
Though you can assign leads manually, having good lead distribution software is an asset. Lead distribution solutions can ensure routing the leads based on your predetermined criteria.In fact, with an automated lead distribution system, you can expect a whopping 87% higher conversion rate. So, look for a platform like RevenueHero that works best for lead management and witness your sales soar higher.
Lead nurturing is a process in itself. It involves building a relationship with the leads through consistent interaction and engagement.This stage of the lead management process consists of strategies like running educational campaigns, promotional campaigns, sending informative and follow-up emails, and engaging the leads with valuable content like blogs, newsletters, e-books, etc.At each sales funnel stage, provide leads with appropriate content to help them make an informed purchase decision.
The final stage of the lead management process is conversion. The best thing about this stage is that if you ensure proper performance in the above four stages, the lead is bound to convert.At this stage, the lead makes the buying decision. So, if the lead's interest in your product is genuine, they have the budget, and the product addresses their needs in the best possible way, you can expect a successful closing.To seal as many deals as possible, track all the other stages of lead management minutely. Let the lead management process flow seamlessly without any friction. The better the user experience, the higher the conversions.
Your sales process is far from efficient without a properly defined lead management process. Here are the possible challenges you may face without a lead management process.
Manual lead hunting, qualification, typing and sending emails, and follow-ups can get exhausting. In fact, your sales team may miss out on quality lead interactions with the administrative work overload.With a lead management process, your sales team can focus more on closing more sales. At the same time, the repetitive tasks can be performed automatically with an effective lead management process.
An overview of the lead’s experience across different touchpoints can help you provide them with a better experience. That’s why a lead management process is essential. Moreover, a lead management process enables the tracking of a lead’s activities on your website. Therefore, you can score the leads based on their actions and prioritize the high potential ones.
Without a lead management process, your sales team cannot understand the prospect’s requirements. Hence, they cannot personalize customer experience or send custom emails on time to build long-lasting relationships with prospects.
The ultimate impact of not having a lead management process is declining conversions. Without a proper process, your sales and marketing teams may miss out on follow-ups, fail to prioritize leads, and personalize experiences, resulting in leads falling through the cracks.
Your lead management workflow can only get better with a solid lead management process. So, if your organization lacks one, follow these lead management steps to implement an effective method.
Who are your potential buyers?Where do they stand in the sales process?What are the buyer personas?Address these aspects at the initial stage of implementing a lead management process.Your marketing team must identify the buyer personas to focus their marketing efforts in one place. First, try and create a profile based on your existing customers. Here are a few starting points to carve out the buyer persona.
Besides, you must also dig deeper to find out the job position of the lead, their mindset, how they visited your website, etc.
The lead management process begins with the marketing team determining the first point of contact of the potential lead. To generate leads, you must know their source. This, creating and tracking content is vital.
Lead scoring is an essential part of the lead management process. It helps to determine the lead’s interest in your product.Demographics and behavioral details are potential factors in determining a lead’s score. Based on this information, you can check if the lead can qualify or not because;
To ensure a sound lead scoring system, spend time determining the factors critical to your business. Then you can develop a lead scoring system that best suits your business.
Use the collected lead data in this step. Know your leads’ interests and their likely position in the sales funnel.The leads who aren’t sales-ready yet can pass through a good lead nurturing campaign. Many of these leads can be in the awareness or research stage, finding the solutions to their pain points.Provide these leads with relevant content, and educate them with useful blogs, product demos, tutorials, promotional offers, etc.Here are a few practical tips for creating an ideal lead nurturing campaign.
Once you are sure that the lead is sales-ready, pass them off to the sales team. Take a look at the lead scores to identify the qualified leads. Here’s how you can pass off the lead strategically.
Track and measure your leads throughout the sales funnel. Even though they are passed off to the sales team, keep tracking and evaluating as needed.The primary motive is to keep the leads moving through the sales funnel without being lost or sent back to the nurturing stage.
Along with focusing on leads, evaluate your processes as well. Find out what works and what doesn’t so that you can wipe out the roadblocks and make the sales process seamless.7 Tips for Improved Lead Management
Lead management is a complex process. And for those who haven’t tried it yet, it may be challenging to plan, manage, and optimize the entire lead management process.To help you, I have created a list of six tips to improve your lead management system process flow.
Before anything else, craft your buyer personas. Create an avatar to list their most important characteristics or traits like;
Creating a buyer persona will help you provide more targeted information to the prospects. At every step of the lead management process, you must use this persona to ensure that the prospect feels like your interactions are personalized and just for them.
Even though you create a buyer persona, you must know that no two leads are identical. So, to optimize your sales lead management, personalize the lead capture process. Here are a few quick ways to implement personalization.
