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Glossary

Definition Lead Scoring

“The predictive ranking of the value of one lead versus another to the organization.” (Eloqua Corporation)

 

Lead Management

Lead Management

The internal marketing department is the most expensive and valuable part of every B2B- Manufacturer. Sales control – the coordination of the limited sales resources – is therefore a deciding factor in sales success.

Since the sales process for B2B products with “considered buying decisions” often lasts longer and requires many complex sales actions, it is necessary that sales co-workers can use their time and energy for the right tasks.

Studies show that Sales co-workers lose up to 64% of their time on counter-productive tasks. A large portion of their time must be used in searching for and nurturing of leads. 

This is where modern Lead Management comes into play.

The simple central idea: If Marketing only sends leads considered “ready to buy” to the sales team, then the sales team will be able to better utilize their time serving leads who are more likely to buy. With this process in place, businesses can increase the probability of converting leads to sales while simultaneously shortening the sales process.

ASERVO Interactive understands the term Lead Management to embody the entire process of generating anonymous website visitors to the transfer of ready-to-buy leads to the sales team. This process includes the following phases:

  • Lead Generation
  • Lead Scoring (quantitative analysis of a prospect on the basis of different criteria)
  • Lead Rating (qualitative analysis of a prospect)
  • Lead Nurturing (automated lead nurturing program)
  • Lead Routing (distribution of sales-ready leads to the appropriate sales team)

Lead Management binds the Marketing process to the sales process, which in turn creates a much needed bridge between these two worlds.

Solution Offer

ASERVO Interactive, due to many years of experience with lead management, is able to offer its customers the following, success-proven services:

In detail, service consists of the following areas:

  • Lead Generation and Qualification (employment of internet-based, lead generation methods)
  • Lead Scoring and Rating (Introductions of ASERVO Interactive’s own methodology for lead scoring)
  • Teleprospecting (telephone lead qualification through the ASERVO Interactive Tele-prospecting Team)

ASERVO Interactive believes that the Internet is the first and most important platform to use in order to win and qualify new Business contacts. Nevertheless, nothing can replace personal contact with potential customers.   Therefore, a smooth connection between Marketing and Sales processes is centrally located in our thinking.   

 

We supply modern tools that reveal and analyze every interaction on a website, from the first visit all the way down to the qualifying telephone call. With the use of a sophisticated system of evaluation, we can provide pre-qualified leads that can then be qualified and evaluated by a Telemarketing or internal sales team.

The following two phases are especially important for a successful lead management:

ASERVO Interactive Lead Scoring
Modern Marketing Automation and Teleprospecting tools automatically analyze and score leads based on defined scoring rules (quantitative view): Through these tools, Newsletter Click through, Downloads, Online Registration, etc. can be measured. These online behaviors are given point values, and over time these behaviors create a cumulative Lead Score. When a Lead meets a pre-defined maturity level, can it then be sent on to Tele-prospecting and evaluated based on a defined rating system. 

ASERVO Interactive Lead Rating
During the qualification phase, leads are not only evaluated by their information behavior (scoring), but also by their purchase behavior (rating = qualitative view). Here would one include participation in a Webinar, for example, or a Road Show, which display higher activity than a flyer download. The download of a free evaluation copy, for example, signals an especially high tendency to buy. This is where the classical A/B/C/D grades come into play.