Therefore, staying in touch with prospects
with a personalized nurturing campaign can significantly increase the number of leads that eventually transform into sales. Nurturing requires going beyond mass emails to campaigns that add the human touch, afghanistan telemarketing database for example, by making a phone call every so often to see if you can be of any assistance and also reaching out to prospects to invite them to in-person events.
The human touch is crucial to understanding your prospects’
needs and in helping them through the buying process. Depending on your average sales cycle duration, this means you may need to make a phone call every three months or so.
Because you’re talking with prospects,
you’ll be able to tailor your email nurturing and send highly relevant information. Providing customized content is critical as there is a real risk of spamming your prospects with the wrong information, which will do more harm than good to your relationship. You should also regularly check email open rates and the click-through rates to establish which content is generating interest.
Communicate Between Sales and Marketing
Communication between Sales and Marketing is important during the lead nurturing phase. For example, if marketing leaders are not aware that a sales person is in contact with that client, they will continue to treat them as a new prospect and send general marketing campaigns. In this scenario, content may not address issues they’ve discussed with a salesperson, and this can be disturbing for the client.
You also may have a lead from a company that Sales has been trying really hard to get into. This information can help sales get through the door.
Score Your Leads
It’s essential to use your CRM and marketing automation system to score leads in order to understand a prospects’ readiness and when it’s the right moment to add the human touch to qualify the lead before passing it onto sales. But the key is to keep lead scoring simple because the more complex your lead scoring system is, the more difficult it becomes to manage and the ability to optimize the processes is reduced.
For more information download our FREE e-book: “Bridge the Divide Between Sales and Marketing.”