Comments on: Lead Management and ROI Go Hand in Hand – Part One of a Three-Part Series http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/ Marketing Answers for IT Tue, 24 Nov 2009 10:31:11 +0000 http://wordpress.org/?v=wordpress-mu-1.0 by: Dave Bailey http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1334 Thu, 02 Oct 2008 17:40:25 +0000 http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1334 I agree that the personalized approach is a really great way to start to build or continue to strengthen a relationship. A short, to the point response that covers what is necessary gives you the best opportunity for a response. This is not the place talk about all that is great about your product. Building a relationship that your company is a “trusted” source can set you up for greater success later on. But make sure the response is timely. There’s nothing worse than getting a response days after and there is no reference point for the prospect. It could almost backfire on you and hurt your brand. Also, new and social media can help to extend the personality of your company and continue to build the relationship and a dialog. I agree that the personalized approach is a really great way to start to build or continue to strengthen a relationship. A short, to the point response that covers what is necessary gives you the best opportunity for a response. This is not the place talk about all that is great about your product. Building a relationship that your company is a “trusted” source can set you up for greater success later on.

But make sure the response is timely. There’s nothing worse than getting a response days after and there is no reference point for the prospect. It could almost backfire on you and hurt your brand. Also, new and social media can help to extend the personality of your company and continue to build the relationship and a dialog.

]]> by: Darin http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1316 Mon, 22 Sep 2008 16:19:04 +0000 http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1316 Just a simple comment on email templates used in the lead management and lead nurturing process. We've found that the simpler and more personal the email, the better the response. A lot of companies want to email a new lead a very elaborate, information and graphic rich email. We have had more success with the simple, personal, and short emails. If is looks like someone personally typed it out, it is less likely to be discarded and more likely to be read and even responded to. Just a simple comment on email templates used in the lead management and lead nurturing process. We’ve found that the simpler and more personal the email, the better the response. A lot of companies want to email a new lead a very elaborate, information and graphic rich email. We have had more success with the simple, personal, and short emails. If is looks like someone personally typed it out, it is less likely to be discarded and more likely to be read and even responded to.

]]> by: Dave Bailey http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1309 Fri, 19 Sep 2008 17:37:17 +0000 http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1309 I agree with you that a lead management application or CRM system can definitely help improve the efficiency of the system. However, the application itself is often looked at as the “silver bullet” to help with the lead management problem, when the first step should be to define the process, key performance indicators and support the buying process and sales organization. The application needs to fit with your lead management and sales process. If the process and application are in conflict, then people will revert to what they were doing before you tried to automate things. Then you have to explain the capital investment to senior management, which is not a problem you want to have. However, if you can find synergy between the app and the process, you can exponentially improve efficiencies, and prove to the sales organization the value of your efforts much faster and with greater confidence. I agree with you that a lead management application or CRM system can definitely help improve the efficiency of the system. However, the application itself is often looked at as the “silver bullet” to help with the lead management problem, when the first step should be to define the process, key performance indicators and support the buying process and sales organization. The application needs to fit with your lead management and sales process. If the process and application are in conflict, then people will revert to what they were doing before you tried to automate things. Then you have to explain the capital investment to senior management, which is not a problem you want to have. However, if you can find synergy between the app and the process, you can exponentially improve efficiencies, and prove to the sales organization the value of your efforts much faster and with greater confidence.

]]> by: Perry http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1304 Thu, 11 Sep 2008 00:17:23 +0000 http://myeducatedguess.blogs.techtarget.com/2008/08/22/lead-management-and-roi-go-hand-in-hand-%e2%80%93-part-one-of-a-three-part-series/#comment-1304 Good points! But let me share with you one more tip, which I also advocate to all marketers out there: the use of a lead performance software. Even a small business can get as much as hundreds of potential leads that they need to organize or prioritize, nurture, and assign to their sales agents. Unless you have a program that can help you keep track on them, establish a more accurate and dependable database, and develop one centralized lead management system, there’s always the possibility that there will be leads that will be going to waste. And basing on what you’ve said, when you can’t manage your leads effectively, your ROI basically goes down the drain. Good points! But let me share with you one more tip, which I also advocate to all marketers out there: the use of a lead performance software. Even a small business can get as much as hundreds of potential leads that they need to organize or prioritize, nurture, and assign to their sales agents. Unless you have a program that can help you keep track on them, establish a more accurate and dependable database, and develop one centralized lead management system, there’s always the possibility that there will be leads that will be going to waste. And basing on what you’ve said, when you can’t manage your leads effectively, your ROI basically goes down the drain.

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