Every business owner who wants to achieve a high conversion rate and provide customers with a service that meets their expectations should learn about lead distribution. But why is it so important? 

One of the reasons is its ability to direct potential customers to sales representatives best equipped to help them. As a result, the person calling the company receives the necessary information and, in most cases, decides to place an order. 

That’s how the company converts a prospect. All this is possible thanks to the all-in-one marketing automation suite that offers a lead distribution solution. 

While various providers currently offer such a solution, you need to identify the best of them and make it part of your MarTech stack.

What Is Sales Lead Distribution?

There’s no denying that every entrepreneur and marketing expert knows the value of the specified method in practice. One of its advantages is the possibility of automating processes.

Simply put, the system performs specific functions and manual tasks automatically while optimizing the qualification and distribution processes. 

According to APSIS research, the introduction of automated technologies helps to increase the number of potential customers and boost conversion rates.

Now it’s time to get into the nitty-gritty of the lead distribution process. First of all, it’s an important part of managing prospective customers. 

Here are what steps the lead management typically entails:

1. Tracking web and call leads
2. Capturing and storing the essential customer data
3. Qualifying or declining leads
4. Nurturing leads to ensure that they don’t lose interest in your offerings
5. Distributing qualified web and call leads to specific sales reps and departments
6. Capitalizing on declined leads by matching them to the best available buyers with the help of Ping Post software and selling them

In a nutshell, the process implies identifying the customer requests and goals and selecting the best-equipped agents or sales reps to address the problems and find practical solutions. 

In this case, the probability of conversion increases significantly because the visitors get exactly what they want and expect.

What Is Lead Distribution Software?

If you want to understand the specifics of the process better, you need to learn about two main methods of its implementation. Allocation of potential customers can be manual or automated. The first option is complex and requires a lot of time. For that reason, most businesses resort to implementing marketing automation solutions. Understanding ‘What Is Sales‘ provides crucial insights into how marketing automation solutions can streamline the lead distribution process, ultimately enhancing the efficiency and effectiveness of sales strategies.

Such solutions provide numerous advantages. To implement them, you need to find the best provider of lead distribution software and configure it according to your needs. The lead distribution strategy and routing criteria are at the heart of the distribution process. 

Let’s take a look at the most popular distribution strategies:

• Segment-based distribution: Salespeople often choose prospective clients based on specific company strategy and their experience. By intentionally organizing local divisions based on criteria that make sense for the business, companies can set up their teams for success. But this approach is not only about the location. It can involve focusing on industries with specific annual revenue targets. 
• Location-based lead routing: Implementing such a strategy ensures the distribution of leads by their location or the location of a specific sales agent. Such an approach grants company representatives access to a more significant number of potential customers.
• Round-robin lead assignment: For small companies with a limited number of sales professionals, an even distribution of inbound leads — that’s what a round-robin lead assignment implies — may sound like an efficient strategy. Unfortunately, this approach can negatively affect the customer experience as teams expand. 
• Tiered lead distribution: There’s no denying that lead distribution must be strategically managed to maximize team performance. The key is finding the balance of assigning enough leads to challenge and push their limits while not overwhelming them. This strategy ensures each rep’s talents and skill set are effectively utilized.

Naturally, there are other strategies, including custom lead routing. However, each has advantages and disadvantages, and evaluating which approach best suits your business goals is essential. Take the time to examine available paths to ensure success at this vital juncture.

Why Should You Automate The Lead Distribution Process?

While small brands can still use manual lead distribution, this approach is inefficient in meeting their needs. This method is unlikely suitable for most companies looking to scale their business and increase profits. 

The reason is simple — the automated method of distribution offers a lot, including decreased customer wait times, elevated customer journey, advanced filtering, capability to handle the increased lead volume, and more.

• Additional tools to improve interaction

A lead distribution and tracking solution has the capacity to provide marketers and sales agents with advanced lead data. The tracking software, in particular, delivers all the necessary information about the consumer’s goals and interests and allows learning about his journey and progress from the moment the contact was established. 

In addition, the tracking and distribution solution allows the creation of detailed reports and tapping into various indicators, empowering companies to optimize their marketing efforts, recalibrate strategies, and make educated decisions about redistributing their marketing budget.

