Lead Acquisition and Distribution

Lead acquisition is the first, and possibly the most critical potential disconnect in the lead management process. With billions being spent on advertising expenditures, in many cases the value of those expenditures is reduced because relevant information from responses is not collected or distributed. The value of this process is tightly linked to a variety of consumer response theories that highlight the relevance and responsiveness of the customer experience as being key ingredients in turning potential customers into actual customers. Once acquired, the speed, accuracy, and relevance of response can greatly influence a potential consumer's decision to buy, or not buy a product or service. I talked with the owner of blinds company who are selling vertical blinds, roman shades and faux wood blinds online. He says that lead management and lead management tools are most important part of their marketing budget.

One extremely relevant example of this process is the use of the Internet, online marketing, and Web analytics for high-level lead generation. A consumer generally uses the Internet and makes Internet inquiries for products and services out of a desire for convenience and efficiency of their time. Consequently, they expect a timely, relevant response to inquiries made. An alternative to the time consuming research involved in cultivating a good lead, unique resources such as Sales-Fax News have taken this burden upon themselves to find and report on leads for advertising sales.

Ref: wikipedia