The majority of leads generated by both Marketing and Sales are not ready to buy when you make first contact. But that doesn’t mean they won’t buy eventually when their priorities or circumstances change.
Unfortunately, most companies forget about those leads.
A salesperson might ping them on occasion when his pipeline is light. But generally, they’re forgotten. Upwards of 85% of qualified but non-sales-ready leads fall through the cracks. Then when they are ready to buy, it’s likely that your more persistent competitors will land the business.
Lead nurturing helps you stay top of mind as these customers sort through other business priorities, building awareness over time of the business issues you address.
On the other hand, once the prospects are ready, complex B2B purchases involve a lengthy buying process with several people involved in the decision. Sales people tend to communicate with the primary buyer. But each member of the buying committee has their own informational needs. If you fail to answer their questions and facilitate their decision process, then your deal is more likely to end in “no decision.”
Lead nurturing can also help accelerate the buying process. You can use it to walk buyers through their decision by answering common questions, handling common objections, and sharing related case studies.
How PropelGrowth Helps You Nurture Leads
At PropelGrowth, we are constantly researching the technology buying process. We use this research to help you develop a customer-centric lead nurturing program.
We leverage buyer persona research to determine what information buying committee members need at each stage in their decision process. We identify content you already have and develop content that is missing. Then we set up email nurturing programs that leverage articles, web pages, white papers, webinars, videos, and other content. We can also help you deploy a marketing automation platform to manage the program. The focus of the programs is to:
- answer common questions
- move leads through decision stages
- overcome objections
- help build consensus among members of the buying committee
When accounts reach a trigger point, we send automated alerts to the assigned sales person or BDR for prompt follow-up to book a meeting.