Watch the video to learn how to get started with lead scoring and the steps you need to take for effective lead management programs that enable you to close more business.

-        Generate Leads – need to have processes in place for generating new leads.  This can be done through a variety of ways, including email marketing, social media, traditional advertising, tradeshows, etc. You must offer something of value in order to receive buyer information in exchange.

-        Capturing Information – must have a way to capture and track prospect information via online forms on your website, microsites, business card scans, and other methods in order to build your database.

-        Scoring – once you have qualified buyers you need to determine who is most interested.  You do this by assigning a scoring methodology to prospect responses to campaigns, form submissions, website visits, etc. This enables you to better understand where they are in the buying cycle.

-        Nurture – based on the scores of your prospects, it is imperative to set up nurturing programs that continuously provide prospects with valuable information that is based on their preferences and interests to help nurture them through the buying cycle.

-        Conversion – Following the steps above and implementing an effective lead management program will help you convert more leads into buyers.

Watch the video to understand what it takes to convert an Internet prospect to a sales ready lead and ultimately into a new client.

-        8 out of 10 Internet leads are not ready to talk to a sales person.

-        94 percent of online buyers expect a response within 4 hours. (NAHB)

-        What you need for success: online marketing to generate the leads and a lead management system to score and nurture prospects through the buying cycle.

-        Real Estate Example: Reverie on the Ashley

• It took an average of 45 touch points over 270 days to convert a prospect to a buyer.
• Need tools to effectively manage leads that require this many touch points.

-        Effective lead management requires:

• Well designed email campaigns and landing pages.
• Online forms are critical to collect important information that allow you to segment prospects and target more effectively with automatic groupings.
• Relevant messaging that delivers content and that is of interest to the prospect.
• Marketing automation is key to real-time lead management.
• Need to touch an Internet lead a minimum of three times within the first seven days.

-        Our studies show segmentation combined with automation improve response rates by as much as 40 percent.

Watch the video to see examples of landing page tips and advice that work for leads that require multi-touch sales follow up.

Watch the video to see examples of landing page tips and advice that work for leads that require multi-touch sales follow up.

• Always keep your brand centered or in the top left hand corner.
• Use dynamic images, a rotating slide show of your products or brand experience. Video works even better.
• Headline and sub headlines go above the fold.
• Keep it simple – use short intro statements and bullets points.
• Form placement should be on the upper right side of the landing page.
• Make sure you have a clear call to action with an offer that is relevant to the advertising.
• Offer something of value; a white paper, e-brochure, or coupon are all great options.
• Your form should be relevant and to the point – 7-8 questions tops!
  • First name, last name, e-mail, phone, questions or comments, 2-3 qualifying questions, product of interest and timing, zip code, and address only if you have intentions of mailing something.
• Use accolades earned by your firm or product, testimonials using 5 stars ratings, or for location based offerings use the cities key accolades.
• If your service requires getting to a destination provide a location map and driving directions link.