This time I share one of the most common business modules in a CRM system: lead flow strategy.
The "lead flow" referred to here refers to the whole process from generating leads to converting them into business opportunities and customers. It involves how the clues are layered, the distribution strategy and the related reward and punishment mechanism.
I have seen a lot of articles or books that mention some strategies and methods related to the flow of clues. Among them, some methods and classifications are listed. They are not discussed in combination with actual business scenarios. In fact, they are formulated under different business scenarios. There are big differences between the lead circulation strategies of different types. In this content, I will try my best to explain the circulation strategy from a business perspective, and I hope to be able to inspire friends who have read this article.
1. A circulation strategy that returns to the essence of business is a good strategy
When it comes to the lead circulation mechanism, it is necessary to return to the essence of the business first. The reason why we should constantly design and optimize our circulation strategy lies in an ROI. We want to see the conversion of leads into higher-value content at the lowest possible cost.
The reason seems simple and easy to understand, but in reality, when it comes to the implementation stage, many people will forget the original purpose.
Take a simple case.
Company A is a start-up company that has just been established for a few years. It sells simple and standardized products for C-end users, and it gets hundreds of leads every day. It needs to develop a lead distribution mechanism to manage the entire life cycle of leads. The company has a total of 10 people.
Therefore, the company designed a complex lead distribution mechanism after learning the relevant strategy theories. The purpose is to allow salespeople with different personalities and hobbies to find like-minded customers, in order to increase the conversion rate.
First of all, regardless of the accuracy of the strategy, as a standardized and simple product, if the customer is also facing the same user group, then it is necessary to make efforts to match users. Since there are not enough samples, the accuracy may not be high, so it can be seen that different strategies need to be matched with different businesses, which can ultimately maximize ROI.
2. Whether to introduce the clue incubation and circulation stage in the early stage
From the point of view of the life cycle of clues, the circulation process of clues is that the marketing department first obtains the clues through methods such as paid advertisement placement and community operation. This kind of clue is often generated by the user's interest in the received push content, or the click behavior; or the user's contact information, which generates a clue.
And lead incubation means that before the leads are assigned to sales staff, the marketing personnel first intervene to understand customer intentions and telemarketing list then continue to push valuable and interesting content to users, so as to improve the intention of potential customers. In the case of a large number of leads, Assign higher-intent leads to salespeople to follow up.
Look at the lead incubation process from an ROI perspective
If the products sold are relatively mature and highly professional telemarketing list low-frequency products, this industry is often dominated by some unpopular offline B2B business services. The feature of this industry is that users do not need pre-education, because often every user is a practitioner in this industry.
Correspondingly, in this business scenario, there are not many clues obtained by the market, and the effect of face-to-face sales may be better.
Therefore, we see that the ratio of many leads to sales staff can reach 2:1 or even 1:1; which means that many sales staff can be divided into 1 or 2 leads on average, which is enough energy to follow up one by one. From a financial point of view, the cost of investing in sales staff should account for the bulk.
Of course, this means that recruiting salespeople in highly specialized fields is also a challenge, which will result in a scarcity of talents and a premium, which will ultimately be reflected in lead matching and even financial decision-making, which depends on the actual situation of the company.
In the B2B business field, SaaS should be mentioned in particular, which is often a typical B2B product. However, compared with other B2B fields, SaaS will generate high-frequency transactions. In addition, due to the immaturity of China's digitalization process, it understands both informatization and informatization. There are not many talents in the business, and the market still needs pre-education in this case. The volume of such market leads varies by SaaS industry. However, properly introducing some professional solutions and industry reports in such business