Pervasive B2B Lead Distribution Methods
Looking for some good B2B lead distribution methods? Businesses aggressively seeking methodologies for effective lead distribution to their sales forces sometimes face invariable roadblocks which prevent those leads from finding their proper home. Although techniques commonly used by marketing teams work only part of the time when marketing to consumers, business leads are highly touted as ‘gold’ since the expected ticket prices are substantially higher. To quantify success in lead distribution, following the methods below will springboard your B2B lead circulation efforts so the right department within your company, or the right person, receives and nurtures the lead.
Round Robin With Top Producers
We’d all love to pass leads off to proven closers in mass quantities; since this isn’t entirely possible, passing out leads to top producers in round robin fashion will keep fairness across the board, allow historically unseasoned salespersons to shine under pressure and keep excessive workloads off one person. When your company is facing lead scarcity, perhaps start your distribution with top gun producers and work your way down as leads become available.
Stick With FIFO
Much like perishable foods, leads begin accruing shelf life when either bought live, or received just minutes ago. In order to prevent stagnancy in lead distribution, stick with first in, first out when leads come into your database. Organizing aging leads can become problematic if you’re not proactive in keeping each prospect assigned to a sales associate, and this can be taken care of through FIFO.
Pushing / Pulling
Businesses can benefit from well-organized office setups by having leads ‘pushed’ to the sales team as they call or fill out lead capture forms. This automated method of handling lead distribution makes utilizing both round robin and live transfer so different sales team members receive leads intermittently. On the opposite side of this are lead pulls which occur when larger call centers obtain sizable numbers of leads hourly and pull them from queue to call or email. Both distribution methods rely upon accurate lead automation methods albeit online or via call center.
The Hunt Group
Some larger volume sale forces find that load balancing can be problematic when thousands of leads are being handled by only fifty calling agents. Using the hunt group methodology, lead management teams attempt to find sales pipelines or available agents who can handle a customer, and pass the lead off to them. Although this method of lead distribution heavily relies on human accuracy and agent capabilities in handling large scale lead loads, proper metrics and lead scoring techniques could make hunt groups an effective stratagem for distribution of mass quantities of leads.
Tele-Qualifying
Becoming increasingly popular in the lead distribution sector of larger businesses is prequalifying leads through large-scale telemarketing firms who can properly route calls to exact sales agents prepared to handle the lead. This provides an excellent avenue to properly segment what each lead wants, where they best fit across your sales boards and who would best close the sale with the candidate. Mortgage lead qualification specialists perfected this method of lead distribution and many other companies have adopted it as their own.
Avoiding Grab Bags And More
If you’re using trash can lead dumping, or, simply tossing hundreds of leads in the air for anyone to pick, the percentage of closed leads is probably plummeting for your company. Choosing the most effective circulation method for your business to business lead efforts means understanding what is available to you, and the above methods have proven time and time again to properly route leads to closers equipped to handle specific customers for the sales closing.
