Posted by: Gloria Dutton, Senior Marketing Coordinator
When discussing the goals of lead programs with sales teams, we often get one message – volume volume volume. The ‘volume’ mentality has an obvious attraction: at least some of the many leads that come in the door will close. However, when we dig deeper, we all become convinced that volume is less important than delivering quality, closeable leads to sales.
So, what is the process for identifying quality leads before sending them to sales? Lead nurturing programs. They help qualify and guide prospects through the buying cycle by analyzing what offers they are interested in and the specific actions these prospects take. Through learning about prospects, we’re able to target marketing initiatives to be focused on their needs as they gather information and research, evaluate their options and ultimately make a purchase decision.
How do we identify when a lead needs to be nurtured and when they are ready for sales? Start by segmenting by preference. Provide multiple offers on your site requiring registration – everything from white papers and research studies, to pricing sheets and sales contact information.
Be sure to include sales in the process of identifying what offers have generated conversions in the past. If history has shown that leads who request pricing sheets are likely to buy, then send leads who take action with this offer directly to sales. On the other hand, if the sales team contends that prospects who are only downloading white papers never close, don’t just give up on them. Instead, add them into a nurturing program. It is more likely that they are still in the investigation phase than they’re expressing disinterest. By placing them in the nurture flow and sending them follow-up emails and offers that provide them more information over time, it’s like having a salesperson guide them through the purchase cycle without pressuring them to sign a check.
Nurture campaigns aid in closing more sales because the lead who wasn’t ready to buy a few months ago will eventually move into the final decision phase, and your company will be top of mind. You were there, after all, every step of the way.
