Marketing automation is now a prerequisite for efficient lead generation. But what happens to the leads acquired afterwards in sales? With consistent lead qualification, you can achieve a high conversion rate. By definition, lead qualification means classifying a contact in terms of its qualifications for lead processing.
However, before the leads end up in the sales team for follow-up, you should rely on marketing automation in advance . With one of the numerous tools, such as HubSpot, you can use real-time marketing data to offer each contact in your database relevant marketing experiences that are contextual to the respective sales phase. This way, you can make your lead generation efficient and the processes can be implemented faster and better. Indispensable: a strategy and suitable content that is aligned with the buyer's journey . Marketing automation can only lead to the desired success if your company takes these two factors into account.
How to Qualify Leads
In the following, we will show you in a practical austria whatsapp data step-by-step guide how you as a sales employee can sink the ball and use an example of effective lead qualification:
1. Prioritize your lead for your follow-up
Use your CRM or a marketing automation tool like HubSpot to learn your lead's story.
Your CRM history contains all the information you need for high-quality follow-up.
Important questions are:
How active has the lead been so far in terms of communication and purchasing activity?
Particularly important in the B2B sector: How many employees in a company are interested in your product? The more people are interested, the hotter the lead is!
Categorize your leads based on the aspects mentioned above and start prioritizing them for your follow-up. The most interesting contacts will also be followed up first.
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2. Determine the best follow-up approach after evaluating the activity
For leads in the getting-to-know-you phase:
Potential customers who have come into contact with your company for the first time should only be followed up by email. The aim is to find out whether they show more interest in the future. Important: Find out exactly what topics are of interest. Above all, no product offers should follow at this stage, but rather the topics that represent the biggest pain points should be addressed first. Because at this point, your contacts are just interested parties, nothing more.