Lead management

L’équipe commerciale détient entre ses mains une liste de suspects. Leur intérêt commercial n’est pas encore avéré. La force de vente doit maintenant qualifier plus finement ces contacts pour savoir si une opportunité commerciale existe véritablement.

Les étapes du lead management

Manage different leads, such as customer inquiries, marketing-qualified leads, and sales-qualified leads

This section will help you to understand how to manage the leads you receive from the Microsoft solution provider page and how to act on them. Microsoft sends millions of leads to its partners every year. You can receive leads from Microsoft and build your business.

Profile leads

You receive Profile leads when you create a business profile for your company. The business profile you create helps you to be visible to prospective customers, to other partners, and to Microsoft sellers on the AppSource webpages. All the requests that originate from the profile listing on the AppSource page are available in the Leads section under the Referrals workspace in Partner Center.

Offer leads

You receive Offer leads when you publish offers through commercial marketplace. Customers can browse offers that are listed on Microsoft marketplaces, such as AppSource, Azure Marketplace, and Azure portal marketplace. When they express an intent to acquire the offer, a lead is generated.

Leads classifications

Customer inquiries are leads that originate directly from the customers. A company searched and found your company profile or an offer description page and filled out the form stating the need and the contact details.

Sales qualified leads are leads that are sent to you by Microsoft sellers who gather the requirements from a customer and are helping them find the right partner to solve a customer problem. These leads aren’t the same as Co-sell opportunities, in which a Microsoft sales representative is actively engaged with the partner and customer until the deal closes.

Navigating the Leads section

Favorites are any leads that are marked as favorites in the Marketplace leads or Qualified leads tabs. You can mark any lead as a favorite by selecting the heart icon on the lead in the list view. You can remove the lead from favorites by selecting the same icon again.

Marketplace leads that are generated when a customer selects calls to action such as Get it now, Free trial, and Test drive do not require any action from the partner in Partner Center. These leads are informational in nature and help partner companies to reach out to the customer for cross-sell and up-sell opportunities.

Received stage

At this stage, you’ve received a new lead either directly from the customer or from a Microsoft employee. Review the details, and feel free to contact the customer if you want to learn more about their business needs.

Accept: Enter a name for the deal, the estimated deal value, and the estimated purchase time frame. You should also provide information in the Notes field to explain more about what the customer is looking for. You can optionally enter your CRM ID here (for your reference only), the marketing campaign ID that resulted in the respective lead, and add more contacts from your company. When you’re finished, select Next. We’ll move the referral to the next stage, which means you plan to actively engage with the customer to address their need. We’ll also use this information to help you find similar deals in the future.

Decline: Select the reason you’re declining the deal and add any notes you’d like to include, then select Close deal. We’ll archive the lead as Declined and notify the customer to choose a different partner.

A customer has the option to explicitly request that interested partners contact them directly. If this is the case, you’ll see an alert at the top of the page with a flame icon. We strongly recommend that you contact the customer as quickly as possible to improve your chances of winning the deal. After 72 hours, the referral will continue to be active, but the icon and message will change. You should still contact the customer if you’re interested in pursuing the referral.

Filters

Filter name Description
Call to action The call to action configured during the offer publish flow. Possible values are Get it now, Free Trial, Test drive, and Contact me.
Country Country selected by customer while giving consent for the partner to contact them
Customer name Name of the customer company
Lead source Name of the marketplace from which the lead originated. Possible values are AppSource, Azure Marketplace, and Azure portal.
Lead type The type of the lead. Offer leads are generated for offers published through commercial marketplace. Profile leads are generated for business profiles published in the referrals workspace
Lead quality Conversion probability of the lead. High denotes a higher chance of lead getting converted to a subscription. Low denotes a potential spam lead.
Status Life cycle status of the referral. Applicable only for Profile leads and Contact me leads in the Offer leads space.

Accepted stage

As you work to close a deal, if you want to change any of the information you’ve provided for an accepted referral, select Edit. You can then update the deal name, estimated purchase date, estimated value, notes, CRM ID, or the marketing campaign ID. You can also select Add your employees to provide the name, phone number, and email addresses of any more people who are working on the deal.

Archived stage

Archived is the last stage, which all the opportunities eventually reach. You can’t take action on archived leads, but you can view their status—Won, Lost, Declined, or Expired.

Frequently asked questions

Must I configure a lead destination endpoint to receive leads in Partner Center?

No, leads for offers published through commercial marketplace are delivered to Partner Center irrespective of whether a lead destination end point is configured. The only exception are Office plug-in offers. They’ll be included in the upcoming release.

