By Jack Beaudoin
Inexpensive, powerful apps have made lead generation—once the exclusive domain of Fortune 500 enterprises—available to even the smallest business. But while acquiring vast quantities of leads has become simple, managing them is anything but.
A comprehensive lead management program may require development resources to keep social media, conventional media, offline call centers and other data sources connected to your CRM (customer relationship manager). Even then, it can be hard to understand which sources are working and which are generating junk. And worst of all, manual processes can lock up the best leads for days, waiting for someone to start the process of moving them where they need to be.
“We hear from advertisers all time that speed to contacting leads is critically important,” says Reid Robinson, senior strategic alliances manager at Zapier, citing data from the company’s 2021 State of Business Automation report. “They know tracking leads in the right place is important. And they know that if they don’t automate, it takes a lot of time and they can sometimes forget about important leads.” Read more
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