Inside Sales Lead Management Featured Article

“Sales” is not necessarily everyone’s favorite topic, but it does play an important role in the revenue generation for most companies. Whether you’re a local operation or target prospects internationally, you likely have a proven strategy in place to identify potential leads and turn them into new customers.

When your inside sales lead management relies on your online activities to drive those leads, there are some things you need to do on a regular basis to continue to feed the pipeline. For a number of organizations, that means the landing pages meant to capture information need to be refreshed on a regular basis instead of ignored or simply resting on the permanent “to-do” list.

A recent Business2Community post offered great insight in this area, reminding the reader that the purpose of the landing page is to encourage conversions. If conversions aren’t happening, the landing page is not effective. In this argument, keep in mind that the conversion is not a sale, but rather an action by the prospect indicating they are interested in learning more.

The prospect may share information to download a white paper or case study, or maybe they want to participate in a webinar. The landing page serves a purpose – inspiring the prospect to share information and become an active participant in learning more. When this happens, inside sales lead management then has another prospect to add to a nurture track and potentially turn into a sale. 

The goal is to design your landing page with graphics and information that appeal to the prospect. It needs to be easy to follow, provide the information they want and inspire the desired action. In some cases, the landing page may be combined with postcard marketing or business cards handed out at trade shows or conferences. Some marketers use QR codes on materials, directing the prospect directly to the landing page.

Whatever methods are used to draw prospects to the landing page, you need to measure the number of conversions against the number of visitors. If people are still landing on the page, but then immediately bouncing off, it isn’t serving as the conversion tool inside sales lead management needs to be effective. This is also true if your click through rate decreases. If it stays the same over time, still compare it against the traffic to see if the overall conversion rate is acceptable.

The point is you have to pay attention to your landing pages and make necessary changes and improvements over time to keep funneling opportunities to the sales team. In doing so, you’ve provided another opportunity to make connections with potential customers on a regular basis that may not exist otherwise. Don’t waste the opportunity by letting your landing pages go stale.