Members are the heart of your organization, and the more members, the better. Generating leads is crucial for gaining more potential members and converting them into active participants in your community. For most membership organizations, this means getting people to subscribe to your email marketing list, but often the administrative hassle becomes too large a task to convert warm leads. With the NORRIQ Membership solution, you can fully automate your lead generation process, ensuring warm leads become members rather than lost opportunities.
Why Is Lead Generation Necessary?
Before diving into the 'how,' it's important to address the 'why.' Why should your membership association engage in lead generation?
Primarily, because it paves the way for acquiring new members. You identify prospects and reach the right audience with personalized and persuasive messages. Meanwhile, you build a relationship with a potential member, thereby creating a head start. Finally, it helps fill your sales pipeline with pre-qualified leads.
How to Gather Leads?
Generating leads focuses on identifying and qualifying potential customers and adding them to your sales pipeline, but converting them remains the key part.
Most potential leads are captured through various touchpoints, such as downloading an e-book, registering for an event or webinar, or through specific lead-capture websites. With the NORRIQ Membership solution, you can fully automate the lead pipeline, from the first touchpoint to a converted lead and beyond.
First Touchpoint
The start of your lead generation campaign is usually when a potential lead fills in a form, perhaps to attend an event, or when they show interest by following/liking your social media platforms. Once interest is shown, you can sort your potential leads into lists so you can target them with personalized information.
CRM Platform
The NORRIQ Membership solution is directly integrated with the Dynamics 365 platform. Any incoming leads are uploaded to various databases. You can even assign statuses to your leads and identify certain things, such as potential obstacles for a specific lead, how they came into the system, what their interests are, and so forth.
Follow-Up
Once you have entered your leads into your database and identified the above information, you can start customizing your messages and target them with marketing activities. Before, during, and after the conversion process, you can check the status of your lead, review previous communications on a timeline, add them to mailing lists, and verify via calls.
In Short
With the NORRIQ Membership solution, you can quickly follow up and qualify incoming leads directly in Microsoft Dynamics, allowing you to build a pipeline of valuable prospects.