Overview
Lead management is the process of capturing leads, tracking their activities and behavior, and educating, qualifying and engaging them until they are converted into loyal customers.
End-to-end lead management capabilities
Bridge offers end-to-end effective lead management capabilities.
Flexibility in lead data capture
To begin with, Bridge offers default (static) lead information fields based on the Company’s Business Use Case. The Admin user can further add custom lead information fields—allowing companies to capture as much lead data as they’d like. The Admin has the option to change the layout of the fields as per the Company’s requirement. There is also a provision to show/hide the lead data fields to certain User groups.
Importing leads into the Bridge platform
The leads can be added into the Bridge platform manually by the Users or imported from a list. The Bridge platform supports import of spreadsheet files of the Excel and CSV categories.
Lead sharing
The leads in the Bridge platform can be shared and ownership can be transferred to other User at any time.
Lead nurturing
The Bridge platform has excellent lead nurturing capabilities such as
- Drip email campaigns
- Personalized asset generation based on lead attributes and behavior
Bridge tracks lead behavior across multiple touchpoints such as landing pages, emails and social media and uses this information to further create laser focused lead follow-up and nurturing campaigns. Nurturing leads with Bridge is an easy and visual experience. Corporate marketing can create the nurturing drips in a few simple steps and even run the lead nurturing campaigns on behalf of the partners.
Meaningful lead interactions through asset recommendations and playbooks
Based on lead behavior, attributes and the position of the lead on the sales cycle, the Bridge platform’s asset recommendation engine offers suggestions to the User regarding the asset to be shared with the lead.
The platform also has tools such as Sales Playbooks, Historical Opportunity data that enable positive lead interaction and successful closure.
A single repository for all lead communications, including e-contracts
The Bridge platform provides users with access to all kinds of lead communication data including emails, brochures, sales presentations, product catalogs, sales proposals, quotations and more! The Bridge platform even has an e-contract signing module, whereby the contracts can be shared with the leads for digital execution, thus taking care of the final step of the sales process.
Lead reporting
The Bridge platform offers a 360-degree view of all the leads in the system. It analyzes the complete digital footprint of the lead (email opens, form fills, website visits, social engagement, whitepaper downloads, link clicks, etc.,) and provides an in-depth picture of each lead. This insight into lead activity helps partners approach their leads better and sell faster.
The users can view a detailed reports for the leads created or owned by them, and also for the leads shared with them. This data can then be sliced and diced by the Users in various custom reports and the knowledge can be used to engage in more meaningful conversations with the leads.
Smart lead lists, alerts and to-dos
The Bridge platform also allows Users to create smart lists based on various lead behavior or attributes and sends email notifications or alerts related to those smart lists to the smart list owners/Users with whom the smart list is shared. Users can also generate ‘To Do’s in the Bridge platform that specify the next step to be taken with respect to the leads in the smart list.
Lead scoring
Bridge‘s lead scoring functionality develops a reasoned, relevant process for scoring leads and ranks them based on various well-defined parameters such as lead behavior, lead characteristics and other custom conditions. The Bridge platform assigns scores to leads based on their attributes and interactions with your sales and marketing materials. In simple terms for every click, open, or download the leads are assigned a certain number of points. The lead score helps in classifying the leads as hot, medium or cold based on their engagement levels, helping the User to focus on leads who are more likely to close, while channeling the others to a lead nurturing program within the Bridge platform.
Lead routing
Whenever a lead flows in at the corporate level, through whatever means, Bridge platform can automatically assign it to a partner based on pre-set parameters specified at the corporate level. These parameters include location, zip code, expertise, partnership levels or other attributes as specified by company. The platform also supports round-robin or priority routing.
CRM Integration
The Bridge platform integrates seamlessly with leading CRM platforms to share leads and lead data in real-time.
GDPR Compliance
As a data processor, we know that it is our responsibility to ensure our clients are able to comply with the GDPR consent regulations when they use our platform and hence the Bridge platform is equipped with a GDPR compliant data firewall.
Related modules
Bridge‘s lead management functionality derives its capabilities from various modules across the application including
- Contacts (Lead creation and sharing)
- Recipient lists (Lead import)
- Smart lists (Lead segmentation)
- CRM Integration (Lead sync and import)
- Lead scoring
- Lead nurturing (SMS & Email Drips)
- Lead routing
- Reporting and analytics (Lead reports and analytics)
- Alerts and notifications
- To-dos
- Personalized asset creation
- Data firewall (GDPR Compliance)
- Sales playbooks
- Asset recommendation
An insight into the working of Bridge’s lead management module
The following diagram offers a detailed insight into the working of the Bridge platform’s lead management module. The leads can flow into the Bridge platform from various sources. These include form fill outs, which are automatically captured by the Bridge platform, manual import of contact lists in the form of spreadsheets, contacts pushed into the Bridge platform from the CRM or by using other external APIs. As the leads enter the Bridge platform the lead fields are mapped based on the lead attributes. The leads are also mapped to their respective accounts or opportunities if they exist. From then onwards, the lead is tracked constantly, every action is scored, and it is automatically segmented into predefined categories, as per the company’s lead segmentation process. At this stage, consistent alerts and notifications regarding lead behavior is sent to the lead owner along with the recommended action. Leads that are not hot enough for sales contact are nurtured through automated lead nurturing campaigns.
If the leads are flowing into the Bridge platform from the Vendor’s end, then the lead routing functionality is activated, and the leads are shared with the partner based on the vendor-partner distribution arrangement.