Finally, another important point to understand is "Lead Management".
As mentioned above, in BtoB marketing, there is almost no "impulse buying" like in personal consumption. In most companies, the decision maker is different depending on the price, and many people are involved in the decision-making process. Therefore, it usually takes a long time to receive an order. What to do and what not to do during this lead consideration period?
The key to deriving the optimal solution is "Lead Management". In addition belarus mobile phone numbers database to basic information such as attributes, you should also understand the behavioral history and reactions to gauge the "sense of temperature" and prepare a management system to share this information within the department.
Two management tools called MA (Marketing Automation) and SFA (Sales Force Automation) are used for this lead management.
MA (Marketing Automation)
MA is a tool for automating all marketing activities and some sales activities. It is a tool that centrally manages lead information collected through various measures, and can scrutinize and classify leads by interest level, and send emails and content guidance accordingly. In addition to actions from your side, it is also possible to track the behavioral history of leads, such as when and which pages they accessed on your company's corporate website, their reactions to advertising measures, and the opening status of email newsletters that you sent.
SFA (Sales Force Automation)
SFA is a tool to support the sales department.
Like MA, it can manage basic lead information and behavioral history, but in addition to this, SFA can also perform "case management" such as the history of approaches and progress for each case in sales activities, as well as "behavior management" that records the visit history and order rate of each sales representative.