Turn Leads Into Prospects by Nurturing

“We need more leads.” That’s the rallying cry from most sales-driven organizations. If you ask the sales team what defines a lead, they’ll tell you “high quality.” That translates to “ready to buy decision-makers who have a budget in place”. Sure, piece of cake — let me snap my fingers.

Be Helpful, Educational and Targeted
Every seven to 10 days, drop another email with a link to another asset. Perhaps invite them to answer a question or two so you can refine the assets you’re providing. Are they in a specific vertical industry? Perhaps their company size or number of employees is relevant to your solution? Are they just staying abreast of the latest industry trends or are they just trying to get as much information as they can on a particular topic?

The more you know about them, the more targeted the information you can provide.

Alas, most organizations haven’t created a pool of assets that are useable. Most have spent their money on self-serving fluff. Even the case studies are poorly written and disguised versions of a sales piece.

The result? No lead nurturing process, no educational opportunity, no relationship building, no opportunity to demonstrate thought leadership in the category and no low conversion.

Do you have a lead nurturing process in place? Do you have assets that a prospect would find interesting, educational and valuable in their buying journey? Let me know in the comments because it’s likely that you have an excellent sales conversion story to share.

Author: Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

One thought on “Turn Leads Into Prospects by Nurturing”

  1. Yes! You are right Ms. Carolyn. Inbound Marketing will help to convert the leads to the prospects, where you can have the contact with the customers with their knowledge and interest. Quick follow-ups,educating them with the apt reasons and answers instead pushing them to understand. Should follow the marketing strategies that help to pull the customers.
    Steffy, BizbillaB2B

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