What happens to the existing lead destination configuration? Do we need to take any action?

Leads for offers are delivered to both the lead destination endpoints and Partner Center. No action is required from your company. If you’re using "Azure table storage" or "https endpoint", we recommend that you start using Partner Center to get the leads. You can also use Excel to download leads in Partner Center.

Zia for lead enrichment

The more information that you get about your leads, the higher the chances of converting the lead. Zia’s data enrichment functionality looks for more information about each lead based on the primary information you have added about the lead, thus making your future lead nurturing process more enriched.

Dealing with a large number of leads every day makes it difficult to determine which ones to focus on. Scoring rules in Zoho CRM’s lead management tool lets you prioritize your sales leads with positive and negative scoring to ensure faster conversions. Use sales lead management processes to set your leads individually or make a combination. If leads from a particular industry are where you want to direct your attention, or if trade shows are a promising avenue for your business, assign a higher score to those leads.

Create and send targeted email campaigns

Engage prospects at every stage of the sales funnel through effective email marketing campaigns. Create targeted campaigns for strategically important customers in your mailing list based on a variety of parameters such as previous engagement, geography, and purchase history. Email analytics in Zoho CRM also help you identify the emails that have worked well and the ones that need immediate course correction.

When leads are willing to buy your products or services, turn them into deals with just a click. While converting, you can also create immediate follow-up tasks. Zoho CRM’s mobile app helps you convert your promising leads to deals faster. Moreover, automatic data association of leads to contacts or accounts means that all your lead information is successfully retained and associated to a contact’s information.

Authorship:

https://docs.microsoft.com/en-us/partner-center/manage-leads
https://www.zoho.com/crm/lead-management.html
https://www.manager-go.com/marketing/gestion-des-leads.htm
Lead management

Zoho CRM integrates with Google Ads to bring you a complete picture of your online ad spending and how much revenue each campaign generates. With this integration, you will know the ideal set of keywords that convert, cost per conversion information, and personalize your sales pitch accordingly.

PC-Mag-award

Lead Management

What is lead management?

In today’s buying landscape, consumers form opinions about businesses before they ever interact with a sales team—in many cases, long before. To get ahead of the curve, it’s critical that you reach them and develop a relationship before they encounter your sales team. That’s where lead management comes into play. Lead management is defined as the process by which marketing acquires, evaluates, nurtures, and hands off leads to the sales team. While this sounds simple, it’s very common for companies to have no standards in place to properly manage their leads, causing sales to spend an inordinate amount of time and money finding qualified buyers. Working off of weak leads is, unfortunately, a very common problem. In fact, according to Gleanster Research, only 25% of leads in a given sales pipeline are legitimate prospects.

By implementing a lead management system, you can attract buyers and nurture them with unique, personalized campaigns, allowing sales to step in when the timing is right. This ensures that your marketing and sales teams are operating as efficiently as possible. When a proper lead management system is put in place, companies can significantly improve their sales pipeline by developing strategies that incorporate lead nurturing, lead scoring, and marketing automation.

Lead management can also open the door to further technology to continue building relationships with your customers, nurturing potential buyers, and helping inform personalized campaigns that inspire sales. When a proper lead management system is in place, companies can significantly improve their sales pipeline by developing strategies that incorporate lead nurturing, lead scoring, and marketing automation. When done correctly, lead management creates better-educated buyers, helps you better understand your buyers’ needs, and generates more revenue at a faster rate.

“Today, marketing is every bit a data-driven process as it is a creative exercise. The best lead scoring is only as good as the data behind it. Quality data and metrics includes demographic data (industry, company, title, geography), behavioral data (opens, clicks, searches, shares, views, purchase, AOV), and even operational data (bounces, complaints, growth, attrition).”

Common problems that lead management can solve

Problem: I’m not capturing all the leads who are searching for my company. With the right automation tools in place, you can use simple code on your webpages to help you track both anonymous and known prospects. Once prospects complete forms on your website or landing pages, their previous web visits can be automatically attributed to the new lead. Additionally, with multiple demand generation and lead nurturing activities running concurrently, automatic de-duplication is imperative. Forms that can autocomplete if the visitor is recognized not only help your prospects save time but can also facilitate the collection of additional information for profiling and scoring.

Problem: My leads aren’t ready to go to sales yet. In today’s market it’s important to remember that your buyers control their own discovery process. You can help attract top-of-funnel traffic through inbound and outbound programs and convert leads with landing pages and progressive forms. Your top-of-funnel approach should be education, so when leads first enter your database, emails and offers should provide best practices, statistics, research, and so forth, to help the customer frame their research. When done correctly, this helps build a trusting relationship with prospects and creates a better understanding of their individual needs and pain points, ultimately leading to more sales.

