In today’s digital business landscape, leads are the lifeblood of any successful enterprise. But how should companies proceed when they receive a new contact, for instance, through their advertisements on industry portals? This article outlines how to make the most of a lead, integrate it into your CRM/ERP system, and why swift follow-up is crucial for success.

Understanding the Difference Between a Sales Lead and a Marketing-Qualified Lead (MQL)

Before diving deeper, it’s important to clarify the terms Sales Lead and Marketing-Qualified Lead (MQL).

• Marketing-Qualified Lead (MQL):
  An MQL is a potential customer who has shown interest in your product or service based on their behavior. This could involve visiting your website, downloading a whitepaper, or filling out a form on LUMITOS portals. While an MQL signals interest, they are not yet ready to make a purchase.
• Sales Lead:
  A Sales Lead, on the other hand, is a contact who has shown a clear intent to buy or has been qualified by your sales team. For instance, this could be a prospect who has requested a quote or scheduled a consultation.

Converting an MQL into a Sales Lead is often the next step in turning a contact into a customer.

Why Quick Action on New Leads Is Crucial

A lead’s value lies in the action you take. Studies* show that companies contacting leads within the first hour drastically increase their chances of success. But why is speed so critical?

1. The Lead’s Interest Is Still Fresh: The prospect has just interacted with your company and is actively thinking about your solution. A prompt follow-up demonstrates professionalism and boosts the likelihood of closing the deal.

2. Competitors Are Not Sleeping: If a lead shows interest in your product, chances are they’ve reached out to your competitors as well. Speed can be the key differentiator.

3. Automation Enhances Efficiency: Proper integration into your CRM/ERP system can streamline and automate the process, saving time and resources.

The Ideal Workflow for New Leads from LUMITOS Portals

To make the most of your leads, establish a structured workflow. Here’s a step-by-step guide:

1. Input the Lead into Your CRM/ERP System
• As soon as a lead e-mail arrives, enter the contact details into your CRM or ERP system.
• Capture key information such as name, e-mail address, phone number, and lead source (e.g., inquiry form).
• For high lead volumes, consider using automation tools to import data quickly and accurately.

2. Classify the Lead

• Determine whether the contact is an MQL or a Sales Lead.
• Use predefined criteria to evaluate the lead. For example, has the lead asked specific questions or just requested general information?

3. Assign the Lead to the Right Employee

• Assign the lead to a sales representative or account manager responsible for further communication.
• Ensure the assigned person has a clear deadline for the first contact—ideally within 24 hours.

4. Make the First Contact

• The initial contact should be personalized and tailored to the lead’s needs.
• Use the information from the lead e-mail to craft your opening message and offer value, such as a consultation or relevant proposal.

5. Don’t Forget Follow-Ups

• If the lead is not immediately reachable, follow-ups are essential.
• Schedule multiple contact attempts to ensure the lead doesn’t slip through the cracks.

Best Practices for Handling Leads

1. Automated Notifications: Set up alerts in your CRM so no new leads go unnoticed.

2. Personalized Communication: Avoid generic emails or impersonal calls. Use available information to make the first contact authentic and tailored.

3. Ensure Data Quality: Duplicate or incorrect data can derail your sales process. Regularly review and maintain your CRM database.

4. Measure Performance: Analyze how quickly leads are contacted and the conversion rates. Adjust your processes based on the results.

Conclusion: Every Lead Is an Opportunity

A new contact from a lead e-mail is a valuable opportunity that should never be overlooked. Success lies in a swift, structured, and personalized approach to lead handling. With the right tools and processes, you can easily turn prospects into loyal customers, driving sustainable growth for your business.

Optimize Your Lead Management Now!

Do you have questions or want to improve your lead management? Contact us – we’ll help you design the perfect workflow and achieve your sales goals.

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Sources:

*These studies emphasize the importance of quickly responding to leads to maximize conversion chances.

• Harvard Business Review: Companies that respond to leads within five minutes are 100 times more likely to make contact and convert them into customers.