What is the source of leads for your organization? How do you manage them? Is there follow-up and integration of all the different channels? Rami Jaulus, NGG CEO, introduces the ways that organizations reach leads and explains how to manage them effectively
Anyone who has ever worked in gathering leads know that leads, i.e. potential customers, come to the organization in a variety of ways:
- Some customers come to the organization’s branch / store / showroom.
- Some call the company’s hotline.
- Some check out the company’s page in social media.
- Some ask questions in an internet forum.
- Some compare the company’s products on comparative website.
- Some check out the company’s own website.
- The company buys a customer database and cold-calls the contacts.
- The company remembers it has a customer base and issues a list of names to be called on the phone or to be included in an email campaign.
All of these are different variations of leads with different characteristics and ripeness levels.
The question is: what’s the best way to manage all these leads?
The answer is that the scope of leads is large, sometimes even enormous, and therefore the first stage is the understanding that all of the example above – and others – are leads. The combination of a customer management system, a campaign management system, systems to monitor the social media, the company’s website, an activation system, and the company’s databases are all part of a larger system of lead management. In addition, there is also the service or sales rep who meets the lead face-to-face, though in most cases s/he doesn’t manage the customer. The right combination and integration among all these are your company’s real lead management system.