Winnowing the leads your marketing process collects is an important task. Which downloaders, event and webinar attendees, email contacts should your sales team put at the top of it’s list and which should the marketing automation system take care of? Lead Scoring helps you prioritise those leads. It is an important element of the lead nurturing process and critical input to your lead qualification system. [Read more…]
B2B selling is expensive.
Sales cycles are long, typically 3 months to longer than a year, sales staff resourcing is high and even just creating the proposal can take hours, or in some cases, hundreds of hours.
For B2B businesses, lead nurturing is important to move leads through the Buyer’s Journey, but Lead Qualification is critical to ensure you only invest your time in the highest priority leads.
Right up front, it’s important to acknowledge lead qualification is a probabilistic task.
You remember the scene from Pretty Woman, I’m sure.
Shop assistant: “Hello, can I help you?”
Vivian: “I was in here yesterday, you wouldn’t wait on me.”
Shop assistant: “Oh.”
Vivian: “You people work on commission, right?”
Shop assistant: “Yeah.”
Vivian: “Big mistake. Big. Huge. I have to go shopping now.”
While there is no excuse for the way Vivian was treated in this encounter, every prospect, customer and person, should be treated with respect, the idea that you should focus more time and effort on higher probability prospects is sound.
You may miss the 1 in 1000 leads that didn’t qualify and then bought elsewhere, but you will convert far more overall sales by focusing on the 999 that do qualify.[Read more…]
20 years ago the sales lead nurture process was simple but manual and heavy on admin. Sales people would keep racks of 3×6″ index cards on people they met. Each week the sales person would review the cards and look for reasons to contact the lead (newspaper story, new product information, etc) and send them a note or give them a call.
Today the process can largely be automated and allow those same sales staff to focus on customers ready to buy.[Read more…]
What is Lead Prospecting
The classic sales funnel starts with identifying people that might some day be customers for your business. These Leads are then reviewed and, if they fit a target buyer Persona, become Prospects. Prospects then convert to Customers when they make a purchase.
Lead Prospecting is where every sale starts by finding people that might one day become customers.
Nowhere is this more true than your customer relationships.
It is at the heart of Net Promoter Score … or any customer feedback program for that matter.[Read more…]