Automated lead refinement: The lead profiling engine that increases the power of your leads
Since the digital transformation in sales, more and more companies are relying on lead generation through digital marketing. Whether leads are gained through content downloads or identifying website visitors – the companies behind these leads are often not very well known. And this is where the new extension of “View2Market” strikes the right chord: The web-based lead-profiling-engine enables highly automated lead refinement.
The lead-profiling-engine, which is available immediately, provides IT vendors with functions and services that are truly impressive. On the one hand, the tool developed on the basis of View2Market delivers the lead information required for active sales – largely automatically and at the push of a button directly from the ama database. And in this way, it solves a well-known crux of digital marketing or event marketing: “We now have a lot of promising leads – but what do we know about them and which of them actually have potential?”. On the other hand, our own sales department can concentrate even more intensively than before on conducting the actual sales pitch. Thanks to supplementary service packages, such as research services for lead enrichment and nurturing calls.
Professional Lead Management
Many IT providers now make use of today’s digital marketing possibilities: via website visitor identification or content marketing, data is generated on a daily basis that already provides valuable information about potential customers.
However, GDPR means that leads usually do not contain more facts than the company name, region or industry sector of the website visitor or e-mail address and name of the content downloader. This means that the information that can be generated from the aforementioned measures is rarely sufficient for a definitive evaluation. For example, to answer the question of whether following up on these leads further pays off for sales at all. Or whether the necessary, sometimes very time-consuming, research for the team for further qualification should not be carried out for cost reasons.
And this is exactly where the newly developed module comes in. The lead-profiling-engine actively supports the marketing and sales teams in line with their needs. This takes the form of a largely automated ‘lead refinement’ process. The following case studies show how this works.
Automated process – from leads to qualified leads
Suppose an interested party’s email address and company name were generated via the digital or content marketing channel. With the now available web-based lead-profiling-engine, the responsible CRM team can capture these leads directly and supplement them with already available information that is relevant for later sales follow up. For example, the lead source (with many details) and – if available – the lead contact. This includes other information from the initial generation of the raw lead, such as the topic of the requested content, the date of the download or the website visit.
In the next step, your CRM team uses the lead-profiling-engine to determine the company profiles that match each lead. If these are available in the ama database, the information belonging to the lead can be activated immediately. This includes the ICT infrastructure used by the company, the planned ITC investments or, if applicable, existing group interdependencies as well as the corresponding main contact persons in the group companies. Based on these facts, it can usually be decided immediately whether or not it is worth pursuing the contact further.
The probability that the right company profile will be found for a lead is high. There are currently around 41,000 profiles available in the database. This amount of data is usually sufficient to assign most incoming leads to specific companies.
Qualified leads – immediately available at the sales office
In addition to these functions contained in the “Basic Variant (Version A)”, the lead profiling engine in the “Silver Variant (Version B)” also offers the option of automatically reading in “raw leads” and comparing them with existing company profiles in the ama database. In this way, your own sales or marketing team is freed from routine tasks that would otherwise come about. At the same time, all lead source details are automatically assigned.
If no suitable company profile can be found for the lead in question, another innovation takes effect: the lead-profiling-engine automatically triggers a manual process. In this process, the ama research team immediately searches for companies that do not exist in the ama database and creates a new company profile for the information obtained.
The leads enriched by the ama research team are transferred into the “LeadBox” of your lead profiling engine application, activated directly and your marketing or sales teams are informed about new incoming leads via alert.
Take the pressure off sales – outsource both potential analysis and contact development
Although the profiles assigned to a lead already contain many details about the respective company, important facts could be missing for a more extensive potential analysis. This might include the willingness to buy, the available budget or the contact person responsible for the product or service to be sold.
In this case, in the “Gold Version (Version C)”, a Qualify Call is triggered by ama’s profiling team to conduct further telephone research – up to and including arranging an on-site appointment. Your sales team will be informed via alert as soon as the leads enriched in this way are available for follow-up.
Regardless of the lead-profiling-engine variant, each lead activity captured contributes to improving the LPE scoring level. This makes it easy for you to define additional activities based on the scoring value.
With the help of the newly available Lead-Profiling-Engine, personnel costs for lead qualification can be reduced to an absolute minimum and your sales process can be made even more effective.