An average prospect does not convert until they receive a marketer’s message 29 times. Multistep drip campaigns work wonders to educate and nurture prospects and move them closer to conversion over time. Success of drip marketing depends on the marketer proactively delivering information that the prospect expects at a given stage in the lifecycle marketing […]
Category Archives: Lead Nurturing
Customer Relationship Management, Customer Scoring, Lead Nurturing
Marketing Automation Integrates Marketing and Sales
Conventional wisdom holds marketing and sales as two distinct departments, with the marketers generating and nurturing leads and passing them on to sales when the prospect is sales-ready. While there have been clarion-calls for increased cooperation between marketing and sales team, the latest developments, especially in marketing automation, tends to blur the distinction between marketing […]
The onus is on marketers to keep incoming leads engaged. Generating leads, and not engaging them, or engaging such leads improperly, is an exercise in futility as such leads would most likely move elsewhere. The way to engage leads and turn them into sales ready opportunities is through innovative marketing communications. Content that engages the […]
Marketers are hard pressed as ever in today’s competitive business environment to increase their returns on investment (ROI) for every marketing dollar spent. Increasing the quality of the leads is one way to ensure a high conversion rate for the leads generated, increasing the efficiency of the marketing efforts and the ROI. Lead scoring allows […]
Today’s customers are highly aware and leverage the Internet to scour information. Sirius Decisions estimates that B2B buyers are already 70 percent through the buying process before they contact the vendor. To retain customers in such a fluid environment marked by fleeting customer loyalties, marketers need to nurture valuable relationships with prospects. So, how do […]
Customer Lifecycle Marketing, Customer Scoring, Lead Nurturing
Lead Quality Matters More Than Lead Quantity
An evolved marketplace presents a challenging environment for marketers. An increase in competitive pressures corresponds with an increasing number of bad sales leads. Bad sales leads are the direct result of the sourced leads not being a fit for the organizations, or having expectations different from what the organization can deliver. The responsibility is on […]
Generating leads counts for nothing if leads do not convert to revenue. The responsibility is on marketers to drive them to convert. This is very important in today’s competitive world where marketers are hard pressed to deliver more results with fewer resources. Forrester Research estimates that 47 percent of B2B marketers close fewer than 4 […]
Big data or large and complex data sets are an integral part of marketing. Marketers frequently use them when gathering and scoring leads. Big data provides more accurate results for the derivation of trends and analysis and provide the results in a more comprehensive manner than separate smaller sets of data. However, it also poses […]
While most professionals understand the need to engage the customer, very few actually manage to get it right. Whether you are interacting with your customers via social media, live chat, customized emails, or phone calls, successful customer engagement depends on the following three factors: Relevance: The key to successful customer engagement is the relevance of […]
Lead scoring is assigning points to prospects to identify those most likely to make a purchase. However, less than 10 percent of companies actually practice and utilize lead scoring. This is primarily due to a misconception that lead scoring is a complex exercise, which stems from there being no hard and fast criteria on how […]