One of the most coveted things nowadays by companies is to have a well-nourished database, but the truth is that this does not imply that all the contacts appearing in it are active. Then the question arises whether, in this case, quality is also preferable to quantity.
In other words: having a smaller database but with more engagement is more advisable than a mega list with numerous cold leads. Obviously, the latter option is more productive, but let's see how to solve or make the most of the former: when there are many contacts but few are active.
Defining lead management
Lead management refers to all types of contact methods that can occur between leads and a company, in order to acquire new customers by guiding leads towards a sales strategy. However, while the premise is to acquire new customers, it is still very important to take care of those we already have, and it is possible to combine both by applying a good lead management strategy. To begin with, we need to prepare the ground to harvest future leads: the goal is to obtain the contact email, as this will mark the beginning of the relationship with the customer. After obtaining the email, we should strive to acquire others, so that contact is maximized and communications can be personalized: this will improve the purchase process. As the database grows, we need to monitor those who are genuinely interested in buying and differentiate them from those who are not but still take up space. When it is perceived that most leads do not convert into customers, it indicates that the database is not profitable. The reason? It's quite simple: the company's content does not spark interest. As a result, and due to the user's low interaction with the emails sent to them, these emails end up in spam.Sometimes less is more: reducing the database
When a high number of cold leads or inactive contacts is detected, it is preferable to clean up the database, even if it means reducing its number. Although it may seem dramatic at first, eliminating inactive contacts helps to have a real idea of what the database looks like, and it will be easier to segment it. It will also save time and money, because the CRM is more expensive the higher the number of contacts: if we have to pay, let it be for those who show interest in the company's content. With a better-segmented database, communications to contacts can be more personalized, based on their interests and at the right moment in the purchase process.Steps to segment
First, we need to correctly define the buyer persona and create lists in the database that reflect the contacts that are inactive and their characteristics, as well as at what stage of the purchase process they were. For example:- By period of inactivity
- By interests
- By stage of the purchase process
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