APRIL - 2023MARTECHOUTLOOK.COM8IN MY OPINIONSuccessful sales and marketing have always been dependent upon effective lead management and this has never been truer than in today's multi-channel digital world. Also known as prospect management or customer acquisition management, lead management simply refers to the tracking and managing of sales leads. But it is rarely simple and is often quite complex, especially for larger companies with multiple divisions, product lines, customer profiles, salespersons, and marketing programs to manage.The most innovative and successful firms today, including both B2B and B2C marketers, use lead management systems to manage their sales funnels, reduce expenses, grow revenues, and improve ROI. According to Marke to, companies that excel at lead management and nurturing processes generate 50 percent more sales-ready leads at 33 percent lower costs than businesses without such processes. Even many smaller businesses, for whom every lead is more critical, find powerful efficiency and business benefits in utilizing lead management systems.Top lead management software solutions include such names as Salesforce, Pardot, Marketo, Act-On, Keap (Infusionsoft), and Hubspot. While such platforms vary in their features, functionality and strong suits, they all provide a combination of customer relationship management (CRM) capability that tracks interactions with both existing and new customers, along with pipeline management, and marketing automation, including email marketing. This convenient combination of CRM, pipeline management and marketing automation is what distinguishes CRM-only solutions from genuine lead management systems.At Brown Jordan Inc., a 77-year-old global leader in the design, manufacturing and marketing of premium outdoor and indoor furniture for the residential, hospitality, and other commercial markets, we use Hubspot as our primary lead management system. Hubspot enables us to integrate marketing, sales and CRM efficiently and effectively.IMPROVING SALES & MARKETING PERFORMANCE WITH LEAD MANAGEMENT SYSTEMSBy Julie Daniel, SVP Marketing & eCommerce, Brown Jordan Inc.Julie Daniel
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