We know that all leads aren\u2019t created equal, but most marketers handle prospects like they\u2019re all the same anyway.
\n\n\n\nThat\u2019s why a great deal of marketing effort and resources end up falling short:
\n\n\n\nHaving a solid lead management process is what separates great marketers and sales professionals from the rest of the pack. According to Forrester, 46% of marketers with well-planned lead management programs have sales teams that follow up on 75% of leads.
\n\n\n\nThat\u2019s because proper lead management helps you track leads better, engage them the right way, and improve conversions. It\u2019s an essential component of any modern marketing and sales operations.
\n\n\n\nTo help you develop a solid grasp of this critical area, we recently launched Lead Management Bootcamp, a free email course designed to give marketers the essential knowledge and tools to create and implement an effective lead management program.
\n\n\n\nThe course material is divided into six in-depth lessons, each tackling a key lead management topic.
\n\n\n\nLead management relies on exact lead definitions and categories. That\u2019s why the process starts with an identification of what specifically makes up your target leads.
\n\n\n\nIn the course, you\u2019ll learn how to develop ideal customer profiles (ICPs) and buyer personas to help make your lead definitions more precise and concrete. You\u2019ll find out which characteristics and attributes to monitor so that your leads resemble your target customers as closely as possible.
\n\n\n\nThere can be a daunting amount of lead information you can collect about your leads and prospects, but only a handful will be very useful for lead management.
\n\n\n\nThe course helps you gain a firm understanding of the two main kinds of prospect information: fit data and intent data. Here, you\u2019ll learn how to navigate the often-bewildering process of lead data collection, and apply best practices to narrow the amount of prospect information down to the absolute essentials.
\n\n\n\nOnce you know what types of prospect data to collect, it\u2019s time to develop a lead scoring model. A lead score helps you determine how likely prospects will convert based on the different fit and intent information they\u2019re showing.
\n\n\n\nIt can be a bit challenging to set up a lead scoring model. That\u2019s why this part of the course walks you through the design and implementation process step by step while including handy tips and best practices along the way.
\n\n\n\nMercury Labs\u2019s Guide to Lead Scoring walks you through an overview of the lead scoring system we follow here at Mercury Labs.
In today\u2019s complex B2B purchase process, your main role is to guide prospects throughout their buying journey. You do this by matching prospects with a lead nurture path that best aligns with how they research and evaluate potential purchases.
\n\n\n\nWe devote an entire lesson in this course for a thorough discussion of lead nurturing. You\u2019ll learn how to create a lead nurture plan from scratch\u2014from choosing an appropriate buyer journey model to filling out a persona-funnel matrix, all the way to defining a lead nurture cadence.
\n\n\n\nMercury Labs\u2019s Lead Nurture tool demo video shows an automated lead nurturing process in action.
Ensuring a smooth transfer of leads from marketing to sales is one of the top reasons for having a robust lead management program.
\n\n\n\nThis course teaches you how to lay the groundwork for a seamless lead handoff process by making sure your lead management plan facilitates marketing-sales alignment. You\u2019ll also learn how to create a lead handoff plan using a proven five-step guide.
\n\n\n\nRelated: The MQL vs. SQL Difference and How Leads Move Through the Sales Funnel
\n\n\n\nYour lead management program won\u2019t function without a robust way to monitor leads and measure results throughout the conversion process. That\u2019s why lead tracking ties everything in the lead management process together.
\n\n\n\nAdequate lead tracking requires three things: a closed-loop reporting system, lead management metrics, and an appropriate attribution model. Each of these requirements is thoroughly discussed in the final lesson of the course.
\n\n\n\nIn short, this course covers everything you need to know to build a lead management program from the ground up or to improve your current process further. Sign up for the free email course today.
\n","protected":false},"excerpt":{"rendered":"Take this free 6-day email course and learn everything you need to know to build and implement a robust lead management program.
\n","protected":false},"author":9,"featured_media":69373,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_callbox_draft_pusher_loaded":"yes","footnotes":""},"categories":[35],"tags":[2007,1998],"class_list":["post-29527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","tag-blog-launch-ecourse","tag-blog-service-lead-generation"],"acf":{"cb_acf_post_contact_cta":"Don't miss out on potential improvement from other events like this in the future. Talk to us and stay up-to-date.","cb_acf_post_contact_desc":"","contact_utm":"","contact_utm_button":"","cb_acf_post_offer_type":"ebook","cb_acf_post_offer":[29442],"cb_acf_guest_post":{"author_avatar":"","author_bio":""},"featured_case_study":null,"blog_faq":{"title":"","faq_list":null},"cb_acf_hero":{"h1_title":"","headline":"","description":"","image":"","video":"","video_header":false,"cta_link":"","cta_link_hs":"","cta":"BOOK A MEETING"},"has_contact_form":false,"dark_themed_form":false,"has_review_section":false,"top_level_page":false,"featured_services":{"section_title":"","section_description":"","featured_service_cards":{"card_1":{"title":"","description":"","button":null},"card_2":{"title":"","description":"","button":null},"card_3":{"title":"","description":"","button":null},"card_4":{"title":"","description":"","button":null}}},"leadgen_apac":false,"leadgen_au":false,"cb_asset":"","cb_web_property":"MAIN","cb_acf_relational":{"case_study":"","cs_industry_image":""},"cb_acf_testimonial":"","cb_regional_pages":null,"cb_acf_ctas":{"contact_form":"","banner_image":"","goto_form_button":"BOOK A MEETING"},"cb_acf_post_alt":{"alt_post_title":"","alt_post_image":"","alt_post_excerpt":"","alt_post_image_url":""},"form_redirect_url":"","cb_banner_announcement":null,"hubspot_form_guid":"6c1dda45-65a3-49f4-9de6-7bc157f6abbb"},"yoast_head":"\n