Our Methods: The B2B Lead Factory
eDemand Leads consulting services helps companies assess their lead systems from a holistic integrated approach. Bench marking against the best in class lead systems and making recommendations on how to improve the infrastructure and processes for maximum results.
Visualize your lead process like a factory, where raw materials come in to the factory and are processed through various systems and manufacturing processes to turn the raw material into various products.
1. With a B2B Lead Factory your raw materials are your marketing activities designed to generate interest. They may be from two primary sources external or new marketing activities (marketing activities that you pay for such as email, DM, trade shows, webinars ect.) or they could be internal or recycled activities from your existing customer base which tend to be much less expensive.
2. Regardless of the source the information is handled in the same manner collecting the inquiry data in a standardized data format. The inquiry data is then put through a data filtering or hygiene process to remove duplicates or faulty data.
3. The lead inquiry then goes into your marketing database where it is appended with external or existing data to expand the value of record.
4. Utilizing marketing automation systems, the lead inquiry is scored to determine the "next best step". Depending on the value or score the inquiry may be sent directly to sales, to tele-prospecting for further lead qualification, sent to a nurturing process for further lead nurturing or if the data is incomplete it may go back to the marketing database.
5. Nurturing and Tele-prospecting are processes to further qualify the inquiry to insure that it meets the lead quality criteria as defined jointly between Marketing and Sales Prospects who have shown interest but are not ready to buy yet, go though the nurturing process which is an electronic dialog to provide them with relevant information as they move through the prospect cycle. When they are ready they may be tele-qualified for final quality assurance
6. Automated Lead Routing is the final stage to route the lead to the right sales person at the right time. The routing system is based on the coverage / channel strategy. As part of the routing system is a two way closed loop feedback process to track the leads and provide sales feedback including lead status and pipeline value back to marketing
7. The lead management process. while the infrastructure and automation in the Lead Factory is required to make the system work, however with out establishing a sound management lead policies and practices, you will not get the value you seek. eDemand Leads has extensive proven experience in developing the management practices to assure that the leads generated will be utilized by sales, the practices for closed loop feedback for
continuous quality improvement and demonstrate the ROI value for the organization.
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