According to MarketingSherpa, 73% of leads in B2B markets are not ready for the sales pitch. Therefore, it is considered a good lead management practice to allow your leads to go through a lead nurturing process. By doing this, you will be ahead of most businesses, since up to 65% of them do not make use of lead nurturing campaigns.
Here are a few ways to improve your lead management campaigns.
Objectives of lead nurturing
• Build the relationship with your prospects.
• Provide valuable content through email automation.
• Be viewed as the expert in your industry.
Prioritize your leads by nurturing fresh leads first
Provide your leads with emails pertaining to their initial contact with you. For example, if they downloaded a free report pertaining to your industry, personalize emails with conversations in this topic.
From lead nurturing to sales
Once your lead has demonstrated interest in your company as the solution provider, it is then appropriate to stop lead nurturing and move them through to your sales process. An example would be if they attended a demonstration of your product or service. This is the most optimal time to show them how your business can help.
If after lead nurturing and no sales…
It is vital to keep in touch with your prospects, even if they decide not to buy during your average sales cycle. You may still be able to convert those older leads into sales in the future. Don’t give up on a contact just because they did not fit the generic sales cycle mold. Calculated future communication can revive the prospect and launch them back into the working sales cycle.