What is lead distribution? What are the best ways to market your business? How can you get customers to know about your products and services?
These are some questions that come to mind when starting a business. With so many digital marketing options available, it can be hard to know where to start. That’s why many business owners choose lead distribution to introduce their brand to potential customers without breaking the bank.
But, what exactly does lead distribution entail?
What Is Lead Distribution?
Lead distribution is the process of distributing qualified leads to a sales representative or a lead buyer. Lead distribution allows marketers to focus on high-intent leads and pass on leads unlikely to convert.
How Does Lead Distribution Work?
Lead distribution software collects data from new website visitors, including user preferences and demographic information.
Your marketing team reviews these leads and determines which ones will likely convert. These leads are then distributed to sales reps or another department in your company, who is then responsible for following up with these leads. The leads are then contacted for the purpose of closing the sale.
When a sale is closed, the lead distribution software will send the customer’s contact details to your marketing team. This way, your marketing team can follow up with the customer and continue the relationship after the sale.
To fully understand how lead distribution works, you must understand the entire process, from lead generation to lead distribution.
1. Lead generation
Lead generation is the process of attracting potential customers to your business. The process is centered on generating leads and converting them into sales.
Lead generation aims to identify potential customers and persuade them to become buyers.
While leads can be generated through various sources, there are three highly effective channels for lead generation: web traffic, email marketing, and social media.
Web traffic refers to the number of visitors that are directed to your website from search engines and other websites. Email marketing is when you send emails to your customers with offers or discounts. Social media refers to platforms like Twitter, Facebook, and LinkedIn consisting of virtual communities and networks.
All three of these channels can be used for lead generation. However, it’s important to select the right channel for each lead depending on what type of customer you’re trying to attract.
2. Lead Capture
After guests enter their personal data on your website, you want to make sure you capture all of it. This is where lead capture comes in. You can use a lead capture form to prompt guests for their information.
3. Lead Qualification
After gathering leads, you need to filter and qualify them. This will help you quickly identify the best leads and the ones that are unlikely to convert into customers.
The best way to do this is to use a lead qualification form. A lead qualification form can help you learn more about a potential customer and their needs so you can pass them off to the right agent or representative.
Lead qualification forms should prompt guests for details such as their budget, desired outcome, and current pain points.
For example, consider a website that offers health-related services. If someone enters, “I want to lose 10 pounds,” you can quickly pass that lead to your fitness expert. However, if they enter, “I want to lose 10 pounds as quickly as possible,” you can pass that lead off to your nutritionist. Leads can be qualified based on the kind of communication they respond to.
4. Lead Distribution
After qualifying leads, you must ensure they are directed to the right people. That’s where lead distribution comes in. If your lead is sent to an unqualified agent or rep, it’s unlikely they will convert.
Lead distribution can be done manually or by using automated lead distribution software. The following are three lead distribution strategies commonly used by businesses.
Manual lead distribution system
A manual distribution system is the simplest way to distribute leads. Leads are placed in a database, and sales reps pick them on a first come first serve basis.
Automated lead distribution system
An automated lead distribution system distributes leads that meet your criteria.
For instance, you may decide to pass leads that are below a certain threshold to the sales team. The best way to set up an automated lead distribution system is to gather all the relevant information on a lead needed to make a decision.
Once you have that data, you can use it to set up parameters that meet your criteria. If you have a marketing automation platform, you can use the set criteria to decide which leads should go where.
You can also use a marketing automation platform to track the progress of each lead through the sales funnel.
Hybrid lead distribution system
A hybrid lead distribution system is a blend of manual and automated lead distribution. With a hybrid distribution strategy, leads are analyzed and sent to sales reps based on routing criteria. Reps then pick up the leads and begin working them.
What Are The Benefits Of Lead Distribution?
Adopting a lead distribution strategy can help boost sales and scale your business. Here’s why:
- You can close more sales. Lead distribution enables you to pursue leads that your marketing team can’t handle. This allows you to close more sales and increase your revenue.
- You can scale your business. Lead distribution allows you to quickly scale your business. You can hire salespeople and partners to help you pursue leads while they’re in their initial stages of the sales funnel, allowing you the opportunity to boost your conversion rates.
Make Lead Distribution Work For You
You now know the answer to the question, what is lead distribution? Lead distribution is the best way to go if you have a business and need to market your products or services.
Even if you were skeptical at first, lead distribution has proven to be effective when marketing a business and converting leads. You can use this strategy to reach an unlimited pool of potential customers. It’s a simple practice, but it can be very effective for businesses of all types.