You've probably put a lot of effort into building that leads database. However, research suggests that, even when it comes to qualified leads, more than 50% of leads aren't ready to buy on the day they first convert on your site. That's why lead nurturing is one of the most important processes that will help you make the most of your available leads and create a sales funnel with the least amount of leaks.
Here are a few tips from Freespee to enhance your ‘Lead Nurturing’ process
Know what stage your lead is at
It is important to set guidelines about where to place your lead in the marketing funnel. There is no hard and fast rule for lead classification, but take your sales team into confidence when you discuss this part of the strategy. Create clear definitions that suit your business so that you know how your sales funnel looks. You can then alter your marketing campaigns to target that part of the sales funnel that needs more attention.
Assign a probability for your lead
Assigning a probability of conversion for every lead that is passed on to Sales is always a good idea. This means, you are telling Sales that out of the leads that have been assigned, those with high probability of conversion might be a good place to start. Assigning a small number can save a lot of time for both the Sales team and for the prospect.
Align all the teams and stakeholders
Lock your Sales, Marketing, Customer Service and Product Development teams in a room and don't let them out until they come up with a process that commits them to well-defined roles and responsibilities. Involving everyone to decide on an action plan for each stage of the sales funnel gives a lot of clarity to the whole process and ensures that the customer is not ignored at any given point in time.
Update lead status regularly
Whether you generate 10 leads or 10,000 leads every month, regular reports are all always important. When responsibilities are shared, activities at every stage are not visible to everyone and this can leave a lot of place for doubts and discord in the process. Ensuring reports are generated and circulated to all stakeholders to understand the movement of the leads through the funnel will surely make the process a lot smoother.
Use marketing automation wisely
Today's CRM and campaign management solutions are sophisticated and flexible, but it is still important to remember that the process that best suits your needs and those of your customers must take precedence. In other words, let the process decide on the marketing automation. At the same time, automated lead nurturing should be considered a must-have. You're qualified leads will buy eventually from someone and you have to make sure that you are still on their minds when they are ready to choose.
Lead source capturing
Understanding the contact and campaign history associated with every lead is vital. CRM and marketing systems should seamlessly combine data to deliver a comprehensive activity history for everyone you interact with. It will inform future sales conversions and provide valuable details for defining future campaigns. Ensure that your systems make it easy for Sales to pick up hot and qualified leads from marketing and that Sales understands the most significant trigger events which qualified the lead. Also make a connection between the online and offline activities of every lead. This will give complete clarity about your lead source to you as a marketer and to your Sales team.
By taking steps to coordinate people, processes and tools to manage leads, marketing leaders can accurately measure and maximise marketing investments.