Page 4 - AeM_Oct_2018

RESEARCH, ANALYSIS & TRENDS

Automated lead management optimizes

marketing and sales - easy and fast

Today, most shoppers are researching information on management with appropriate technology, high
the internet - even in the business-to-business (B2B) flexibility and agility is in place, allowing to play all
context. Around 90% of all B2B purchases are already marketing and sales supportive communication
influenced by the website of the provider. In modern spontaneously and at any time accurately to the
inbound marketing, B2B companies can significantly right target groups or to the relevant leads.
increase the effectiveness of marketing and sales Interested parties and customers have come to
through automated lead management, making it appreciate such automatic communication
worthwhile to set up their own lead management for processes, because the provider is getting closer to
some simple reasons: the ideal of real-time communication and 24/7
accessibility.
1. Customer behavior is forcing sales to
digitization: Digitization is changing the way 4. Real cooperation of marketing and sales:
autonomous and self-determined customers and Automated lead management is not just a
buyers of today want to be addressed. This changed marketing task, but a strategic project for the
attitude is already being felt frequently by B2B sales. company. Only when marketing, sales, and IT work
(Inbound-) marketing and sales must therefore work toward the same goal, can a mid-sized business
closely together and have the same goal in mind, capitalize on the full potential of its lead
namely the new customer. A professional lead management and increase the effectiveness of its
management strategy will do just that. sales with qualified leads. In many companies this
cooperation means a positive change towards an
2. Being able to assess and optimize marketing even stronger customer focus.
measures: The digitization of marketing has the
nice side effect of making the success of automation
easily measurable. On the one hand, this not only Since lead management has a strategic dimension, and
opens up the possibility of continuous optimization, it digitization requires a change in the company, an
allows as well for the targeted use of financial and external consultant may be useful to make the
human resources for those topics, channels and difference. With external support, a B2B company can
measures that are particularly successful in rely on best practice to lead management and does not
increasing sales. have to reinvent the wheel. ◊
3. More flexibility and agility through automation:
When a B2B company automates its lead By Daniela La Marca

4 October 2018 - Personalized & Customer-Centric Content Marketing