Turn Every Lead Into Revenue With a Lead Management Platform

What Is a Lead Management System?

A lead management system allows you to know who your customers are, where they come from, how and why they engage across marketing channels and touchpoints, and what you can do to improve the customer journey and lead distribution to grow ROI on the leads you manage. No less importantly, you can consolidate and synergize all essential consumer and marketing data into a single platform, without having to jump between countless platforms, tools, and reports.

A good lead management system, like LMS Sync, is an integrated platform that tracks, analyzes, and distributes leads to a matching agent or business. The main point of having a lead management system is to get the most out of the leads you handle and also automate your lead management process, whether you are an advertiser, an affiliate network, or a performance marketer in any domain.

At the same time, while automating lead distribution or acquisition to a larger extent, a lead management system like LMS Sync is highly customizable and provides full control, visibility, transparency, and – most of all – compliance when creating and handling lead flows. Hundreds of data points collected throughout the customer journey, along with dozens of configurable filters, ensure you have full control over where every lead goes.

The three main components of a lead management system include:

• Lead tracking – collecting every available data point about the lead, which can be used for real-time analytics and historical data to identify bigger marketing patterns.
• Lead distribution – using the collected data and lead analytics features to connect the lead to the best-matching business or agent, supporting a structured flow that benefits everyone in the chain.
• Lead analytics – processing the collected data in real-time and strategically in the background to identify marketing gaps, opportunities, and areas for improvement.

The bottom line is a lead management system makes your life simpler and your marketing data-driven, eliminating guesswork and suboptimal business decisions once and for all. And the bigger your business, the higher the impact of the precision and automation an LMS brings to the table.

How a Lead Management System Works in Practice

A lead management system covers a major part of the customer journey, from capture through validation, qualification, lead scoring, and routing. And then comes performance measurement, both real-time and strategic, allowing you to continuously improve the quality of leads in your marketing funnel and, of course, your final business decisions.

In practice, lead management starts with real-time lead tracking. At this stage, each lead is verified across the pre-determined criteria, such as price, location, product interest, quality, and whether the lead is new or has already been offered within the system. Industry-specific parameters may also apply, like the lead’s credit history or the history of insurance claims, depending on the industry.

The most popular data points that lead management system operators screen are:

• Email address
• Phone number
• Physical address

Next, all accepted leads – those that meet the lead qualification criteria set by the system operator, whether an affiliate network, an advertiser, or another type of performance marketer – are distributed according to the routing system’s rules. In practice, it is either a cascading ping tree distribution, which routes leads to advertisers one by one without competition, or a competitive ping post distribution, which enables bidding for leads based on the data shared with the bidders.

Finally, the best-matching buyer or agent receives the lead, while the operator of the lead management system (which can be the same buyer or a third party) also receives in-depth analytics that reveal the lead’s entire data, even if they’ve switched touchpoints multiple times.

Speaking of switching touchpoints, comprehensive lead management solutions like LMS Sync allow you to track consumers across channels so you don’t lose the connection when they disengage and re-engage, possibly on a different device or through a different channel. This is why platforms like Phonexa are one step ahead of the competition: you’re informed, you’re accurate, and you’re automated.

How to Scale Lead Monetization with a Lead Management System

For affiliate networks, large-scale advertisers, and even publishers, a lead management system like Phonexa’s LMS Sync is an invaluable asset for monetization. LMS Sync allows you to manage hundreds and thousands of leads daily without sacrificing the quality of distribution, the quality of the customer journey, and the ROI you get on these leads. There are very few lead distribution and bidding software solutions on the market that can compete with LMS Sync.

Here’s how to monetize leads with a lead management system like LMS Sync:

Step 1: Real-Time Lead Tracking & Analytics

Filtering out low-quality, irrelevant, and fraudulent leads is the number one priority of any lead distribution system, helping keep your marketing pipeline healthy. With LMS Sync and the built-in iClear module in particular, you can screen all submitted leads in real-time across dozens of filters and qualifications like the lead’s location, IP address, email address, and also industry-specific details like their credit score or their history of insurance claims.

The best part of it is that you can set up a lead verification flow that only accepts qualified leads matching your target criteria, rejects leads that are not a good fit for your business, and flags borderline cases for manual verification. Such a system can filter out the lion’s share of low-quality traffic, letting through only consumers worth following up on.

Moreover, with a lead management system like LMS Sync, you can choose whether you want to screen leads with or without pausing the lead acquisition process:

• If you choose synchronous screening – one that pauses lead acquisition until lead verification is complete – you are prioritizing lead quality over acquisition speed, even though the checks are completed quite quickly.
• If you choose asynchronous screening – one that runs in the background without stopping lead acquisition – all your leads are acquired regardless of verification results, and you can spot marketing patterns to act on.
• If you choose hybrid screening, screening is performed selectively when the lead in question meets specific criteria, such as location or campaign.

Regardless of which run you choose, LMS Sync unlocks more insights into leads than any other solution in the market, a flagship lead management sales software that has all you need to understand your lead generation and acquisition campaigns at a deeper level.

Step 2: Data-Driven Lead Distribution

Real-time lead tracking and analytics are followed by lead distribution, which is mainly done based on the collected data and the chosen routing type – via a ping tree or through ping post software:

• Ping tree lead distribution is cascading, with leads being offered from the most to the least relevant buyer until the lead is sold, provided the minimum sell price is respected.
• Ping post lead distribution involves real-time bidding, when partial lead data is shared between companies that make their bids on the lead.

When creating a lead distribution algorithm, aside from choosing between a ping tree and ping post, you can also factor in parameters like agent availability and performance, and route leads evenly between companies or build any other routing that favors your business.

Step 3: Using Collected Data for Continuous Improvement

When the dust is settled – leads are distributed, and profits are made – a lead distribution system allows you to add the collected data to the data stack so you can improve your campaigns continuously. This way, you can zero in on your most profitable campaigns, leads, traffic sources, and partners while also supporting the relationship with existing partners through data-driven, fair lead distribution that benefits everyone in your performance marketing business.

Last but not least, with Phonexa, you can synergize the consumer data unlocked with LMS Sync with the data unlocked with our other products, such as Call Logic for phone calls and E-Delivery for email marketing. For example, you can re-engage leads with E-Delivery, compare form-entered data with phone-call-driven data, and more to ensure the best omnichannel experiences for your consumers and higher conversion rates and ROI for your business.