The art of converting marketing traffic into actual sales, what we call in the lead generation space as lead management, as finally started to hit main stream conversations. Customer Relationship Management platforms have been fooling performance marketers for years now claiming they are the best way to convert sales, when in fact they fall way short. In the true lead generation and performance marketing era, lead management companies have started where CRM’s have left off and have provided huge benefits to companies that made the smart choice of focusing on the intricacies of converting leads into sales.

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You can read Part I of my review of lead recycling here; this is part II. As promised we ran an analysis on lead recycling and we made some interesting discoveries. First, let me remind you how Leads360 defines “lead recycling”: It is the process of automatically re-assigning a lead to another rep based on specific business critereia, such as after a period of inactivity.

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The lead generation space has been through a number of ups and downs in the last 10 years. Each vertical seems to have gone through or is going through some level of scrutiny and lead generation methods have evolved because of it. Lead buyers have evolved too and their lead management processes have improved tremendously over the last 5-6 years. Much of this improvement is due to the development of  lead management systems like Leads360 and others. For this call I had the pleasure of speaking with Nick Hedges of Leads360. We discussed the comparisons between the mortgage vertical and the EDU vertical, techniques that buyers from each vertical can learn from one another and a host of lead management tips that buyers from any vertical will find beneficial.

Take a listen below.

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What do they say about recycling? It’s good for the bottle it’s good for the can. Well, that may be true; but when it comes to lead recycling, don’t assume all recycling efforts are created equal. Obviously I’m talking about sales leads not lead you find in a pencil. Incidentally if you’re interested in the origin of lead pencils and that pencils in fact never contained lead, I encourage you to read about it on Wikipedia here.

For those that are not clear on what sales lead recycling is, let me define it. Sales lead recycling is typically referred to the process after a newly generated lead has been assigned to a salesperson and then automatically and re-assigned to another salesperson. Recycling can occur based on different business rules, but it is often driven by the amount of time to first call attempt or follow-up call attempts.

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There were a number of take-aways from LeadsCon 2010.

Here are a few funny ones. These were included in a sponsored workshop put on by Leads360 and I thought, if you missed the session, you may find the numerous too.

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What is it about having a deadline on writing an article make is so much harder to start? At the same time I am easily starting this post I have an article due in two days on virtually the same topic, but am having a heck of a time getting the right intro paragraph started. I guess it is the pressure that is getting to me. I am actually going to have to have someone proof read my work! lol

Anyway, a no brainer was confirmed in a press release today by Leads360. I say no brainer with a certain level of sarcasm too. You would think that this lead management stuff is a no brainer, but it is simply not for most. The release also give a very cool piece of information that I think is very valuable, but before I get into the details I also want to say that I love the fact that a company is providing information like this no matter how logical it may seem. I think the major problem with lead management is that there are so many questions that do not have statistically relevant answers for the masses, only best guess and assumptions. And when there are only best guesses and assumptions, even if they are completely logical, they become more difficult to implement within a company.

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