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Date Created: 12/21/15
LeadPro247 Leveraging Back office systems for Leads Distribution Clients and Buyers Okay, now you are all set to go. You have chosen a business segment or vertical, set up a lead generation and distribution business, signed with a few affiliates and even negotiated with a CPA network (such as Azoogle, Copeac, Hydra, etc.) to generate leads. Heck, you have even paid a handful of money in advance for implementation and training and signed up for a lead distribution software system such as LeadPro247. Obviously your focus would now turn to clients who buy leads from your lead company. It may not be too difficult to get a few clients, if you are in the industry for some time. Every business is looking for leads and trying to leverage the internet as a lead generation medium. Satisfying the Clients with Lead Quality First and foremost objective is to satisfy the client. There are several factor which influence the customer satisfaction in this scenario; prime among them are: 1. delivering leads on time, as promised 2. making sure that the leads are genuine (and not bogus) 3. ensuring that the lead information is correct and complete 4. pricing it optimally As you would have noticed, the prime criterion for customer satisfaction turns out to be the Lead Quality (and not necessarily quantity). Using right affiliates / networks, genuine lead generation methods avoiding deception and incentives, scrubbing the leads (for incomplete information, duplicate leads, etc.) and adding lead verification techniques where necessary will lead to high quality leads and hence increased lead client satisfaction. Lead Delivery via Emails Another important factor that lead companies and sellers often overlook is the lead delivery process and back office systems. If you are selling leads to end users who are mostly small businesses without strong technical capabilities (which will be the case 70% of the time), you will be in for a big surprise. Even if your lead distribution software system supports multiple lead delivery methods, there is no guarantee that they would have evaluated all methods and finalized a suitable method to fit their specific scenario. Most of the clients will go with email alert notifications in real time. While this is a required and essential process, at least 30% of the emails will not get into your client’s attention. Either the email will not land in their email inbox or fall into the junk mail / bulk mail folder. © 2010 Anagha Group www.LeadPro247.Com Page 1 of 3 Or even the client may delete some lead alerts when trying to sort out all the spammy looking stuff in their inbox. Even if they receive your lead via email alert, it might slip through the crack and they will never follow up with the prospect for hours or even days. Ultimately, as the new emails keep piling up in the box, older emails will lose their relevance and visibility. Unfortunately, the client will conveniently put the blame on the quality of leads (in other word, you, the lead seller) and will stop placing repeat lead orders with you! In worst case scenario, you may not get your money for the leads already delivered, if you have provided a post payment caption. Keep in mind that none of this is in your control or your fault! Leveraging Back Office Systems You can leverage the back office system feature of lead distribution systems to increase customer satisfaction and contribute to increase your client’s business. Yes, there is an important role to be played by you as a lead generation company and lead seller in educating and encouraging your clients to adapt to the usage and benefits of back office systems for their own good. Every major lead generation and distribution management software system comes with some sort of back office system access feature for the lead buyers. Using these system not only guarantee the delivery of the lead, but also will help the clients increase the lead conversion rates by using the lead retrieval, tracking and management functions. Flavors of Lead Back Office Systems Advanced lead distribution systems such as LeadPro247 will have multiple flavors of back office systems in order to meet the requirements of various lead buyers. Either you may absorb the cost (which is generally low and affordable) of these systems or pass it on to your customers. Considering their total value, it may be useful if offer the back office system as an added benefit! The following three versions / types /flavors are most commonly found in the lead company software systems such a LeadPro247: 1. Basic version: Lead Retrieval System 2. Medium level: Lead Tracking and Management System 3. Premium level: Lead Tracking and Marketing Automation System Lead Retrieval System When the leads are distributed, the clients can immediately access the leads in the lead retrieval system. They can also see the purchase orders placed by them and the status of the orders. This will provide a real time view of the leads delivered and pending quantity. Access to the lead retrieval system provides peace of mind to the buyers and helps you reduce your customer support and hand holding efforts. You can focus on your business – generating and delivering quality leads! © 2010 Anagha Group www.LeadPro247.Com Page 2 of 3 Lead Tracking and Management System This version of customer access goes one step further and helps your clients manage and track their leads as they follow up with their end customers. In other words, your lead distribution system back office turns into a mini CRM (customer relationship management) system for your clients. The leads delivered by you can be assigned to one or more sales reps within their organization for follow up. The clients can also track customer conversions, follow-up and call back reminders, etc. A wealth of lead tracking reports will be available for your customers. Lead Tracking and Marketing Automation System This is the premier level of back office access that can be provided to your lead buyers. In addition to lead retrieval and tracking management, the system can be used a full fledged marketing automation system. Drip Email Marketing is used to follow-up and nurture the leads. Depending on your buyers’ requirements, they can opt for self-payment depending on their drip email campaign volume, survey response volume, etc. This back office system would be useful for your sophisticated and deserving customers who would like to use an online marketing automation system. Conclusion Finally, a word of caution, Many of your lead buyers may not be ready to go the full extent of leveraging the functions and features of your lead distribution back office systems. However, you should encourage the clients to use the Lead Retrieval system at the minimum, which will pay back in no time for both of your organizations. © 2010 Anagha Group www.LeadPro247.Com Page 3 of 3
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