Lead Management
A lead is a potential customer who shows interest in a company's products or services.
What you will learn
After reading the Lead Management documentation, you will be able to:
- Understand how lead management works in Engagement Cloud.
- Create and manage lead types to classify and organize potential customers.
- Associate lead types with skills to streamline lead handling.
- Group and filter lead types for better management.
Target audience
The Lead Management documentation is for marketers and sales professionals who want to manage and nurture potential customers using lead management strategies in Engagement Cloud.
It is also useful for administrators and customer support teams who need to understand how leads are tracked and managed to provide better service.
Purpose
Use lead management to centralize, manage, and track business opportunities generated through different types of contact between a customer and a brand. The main objective is to ensure that every relevant interaction through digital channels, voice, chat, campaigns, etc. is recorded and treated consistently as a lead. This approach provides a complete view of the customer's journey and helps avoid missed opportunities. You can track the entire lifecycle of a lead, from creation to closure, and identify whether it was converted.
How it works
Find Lead Management in Contact Center and Analytics Studio > 
> Management > Leads
| Step | Description |
|---|---|
| 1 | Create lead types to classify and manage potential visitors. |
| 2 | Associate lead types with skills to streamline lead handling. |
| 3 | Set a default lead type in the skill. |
| 4 | Each time a visitor interacts with the skill, one of the following happens:
Engagement Cloud matches leads with contacts using the email and phone number. |
| 5 | The operator handling the interaction can add information to the lead in the visitor bycard. |
| 6 | Use the Engagement Cloud API to update custom attributes. |
| 7 | View data that Engagement Cloud collects in the lead panels of the Contact Center and Analytics Studio. |
When a visitor interacts with a skill and doesn't have an open lead, Engagement Cloud does the following:
- Creates a new lead of the default lead type associated with the skill.
- If the skill doesn't have a default lead type, Engagement Cloud leaves the contact as an orphan.
You can view orphan contacts in the Leads listing panel of the Contact Center and Analytics Studio.
When a visitor interacts with a skill and has one open lead, Engagement Cloud does the following:
- Checks if the open lead belongs to the set of allowed lead types associated with the skill.
- If the open lead belongs to the allowed lead types, Engagement Cloud checks if the Customer ID of the contact matches the Customer ID of the lead.
- If they match, Engagement Cloud associates the interaction with the open lead.
When a visitor interacts with a skill and has more than one open lead, Engagement Cloud does the following:
- Selects the most recent open lead or the lead with the highest score that belongs to the set of allowed lead types associated with the skill.
- Checks if the Customer ID of the contact matches the Customer ID of the selected lead.
- If they match, Engagement Cloud associates the interaction with the open lead.
More about leads
A lead is the starting point of the sales process—a potential customer who has been identified and captured but not yet qualified or converted into a paying customer. A lead is more than just contact information; it also includes context such as behavior, demographics, and intent.
Engagement Cloud opens a lead for a visitor when the contact performs a specific action, such as contacting a skill, clicking a banner, viewing a product, or filling out a form. After opening a lead, Engagement Cloud keeps the lead open until one of the following occurs:
- The visitor makes a conversion. A conversion depends on the type of lead and can be a purchase, a subscription, or another action that signifies a successful engagement.
- The lead is closed by an operator. An operator can close a lead when the visitor is no longer interested in the product or service, or when the lead has been successfully converted.
- The lead is closed automatically after a certain period of inactivity. You can define this period in the lead management settings.
You can have multiple lead types and associate each type with more than one skill. Each visitor can have multiple leads, allowing for a comprehensive view of their interactions and potential opportunities with your business. Leads also have associated contacts.
The goal in digital marketing is to attract, capture, and nurture leads through strategies such as email marketing, content marketing, and targeted advertising, with the ultimate objective of converting them into paying customers. For example, if a visitor has items in their shopping cart but does not complete the purchase, you can use lead management to send follow-up emails with special offers or reminders to encourage them to finalize their purchase.
In CoreMedia Digital Experience Platform, a lead contains contact information such as phone number, email address, and name of the contact, as well as the type of browser and device used to access the website, the creation and closing dates of the lead, RGUs, and the sale value.
Related links
Lead Management Reference2 articles
Screens, and forms reference with detailed information about all the fields of Leads App.