In this lesson, we focus on mastering the Contact to Lead stage within the Lead to Cash business process.
We explore the Contact to Lead stage applicable solutions and uses within the supporting business applications along with the different business roles or personas involved.
In today’s sales processes, initiating contact and converting that contact into a potential lead has never been more vital. It sets the stage for the entire customer acquisition journey, leading to a high-value sale. Understanding this initial stage of the Lead-to-Cash process can significantly enhance the ability to create a robust sales pipeline.
This lesson shows you how to transform contacts into customers using SAP Customer Experience’s powerful functionalities. It does this by using SAP Emarsys to maintain a solid database of contacts, methods to uncover potential leads within that database, and strategies to engage those potential leads effectively.
SAP Emarsys addresses common challenges that arise during the Contact to Lead stage and provide workable solutions to tackle them.
In light of real-world scenarios, the focus is on how to streamline your processes, drive more conversions, and later boost your organization's revenue base.
The following graphic summarizes this stage:
You can see in this image some of the applicable solutions and business usages of this Contact to Lead stage:
- Find the right potential customers suitable for a new product or service offering, how to segment and target them, and being able to create a marketing campaign is done in SAP Emarsys.
- Use the utilization of embedded machine learning for smart segmentation and smart campaigns creation is performed in SAP Emarsys.
- Another activity is publishing the new product or service along with the marketing campaign in the storefront of SAP Commerce Cloud.
- When the customer visits a web site, they provide identity and grant consent for the different options using the SAP Customer Data Cloud.
- The customer adds products and services to the shopping cart, or detection of abandoned cart is possible in SAP Commerce Cloud.
- All customer interactions (during browsing, e-mail campaigns, SMS, and more) can be captured and scored in SAP Emarsys.
Contact to Lead Stage
Summary
The Contact to Lead stage is the process of converting a prospect into a potential customer or lead through various marketing and sales efforts.
It involves identifying and engaging with potential customers, qualifying their interest and fit for the product or service, and nurturing them through targeted communication and interactions to ultimately convert them into qualified leads for the sales team to pursue.
This lesson provided an overview of this stage with applicable solutions and usages, the supporting business applications, and the different business roles or personas involved.
Further Reading
For additional information on this topic, refer to: Contact to Lead.