You know that no two leads are the same. While one might be ready to buy within the month, another might take three months to come to the same conclusion. That's why personalisation – both in sales pitches and marketing campaigns is so important.
Nurturing cold prospects
Gone are the days where salespeople should be constantly calling a cold data contact list. With the array of lead generation and auto-nurturing tools at our disposal, sales should be focusing on businesses that are already engaging with their website and marketing channels.
When it comes to cold leads, feed them into an auto-nurture campaign. Use website tracking to see what topics they are interested in and target accordingly. Lead nurturing is about sending the right content at the right time. Using content 'touch points' around a topic that you know they are interested in, you are more likely to engage them rather than constantly trying to call them and talk.
Nurturing from email campaigns
A number of your leads will no doubt come from your marketing email campaigns. Now email campaigns are a critical tool for nurturing leads and as such, should be done properly. Don't just send them the same email or weekly newsletter update while switching out articles.
Instead, stagger your email content according to their engagement level. So when a contact shows engagement with a handful of blogs, link them to a whitepaper/report/guide with more in-depth information. If they are already engaging with the heavier material, try ramping it up to product feature pages, case studies and product demos.
Nurturing from PPC ads or for inbound leads
Though inbound leads typically don't take as much time to nurture, they do still need some care and attention from the sales team. They don't just want you to push for the sale straight way. Even an eager lead doesn’t like aggressive tactics.
Instead, give them a personalised email campaign that shows your prospect you know who they are, what they are interested in and how you can help. It will give them the nudge they need to show that you are the right business they want to be working with.
For more best practices on lead nurturing in 2017, you can download our whitepaper here.
By Alison Chambers, Content Strategist at CommuniGator Group Ltd - marketing automation platform for lead generation. Find out more here. For more sales strategy tips from the lead generation experts, check out CommuniGator's latest articles. For more like this visit our website.