Buying a custom lead list does not guarantee a successful telemarketing campaign, as lead nurturing plays an equally important role. Businesses need to nurture leads before they are able to convert them into sales, which involves everything from anticipating the need of potential customers, during various stages of the sales funnel. Through this blog post, we take a closer look at lead nurturing, covering its basics and best practices. Let’s begin.
Understanding Lead Nurturing
Lead nurturing typically relates to increasing the interest of prospective buyers towards a product. Simply put, it is converting the existing contacts in your database into customers, and does not involve generating new enquiries. In the absence of lead nurturing, leads are mere names and contact numbers. To convert them into a customer requires regular profiling and cultivation, which is known as lead nurturing.
Contrary to common notion, lead nurturing is not limited to drafting a custom mailer to connect with prospects on a custom lead list. Rather, it is a systematic approach and emailing is just one part of the process. Other methods include telecalling, inside sales, and content marketing, all of which can be equally important. Regardless the channels used, lead nurturing, at its core, is a series of communications with prospects to push them deeper into the sales funnel.
Here are some of its basics.
Segmenting Leads to Determine Nurturing Paths
Segmentation involves arranging prospect profiles by role, title, industry, and sales stage. This action helps devise the right nurturing path based on unique customer profiles. It is, however, important to ensure that the data used for this purpose is accurate. Whether you are nurturing leads through phone calls or emails, you need to have an accurate custom lead list.
Identifying Most Promising Touch Points
Be it email marketing or cold calling, find out the touch points that are helping your business nurture the maximum number of leads. By doing so businesses can further improve the customer experience of that touch point and generate more sales, though, they should equally focus on the rest of the touchpoints customers are using to interact with their business.
Staying Focused on Customer Needs
Many businesses, in the desire to achieve their sales targets, often overlook the needs of the buyer, and keep pushing their products, which usually drives the prospect away. To engage the prospect, it is essential for businesses to be customer centric, which means providing the prospect with the information they need at every stage in the buying cycle.
Profiling Progressively to Add More Information
Every lead may not have the complete information of the prospect. Progressive profiling helps gain this missing information. Through progressive profiling, agents keep updating the information every time any prospect uses a touch point to interact with the business. However, when profiling progressively, it is essential to have a unified database, as it makes easier for employees to update information about a particular profile. Simultaneously, having a unified database reduces the chances of potential errors while updating information.
Target a specific segment of your custom lead list, either through phone calls, emails, or any other suitable channel. Then, check the results and compare them with your goals. If there is a disconnect, may be you need to rethink the segment to target.
Hunt for Opportunities
Identify actions that indicate customer’s interest in the product. These include activities such as a prospect visiting your website, abandoning the cart, or sending an enquiry email. Automating the process during these events can help the prospect move towards a conversion. For instance, automatic email responses for certain concerns can create a positive brand impression and encourage them to ask more questions.
Warm Up Leads
Identify where the prospect is in the buying cycle and send them messages that encourage them to ask for more information. The goal is to lead them from awareness to education. Remember, the key to warm up leads is collecting information with each communication, which can be used for future messages.
Lead nurturing is an intricate process with the ultimate objective of increasing conversions. Therefore, organizations need to ensure that everything from the quality of the custom lead list they use, to the calling or emailing technologies in place, is up to date. As far as an accurate custom lead building is concerned, TelephoneLists.biz has got you covered. We offer both B2B and B2C custom lead list, covering USA and Canada. To learn about our pricing and packages, give us a call at 800-713-8353 or fill out this contact form and we will get back to you, shortly.
"headline": "A Beginners Guide to Lead Nurturing",