Enterprises achieve profitability through continuous services for users. Enterprises hope that users will consume high frequency and high customer orders, but the premise is to convert leads into paying users first, which requires relying on potential user cultivation strategies. According to a Forrester report, 90% of sales leads are eventually lost. One of the main reasons is the lack of a potential user nurturing process. Companies with a lead nurturing mechanism can reduce investment costs by 60% on average. 47% higher lead sales.
2. Sales angle
Up to 80% of leads obtained by enterprises from various channels may be outdated or invalid. Sales staff need to spend a lot of time and manpower to screen the quality of leads. In addition, most sales people lack experience in screening lead quality, resulting in blind typing. , will increase the opportunity cost of not being able to follow up on high-quality leads in a timely manner. Through the lead cultivation mechanism, a large number of early potential user leads can be converted into follow-up status, which can help sales shorten the transaction time, and realize personalized push with the help of intelligent operation tools to improve efficiency.
2. Design of clue cultivation mechanism
Lead cultivation is inseparable from user operations. This is a process of raising small fish. User operators are required to convert leads into high-quality leads for sales follow-up before transferring them to the sales team for follow-up. This process requires Close cooperation between the operations team and the sales team.
Taking online education as an example, user operators need to provide user experience map operation plans for the purchase stage and course service stage respectively (I will not elaborate here, each company needs to establish a plan based on its own internal business and user operation system), and ensure that the map The operation strategy of each link is effectively implemented.
The establishment of the cultivation mechanism, especially the opening of each link, requires the support of the CRM system to realize the standardization and automation of the mechanism, thereby improving the overall operation efficiency. The following gives the design ideas of the CRM system for clue cultivation.
In the initial screening of channels, there are many channels for clues, and the quality of clues from different channel sources is also uneven. The quality judgment of the initial stage of the clues can be scored based on the channel characteristic information. To train the channel quality scoring model, a scoring model can be established based on the experience of business experts, or the conversion effects of different channel leads can be stratified based on unsupervised learning, and a scoring set can be established by sorting the conversion effects. High-scoring leads need to be sent to the sales team for follow-up in a timely manner, and low-scoring leads first enter the country email list pre-cultivation pool to improve their quality through operations.
Lead pre-cultivation, the target of lead pre-cultivation is the low-quality leads in the initial screening stage of the channel, and the main driving force for improving the quality of leads is the implementation of the operation strategies at each stage in the purchase journey map of new users. For different behavioral feedback, we capture these behavioral data through buried points; whether the user quality can be improved depends on the operational level of traversal and the trigger of high-intention behaviors, until we judge the user has reached a follow-up state based on user behavioral data ( match the predetermined rule), activate the flow and transfer it to sales follow-up.
Cultivation & follow-up, the clues at this stage are the ones that can be followed up. The operation strategy of the user's purchase journey should be matched with the sales follow-up process. , with the change of customer psychology, the degree of cognition of the product and the environment, and its change is fed back through user behavior. We need to quantify it through the dynamic scoring model. At this stage, the scoring module needs to consider the stage of the user's purchase journey. , the purchase intention stage of sales follow-up (refer to the intention stage SOP in the previous article), and lead behavior scoring.