1. What is the management of sales leads?
Sales leads, also known as leads in marketing terms, are generally the key information of potential customers, such as the customer's name, contact information, industry, pain points or needs, etc. They are at the forefront of the entire sales process and are the basis for sales work. .
Valuable clues will quickly be transformed into business opportunities, and finally cooperation will be reached through the stages of program communication and negotiation. So where to get the clues? How to identify the value of leads? How to distribute and recycle clues? Is the process of sales follow-up leads reasonable and really make use of the leads?
Therefore, lead management is the whole process management from customer acquisition to transaction, including the following five dimensions:
- Lead Collection - Multi-Channel Lead Acquisition and Management
- Clue Judgment - Accurate Clue Identification
- Lead Assignment - Lead Assignment and Recovery
- Lead Follow-Up - Sales Lead Follow-Up Process Management
- Lead analysis - whole process lead management ROI analysis
Good tools can often get twice the result with half the effort. An easy-to-use sales lead management software can manage leads in a refined manner, and spend the same money to get more high-value leads.
2. Lead management "one mirror to the end" is an inevitable trend
As we all know, general sales lead management software can be roughly divided into two types, one is CRM software , which has a more in-depth judgment, distribution and follow-up of sales leads, and we call it sales direction for the time being; the other is marketing cloud , which It is more inclined to obtain sales leads from different channels through different content and activities, which we call marketing.
This is related to the division of functions of the enterprise. Under normal circumstances, the marketing department is responsible for collecting and cleaning leads, and then transfers them to the sales department, and the sales department is responsible for the subsequent distribution and follow-up.
However, as the cost of obtaining sales leads continues to increase, coupled with the slowdown of the growth of most B2B companies, the refined operation of sales leads has become inevitable. Functional marketing and sales are constantly merging, lead management "one mirror to the end" has become an inevitable trend of enterprise development, and the integration of marketing cloud and CRM is also one of the inevitable trends for service providers.
3. 4 types of mainstream sales lead management software
1. CRM and marketing cloud integrated lead management software
As mentioned earlier, the integration of CRM and marketing cloud can make the entire sales lead management form a closed loop, collect, judge, distribute and follow up sales leads in one system, and finally analyze the sales leads to find out a higher ROI The channels and activities are of great benefit to the refined operation of enterprise sales leads without any harm, and a lot of things that need to be "extremely pulled" are saved in the middle. (You never know how many conflicts will be caused because a high-quality lead is not "high-quality follow-up", and you may not know how many rounds will be dragged because of the source of a transaction lead.)
Of course, what needs to be coordinated is that the marketing department and sales department within the company need to cooperate well, either to make them the same department, or to set up a detailed mechanism in advance, so that the work is done first, and the later work can be better. advance.
Representative enterprise of CRM and marketing integration: Fenxiang Sales Customer
1) Official website: https://fs80.cn/m8w6yx
FunShare is characterized by a connected CRM, which connects businesses, people, and systems, and realizes customer-centric, efficient collaboration within the enterprise and upstream and downstream businesses. Provide deeply industrialized products, solutions and services for large and medium-sized enterprises in high-tech, modern enterprise services, fast-moving consumer goods, agriculture and animal husbandry, large-scale manufacturing, etc., and help enterprises achieve continuous growth through the integration of marketing, sales and service.
2) Advantages : Funshare has been deeply involved in the CRM field since its establishment. It is currently the CRM manufacturer with the highest domestic market share . It focuses on connected and full-featured CRM. The personalized omni-channel marketing cloud can accurately acquire customers and convert them efficiently. Specifically, Funshare covers marketing, sales, service, channels, ordering mall, BI data analysis and other common CRM functions, and can realize closed-loop refined management from the business level; the customization ability and ecological expansion ability are relatively strong; the whole industry , Both large, medium and small customers are welcome , and it performs well in large manufacturing industries, medical industries, FMCG industries, high-tech industries and other industries.
3) Disadvantages: Relatively speaking, SCRM capabilities are relatively weak.
2. A marketing cloud service provider that focuses on marketing
If you want to focus on solving the problems of lead acquisition and lead quality, you can also use the marketing cloud alone, but it is best to use it with a CRM. It is best to integrate the marketing cloud and CRM, which is more convenient for subsequent lead distribution and follow-up. Otherwise, no matter how good the quality and number of clues are, the follow-up is not enough, and the loss outweighs the gain.
Representative of marketing cloud service provider: Zhiqu Baichuan
1) Official website: Fun Baichuan
Zhiqu Baichuan is a manufacturer focusing on B2B marketing and focusing on SCRM. It provides intelligent social marketing solutions centered on "content + customer acquisition + lead incubation + sales follow-up" to help companies acquire customers and convert them.
