A good lead capturing process consists of following important elements :
1. Attracting stakeholders (Customers/Partners/Employees) with quality content which is Personalized, delivers quick value and most importantly for FREE
Your lead capturing content should be helping your organization attract your target audience. e.g. customers or partners or employees etc. It should do so by delivering FREE Value which is personalized and quickly delivered at the first point of contact.
2. Communication between responsible functions
Functions in your organization which are responsible for capturing leads should be communicating with each other seamlessly. e.g. For attracting customers, your Sales and Marketing both the functions should collaborate well. They should jointly create right content (normally done by marketing) and send it to right audience (normally done by sales).
3. Visually appealing, easily seen and easily accessible content
For the targeted audience, the lead capturing content created by your organization should be visually appealing, easily seen and easily accessible.
4. Repeatable, Scalable, Connected process with Feedback loop
The process with which you deliver your lead capturing content to your target audience should be repeatable, scalable, well connected to the next contact point in the sales funnel. It should also have a feedback loop to make it better.
5. KPIs : Quality focused and not Quantity focused
Your organization should have set right Key Performance Indicators (KPIs) w.r.t. to attracting RELEVANT Leads and NOT the quantity of the leads (Quality vs Quantity).
6. KPIs : Output focused and not input focused
Your organization should be tracking your employees responsible for lead capturing using a measure related to Output and not the input. e.g. Sales per month or Demos per month instead of Content generated per month.
7. Motivation to consume as well as share your content
Your organization should have a mechanism in place to motivate target audience to consume as well as share your content.
8. Motivation to create quality content
Your organization should have a mechanism in place to motivate your lead capturing employees or respective functions to create quality content.
9. Automation/Semi-automation of each and every step in the process
Your organization should have a mechanism in place to find and automate/semi automate each and every step in the lead capturing process.
Do you want to know how good is your Lead Capturing process?
Answer these 9 carefully crafted questions and check out the same. Not only check out but identify areas where you need to improve!
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