Today the
business environment is highly competitive and volatile. Everyday there are new
entrants who raise the level of competition in an industry. Therefore, to
survive in this fiercely competitive business environment, existing players as
well as new entrants must come up with effective strategies to entice new
customers and maintain existing ones. The best means to achieve this is through
the implementation of an effective lead generation process.
Wikipedia
defines lead generation as “the generation of consumer interest or inquiry into
products or services of a business.” However, lead generation is not just about
generating leads but quality leads, which in course of time turn into
customers. Hence, one of the important goals of the marketing team is to
deliver better qualified leads to the sales team. However, to generate quality
leads, the quality of the lead generation process implemented must be good. And
the quality of the lead
generation process is determined by people, processes and technology.
Often the
sales and the marketing team take a beating in the technology aspect. This is
because the most lead generation solutions that they use provide incomplete and
outdated information on the leads, which are of little or no use to the
marketing and the sales team. As the marketing and the sales team need better
qualified leads, they should deploy marketing automation software that
automates the lead generation process to capture qualified leads
rich with information. Here is a look at some of its advantages.
- Identifies high value prospects and decision makers
- Provides real insights into a website visitor’s intent
- Procures actionable intelligence to convert a visitor into a qualified sales lead
- Relieves the inside sales teams from time consuming prospecting tasks
- Offers direct integration with sales pipeline software and process
- Provides improved conversion rates, sales performance and efficiency
- Helps to separate the high intent ready to buy leads from the low intent just looking for info leads
- Drives effective collaboration methodologies
- Enables knowledge sharing across the organization to bridge the gap between sales and marketing
- Identifies anonymous website visitors and intelligently analyzes their interests and intent to enable a targeted sales approach
- Provides the sales team the opportunity to make a personalized connection with qualified prospects in real-time
- Identifies where prospects are in the buying process through sophisticated behavior analysis
Thus, a
best of the breed solution can drive sales by delivering increased number of
qualified leads, faster lead conversion and prioritization of opportunities
along with decision makers’ contact information.
