Lead management strategy: the 14 KPIs to follow B2B Leads
Adopting a lead management strategy is especially interesting in B2B and especially in the industrial sector. But what exactly is a lead management strategy? It is about managing your commercial contacts in order to get them through the acquisition tunnel. The objective is thus to transform them into prospects and then into customers. To carry out a lead management strategy, digital will be a major ally. Indeed, most of the activatable actions Cambodia Email Address are online. We can for example cite the creation of content on your website or blog, the management of your social networks or the implementation of targeted emailing.
You can also decide to host a webinar, create a white paper, etc. Whatever form is adopted, the goal is to nurture your prospects while highlighting your expertise. You will stand out from your competitors while bringing a real plus to your potential customers. Therefore, when making their choice between you or one of your competitors, you will leave with a significant advantage. However, any strategy must be accompanied by monitoring to ensure its performance and profitability. It is therefore essential to follow KPIs (Key Perfomance Indicators). They will tell you which actions are most effective and which are less.
You can therefore adapt your strategy as needed
So you are wondering which KPIs are interesting to follow as part of a lead management strategy? That’s good, that’s precisely the subject of this article, here are 14! What are the stages of a lead management strategy? Before getting to the heart of the matter, we can distinguish 2 main stages in the context of a lead management strategy. First of all, there is that of lead generation. During this step, you will attract new visitors through the creation of content. In addition, your expertise will be highlighted in the content created. Then, once the leads are attracted to you, you will have to nurture them.
By that, we mean the fact of continuing to multiply the points of contact with them, whether physical or digital. They will thus continue to move forward in the acquisition tunnel until the final step: conversion. This last step logically marks the end of your lead management strategy. You have indeed achieved your goals: Lead generation: the first step in a lead management strategy As we said, the first step in your lead management strategy will therefore be lead generation. The KPIs relating to this step will allow you to measure both the cost of the device dedicated to this lead generation, but also the number of new leads generated. This will give you a first glimpse of the success or failure of your lead management strategy.
As a reminder, a multitude of actions are possible to generate leads:
On your website, social networks, emailing. It will therefore be necessary to adapt the KPIs monitored according to the option chosen. Obviously, it is possible to multiply the actions in parallel. It is therefore relevant to monitor the following KPIs: the number of visitors to your website / blog the number of impressions of your social media posts or the number of impressions of your pages in Google results. The higher the number of impressions, the greater your visibility. the number of clicks and the click rate on the links you provide (by email, on your site or even on social networks) the CPC (cost per click) and CPM (cost per thousand clicks)
Thanks to all of these metrics, you will be able to determine a CAC (Customer Acquisition Cost). Simply put, you will know exactly how much it costs you to acquire a lead. It is indeed important to keep in mind the notion of how much each of the actions taken is costing you. Surely you don’t have an unlimited budget, so it would be a shame to inadvertently exceed it. So once you know how much you have acquired new leads and how much it has cost you, thanks to the monitoring of the KPIs of your lead management strategy, it is time to nurturing.