Lead management
Lead management (also known as lead management ) describes a marketing approach for the strategic and targeted acquisition of new customers.
description
The term includes all measures and processes - for example from the areas of inbound marketing , content marketing and marketing automation , which are used to turn anonymous interested parties into contactable leads and develop them into customers. The crucial aspect here is the collection of personal data , on the basis of which the marketing department sends further information to a lead - usually by email - and thus guides him step by step through the customer journey up to the purchase or conclusion of a contract. The lead management process consists of five phases: target and target group definition, lead generation , lead nurturing, lead scoring and lead routing.
literature
- Dagmar Mack, Dominic Vilberger: Social Media for SMEs: The guide with all the basics, strategies and instruments . Springer Gabler, Wiesbaden 2016;
- Tanja Kruse Brandão, Gerd Wolfram: Digital Connection: The better customer journey with smart technologies - strategy and practical examples . Springer Gabler, Wiesbaden 2018
- Reinhard Janning: Customers do what they want: lead management in the field of tension between marketing and sales . BoD, 2013, ISBN 978-3-8482-0057-3 .
- Jens Fuderholz: Professional lead management: Step by step to new customers: An agile journey through marketing, sales and IT . Springer Gabler, 2017, ISBN 978-3-658-15213-0 .
Web links
- onlinemarketing-praxis.de accessed on 2019-08-07
- marconomy.de accessed on 2019-08-07
- bitkom.de (PDF) accessed on 2019-08-07
- weburi.com accessed on 2019-08-07
- cas-mittelstand.de accessed on 2019-08-07
Individual evidence
- ↑ a b Tanja Kruse Brandão, Gerd Wolfram: Digital Connection: The better customer journey with smart technologies - strategy and practical examples . Springer Gabler, Wiesbaden 2018.
- ↑ Dagmar Mack, Dominic Vilberger: Social Media for SMEs: The guide with all the basics, strategies and instruments . Springer Gabler, Wiesbaden 2016.
- ↑ Reinhard Janning: What is lead management and why is it important for companies? In: online marketing practice. Retrieved August 7, 2019 .
- ↑ Oliver Hickfang, Mareike Jacobshagen, Hanno Ritzerfeld: Phases in the lead management process. (PDF) BITKOM - Federal Association for Information Technology, Telecommunications and New Media e. V., accessed on August 7, 2019 .