Lead management phases are all the included processes that a "lead"= potential buyer or interested party goes through in order to become a customer of the company, if applicable. Accordingly, mainly structural measures from marketing and sales are applied. Thus, the goal is to efficiently gain the largest possible share of customers from the generated mass of leads. Finally, in order to build seamless and interlocking lead management phases, several steps must be considered beforehand. .

What questions need to be answered for my lead management phases?

  • What actions need to take place to achieve the annual objectives?
  • Which software solution do we use to serve and control all phases of lead management?
  • What kind of marketing automation tool do we have for campaign execution?
  • Which target group do we want to focus on depending on the campaign?
  • What does our buyer persona look like?
  • What methods do we use for lead generation?
  • Is the different content ready for lead nurturing?
  • What criteria do we want to use for our lead scoring?
  • Is our service level agreement between marketing and sales determined?
  • Have the relevant sales partners been selected for lead routing?
  • Have all the submitted data been compiled into a final guide for the sales representative?

Each building block to a successful sale is broken down into an outline and laid out on a route map:

1. Lead generation

Different methods to get your contact opportunities from potential customers to further inform them about the company's products or services. Consequently, lead generation through different media is planned together in one campaign.

2. Lead nurturing

The acquired lead is not automatically a sales closure. Therefore, the potential customer is continuously informed with appropriate content about the product or service, so that the customer is supported in their decision-making process.

3. Lead scoring

After the content and communication maintenance of the leads, they are to be classified into a category of readiness to buy and interest based on their profile. Thus, reactions and the web profile of the prospect are added on the company's website.

4. Lead routing

The lead, who has been provided with content and evaluated according to agreed criteria between marketing and sales, is then forwarded to the appropriate contact person at the right time who ensures a successful closure of the deal.