7 Ways to Build a Lead Management Strategy

Sep 26, 2022
5 mins

Generating leads for your business is a very important part of your businesses’ success. However, if you don’t have a plan on how you are going to turn your leads from potential prospects into committed customers, your business can miss out on huge opportunities. 


This is why your team needs a Lead Management Strategy. It is the system that your business will use to attract, monitor, and engage leads from their initial contact with your business to the final moment they decide to invest in your business. 


Are you curious about how you can build a lead management strategy for your business that guides prospects in a strategic and thoughtful way?

Well here are seven tips to ensure you are capturing as many leads as you deserve and not letting any pass you by.


1. Identify the phases of your lead’s journey

When individuals search the web for a product or service, they do not immediately go on to become your prospective customer in a single step, or move from a marketing qualified lead (MQL) to a sales qualified lead (SQL) in a single step. In order to effectively manage your leads, you must understand and learn the typical phases that they go through. What occurs after you capture a lead? How do you continue to support and engage with them? When and how are you communicating?


2. Understand your ideal customer(s)

It is important to not only know what you are doing, but to understand who you are doing it for. The lead management strategy you enact should be created with your target audience in mind. You’ll want to ask questions to get to know your customers better, such as: What is their day to day like? What are some of the challenges they face? How do they make decisions? Gathering this type of information from your customers, can be used to create buyer personas, which combine market research and data about your existing customers to produce representations of your ideal targeted customer. If you don’t have buyer personas already created, make sure to build some so you are able to better think about how customers might respond to the business techniques you’ll use.


3. Make Information readily accessible

Ensuring that you communicate clearly, before, during, and after a sale is essential. When you are first reaching out to leads, you should include basic information about the services or products you offer. This is not the time to get caught up in sales jargon and gimmicks, because people become frustrated when they are not able to easily and effectively find answers. Additionally, your contact information should be unmissable and direct. You may also want to consider adding a digital self-service feature such as a knowledge center or a chatbot to handle more simple questions. 


4. Offer Value

While the final goal of lead management is to capture a paying customer, your strategy cannot be solely filled with sales messages constantly. This can be unattractive to potential customers. Instead, while providing information about how your product or service can help solve a problem, also provide other resources for your customers such as blog content, webinars, worksheets, templates, tips, and more. Providing this information demonstrates that you care about your customers succeeding, even without making a purchase.


5. Personalize your messages

Today, individuals have begun to expect a certain degree of personalization. Data backs this up, demonstrating that 72% of customers say that they will only engage with personalized marketing. This isn’t just about putting someone’s first name in an email. Your lead management strategy will need to target customers effectively in terms of messaging, such as how the message you send to a customer after their first purchase will be different from the message to a customer after their second purchase. It will also need to effectively target customers in terms of the communication channels you use, such as social media or email marketing. 


6. Mix inbound and outbound strategies

Inbound and outbound marketing play an important role in lead generating, nurturing, and conversion. For inbound marketing, you’ll be creating useful and valuable content to serve to customers. Then you can balance your inbound marketing with outbound marketing tactics such as attending trade shows, networking, or industry-relevant events.


7. Create a single source of truth

The main component in the term “lead management” is the word “management”. In order to make sure you are getting the most out of every opportunity and relationship, your business needs a centralized place to supervise and engage with all of your leads. Try to find a communications hub that allows your business to easily see a charted history of all your interactions with customers and allows you to communicate with those customers inside the same system. This gives your team the opportunity to more effectively manage and keep track of those relationships at each stage of your interactions.


More lead management resources

Searching for additional information to assist your business in implementing a successful lead management strategy?

Check out these resources:


Take control of your leads. 

Lead Center brings your incoming, active, and recent calls, texts, and chats into one centralized place. Lead Center is combined with Call Tracking, Form Tracking, and Conversion Intelligence, to bring you a comprehensive outline of interactions with prospects and customers with all of the context you need, so you never lose another lead. 


Contact us or give us a call at 772-266-3226 to get started with Lead Center.

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