O que é Enriquecimento de Leads e qual a sua importância na minha empresa. - Intexfy
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O que é Enriquecimento de Leads e qual a sua importância na minha empresa.

Antes de explicar o que é o Enriquecimento de Leads precisamos recordar que Lead, para marketing, é o potencial cliente que demonstrou interesse no seu produto ou serviço.  Quanto ao termos Enriquecimento, faz referência a quantidade de informações você possui no software de marketing ou vendas e que sejam relevante na qualificação deste potencial consumidor.  Por tanto, Enriquecimento de Leads é adicionar informações essenciais e necessárias para qualificar potenciais clientes. Com isso, podemos dizer também que Leads Enriquecidos são todos aqueles que preencheram os campos necessários para se tornar um MQL (Marketing Qualifid Lead).  

Ok, e agora, porque ele é importante na minha empresa?

Bom, se sua empresa têm uma certa maturidade em gerar Lead via Inbound Marketing, deve sentir a dor de faltar Leads Qualificados (MQL). Isso se dá pela complexidade e desafios em gerenciar um funil de vendas. Então, confira alguns pontos importantes sobre Enriquecimento de Leads.

1- Não deixe dinheiro na mesa.

Se o seu time de marketing faz qualificação de Leads manualmente, uma coisa é certa, estão com um grande problema. Fazer qualificação manual, Lead por Lead, pode até ser mais assertivo por conta do olhar do especialista de marketing. Porém, não gera escala, esse é o grande problema. Quando se tem uma base com muitos Leads, fazer qualificação manual não será possível identificar as oportunidades de negócio. É neste momento que o dinheiro fica na mesa.

2- Agilizar o ciclo de qualificação dos Leads

A jornada de compra dos seus clientes via Inbound Marketing tem como objetivo a produção de conteúdos de descoberta, reconhecimento do problema, consideração e decisão de compra, que são as etapas necessárias para nutrir e qualificar os Leads. Apesar disso, existem Leads que convertem pela primeira vez em algum dos seus conteúdos ricos e que já são potenciais clientes. Mas como identificá-los? Com Enriquecimento de Leads, é possível adicionar informações como cargo, empresa, n° de funcionários, segmento, etc. Com esses dados, é possível qualificar, via Lead Score, os potenciais clientes de forma automática.

3- Aumentar a taxa de conversão em formulários

A captura de Leads via formulários é um dos meios de coletar informações sobre os Leads. Contudo, o visitante só irá preencher os seus dados caso a oferta (conteúdo) seja rico e entregue valor em conhecimento. Outro fator que influencia na taxa de conversão é a quantidade de campos. De acordo com o Infográfico da QuickSprout, a redução de 11 para 4 campos em um formulário, pode aumentar em até 120% a taxa de conversão. Segundo o mesmo estudo, se for solicitado o telefone em um dos campos, com o medo de receber uma ligação desnecessária, 5% dos visitantes abandonam a landing page.  No Enriquecimento de Leads, dados como nome, telefone, cargo, senioridade, bio e redes sociais não precisam ser solicitados nos campos dos formulários, contribuindo assim para que tenha um aumento nas conversões

Agora que você sabe o qual a definição e aplicação de Enriquecimento de Leads, assine nossa Newsletter para receber mais dicas.

                       Assine nosso blog e receba novos posts semanalmente em seu email.
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