I have already mentioned lead scoring above. It is one of the most valuable and effective ways to improve your lead management process.Score the leads to rank them based on their sales readiness. Then, use our predetermined criteria for qualifying the leads as ready to talk to the sales team.Scoring helps with lead prioritization and also improves alignment between marketing and sales. It also streamlines the follow-ups with the right leads.
Create targeted content for unqualified and qualified leads with low lead scores. These leads aren’t a great fit currently, but they can be sales-ready with proper nurturing. So, focus on the content you offer them.Run email marketing campaigns on autopilot. Personalize these emails and provide the right content based on their stage of the buying journey.For instance, if the lead is still in the initial stages, send them content that introduces your product and tell them how it can address their needs.You can also invest in webinars. Invite qualified leads and unqualified groups in separate sessions and provide them with relevant content. Delivering valuable information can help you build relationships and win their trust.
Don’t make your sales team search for data when they need it the most. And prevent blunders like inaccurate lead information by cleaning your database.Maintain database hygiene and ensure that the information you have is accurate. Some good practices for cleaning data include:
Your lead management workflow can perform the best with tech integrations. Integrations play a massive part in optimizing your lead management process.So, invest in the right lead management automation software. It will help you capture, organize and update leads systematically.Also, lead management automation systems can eliminate the tedious and repetitive tasks often performed by sales reps. Thus, they can focus on lead interaction and conversions.
The process of passing qualified leads from marketing to sales is crucial. Here’s why-Website leads go cold within 90 minutes. Shocker!So, you must ensure that the lead routing process takes place faster than ever. Though a quick follow-up is fine, it isn’t enough. You must set up a detailed process for fast and efficient lead routing. There are two options here.
Here are six benefits you must know about if you’re still looking for reasons to implement a lead management system.
Keeping tabs on every lead is a daunting task. Also, it is hard to identify the leads that would convert. So, you need lead management software to make it easy for you to track leads.Lead management software ensures monitoring of every lead and their interactions with your website, thereby helping you optimize the experience for leads closer to converting.
When you have hundreds or thousands of incoming leads, it is impossible to filter the high potential leads manually. Here comes the role of a lead management system.Lead management systems usually have a lead scoring feature that automatically assigns scores to leads based on their actions. Thus, you can identify the leads with high scores as the most potent ones. Further, you can also get insights into lead engagement from the scores. As a result, you can optimize your communication towards the highest score lead first.
When your goal is to increase conversions, speed to lead is crucial. But responding to each lead manually may keep them waiting for long. So, automated responses to the lead’s queries work best here.One of the best advantages of implementing a lead management system is to respond to leads instantly with an automated email. Also, you can schedule lead nurturing emails and automate follow-ups.
A lead management system can assist your sales team in the best way, resulting in the team’s increased efficiency.A lead management system keeps the flow of leads organized and helps optimize sale staff by instantly assigning the incoming leads to the right sales rep. Results? A highly efficient sales team.With the different features and capabilities of a lead management system, your sales reps can actually focus on converting more leads into customers. Also, they can customize their lead interactions based on lead insights and analytics.
It is critical for your marketing and sales teams to be on the same page to create a smooth flow of the sales process.A lead management system ensures that the marketing and sales teams learn from the same datasets and work together harmoniously. Thus, both teams stay on the same page, and the risk of miscommunication reduces as well.
A lead management system makes improving your buyer’s journey easier. With a lead management system's reporting and analytics capabilities, you can track your leads effortlessly and understand their interests better. Also, you can know your audience’s demographics in detail. Thus, you can improve and personalize your buyer’s journey based on these insights.
Want your lead management process to work better for you? Then implement these best practices to achieve the best results!
Identify the lead sources that bring you the most productive sales leads. For instance, you may attract the best high-potential leads from your blogs and product videos as these contents are relevant to the target audience and deliver high value.You can leverage the relevant content to attract leads by protecting them behind a web form. That means to access the content; the prospect needs to fill out the form. Thus, you can record the lead information in your system.Even after attracting the leads, track them to find their type. Also, keep monitoring the leads after they purchase to understand their satisfaction and needs. These lead lessons will help you improve the process and make the sales cycle more efficient.
As leads travel through the different sales process stages, map out how they are documented. Before you expect your lead management automation software to give the best results, define how the leads will be followed-up.Chalk out an ideal sales process before you begin changing your map. A benchmark or vision will help you achieve the perfect sales process.
