Targeting an improved lead management process at company x
Suomalainen, Johannes (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022080919409
https://urn.fi/URN:NBN:fi:amk-2022080919409
Tiivistelmä
This study was carried out jointly with (company name). The aim was to develop the lead management cycle of the case company, including improvement of processes for lead nurturing, lead qualification and lead conversion. This study, completed as project work, assessed the case company’s lead management process in order to provide the case company with recommendations for the improvement of its lead management process – targeted at enabling a higher lead-conversion percentage and thus higher revenue.
This study consists of a theory section and an empirical section that deals with the case company. Literature review was conducted on the principles and common practices of lead management. Quantitative research was conducted on the company’s sales data and processes from the past years. The thesis undertook additional qualitative data gathering – through a customer survey – to understand how social media users are more likely to be converted to customers of the case company. This data was assessed simultaneously with the release of case company’s social media development plan, from the initial launch to follow-ups and feedback. In addition to this, literature review was conducted on marketing and social media marketing campaigns.
Through juxtaposition of the findings from the literature and the case company’s processes, potential development points were identified in the sales funnel and recommendations for improvement across the different stages of the company’s lead management process could be identified. Analysis of quantitative data from the case company’s lead management process and its success rates were inconclusive owing to the indeterminable impact of the global pandemic on the company figures.
The findings from the qualitative research, the customer survey, present an insight into how the potential leads engage with the company in the initial stages of the relationship, especially through social media. These insights enabled recommendations for the case company regarding the management of its centralized social media presence as a key aspect of its lead management process.
This study consists of a theory section and an empirical section that deals with the case company. Literature review was conducted on the principles and common practices of lead management. Quantitative research was conducted on the company’s sales data and processes from the past years. The thesis undertook additional qualitative data gathering – through a customer survey – to understand how social media users are more likely to be converted to customers of the case company. This data was assessed simultaneously with the release of case company’s social media development plan, from the initial launch to follow-ups and feedback. In addition to this, literature review was conducted on marketing and social media marketing campaigns.
Through juxtaposition of the findings from the literature and the case company’s processes, potential development points were identified in the sales funnel and recommendations for improvement across the different stages of the company’s lead management process could be identified. Analysis of quantitative data from the case company’s lead management process and its success rates were inconclusive owing to the indeterminable impact of the global pandemic on the company figures.
The findings from the qualitative research, the customer survey, present an insight into how the potential leads engage with the company in the initial stages of the relationship, especially through social media. These insights enabled recommendations for the case company regarding the management of its centralized social media presence as a key aspect of its lead management process.