Just because someone has entered a competition doesn’t mean they’re ready to make a purchase. Or it could be that your sales team have contacted them but they’re not looking to buy right at this moment. Panic not – you can develop leads that aren’t sales-ready by automatically placing them in nurturing campaigns.
An automated nurture campaign triggers an email with content that is determined by the individual’s online behaviour. They may have visited a case-study page for example – in which case they will automatically receive an email about a similar project or relevant product information. If they don’t return to your website for a couple of weeks, you can set a workflow to send an automatically generated email enticing them back with a special promotion, information or offer. The automated workflow possibilities are endless and need to be set-up in accordance with your company’s individual customer journeys and sales funnel.
Steady supply of sales-ready leads
Get it right and the end result will be a continuous supply of sales-ready leads for the sales team to follow-up. And, if marketing can improve the quality of the leads in your pipeline, you can be absolutely certain the sales team will jump on it and make a call.
Know exactly what’s working and what isn’t
As well as increasing and improving the quality of the incoming leads to your business you will also start to learn a lot about your customers’ behaviours and decision making processes. By tracking the entire sales process from end-to-end, you can build a comprehensive picture of your ROI and see exactly, which marketing tactics have been most successful. Conversely you’ll also know who and when a prospect drops out of the sales process, which will help you to tweak your campaigns and enhance your future success rates.
Get in touch with our B2B digital marketing agency to learn more.
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