2) Advantages: The advantage of Zhiqu Baichuan is that it can provide a wealth of activities, games and questionnaire templates, and supports customization by corporate customers. Its product functions mainly fall into the following five categories:
- SCRM social marketing - to improve the conversion efficiency of To B customers;
- MA Marketing Automation - Continuously improve operation and conversion efficiency;
- EMS event management - provide better meetings and events, improve event performance;
- CDP customer data platform - cross-platform integration of data from various channels;
- SFA social sales - quickly improve the conversion efficiency of sales orders.
3) Disadvantages: The product has few functions and poor customization; customer support is not timely; user analysis is not comprehensive enough.
3. SCRM private domain operation service provider
There is a big difference between the SCRM private domain operation here and the previous SCRM of Baichuan, which lies in the private domain operation. The representative company is Chenfeng. Chenfeng is mainly engaged in private domain traffic, but it is also doing sales management, so it also has a CRM function. However, its advantage is still in private domain traffic, so it is classified in this category.
Representative of SCRM private domain operation service provider: Chen Feng
Official Website: Chenfeng
1) Brief introduction: Chenfeng is a one-stop socialized customer operation management solution provider based on the enterprise WeChat ecology. It is committed to becoming the chief customer operation and management expert in the whole industry. Relying on the core product Chenfeng SCRM, it helps enterprises reconstruct the new era The digital marketing model promotes corporate customers to complete digital marketing transformation and upgrading.
2) Advantages: Since Chenfeng is a one-stop socialized customer operation management solution provider based on the enterprise WeChat ecosystem, companies that use Enterprise WeChat as an OA tool may have more advantages in using Chenfeng. Because Chenfeng SCRM has the functions of accurate group sending of marketing SMS for enterprise WeChat, management of circle of friends, group management, lead introduction and other functions.
3) Disadvantages: There are many functions, which affect the experience, and the learning cost is high; after implementation, professional technical support is required, which increases the cost; the data statistics are not smart enough.
3. Others : Excel, cloud form, low-code platform
In addition to the above three types of sales lead management software, there are actually more "economical" ways to manage sales leads, such as the following three:
1）Excel
Needless to say, start-up companies can use Excel to manage sales leads. When there are not many leads and salespeople in the early stage, Excel can still be used, but the premise is to have someone who understands data and operations. The "cousin" or "cousin" of marketing, so as to sort out the source of leads, the rules of lead distribution, lead distribution and lead follow-up, otherwise it must be confused.
Of course, there is no problem using Excel in the early stage of starting a business, but when there are more than 20 salespeople, manual calculations are already very difficult. After all, at this time, every salesman is waiting for food and needs more leads; and the situation of each salesman is different. The source of sales leads, quality analysis, distribution and other data need to be updated in real time, and Excel can continue to support it, but the amount of calculation may not be supported by data operators.
2) Cloud form
Cloud form is the same as Excel, but it relies more on platforms like graphite documents and cloud form. The functions are the same, but there is another issue that needs to be paid attention to in the cloud form, that is, data security. Putting all sales data on the cloud for calculation and analysis, if there is a data leak, it is easy to cause major problems.
3) Low-code platform
Low-code development platform (LCDP) is a development platform that can quickly generate applications without coding (0 code) or with a small amount of code.
Although it is low-code, operators still need to understand some code. Similarly, you need to pay attention to data security issues and the changes in the logical relationship after the number of sales staff increases.
4. Selection suggestions
Specifically, how to make a selection depends on the following two principles:
First of all, starting from your own business, first determine the budget and product type.
In terms of budget, it can be calculated from the dimensions of demand, necessary functional modules, and number of users.
In terms of product types, it needs to be analyzed based on its own business needs. For example, the company needs to establish unified rules in terms of marketing and sales, and both marketing capabilities and sales management capabilities need to be improved, so choose a service provider that integrates CRM and marketing cloud For example, Funshare Sales is definitely more suitable ; if the company needs to improve its sales management ability, but more importantly, there is a bottleneck in the growth of new customers, and the problem of marketing and growth is more urgent, then you can choose a marketing cloud service provider; if it is a start-up company , There are not many sales people, so Excel and low-code platforms can also be used to support it, just remember to recruit a knowledgeable operator.
The second is to judge the strength of the product itself.
For example, what is the product implementation ability, what is the service ability after implementation, what is the product and technical ability, how is the product expansion ability, whether it supports integration with other systems, what is the integration and development ability, what is the user experience ability, whether it can be quickly started, etc. , are key points for judging product capabilities.