It doesn’t matter how you acquire your leads, but imagine every lead as an email dropping into your inbox. When you receive an email, you read it, research it and decide what to do with it. You should do something similar for every lead you get. Sometimes you’ll assign a lead to someone else in your sales team, sometimes it’s good to call them right away. Sometimes hiding that lead completely is the right thing to do and sometimes the right choice is to leave a comment for future reference.
The most important thing with any lead generation process is that you find a way to incorporate it into your existing sales processes. A tool won’t (or shouldn’t) replace a process and a new tool won’t help you if you don’t know how it fits into your current way of working. If you are generating leads but your salespeople never see those leads, they won't be converting them into customers.
Who is this lead?
Let's imagine that we've got a web design agency and we've found out that Company Ltd is interested in the web design services we offer. We might have acquired this lead with Leadfeeder, heard from someone about their need or maybe we've just seen that their website really needs an upgrade. So how to proceed?
First, we'll collect all the information we can about this lead. If you are using Leadfeeder or any other lead generation tool that's based on web analytics, you'll obviously want to see how they've interacted with your website. Did they read a case study about the beautiful webstore our design agency built? Then maybe they also want to have a online store.
You should check out their website, too, of course. Do they have several languages and different functionalities or is it just a simple one-pager? Is it a major company or just an entrepreneur and a few employees? Do you know something about the company already? Anything you know about their financial situation, recruitment, future plans or strategies will help your sales and should be noted.
Finding the right contact person
We've now collected some information about the company. We know who they are and what they might want from us. Next we should contact them.
Leadfeeder can give you some hints about who to contact with its LinkedIn integration or if you are using Mailchimp and email marketing then the Mailchimp integration will tell you exactly who visited your site.
Sometimes you have to get a bit more creative. In our web design agency example, the contact person could be the marketing director, if they have one. If not, perhaps they have a marketing manager or a digital manager. Or it could be the CEO.
We check their website and their LinkedIn and see what kinds of positions there are. We could also try and call their switchboard and simply ask who is responsible for their website and/or marketing. Browsing their social media presence can also be a big help.
Pushing the lead to the sales team
We've now found out that Company Ltd. needs a website. We even know a bit about what kind of website they might need and we've found one or maybe a few possible contact people. The next step is to get all this information to the CRM so that it's available for the sales team.
With Leadfeeder, you can connect the lead to your CRM with a couple of clicks if there’s an integration for it. If you are using some other CRM, you can do this by hand. Add all the relevant company information to your CRM along with the contact information you've collected.
Even if your lead won't lead to sales, you have some valuable information in your CRM for future reference. Maybe you'll end up calling them again next year and then you'll have an edge with all the data you’ve previously collected.
Now you’ve filled your CRM with important information about this lead the next step is to contact them, but we'll get deeper into that in the next lesson.
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