Customers are the central value for each brand, regardless of the sector they belong to. Companies, in order to be truly competitive, must constantly attract and acquire new customers, and then maintain them over time.
Today relationship between people and brand is increasingly complex and articulated. Progressively companies are moving to digital, and doing so the touchpoints multiply with which you can get in touch with them. But not all of these people who connect with companies then automatically become customers.
Finding the right way to speak to the right person, preferring quality to quantity, avoiding wasting precious time with people not in target, is essential for every company.
Thanks to the classification of the leads you can get directly to the right customers: those are really interested that convert by buying your products or services, and maybe then they will be the ones that will feed a profitable word of mouth.
Lead and generation of potential customers
In short, a lead is a person who has shown an initial interest in a product or service. This could become a potential buyer, as he expressed this interest by sharing his contact information or his email, telephone number or contact on social media.
A person becomes a lead if he does an action of lead generation, the set of those strategies or actions aimed at generating contacts interested in purchase of products or services. For example:
- visit a site or fill out an online form to download useful content, receive an offer or a demo of a software, etc.;
- subscribe to a webinar;
- subscribe to a newsletter or a mailing list to stay up to date on services or company news;
- leave your data in the live chat of the site;
- send an email with your contacts to request more information.
These are only a few of the most common actions. In all these cases, a lead moves within the sales funnel and can turn into a customer. However, this is not certain to happen because not all leads are actually interested in buying the product. Only from 5 to 15% of people considered potential buyers then actually become it.
Depending on some marketing parameters, leads can be divided into “cold” (a person who does not know the company and is not actively looking for product or service information for the moment), “warm” (a person interested in knowing the business proposal that, if cultivated in the right way, can later become an actual customer) and “hot” (a person who is interested in purchase, a target contact and close to purchase).
The classification of Leads
Thanks to the classification, a lead is catalogued according to various demographic and behavioural factors, determining if it is suitable and if it has the characteristics of ideal potential customer. If performed correctly, the classification of leads saves time and money: companies that classify leads increase their ROI by 77% compared to those that do not perform this operation.
Classifying leads helps companies understand the needs that have driven people to get in touch with them, allowing them to focus solely on who is truly in line with the corporate target and therefore with the most valuable customers. In this way, companies can meet different needs of the customer at different times of his purchase journey, making him feel important and not just a number. And that can be done quickly. The response time is in fact very important: if you do not receive answers in a satisfactory time, 30% of people change their mind and turn to a competitor, or share their negative experience with other customers.
Some advantages of the lead classification?
- assign right leads to your sellers;
- discover weak points of the sales funnel;
- evaluate and optimise advertising campaigns;
understand which leads are “hot” and ready to buy and, at the same time, understand how to manage all the other leads depending on their position in the sales funnel.
Automatic lead classification
Because of the changing needs and behaviour of both customers and markets, the classification of leads can be a monotonous and frustrating task if you do not have the right tools and technologies. This, combined with the importance of having fast response times, could totally change the customer’s perception towards the brand and lead to abandon.
Artificial Intelligence (AI) algorithms help us: by carrying out exploratory research in a fully automatic way, it is possible to understand the real needs of customers and which solution suits them, and above all understand which leads are the most targeted with our products.
The classification of the leads is made on the basis of personal and corporate information of customers, customer history or basic business rules already present in the software. In this way, leads are reached faster and accompanied in their purchase path, in a personalized way and limiting the abandonment rate.
By automating the process of classification of leads you can obtain advantages such as:
- facilitate and speed up the classification of opportunities or leads according to their closing possibilities;
- generate leads of high quality and more inclined to convert, increasing revenue;
- to focus your sellers not on hundreds of generic leads, but only on those really in target so as to exploit time more efficiently.
With our AI algorithm package, you can assign leads to your vendors automatically and according to the criteria you prefer, saving time for repetitive tasks and dedicating it to your customers. Download the information pdf now and request a DEMO.
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