For many companies, Digital Lead Management is an inherent part of the marketing planning. In contrast to classical analogue channels, measurability, transparency and the accessibility of young target groups are clear advantages. However, the campaign planning in the digital marketing environment poses exceptional challenges for the persons in charge for sales and marketing, and therefore requires special measures. iq! compiled the most important criteria for a successful Digital Lead Management.
Digital Lead Management – overview success factors
Source: iq! Management consulting
Digital Lead Management: „Structure the digital landscape“
The available channels and platforms in digital marketing are nearly shoreless. On the one hand a decision between countless forms of advertising has to be made, there are banners, video ads, content marketing campaigns, search engine marketing, social media ads, cooperations and many more options. On the other hand, platforms and their environments are extremely manifold. Merely a properly functioning, pragmatic testing becomes a great challenge. Besides that, when thinking of Digital Lead Management, not only paid campaigns have to be considered, i.e. “paid media”, but also the “owned media” channels (e.g. own website, facebook page, twitter channel) and “earned media” (e.g. positive article in an external blog, viral campaign) have to be taken into consideration. Therefore it is important to find a, for the core target groups reasonable, selection in digital platforms and media formats. This can only be achieved by closely monitoring the performance indicators of all digital campaigns.
In order to facilitate this, it can be useful to put the number and kind of digital agencies and tracking systems to the test. Oftentimes it is better to let this topic be coordinated by only a few persons in charge who apply uniform tracking methods.
Um dies zu erleichtern, kann es sinnvoll sein, die Anzahl und Art der Digitalagenturen und Trackingsysteme auf den Prüfstand zu stellen. Oftmals ist es besser, das Thema von einigen wenigen Agenturverantwortlichen mit weitestgehend einheitlichen Trackingmethoden steuern zu lassen.
Digital Lead Management = “Measure properly”
Certainly, every enterprise measures some KPIs for all placed marketing campaigns. However, examples, especially from the B2B environment, show that the order value or the size of the shopping cart of a sole completion are not sufficient to steer the Digital Lead Management in a revenue-optimized way. The lifetime value of the customer should be the central managing element. The control systems have to be able to define a predicted customer value for every incoming lead.
Clear follow-up processes guide the lead towards a completion and continue to further qualify him in this way. In order to enable this and to reach a clear assessment of leads and campaigns, the utilization of the existing data is essential. Potent analytical systems should be tailored to the exact needs of the company.
Digital Lead Management = “Combine Online + Offline”
Digital Lead Management should form a unity with the analogue campaigns of a company. Customers do not accept it any longer to be addressed or treated differently in various channels – uniform campaign processes are expected. This also applies to a transition of the customers from digital campaigns into analogue marketing and sales channels, e.g. a stationary shop or a sales employee, as well as the connection of offline and online campaigns with digital register and follow-up processes. This still represents a major challenge and requires a considerable amount of investment in the underlying IT systems.
Digital Lead Management has become a matter of course. However the revenue-maximizing allocation of digital leads has not yet been reached in many cases. The basics on the “surface”, e.g. digital campaigns and a digital customer profile mostly have become a standard, yet analytical and IT systems are not yet as far developed to qualify leads in an optimum way, to categorize them and to manage them in a cross-channel way. At this point, companies have to go more into depth in order to establish a comprehensive lead management.