Lead Nurturing
The key to successful lead nurturing is to deliver content that’s valuable enough to keep your audience engaged. If you do it right, lead nurturing can help you build a strong brand and solution preference in your prospects long before they’re actively engaged in a buying process. Lead nurturing software allows you to track qualified sales leads and automate content delivery through various marketing channels.
As you launch a lead nurturing program, your three main goals should be:
As you launch a lead nurturing program, your three main goals should be:
- Maintain permission to stay in contact with the prospect: This is by far the most important goal of lead nurturing, because without it, you can’t achieve the other goals. If a prospect loses interest in your messages, they’ll disengage by unsubscribing, marking your messages as spam, or “emotionally unsubscribing” – reflexively ignoring or deleting your messages.
- Establish key ideas, thoughts, or comparison points through education: A potential buyer who you’re nurturing may not enter a buying process for a long time. But during the lead nurturing phase, if you can educate prospects and guide their thinking to incorporate specific requirements and ways of thinking about the market, your company and solutions will be much better positioned in their minds when they do become buyers.
- Watch for signs of progress through the buying cycle: While you nurture potential buyers, you can watch their digital body language to help you understand where they are in their buying process. As they progress through the process, they’ll reach a point at which your lead scoring system tells you they’re ready to engage with Sales.
Lead Management
A properly implemented lead-management program prevents leads from being lost through “leaky sales funnels” and decreases customer acquisition costs. The lead-loop between marketing and sales and drive higher revenues through lead management sequences that include
- lead-information capture
- lead-scoring
- lead-routing
- lead-monitoring.
Marketing Automation
In the past, marketers and marketing software focused on developing and sending high-volume outbound emails. Today, if we hope to guide buyers to consider, prefer, and select our products and services, we need marketing automation software that provides the precise information buyers need as they move through the buying process.
Over the past decade, the customer’s ability to self-educate has increased astronomically. Buyers can use vendor, analyst, and social media websites to understand their options and refine their own preferences. By the time they pick up the phone to speak with a vendor, they've probably already made their buying decision, based on information from you, your competitors, and multiple third-party sites.
By helping us observe and understand a prospective buyer's digital body language, marketing automation software can help us determine where they are in the buying process and what’s of most interest to them.
Over the past decade, the customer’s ability to self-educate has increased astronomically. Buyers can use vendor, analyst, and social media websites to understand their options and refine their own preferences. By the time they pick up the phone to speak with a vendor, they've probably already made their buying decision, based on information from you, your competitors, and multiple third-party sites.
By helping us observe and understand a prospective buyer's digital body language, marketing automation software can help us determine where they are in the buying process and what’s of most interest to them.