Follow-Up (Lead Re-engagement Executive) at PE Lifts Nigeria

• The Lead Follow-Up Executive will lead the strategic re-engagement of previously contacted but unconverted leads/clients.
• This role is responsible for maximizing ROI through effective supervision of the leads generated, improving CRM practices, and creating tactical engagement strategies to convert dormant leads into active opportunities.
• The ideal candidate is a strategic thinker with deep knowledge of sales funnels, CRM workflows, marketing automation, and customer psychology.

Key Objectives

• Drive reconversion of leads tagged “Not Converted” by Sales.
• Strategically manage re-engagement officers and CRM activities to optimize lead movement.
• Oversee accurate segmentation, follow-up, and escalation processes.
• Develop data-driven solutions and scripts to address conversion objections.

Core Responsibilities

• Re-Engagement Strategy & Process Optimization
• Analyze unconverted lead trends and develop targeted objection-handling strategies.
• Identify bottlenecks in the lead journey and propose innovative follow-up methods.
• Approve re-engagement offers, seasonal promotions, or value incentives to boost conversions.
• Ensure marketing alignment with sales to create seamless lead handovers.
• Take ownership of the end-to-end follow-up process for previously contacted but unconverted leads across all market segments (residential, commercial, institutional, etc.).
• Analyze patterns of non-conversion and craft personalized reactivation campaigns that address key objections (e.g., budget, timing, technical issues).
• Reintroduce potential clients to the organisation’s offerings, updated packages, new features, payment plans, and warranties.
• Work closely with the marketing content and technical teams to customize messaging, visual assets, or offers per lead type.
• Supervise correct lead tagging, call documentation, lead scoring, and escalation procedures in CRM.
• Oversee the entire re-engagement workflow using Fresh sales CRM.

CRM Oversight & Data Management

• Ensure CRM is consistently updated with accurate lead notes, statuses, and communication logs.
• Collaborate with the CRM Coordinator to segment leads effectively by market type (residential, commercial, institutional, etc.).
• Implement lead temperature tracking (cold, warming, hot) and oversee automation reminders for follow-ups.
• Approve content and email/WhatsApp drip sequences used for nurturing leads.

Performance Monitoring & Reporting

Generate daily, weekly and monthly performance reports highlighting:

• Number of leads re-engaged
• Lead warming and reconversion rates
• Top objections and insights
• Team productivity metrics (calls, follow-ups, outcomes)
• Recommend adjustments in strategy to the Head of Marketing based on lead behaviour and campaign effectiveness.
• Review weekly Freshsales dashboards to assess key performance indicators (e.g., revived leads, reconversions, reasons for stalling).
• Generate actionable insights for sales and marketing improvement.
• Deliver performance reports to senior management and propose strategic next steps.
• Identify recurring objections and recommend product, pricing, or messaging adjustments.

Key Performance Indicators (KPIs)

• % of unconverted leads successfully re-engaged
• Number of revived leads escalated to Sales weekly/monthly
• Lead response and engagement rate
• Officer productivity (calls made, follow-ups completed)
• CRM accuracy and update rate
• Improvement in conversion rates due to re-engagement efforts
• Time taken to reassign leads and initiate follow-up

Required Skills & Competencies

• Strong leadership and team coordination abilities
• Excellent understanding of B2B/B2C sales and customer reactivation
• Proficient in CRM systems, especially Freshsales or similar platforms
• Strategic thinker with problem-solving and objection-handling capabilities
• Exceptional verbal and written communication skills
• Analytical mindset with ability to interpret data and trends
• High attention to detail and process discipline

Qualifications

• Bachelor’s degree in marketing, Business Administration, or related field
• 2+ years’ experience in marketing/sales strategy or lead management
• Proven track record in team leadership and conversion improvement
• Experience using CRM software (preferably Freshsales)