We all like to make new friends, but that doesn’t mean that we should neglect the old, or worse, intentionally alienate them without due cause. However, that’s exactly what happens when leads – which marketing has spent time, money, and resources to generate – are ignored once they enter the pipeline.
Don’t waste leads! Learn how to make new friends while still keeping the old, with these ten tips…
1. Don’t waste campaign dollars
Maximize your lead gen dollars by making every lead (both new and old) count through targeted lead nurture programs.
2. Validate your company’s value
Increase positive brand perception by providing valuable content, thought-leadership, and proof of market penetration.
3. Push leads effectively through the sales cycle to deliver leads when they’re “sales ready”
Shorten time-to-buy based on positive brand association, proof of effectiveness, and consistent communications. Deliver to sales at the most opportune time –when the lead is showing signs of active engagement.
4. Leverage customer successes
Highlight your customer successes as sales tool to attract new customers via case studies, references, social media, and webinars.
5. Nurture from the sales and target-audience
Design email marketing efforts to be consistent with how sales communicates and engages with leads – typically short and to the point – with minimal graphics to ensure maximum interaction with the campaign.
6. Shake up communications and validations
Provide different points of reference by interspersing consistent drip mailers from sales with relevant product or company news from the Executive Suite (CEO, VP level).
7. Don’t alienate your prospects
Balance the timing of nurture emails to align with how sales typically engages with leads, and balance with how frequently the target audience would appreciate being contacted. Every other day is usually too often. Every 5-9 days is more likely to appeal to your leads.
8. Don’t alienate your sales team—empower them
Engage sales from the onset. You nurture process should match the sales style of engagement and processes, provide sales the ability to enter/exit prospects into campaigns, and provide a holistic and real-time view of lead attributes and activity behaviors.
9. Give your nurture initiatives a fighting chance—put the right tools in place
Make sure your marketing tools are flexible enough to quickly set up campaigns based on your preferences; easily monitor performance; and provide indicators of a lead’s momentum based on activity, e.g. lead scoring and sales alerts.
10. Keep customers informed and coming back for more
Keep your customers happy, informed, and connected; nurture, up-sell, and cross sell opportunities by consistently providing product updates, news, and success stories.
Don’t forget or alienate old leads that you’ve worked hard to generate. With the right processes, content, and system, you can turn wasted leads (that translate into wasted campaign dollars) into new opportunities and increase ROI.
Want to learn more about how to nurture your leads beyond top of funnel activities, and maximize conversions? Join us in one of our weekly live demos, request a one-on-one demo, or register to view the 33-minute Spray & Pray on-demand webinar from our How to Market to Win Summer Webinar Series.