Problem: I don’t know how to tell if my leads are ready to go to sales yet. When you develop and qualify potential buyers before they’re passed to sales, you can deliver more leads that close. This way, buyers have already passed through the process of personalized nurturing campaigns and you have a log of their online activity, so you can gauge their point in the buying cycle. You can do this by using email clicks, white paper downloads, and webpage visits to update scores.

Problem: My sales team is not happy with the quality of leads I’m sending them. When leads are ready for sales, context and speed matter. Prioritize best bets and focus sales conversations with quality and urgency ratings. Let sales know what marketing strategies the prospect has responded best to and indicate which products interest them the most based on prior responses and activities. When leads aren’t closed by sales as expected, recycle them back into marketing for further nurturing.

Zia for lead enrichment

The more information that you get about your leads, the higher the chances of converting the lead. Zia’s data enrichment functionality looks for more information about each lead based on the primary information you have added about the lead, thus making your future lead nurturing process more enriched.

Dealing with a large number of leads every day makes it difficult to determine which ones to focus on. Scoring rules in Zoho CRM’s lead management tool lets you prioritize your sales leads with positive and negative scoring to ensure faster conversions. Use sales lead management processes to set your leads individually or make a combination. If leads from a particular industry are where you want to direct your attention, or if trade shows are a promising avenue for your business, assign a higher score to those leads.

Create and send targeted email campaigns

Engage prospects at every stage of the sales funnel through effective email marketing campaigns. Create targeted campaigns for strategically important customers in your mailing list based on a variety of parameters such as previous engagement, geography, and purchase history. Email analytics in Zoho CRM also help you identify the emails that have worked well and the ones that need immediate course correction.

When leads are willing to buy your products or services, turn them into deals with just a click. While converting, you can also create immediate follow-up tasks. Zoho CRM’s mobile app helps you convert your promising leads to deals faster. Moreover, automatic data association of leads to contacts or accounts means that all your lead information is successfully retained and associated to a contact’s information.

Authorship:

https://www.marketo.com/lead-management/
https://www.zoho.com/crm/lead-management.html
https://blog.advmedialab.com/lead-management
Lead management

    Inbound marketing : en rédigeant un contenu à valeur ajoutée à destination d’une cible. Ce marketing du contenu a pour objectif d’attirer les visiteurs. Ces derniers ont la maîtrise de l’interaction. Ils choisissent quand et comment consommer les ressources mises à disposition (dérivé du permission marketing de Seth Godin).

conversion

Get started with lead management

Lead management starts with lead generation, which is accomplished through a range of demand generation marketing tactics including: social media, public relations campaigns, blog posts, technical papers, advertisements, webinars, and events. Potential customers respond to your marketing by giving you their contact information, and if all pre-established criteria are met, a sales lead is created. Lead management programs focus on building prospect interest and engagement as they move through the sales cycle.

Lead scoring assigns a ranking to each sales prospect based on your understanding of their level of interest and buying intentions. As prospective buyers remain engaged and begin to educate themselves on a particular market space, they may begin to display signs of buying interest. By keeping track of these signs of interest, you can identify when prospects are ready to buy and determine the right time to convert them to a sales lead and connect them with sales.

How lead scoring works

Lead scoring can’t begin until marketing and sales agree on what constitutes a qualified sales lead. Working together, marketing and sales should develop a lead scoring strategy that determines which leads are worth pursuing and where all the leads fit within the company’s purchasing cycle.

Even after you’ve developed your lead scoring system, it’s not over. Over time, a lead’s level of interest might waver, increase, or plateau for a multitude of reasons. A qualified prospect’s lead score will change with every action they take—whether it’s downloading a business brief or browsing your website. A comprehensive lead management system triggers a rescoring process so that you can stay on top of their behavior and be able to time the delivery of relevant content. It’s all about keeping your potential buyers interested and engaged throughout the sales process.

Navigating the Leads section

Favorites are any leads that are marked as favorites in the Marketplace leads or Qualified leads tabs. You can mark any lead as a favorite by selecting the heart icon on the lead in the list view. You can remove the lead from favorites by selecting the same icon again.

Marketplace leads that are generated when a customer selects calls to action such as Get it now, Free trial, and Test drive do not require any action from the partner in Partner Center. These leads are informational in nature and help partner companies to reach out to the customer for cross-sell and up-sell opportunities.

