Connecting consumers to the product they are looking for is crucial for increasing your conversion rate, improving the customer journey, and ultimately growing the bottom line. Since leads typically lose interest after waiting for more than five minutes, you must quickly match them with an optimal buyer.
Phonexa’s lead distribution software does precisely that.
Part of the all-encompassing LMS Sync product, lead distribution automatically directs leads where they need to go, all while enabling equal flexibility to buyers and sellers. Optimized forms, quality lead filters, and automated distribution work together to swiftly deliver high-intent leads to advertisers and due remuneration to publishers.
Read on to learn how lead distribution can help your business and what obstacles you may have to overcome.
What Is Lead Distribution?
Lead distribution connects leads to relevant internal or external sales reps based on the buyers’ criteria — mainly the number of leads to buy and demographics. Products like Phonexa’s MLS Sync lead distribution software create a huge leads market, with tangible advantages for advertisers (lead buyers), publishers (lead sellers), and leads themselves.
The result of proper lead distribution is that:
- Advertisers buy high-intent leads at a targeted price.
- Publishers can offer their leads to multiple advertisers at the same time.
- Leads get what they are most interested in.
How Does Automated Lead Distribution Work?
Unlike manual lead distribution when sales agents choose leads manually depending on what and how many leads they want, automated lead distribution sells leads based on the pre-arranged configuration.
Automated lead distribution works as follows:
- Leads are generated and qualified. Regardless of the source – website form, landing page, social media, IVR, email, etc. – leads are filtered so only relevant leads reach optimal buyers. The qualification process eliminates duplicate and fraudulent leads, leaving only high-intent customers ready for distribution.
- Leads are distributed. The gist of the proper lead distribution is to send a lead on a path that will most likely result in a conversion. This can be achieved through several methods.
The chosen lead distribution method defines how the software categorizes leads – by location, demographics, budget, type of request, etc. – making the setup process crucial for effective distribution.
Advantages of Lead Distribution
- Automation. Automation is king in today’s ever-evolving digital market. Automated lead distribution will allow you to take the stress off your employees, leaving them fresh for the tasks you cannot automate.
- Scaling. You can only distribute so many leads manually before you need to scale.
- Eliminating duplicate and fraudulent leads. Customizable filters will allow you to adjust the funnel the way you want, leaving only the most worthwhile leads. On top of that, you will be protected against fraudulent and duplicate leads.
- Increasing brand loyalty. Consumers are interested in top-tier service with no delays, preferably at the lowest price. Automatic lead distribution works towards achieving long-standing success.
A smartly configured lead distribution process will inevitably grow your bottom line, which – on par with making your customers happy – is the ultimate goal, isn’t it?
Different Methods of Lead Distribution and Why They May Not Always Work
Unfortunately, there are too many variables for a universal method of lead distribution to exist. Depending on the size and type of business you operate, as well as other peculiarities in your case, you will have to adjust your lead distribution strategy or combine several tactics and procedures.
The Pros and Cons of the Five Popular Lead Distribution Methods
Lead Distribution Method
Round Robin: leads are distributed based on the availability of agents
Decreased response time, as leads are instantly connected to an available representative from a pool of agents
May not work well if you want to raise the price per lead or introduce a special offer (for example, exclusive leads)
Performance-based: leads are distributed based on the performance of sales agents
Rewards better agents with more leads, lower prices per lead, etc.
Lack of balance between agents: at some point, the best agents will get the leads they need, whereas underperforming agents may be left with nothing
Location: leads are distributed based on their location, as well as the agent’s location
Agents with popular locations get relevant leads whom they can serve best
Agents with unpopular locations may be left without leads
Company size: leads are distributed based on the size of the company they represent (for B2B sales)
Relevant agents – for example, ones serving big companies – can get many leads
Some agents may be left with no leads to work with
Buyers’ Pick: advertisers can cherry-pick leads they want to buy
Buyers can get the best customers from a pool of leads
Some leads will likely devalue over time, decreasing your profits
Your optimal lead distribution method depends on the features of your business and whether you distribute leads to the internal sales department or your partners. Also, you can combine several methods and configure the process by changing the distribution criteria.
Ping Tree to Get the Best Money for Your Leads
The one method we didn’t include in the table is the one based on price – like what Phonexa’s software does through its Ping Post technology.
Ping Post is an auction-based system, where every advertiser can bid on leads, which then go to the most generous bidder.
Ping Post lead distribution goes as follows:
- Leads are generated, qualified, and released to the market.
- All other things being equal – the relevancy of the buyers and all other criteria set by the lead seller – the highest-bid buyer receives the offer.
- The remaining leads – for example, if the supply is higher than the buyer’s ask – are offered to the next most generous bidder as long as the price is above the seller’s minimum threshold.
The Ping Post distribution may be the best way to sell your leads while valuing the interests of all parties involved. This ultimately results in a win-win situation for all parties.