Improving lead handling processes is on the minds of most marketing managers. But no matter the issue you’re faced with, be it unresponsive, lost or unused leads, there is always a lead management solution to help you overcome it.
More often than not, segmentation is the first step to improving leads. Allowing you to identify who your potential target market is – even if this is using something as straightforward as identifying what job roles they tend to occupy – there is a significant benefit. Separating job X leads from job Y leads not only makes them more manageable but it also helps improve the efficacy of your marketing content.
Previously, both X and Y received the same content, despite being diametrically opposed, now you can ensure that X receives content that engages them, whilst Y gets its own. Creating content and targeting the leads with what they want is the best way to coax them into being responsive to your company.
Lead Nurturing and Scoring
Lead nurturing comes about as a technique to help you overcome a lead that’s unready to buy. It allows you to stay on a lead’s radar but without being too intrusive, sending out minimal but regular communications. Doing so maintains a level of brand awareness with the lead and helps them think of your organisation when they are ready to purchase.
Perhaps the most effective way to track a lead throughout your sales funnel is to score it. Assigning a score to the different actions a lead may undertake helps you to realise when a lead is ready to purchase. For example, this could include assigning a score to the act of downloading a piece of your content or visiting certain pages on your website.
This approach is altogether more effective when coupled with lead nurturing, as the reason for your decision to nurture the lead is undoubtedly because, at the time, they weren’t ready to buy. Decide, alongside your sales team, the point at which these leads should be forwarded on to sales and closed by deciding what your cut off score should be. Use the buying habits of previous customers to gauge what sort of score equates to sales readiness.
An additional benefit of using a scoring system is that you will never lose leads in the funnel. Even if a lead has been stuck at a certain score, you can notice this and create an incentive aimed solely at them. It also means that when you do finally hand that lead over to Sales, it’s at a level of quality that you have both agreed on.
Use them all at once
All three elements above (segmentation, scoring and nurturing) are at their most effective when used in conjunction with each other. For example, one of the most powerful aspects of scoring in relation to lead scoring is a form fill out. It suggests a real level of interest in your content and company and, used effectively, can also help refine lead segmentation; adding a ‘job title’ category to the forms protecting your content will allow previously unknown leads to fall into a certain segmentation and, in turn, receive content even more suited to them.
Not only do they work best in conjunction with one and another, they are also cyclical. Even when a lead does become a customer, they can be returned to a lead nurturing stream for upselling opportunities.
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