What is Closed Loop Lead Management?
Effective lead management is not a linear process that checks off various stations on a route from A to B, but rather a continuous, closed process that is constantly evaluated and optimized. Lead management is therefore part of closed-loop marketing. "Closed loop" means that the data and insights gained from the sales process flow back into marketing so that future campaigns can be improved in a targeted manner - creating a continuous cycle.
Lead generation
Lead generation is the first step in lead management, as contact details - i.e. at least an email address - are essential for a direct online approach. The best way to obtain this is to offer content with added value for exchange (e.g. in the form of e-books, checklists or webinar recordings) or through contact forms if interested parties are already ready to request direct advice from the company.
Lead Nurturing
Lead nurturing is a strategic sequence of marketing activities that aim to gradually bring leads closer to a purchase decision. Existing contacts are therefore further developed through (automated) campaigns or other personalized communication and thus accompanied step by step on their customer journey.
Lead scoring
Lead scoring involves evaluating customer data according to its quality in CRM. This is used to find out which customers are worth investing additional resources in. Leads who have interacted with more or particularly relevant content - i.e. who have shown interest - receive a higher score than those who have not. Leads from suitable companies or in decision-maker positions also receive a higher score.
Lead Routing
Once the lead has been appropriately qualified by Marketing and is deemed ready for sales, it is handed over to Sales for further processing. The better qualified leads are before they are handed over, the greater the chance that the sales team will be able to develop them into customers.
Analytics
Collecting data is essential for the ongoing optimization of the marketing-to-sales process. How well do which lead generation measures work, which leads have led to a purchase and how do they differ from those who did not buy? The evaluation of this and other information as well as a continuous exchange between sales and marketing forms the basis for adjustments to the entire lead management process.
Automation
Automation is the key to efficient lead management. It enables personalized approaches and campaigns, the simple evaluation of data and supports routine processes in marketing and sales in a resource-saving manner.
What are the advantages of Closed Loop Lead Management?
Closed loop lead management gives you a continuous, transparent and therefore agilely controllable cycle whose components are perfectly coordinated. This results in the following benefits for your company:
- More efficient closed-loop marketing
- Better lead quality
- Higher conversion rates
- More sales
- More transparency
