Lead Nurturing require systems, processes and content
This blog article continues the demand generation process and content strategy:
- Importing lead information into your CRM system
- Determining which leads go to a sales rep or require nurturing
- Nurturing and literature fulfillment (content based on buying cycle)
2. Import lead information directly into your CRM system for follow-up
If it is a first time visitor, it is OK to request basic buyer or registration information. Most web software will e-mail this form information to an individual within your organization for follow-up. CRM software, such as ACT! (using Swiftpage surveys) or GoldMine, allows for the direct import of this form and request information. Once in the CRM system, check for duplicates and assign to the proper sales region. Based on the nature and urgency of the request, this new lead may remain in the CRM system for nurturing or be turned over to a sales rep. The benchmark for a lead management system is 75 or more leads per month, otherwise good leads get lost.
3. Score all leads to determine whether they should go to a sales rep or require nurturing
Because of reps’ reservation to follow-up on poor leads, it is important to develop a profile of your best customers by product or demographic. Ask for this information on all leads. It is also helpful to link or append sales information from your financial system to better understand and build the profile of your best customers. Agree on the weight to assign to each lead including their web-based calls-to-action or information requests to properly score leads.
4. Create a nurturing and automatic literature fulfillment process
Depending on the urgency of the prospect’s need, a lead may not become sales ready for six months or longer. It is critical to provide requested information in a timely manner and to nurture leads based on a schedule agreed-upon by sales. Create pertinent information for nurturing such as newsletters, customer testimonials, webinars or seminars. At the end of the nurturing cycle, re-evaluate the lead scores.
The Drip Marketing feature of Swiftpage allows a stream of communication for ACT! contacts. Whereas, IntelliClick from Business Automation Solutions provides automated literature fulfillment from landing page requests, simplifying or eliminating the need for extensive Smart Tasks in ACT! or Automated Processes in GoldMine.
Next month, we will examine How to justify investments in sales and marketing integration to nurture leads.
Should you need help with your planning, content development or CRM/web systems integration, contact us or find out how in our Marketing Planning and Marketing Communication Workshops.
