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2021 | OriginalPaper | Chapter

10. Successful Lead Management: Nothing’s Gonna Stop Us Now

Author: Stephan Wenger

Published in: B2B Marketing

Publisher: Springer International Publishing

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Abstract

This chapter outlines the importance of lead management and its position within the organization. It is important to realize that the well-established AIDA model still provides a framework on the modern journey of a potential customer to a converted sale. The author gives an overview of the funnel concept including all funnel steps and their definitions, as well as details on how these are connected to marketing and sales. Further, the chapter describes B2B market specifics related to the funnel concept. The transitions between the funnel parts mark important states of the customer journey and reveal most critical KPIs. Successful lead management is only possible if the goals of the lead and marketing funnel are derived from sales targets. An organization is bound to fail if the aims of these important departments are not aligned. All aspects of lead management and the relationship between marketing and sales, are combined in the Lead Management Maturity Model. For the first time, publicized LMM Model provides a framework for the assessment and the development of company organizations. This scheme allows an organization to assess and act on striving toward the ideal state of marketing, lead management, and sales.
Footnotes
8
See the chapter on MarTech by Seebacher at the beginning of this publication.
 
11
Strategies, Tactics and Trends for Lead Generation Quality, Ascend2, 2019.
 
17
The customer value concept describes what a product or service is worth to the customer. The customer value equals the benefits minus the cost necessary to receive this benefit.
 
19
CSO Insights’ research focuses on the complexity of B2B sales. Retrieved May 31, 2020, from https://​www.​csoinsights.​com/​
 
21
A Buyer Persona is fictional, generalized representation of your target group and represents the ideal customer.
 
22
A unique identifier is the one criterion the company uses to match all user activities. This identifier plays a vital role in lead nurturing.
 
23
See next part of this chapter for details on Lead Nurturing.
 
24
See next part of this chapter for details on Lead Scoring.
 
32
See further details on Cost-per-lead here: Retrieved May 31, 2020, from https://​en.​ryte.​com/​wiki/​Cost_​Per_​Lead
 
33
State of Marketing, sixth ed. (2020). Salesforce.
 
38
State of Marketing, sixth ed. (2020). Salesforce.
 
Literature
go back to reference Kotler, P., & Bliemel, F. (2006). Marketing management. Munich: Pearson Studium. Kotler, P., & Bliemel, F. (2006). Marketing management. Munich: Pearson Studium.
go back to reference Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the war between sales and marketing. Brighton: Harvard Business Review. Kotler, P., Rackham, N., & Krishnaswamy, S. (2006). Ending the war between sales and marketing. Brighton: Harvard Business Review.
go back to reference Lewis, D. (2013). Manufacturing demand. The principles of successful lead management. Danville: New Year Publishing, LLC. Lewis, D. (2013). Manufacturing demand. The principles of successful lead management. Danville: New Year Publishing, LLC.
go back to reference Salesforce. (2020). State of marketing (6th ed.). London: Salesforce. Salesforce. (2020). State of marketing (6th ed.). London: Salesforce.
go back to reference Stevens, R. P. (2012). Maximizing lead management. New York: Pearson Education. Stevens, R. P. (2012). Maximizing lead management. New York: Pearson Education.
go back to reference Strong, J. (1925). The psychology of selling and advertising. New York: McGraw-Hill Book. Strong, J. (1925). The psychology of selling and advertising. New York: McGraw-Hill Book.
Metadata
Title
Successful Lead Management: Nothing’s Gonna Stop Us Now
Author
Stephan Wenger
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-54292-4_10