Have you looked at your lead management approach from the perspective of customer experience? If not, you may want to start now.
The average conversion rate of marketing qualified leads to customers is low. You may be wondering: how low?
According to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. This means almost 98% people who start the customer journey are lost.
Also, marketers see generating high-quality leads as their number one business challenge according to The 2017 State of Digital Marketing Report published by DemandWave.
I’ve learned that increasing your lead quality (or quantity) won’t make much difference unless you can help people with their buying journey. It’s about customer experience.
Customer experience matters
LeanData’s 2017 study on lead routing and management found 57% of respondents questioned if their lead management workflow creates a positive customer experience. In other words, respondents weren’t sure if people were happy with how they were being treated.
Clearly, there’s room for improvement.