By: Colin Boykins
When it comes to the B2B industries, it can’t be denied that the sales leads are the heart of the entire system. When you know people come looking for a good service and a suitable product, you also know they can be contacted directly. Leading from this, pitching on the service happens and businesses can then spell out their ROI and explore what it takes to secure the sale and maintain customer relations in the long run. Not all the prospects that make a visit on your website are the returning customers in the long run, but this is where the big deal lies. If you are here to do business, you are here to convert the lead generation into the lead nurturing.
However, you must also keep in mind that if you are too focussed on winning the quick sales, your potential customers may feel left out. What about the ones who are unsure about how they can proceed on your website, service or store? How about treating the potential customers who are still unsure about how they can fetch more detailed information on the prices? They are equally important and businesses can’t afford to leave them out as they make equally good prospects.
1. Take A Look At The Survey Speak
According to the recent surveys, not more than 27% of the B2B sales leads actually convert into something positive when initially generated. This further requires the businesses to admit that the lead generation is important for capitalizing on the remaining 73%. It should also be noted that almost 60%of the marketers in the B2B have actually failed to establish the campaigns that are lead nurturing.
It should also be noted that the lead generation in the current scenario is actually growing in terms of prospects with comparatively more and more sales intent that has started occurring online. If the marketing departments actually began targeting the demographics and leading from this, they could easily target their market. As a result, they could also tailor specifically to each and every sector and not just sector, but also individuals.
Here is how you can convert the lead generation into lead nurturing.
2. Exploring Online Marketing Funnel
Right from the PR to the print advertising, taking on the traditional marketing activity would require you to encompass various marketing activities. Businesses must monitor as well as analyze all those who have been taking a keen interest in their online activities. Further, they should have a tailor-made approach to help them reach their prospects in no time.
3. Audit, Please
The process of auditing is extremely important here. Focus on your conversion ratios and your online traffic levels and find out whether they are suitably matching your requirements. Don’t lose the prospect at the final stage by focussing only on the traffic levels and least on the final conversions. This is where, we would say, lead nurturing comes into picture. You can gain the information such as email, phone number, and name, and find out the best ways to connect with them and monitor their activities. Ensure that they actually don’t suddenly fall off the radar and go on to buying from the competitor. Finalizing the sales over the phone makes sense. You can also make use of visitor level call tracking system.
4. Target, Target, and Target More!
Make sure that you are reaching the right people and the ones who can make a difference in terms of the sales process by the services you have to offer to them. If you can find out a lot about the people who visit your website, you can probably match their requirements at the earliest and in a more detailed manner. Ensuring that you don’t simply remain a part of white noise is essential. Quality leads should be targeted and focussed upon the quantity. Use the opportunity in nurturing good relations with people who are more than willing to be targeted.
5. Leveraging the Existing Databases
This will be required by businesses particularly with the tighter marketing budgets. When you spend more on sourcing the new leads, financial issues may occur. It is rather advisable to look for the list of past customers and find out whether they are looking to buy from you again. Working on bringing the old customers back can be a real challenge.
6. Needs of the Decision Makers
Make sure that you also work closely with your offline sales team. When you take a close look at the choices and preferences of the buyer, you are doing your bit to nurture this share of lead in the best possible manner. Target the people around the decision makers and this can turn out to be a great attempt focussed at converting the lead into the sale.
Businesses will come across a lot of challenges in the process and these would also include the nurturing content that can finally speak to your prospects individually by also addressing and connecting with their unique requirements. When done right, you can ensure that you are up for creating loyal and valuable customer base that have a sense of trust linked with your brand, service or product. Begin formulating a great and valuable lead nurturing plan that would work best for your business.
Colin Boykins loves blogging a lot. He regularly writes for some top blogs that offer tips on small business blogging. Currently he is associated with Flatbed-Truck.co.uk that has the largest collection of steel folding trolleys.