Received stage

At this stage, you’ve received a new lead either directly from the customer or from a Microsoft employee. Review the details, and feel free to contact the customer if you want to learn more about their business needs.

Accept: Enter a name for the deal, the estimated deal value, and the estimated purchase time frame. You should also provide information in the Notes field to explain more about what the customer is looking for. You can optionally enter your CRM ID here (for your reference only), the marketing campaign ID that resulted in the respective lead, and add more contacts from your company. When you’re finished, select Next. We’ll move the referral to the next stage, which means you plan to actively engage with the customer to address their need. We’ll also use this information to help you find similar deals in the future.

Decline: Select the reason you’re declining the deal and add any notes you’d like to include, then select Close deal. We’ll archive the lead as Declined and notify the customer to choose a different partner.

A customer has the option to explicitly request that interested partners contact them directly. If this is the case, you’ll see an alert at the top of the page with a flame icon. We strongly recommend that you contact the customer as quickly as possible to improve your chances of winning the deal. After 72 hours, the referral will continue to be active, but the icon and message will change. You should still contact the customer if you’re interested in pursuing the referral.

Filters

Filter name Description
Call to action The call to action configured during the offer publish flow. Possible values are Get it now, Free Trial, Test drive, and Contact me.
Country Country selected by customer while giving consent for the partner to contact them
Customer name Name of the customer company
Lead source Name of the marketplace from which the lead originated. Possible values are AppSource, Azure Marketplace, and Azure portal.
Lead type The type of the lead. Offer leads are generated for offers published through commercial marketplace. Profile leads are generated for business profiles published in the referrals workspace
Lead quality Conversion probability of the lead. High denotes a higher chance of lead getting converted to a subscription. Low denotes a potential spam lead.
Status Life cycle status of the referral. Applicable only for Profile leads and Contact me leads in the Offer leads space.

Accepted stage

As you work to close a deal, if you want to change any of the information you’ve provided for an accepted referral, select Edit. You can then update the deal name, estimated purchase date, estimated value, notes, CRM ID, or the marketing campaign ID. You can also select Add your employees to provide the name, phone number, and email addresses of any more people who are working on the deal.

Archived stage

Archived is the last stage, which all the opportunities eventually reach. You can’t take action on archived leads, but you can view their status—Won, Lost, Declined, or Expired.

Frequently asked questions

Must I configure a lead destination endpoint to receive leads in Partner Center?

No, leads for offers published through commercial marketplace are delivered to Partner Center irrespective of whether a lead destination end point is configured. The only exception are Office plug-in offers. They’ll be included in the upcoming release.

What happens to the existing lead destination configuration? Do we need to take any action?

Leads for offers are delivered to both the lead destination endpoints and Partner Center. No action is required from your company. If you’re using "Azure table storage" or "https endpoint", we recommend that you start using Partner Center to get the leads. You can also use Excel to download leads in Partner Center.

Getting more profile leads

Choose keywords and preferences that represent your unique expertise and business model in your business profile. Remove keywords that would generate referrals you’re not interested in. If you’re not interested in dealing with businesses of a certain size, update this preference.

Respond quickly to referrals. When you respond in a timely fashion to incoming requests, we increase your visibility in future customer search results. Make sure your team responds quickly with your intent.

Be choosy about the deals you accept. We monitor the types of deals that you accept and decline and use that information to help find you similar deals. Accepting deals that aren’t a good fit doesn’t improve your search results and could affect the quality of the leads you receive.

Performance : le choix des kpi

Les kpi

Pour la performance commerciale et marketing du lead management

Concernant le côté financier

  • le coût du lead (CPL – Cost Per Lead) : coût d’obtention du lead. Par exemple, pour une campagne marketing, il s’agit du coût de revient de la campagne (prestataires, frais de personnel, logiciels. ) / nombre de leads obtenus.
  • le coût d’acquisition (CPA – Cost Per Acquisition) : coût de revient de la campagne / nombre de nouveaux clients – A noter que ce coût peut être calculé globalement en agrégeant l’ensemble des coûts pour tous les leviers digitaux : campagnes publicitaires, emailing, SEO (référencement naturel) , site avec leurs coûts (création, rédaction web, community management. ).
  • la marge brute générée par les nouveaux clients,
  • le ROI (retour sur investissement) : (marge brute des nouveaux clients – coût d’acquisition total ) / coût d’acquisition total. Un kpi fondamental pour une optimisation des canaux retenus.

Authorship:

https://www.oracle.com/cx/marketing/lead-management/
https://docs.microsoft.com/en-us/partner-center/manage-leads
https://www.manager-go.com/marketing/gestion-des-leads.htm

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