Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
SVP & Head- Marketing & Communications
On nurturing and maintaining their prospect/lead base
Leads are important and interesting subject to talk about. We are a bank, there are various touch points that people not only bank with us but these are touch points that are generate leads for us. We take the leads into two buckets; one is the organic lead base – for example we capture leads on our ATM, so there is significant amount of offers, not are customers who are using my ATMs and there is screen that comes right at the end that ‘if you want to leave a lead or interested in certain product from me. There are organic leads that are happening through my contact centers, through my website, through my ATM’s & there is significant amount of inorganic leads that we are now generating through very specific tactical campaigns, for a particular product I would do with a certain platform. When this particular lead weather organic or inorganic hits the system, there is a process flow. It does get into my backend CRM system, there is a certain allocation of that particular lead, which happens to either the front line sales team or it happens to the branch team or it happens to my telephone team for outbound calling. So weather it is an organic lead or inorganic lead, there is a system flow when it follows within the organization, not only for a follow up but for closure as well. We are generating significant amount of leads both from organic and inorganic and from inorganic perspective, it is a particular specific campaign that you are running for a specific product so there it is much easier to direct it and take it for closure. From the organic perspective, leads are coming from different touch points and therefore get channeled through a particular system to specific teams who get allocated and do the callouts and closures on this.
“We are a bank, there are various touch points that people not only bank with us but these are touch points that are generate leads for us.”