• Increasing the efficiency of the call center

When equipped with the right tracking and distribution solution, a business can capture all the essential web and call lead data and make predictions and decisions much faster.

Ultimately, utilizing a marketing automation solution guarantees that sales reps and agents won’t have to spend time searching for the necessary data in spreadsheets and numerous databases.

• Flexibility

Such software is not only about high-speed data processing. It’s about adapting to specific industry trends and meeting business goals. For example, your business might grow and expand, leading to the need to double staff in particular locations and recalibrate the marketing strategy.

In this case, you can easily customize your plan, add specific features, and request access and support for more employees. It can also work if you need to change your lead distribution strategy. While the new settings might be implemented automatically, you’ll probably have to discuss the required changes with the software provider.

• Increasing the conversion rate

Every potential client needs an answer as soon as possible, especially if you’re dealing with high-intent leads and clients. It’s no secret that modern consumers are rarely patient and can wait up to 2-5 minutes. If no one answers during this time, the probability of losing a potential client is almost 100%.

Such situations often occur when the distribution process is manual. If it is automated with the help of lead distribution software, the wait time is significantly reduced. After all, the distribution system automatically selects the best sales agent. In this case, the probability of conversion increases significantly.

• Possibility of personalization

Software that has a lead distribution feature typically comes with a tracking feature. Pairing such features and other automation solutions can help you personalize conversations with your clients and prospects and fine-tune the customer journey. 

On top of that, lead tracking can help you capture and analyze the essential customer data, acquire the attribution you need, and measurably connect leads to specific marketing efforts — all while personalizing their experiences and getting a valuable perspective on their journey.

Ultimately, automated tracking and lead distribution significantly simplify and streamline the work of sales agents.

What Features Does A Lead Distribution Software Have?

Companies understand the importance of investing in automation solutions for the sake of efficiency in their business processes. To ensure peak performance, many companies turn to lead distribution software that offers unmatched speed, integrations, and quality assurance. On top of that, it enables them to focus on inventive methods for generating leads without sacrificing lead quality.

Let’s look at the essential features of lead distribution software:

• Customization capabilities

The best solution for effective lead generation, tracking, and distribution is a solution with customization capabilities that can adapt to and meet your business goals. Such software has to offer multiple plans or packages and customization opportunities.

• Granular reporting

Advanced lead software provides access to structured data and insights necessary for successful lead management. With granular analytics and reporting, an intuitive dashboard, and information on agent performance, no stone will be left unturned.

• Intelligent lead routing

Such a feature allows for managing inbound leads through intelligent rules-based distribution. By evaluating characteristics such as source, language, and prospect’s interests, it can identify which sales rep is best suited for that particular customer to provide an excellent customer experience.

• Automated feedback

Innovative lead management solutions enable businesses to stay ahead of the competition with ping post distribution and efficient customer feedback capture. This feature guarantees that leads are efficiently assigned while helping teams monitor prospects throughout their journey from qualification to purchase.

• Integration options

Most solutions have built-in functionality that helps integrate them with other systems. This function is extremely important because it allows you to combine data from different company departments. Besides, it gives a bird’s eye view of the entire lead journey and your marketing strategy. Thanks to this, the probability of duplication of information, confusion, and errors is reduced.

• High speed of processing 

Automating the distribution process provides another important advantage — instant data processing. That means the sales agents can handle requests in a matter of minutes and address any questions or issues prospective customers might have. 

As a result, your employees can provide the callers, and web leads with the necessary information. In turn, the prospects can immediately contact a live representative and get the information they need to decide on your offerings.

Harness The Power Of Lead Distribution Software

No matter the industry, successful lead generation requires a solid distribution strategy and reliable software. To earn customer loyalty quickly, businesses should implement effective solutions for identifying valuable, high-intent leads and expediting their journey toward conversion.

After all, the main goals of every marketing automation solution are to remove the guesswork, streamline workflows, and speed up caller-representative conversations. To a greater extent, they empower businesses to utilize in-depth customer data and increase customer satisfaction.

Achieving these results is simple with the right software, features, and tools. These include intelligent lead routing, tracking and distribution, integration opportunities, in-depth analytics, reporting, and more.