‘Marketing Video: No Lead Left Behind’ – MarketingProfs
Cassie Nelson says, “Though too many leads certainly isn’t a bad problem to have, it can be a problem nonetheless if a company’s marketing efforts are being driven by lead volume rather than lead quality.
It would be great if every person that came through the funnel was an ideal candidate for the product or service you’re offering; but, realistically, that’s not the case.
Through lead management, B2B marketers can properly assess the lead gen process and maximize the outcome, giving Sales and managers the tools to get the volume under control and to focus on the quality.
Lead management provides the framework for tracking potential customers from the point the lead is generated to when it’s converted to a win. A lead scoring system is used, allowing marketers to measure prospects’ level of interest (based on the actions the leads have taken), and establishing a threshold for passing leads over to Sales”.
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