8 Tips for Successful Lead Nurturing
“Lead Nurturing can help convert 29% more leads.” – Sirius Decisions
- Specific Interest. Track all interactions and get better conversions by creating specific question about situations where the prospect’s expectations are higher than their realities. When the is a difference between expectations and realities the difference always has consequences, called 'Pains'.
- Evaluate All Responses. Track all responses, not just your website opens and links clicked, and pages your leads go to after they click. Track all touches. Marketing study after study shows that we have to make at lease six touches per lead/prospect. The reason is with six different touches with a different message is need to be able to deliver a specific solution that meet each prospects 'pains.' Remember that a prospect that had a conversation with you, has pains. Our job is to have the prospect see that the pain of status quo is greater than the pain of change.
- Online and Offline. Use lead nurturing for all leads and prospects both online and offline. Make sure the nurturing content is specific to that what solutions the leads and prospects are looking for. For instance, relate the message back to “what is in it for the leads and prospects.
- Continual Nurturing. Nurture leads so you can help get them into the buy cycle and after they are in the sales process when sales reps can no longer move the prospect’s it is time to a closed deal or close the file.
- Lead Scoring Gives Visibility. Use lead scoring to track prospects as they move through your nurturing program. You will be able to identify those that might be entering the buy cycle from those that have no interest.
- Continuously Engage Prospects. It’s ok to complement your drip marketing with integrated monthly e-newsletters, email blasts, touch-base phone calls, press releases, whitepaprers or studies with statistical data.. All these touches serve different purposes but continue to keep your company top of mind.
- Deliver Real Value. Be sure to keep the communication to your prospects useful, and unique, not only promotional oriented. Include industry news and helpful tips in your communication to keep your messages interesting and insightful to your audience. The key to successful nurturing is keeping your company’s name, expertise, and products and services “front and center” with your leads.
- Define "Sales Ready”. Sales teams and sales management need to come together to discuss and define the definition of a “sales ready” lead. A lead definition could involve some of the following: company size, industry, geographic location, yearly revenue, job function, title, authority level, stage in the buy cycle, time frame, budget, etc.