Better Lead Management from Email Follow-ups

July 14, 2003

How to Create a Series of Automated Follow-Up Emails to Convert Average Sales Leads into Hot Leads - The goal was to be able to perform regression analysis on the database to determine which marketing factors resulted in the best leads. Plus, each incoming lead could be scientifically scored as to if and when it was worthy of being passed to sales, or not.

Development Fred Richards learned that a lot of otherwise perfectly-good leads simply weren't ready to be passed off to sales. They might be the right person at the right company ... but perhaps they weren't in a decision cycle at the moment, or they needed a lot more education before buying. [...] He and the direct response team developed dozens of different email messages that would be sent out in addition to the regular newsletter. It was enormously complicated to set up at first - but. with the wonders of automation, it would be easy to maintain in the long run.

Lead management is one of the tricky interaction zones between marketing and sales. Marketing might be tempted to send as many leads as possible to sales, for fear of losing prospects. But if these leads aren't properly qualified, expect sales reps to reject the whole system as unworthy of their time. This case study shows how a software vendor focused on when to send leads to sales.

Source: Marketing Fix

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