As a marketer in a B-to-B environment you have run numerous
events, direct mailers, seminars with leads that were
deemed good and you pass them to sales. However, a few
weeks down the road, that just seem to fall through
and nobody knows what has happened to these leads. One
thing for sure if no one in your organization or channel
partners are in touch with these leads your competitors
surely are. Surveys indicate that as high as 50% of
all leads result in a sale—eventually.
Don’t let your competitor get the business!
Look at it this way, you have invested your precious
marketing dollars in getting them into your event,
educated them on your solution and now armed with
this knowledge they are now wiser in seeking the best
there is out there. Many marketers fall into the trap
of passing leads blindly to sales expecting some magic
to happen where leads simply turn into hot spanking
revenue and sales managers are now your best friends.
It seldom happens, if ever. More often than not sales
are wondering what marketing is doing passing them
leads that are useless. Is there a happy ending in
this sad and frustrating drama that is playing repeatedly
in many companies today?
The answer is yes and it’s found in lead nurturing.
Lead Nurturing provides regular and
meaningful contact that brings prospectus a better
understanding of your products and services. The tactics
may include eMarketing which is usually a newsletter
and/or simply a nicely done email inviting them to
explore your solutions in your website or webcast.
The other effective method is to use telemarketing
to further qualify attendees to an event, with further
needs define the qualified lead sales may be more
effective in closing. Lead nurturing provides a planned
multi-touch program that will enable marketers with
better vision of ROI and more importantly making changes
or fine tuning as each campaign progresses. Many companies
are now starting to understand the value of lead nurturing
and can no longer afford to ignore qualified leads
simply because they are not ready to buy.
Consider what goes through a potential customer's mind
as he or she makes a buying decision: How will this
solution help my company? Is there another solution
out there that's better? Will this solution really work?
Can we afford this?
Lead nurturing conversations can provide easier answers
to these questions. Eventually, you will have built
trust and facilitated better comfort levels for the
brand and solution.
Other lead nurturing tactics:
– Email newsletters
– White papers
– Event invitations
– New special offer