Even if finalizing the lead management process has been mentioned: it is by no means completed. Lead management, and especially lead nurturing models and lead scoring models, are constantly developing. It is a continuous process.
Controlling and analyzing play a central role here; they show where the purchasing process can be improved and where you can use better methods to win over potential customers. This creates a marketing automation machine, which is based on modern lead management tools.
With programs such as HubSpot, Pipedrive, or Teamgate, you can organize all your actions in a clear way. By allowing all data from different channels to enter into a central platform, you can segment leads more easily and make them accessible to both departments – marketing and sales. It is also easier to define unique lead routing rules.
The big challenge remains to find the optimal balance between automation and personalization. If you then find the right approach for the target group and the right content for the campaign design, the lead management strategy is sorted. Companies are therefore able to establish successful business relationships and to maintain contact with new and existing customers on a sustained basis.