For 91% of marketers, lead generation is the most important part of their business; that’s only half the job done.
The data derived as leads must be managed for successful sales and marketing outcomes. The lead-to-account matching process plays an important role in this work.
Lead matching enables organizations to identify the right accounts for each lead. It can be done manually, but automating lead matching has a lot of benefits. But if you’re not aware of that, let’s know here!
1. Lead management becomes easier
Most businesses understand that getting leads is important and run marketing campaigns.
However, they either do not give enough importance to managing that lead or don’t know what to do with them, which is a huge blunder.
Not only do the leads not nurtured properly become useless, but the businesses also face loss of money and time.
With lead matching, businesses get to use the leads effectively. They can use the leads to drive sales by properly nurturing, leading, and routing.
Lead matching enables businesses to get the maximum out of their marketing campaigns by managing leads.
2. Time is saved
When lead matching is performed, only the right person in the organization receives notification during an incoming lead.
The appropriate sales reps then interact with them and convert them into sales.
When the lead matching process is automated, no time is wasted in finding answers. The salespeople do not have to work together to avoid connecting with a customer repeatedly.
They also get to know which customer is where in the sales funnel and can progress accordingly.
When lead matching is done, the employees don’t need to spend time cleaning up huge amounts of data. The software does the work on their behalf efficiently and in much less time.
The response time of contacting a customer is also enhanced due to effective lead matching. This, in turn, enhances the customer experience and boosts business.
3. Customer Experience is enhanced
Lead matching through an effective software solution makes getting a proper match for every lead easier with only a few clicks.
When the leads are matched to the accounts effectively, the transition from marketing to sales becomes smooth and seamless.
This improves the experience of the customer. Only the correct customers get contacted by the sales team with an appropriate approach.
The chances of one customer getting repeated calls and them getting frustrated are minimized.
Moreover, the sales team gets to forge stronger and more trustworthy relationships with the customer, which translates into customer loyalty, better customer retention, and repeat business.
4. CRM Experience is improved
Customer relationship management (CRM) is an important part of running a business successfully. However, traditional CRM methods are not working effectively nowadays.
Most CRMs face problems like incorrect, missing, or faulty data. Moreover, the quality of the data also deteriorated.
But, with lead-to-account matching, you can get your CRM optimized and tidied up. The marketing automation system is also cleaned, and the data quality in the CRM is improved, which is a huge benefit.
5. Efficiency receives a boost
Often, the sales team hunts down the wrong lead due to a lack of lead matching. When the lead-to-account matching is done, the right lead can be assigned to the appropriate sales rep.
The automated system for lead matching helps you set rules for lead routing. As a result, businesses can set up which lead has to be assigned to which salesperson.
Moreover, the leads get segmented per multiple criteria like buying behavior, interest, and demographics through lead matching.
The appropriate salesperson knows how to deal with a particular lead. They deliver personal messages and take the proper approach. Hence, the chances of sales happening receive a boost.
6. Data reporting becomes more accurate
As discussed, data can be cleaned with lead-matching systems. Also, accurate data can be seen in real time, and performance over a specified period can be assessed effectively.
When lead matching is done manually, data errors and duplication can occur. You might also have to deal with an outdated contact.
Moreover, manual data matching means there will be a lot of time needed to determine the leads’ origin, to whom they were assigned, and when.
This long-drawn process results in hot leads turning cold. With lead matching, you get accurate and clean data.
Businesses can make better-informed decisions, create reports, access data, and track and evaluate performances easily and quickly.
7. Unwanted leads are weeded out
Businesses can easily understand which lead fits with their services or product with the lead qualification process entailed by account-to-lead matching.
Irrelevant leads are weeded out so businesses do not waste time on unqualified leads.
Moreover, the sales reps can put their efforts into pursuing leads with a higher prospect. This approach improves connection with potential customers.
With this, the sales team can be more productive, boosting sales efficiency. This leads to more sales closure rates and higher revenues.
8. Better marketing campaigns can be designed
Lead matching also provides valuable insights into how customers behave and their preferences. They also understand the pain points of the customers and the solutions needed to address those.
This knowledge helps business understand their ideal customers and what resonates with them. Therefore, they can create more relevant marketing campaigns.
Due to such targeted and customer-specific marketing campaigns, businesses experience better performance of the marketing campaign with higher engagement.
Moreover, armed with this information, they can also create customer-centric products and services, strengthening customer relationships and loyalty.
9. Better sales forecast
When businesses have accurate lead-to-account matching, they can have more reliable sales forecasting.
The data from the matched leads also allows the businesses to identify how the sales happen, their patterns, and the current trends. They can also understand the problems and roadblocks in sales that must be addressed.
Conclusion
Effective lead-to-account matching is a crucial aspect of successful sales and marketing outcomes. It makes dealing with leads easier, saves time, improves the job of both the sales and marketing teams, and greatly impacts the business.
By embracing automated lead-matching processes, your business can also drive sustainable growth!