According to a survey by Gartner, organizations believe that poor data quality is responsible for average losses of $15 million per year.Moreover, about 60% of the surveyed organizations have no idea how much bad data costs their business.To avoid such overwhelming losses, make small changes like monthly reviews and deletion of duplicate entries to improve data quality. It will help you;
Anonymous visitors to your website can give you a lot of information. Although they may never fill out your form, you can track their IP address and location.The information about anonymous users can also help you determine whether or not you are getting the right people to your page or website.You can think of tweaking your message in social posts and ads if you have too many visitors and too few leads.
How to know if your lead management process is working or not? By tracking metrics!Here are the three most important metrics that indicate whether or not your lead management system is working.
CPC tells you the amount spent to acquire a customer. You can calculate CPC by dividing total ad cost divided by the number of conversions.Your objective is to reduce this metric as much as possible without affecting the best outcomes. Ask yourself these questions when calculating the ad costs:
Addressing these questions will help you determine the balance between tactics that generate higher leads but are expensive and tactics that generate lower leads but are affordable.Balance both tactics can help you generate leads without spending massive amounts.
Measure your conversion rates to evaluate the lead management process. But before doing so, set a benchmark conversion rate per industry standards.You can also set a conversion rate based on your past performances. For instance, if your previous year’s conversion rate was 5%, set a benchmark of 10% in the current year.To improve your conversion rates, there are a few things you can consider working on:
Is your lead response time within 5 minutes? Or 30 minutes? Or do you take 24+ hours to make contact with your lead?To capture leads, you need to be fast. The faster you respond to your leads, the more likely they will convert.When a lead makes initial contact, try interacting with them within 5 minutes of contacting you. It is the golden window you must aim to achieve.Research says 78% of customers buy from a company that responds to their inquiry first. So, grab that chance and don’t let your competitors take over.
Getting the best lead management software is essential to make your lead management process seamless and efficient.Here are a few features you must look for when purchasing a lead management tool.
Your lead management tool must be able to capture leads from various sources like websites, events, social channels, marketing campaigns, etc.If you have an existing list of leads, the best lead management tools help you import these and eliminate duplicate entries, thereby cleaning the data automatically.
The best lead management systems assign incoming leads to sales reps based on predetermined criteria.For instance, to assign leads based on geography, you can input the criteria in the software and get leads from a specific location given to reps from the same geographic area.
Tracking multiple leads manually is a big no-no. Lead management software can follow each lead seamlessly without your intervention. In addition, it helps sales reps to access previous records of interactions like meetings, phone calls, and emails and also reminds sales reps of follow-ups.
Your lead management tool must enable users to track significant metrics like conversion, close ratios, acquisition rates, sales cycle, etc.
It must also help users identify suitable lead sources, lead quality, and evaluate performance. Advanced tools can also help you discover trends and patterns in marketing processes.
Data security measures are a must in your lead management tool as lead data is highly confidential. You do not want it to land in the wrong hands or even internal teams. Hence, ensure that the tool has top data security protocols.
The best lead management tools integrate with your existing tools, like CRM systems, product development platforms, etc. Your lead management system must connect to your existing software through native or supported APIs or integrations.
While many lead management tools are out in the market, I have handpicked the three best ones (with great difficulty!). Here they are:
The lead management tool has one of the best features, a lead management software by Salesforce. It is best suited for enterprises that require advanced lead management features. The software nurtures leads, automates the sales process, and tracks the marketing ROI.Key features
Users can start with a 30-day free trial. But the price range of the software is relatively high. So, it seems to be a fit for enterprises or large-scale businesses.
A sales acceleration platform, RevenueHero offers users the necessary lead management software features. The tool allows marketing and sales teams to qualify leads, route them in real-time, and schedule instant meetings.Key features
For pricing details, contact the RevenueHero team.
Apptivo has several features, along with lead management. It can effectively track leads and manage them in a centralized database.Key features
Compared to Salesforce, the platform is affordable with a 30-day free trial and a free forever starter plan.I promise many lead management tools will be added to this list. Want a few more options? Check out here.
I hope there’s no doubt regarding the importance of a solid lead management process.To stay ahead of the competition, you must (ASAP) implement a sales lead management process if you haven’t already. Once you implement the process, you can make continuous iterations to achieve perfection.Manage your leads efficiently; nothing can stop you from witnessing a massive surge in conversions and bottom-line revenue.
While several enterprises have leveraged the benefits of a lead management system, many small businesses are still unaware of the significance of a lead management process.Now that I have provided you with all possible details of a lead management process, you must consider planning and implementing one soon enough.To help you out, there are platforms like RevenueHero. RevenueHero is a lead conversion software that can make your lead management process a breeze. The platform has a few promising features, like instant scheduling of meetings and real-time lead routing, along with lead qualification and prioritization.So, once you start working with RevenueHero, nothing can stop you from creating a solid lead management process.Click to learn more.