Posted by: Christy Roth, Project Manager

If only about a quarter of new leads are “sales-ready,” then the obvious main objective of lead nurturing for the manufacturing industry is ensuring that they’re qualified and mature enough to be handed off to sales. In other words, after pushing each lead through an offer flow and engaging them in higher level offers as they go, we are then able to push them to sales at their most ready. The benefit? Saving the sales team’s time and money and ultimately closing more sales.

A key to the process flow is thinking about the target audience. In the case of industrial manufacturing, we focus on the needs of design engineers (on the OEM side) and plant managers and operators (on the MRO side). That’s why we carefully select educational offers that will interest them on the right level without sending them so much information that they’re overwhelmed or so little that they become cold. It’s all about finding the right balance. read more »