Post by amirmukaddas on Mar 10, 2024 3:20:38 GMT -6
After activating lead generation campaigns with the aim of getting users to respond to our call to action and obtaining valid leads, it will be necessary to deal with the management of the contacts obtained . First of all, we will have to activate automated systems that will sort and validate the leads obtained through the use of software that will be able to grasp the value of each contact and give it an initial classification to identify the type that presents the highest rate of conversion into customers. Following this first selection, it will be necessary to start a follow-up process using marketing automation , which through lead nurturing activities leads to maintaining contact with potential customers along the various phases of the buyer's journey. In fact, let's remember that leads present themselves as sales opportunities that must be nurtured to be realized . The various users will therefore receive ad hoc content, for example via e-mail, which can bring them closer to the company and optimize the chances of leading them over time to complete the purchasing process of the product or service for which they had already shown interest.
Obviously, for the lead nurturing campaign to achieve the desired objective, the contacts must be segmented in a functional way, based on parameters such as the correspondence with the buyer persona, the phase of the purchasing process in which the potential customer is, the products and services of interest to you, … In parallel with the nurturing activity, lead scoring must also be carried out , which allows the company's various leads to be classified using a score assigned based on characteristics and behavior, in such a way as to be able to identify the contacts ready to be passed on. from the Denmark Telegram Number Data marketing department to the sales team. Marketing Automation Lead scoring: how to qualify contacts The lead scoring activity is crucial to assign the right priority to each contact and not rush any step in the sales process, and therefore ensure that the leads at our disposal can convert into satisfied customers. It consists of assigning a score to the actions performed by various contacts , such as downloading premium content or using a chatbot via the company website. The objective will be to qualify the contacts and divide them into: Marketing qualified leads (MQL) Sales qualified lead (SQL) MQLs are all those leads identified by the marketing department as potential customers thanks to actions carried out by the users themselves, but who are not yet ready to complete the purchasing process .
These are those who show a general interest in the company's offering, for example by subscribing to the newsletter, filling out a form, creating wishlists, visiting the social pages managed by the organisation. The contacts belonging to this category, being still in the early stages of the buyer's journey, will continue to be subjected to lead nurturing campaigns which the marketing department will take care of. SQLs , on the other hand, are users who, through their behavior, express a high and growing interest in the company's products and services, thus showing that they are ready to become customers. Among the actions that can indicate belonging to this group we find, for example, the request for direct contact with customer service and participation in the free trial of a service. Their contact will then be transferred to the sales team, who will take action to conclude the sale. The purpose of this subdivision is clearly to reserve the appropriate treatment for each type of lead, involving the marketing department on the one hand and the sales department on the other.
Obviously, for the lead nurturing campaign to achieve the desired objective, the contacts must be segmented in a functional way, based on parameters such as the correspondence with the buyer persona, the phase of the purchasing process in which the potential customer is, the products and services of interest to you, … In parallel with the nurturing activity, lead scoring must also be carried out , which allows the company's various leads to be classified using a score assigned based on characteristics and behavior, in such a way as to be able to identify the contacts ready to be passed on. from the Denmark Telegram Number Data marketing department to the sales team. Marketing Automation Lead scoring: how to qualify contacts The lead scoring activity is crucial to assign the right priority to each contact and not rush any step in the sales process, and therefore ensure that the leads at our disposal can convert into satisfied customers. It consists of assigning a score to the actions performed by various contacts , such as downloading premium content or using a chatbot via the company website. The objective will be to qualify the contacts and divide them into: Marketing qualified leads (MQL) Sales qualified lead (SQL) MQLs are all those leads identified by the marketing department as potential customers thanks to actions carried out by the users themselves, but who are not yet ready to complete the purchasing process .
These are those who show a general interest in the company's offering, for example by subscribing to the newsletter, filling out a form, creating wishlists, visiting the social pages managed by the organisation. The contacts belonging to this category, being still in the early stages of the buyer's journey, will continue to be subjected to lead nurturing campaigns which the marketing department will take care of. SQLs , on the other hand, are users who, through their behavior, express a high and growing interest in the company's products and services, thus showing that they are ready to become customers. Among the actions that can indicate belonging to this group we find, for example, the request for direct contact with customer service and participation in the free trial of a service. Their contact will then be transferred to the sales team, who will take action to conclude the sale. The purpose of this subdivision is clearly to reserve the appropriate treatment for each type of lead, involving the marketing department on the one hand and the sales department on the other.