Lead management on B2B websites

Collaboration – December 4, 2014

Very often, a company’s commercial website is unfairly considered as an expense rather than being seen as an investment. It’s true that cost is important, technical updates and content resulting in updates take time and a considerable budget for small and medium companies.

But beyond its passive store front display, a commercial website aims to generate sales leads or leads for the company. Their management is a crucial element in the process of marketing and sales.

Marketing processes or generating qualified leads

The commercial website of a B2B company is a key element in the marketing process. It should enable the conversion of its visitor sales leads or leads. There are various tactics to maximize this conversion that we use regularly from customer sites, including:

  • Carefully chosen content to attract a clearly defined target
  • Calls to action that will attract the attention of visitors
  • A landing page or landing pages with contact forms

Procedures for selling or converting qualified leads into customers

The sales process is an extension of the marketing process. The ultimate goal is to convert qualified leads into customers.

To achieve this, we must start with a clean database of information on leads or sales leads from the company’s website. However, you cannot consider your competitors as potential customers for example! This general classification of leads can be performed in the company’s CRM but some prefer to do it beforehand.

The analysis of the collected data will be via the CRM’s reporting features and, will enable the segmentation of leads. From there, the leads will be subject to a pre-defined specific treatment. Next, the company will be able to guide them in their decision making through tactical actions such as sending emails, …

Lastly, the generation of prospective customers coming from internet sites is a major fact of this last decade in the sales and marketing process of companies.  This generation has direction only if it’s managed effectively and with this intention, therefore the use of a CRM tool is essential. It will allow the measurement of indicators, such as the cost of leads, the cost of acquisitions of a customer and, the conversion rate of the customers, without whom an analysis and the optimization of the process is not possible.


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