What is Lead Routing?
Lead routing describes the transfer of quality leads to sales, thereby transferring responsibilities from the marketing department to the sales department. Lead routing is responsible for passing leads to the right people, which can be automated with the right software. Is the last step in the lead management process, and what it basically does is direct the contact data towards a specific goal: sales, which is equivalent to successfully completing this process.
Lead routing describes the process by which the marketing department delivers the contact to the sales department.
Especially in the field of B2B marketing, where a lot of value is placed on more personal interactions, the process is carried out following a classic scheme: when the time comes and once the lead nurturing is finished, and the defined maturity index has been reached.
By routing leads, the agent or worker of the commercial department acts, who takes charge of the contact and subsequent communication.
Your goal is obvious:
To complete the process and convey the products or services to the customer to meet their wants and needs.
Last phase of the campaign.
The knowledge obtained from lead scoring is essential to complete the lead management process. Only through an objective assessment, you can assess how new a lead is to achieve the corresponding sales objective and whether that lead is ready to receive an offer.
In this sense, the data collected on users (the user profile) are not the only essential elements, but also the activity and reaction to the measures previously adopted. These are all factors involved in the lead routing process.
Lead Scoring Models
A lead scoring model gives each stakeholder a rating that sets priorities in routing leads and precisely defines the customer journey’s position.
Once the lead is ready to make decisions, a critical phase begins: you cannot wait long to take concrete action, and you have to establish contact at the right time. The agent or worker in the sales department already has everything he needs, that is, the data set and scores with the help of which he can appropriately adapt his sales strategy.
A continuous process
Despite talking about the end of lead management, the process cannot conclude yet. Lead management, in particular, but also lead nurturing and lead scoring models, are under continuous evaluation, which results in a constant process.
Both controlling and analyzing play an essential role in this effort since they show if there is still high demand in the purchasing process and where more leads can be intercepted with better strategies. If you take advantage of marketing automation, your foundation would be unstoppable.
Lead Distribution Software
What marketing automation and lead distribution solutions allow you is to organize all actions that you want your leads to take in an organized way. At the same time, data from different channels can be incorporated into a central platform; leads can be segmented and remain accessible to both parties: marketing and sales. This makes it easier to establish unambiguous lead routing rules.
Now, the big challenge is finding the perfect balance between automation, customization, and distribution. If you have the right way to serve your target audience and the right content for campaign design, your lead management strategy can be implemented.