Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.
Only a small percentage of the leads you generate are likely to be “sales-ready” – especially during tough economic times. So, nurturing prospects for conversion down the road is a critical process
Lead nurturing fuels your pipeline with the highest quality leads. This helps your marketing and sales teams quickly qualify opportunities. This way they can build a strong relationship of trust with potential buyers.
Don’t panic if the economic downturn has you concerned about generating leads. You probably have a large pool of them in your marketing database. They will be ready to buy over the next 24 months. Marketing Sherpa estimates that more than half of the leads in the typical marketing database are viable, qualified leads. Even if those prospects aren’t yet ready to buy. Those leads definitely have value to your organization.
Strategies:
Use of several forms of media responses
Timing is crucial
Measurement of lead quality and the impact of lead nurturing
Suggestions for Direct Mail:
Use targeted mailings, such as a simple postcard, to promote new white papers or upcoming webinars. Postal mail, sent along with an email invite, is a great way to attract additional registrations. Often inbox overload causes busy professionals to overlook an email offer. Larger mailings can also have a big impact on some of your best prospects.
If you have a list of dream clients in your marketing database, consider sending them attention-getting dimensional mailers, such as: Printed product brochures, Personalized packages that include targeted content and a branded gift, such as a notepad or, if the potential deal warrants the expense, a larger incentive like an MP3 player.
Integrate mailings with your telemarketing calls. When a telemarketer has identified a more qualified prospect, assemble a customized package of printed materials that demonstrate how your company can help meet their business needs or address particular pain points.
Suggestions for telemarketing:
Use specially-trained inside salespeople or an outsourced telemarketing vendor that specializes in B-to-B nurturing. You don’t want them to try close deals in these calls because your prospects likely aren’t ready to make a purchase. – Use these calls to offer additional educational resources that will help move prospects through the buying process. Also, these conversations can collect additional qualifying information, such as a potential timeframe for a purchase decision, or details about company size and business needs.
Marketing Sherpa also offers many hints for marketers. Go to their site for more information
For questions about direct mail & telemarketing prospect lists to help you prospect for new business, e-mail us or call Dataman Group office at (800) 771-3282 and Ask DataDale.