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What is hiding in your lead nurturing pile?
Getting the balance right between productivity and reducing missed opportunities is key to a business and it can be a struggle achieving this equilibrium.
We all like to think that systems are in place to avoid potential leads slipping through the cracks however how can businesses be so sure. Maybe these leads were reached out to and the timing was off, budgets weren’t in place or the company was undergoing a structural change. Maybe there weren’t enough resources within your own sales teams when the lead came in. The truth is, sometimes we don’t know what good opportunities are lurking in the depths of the sales list. There are only so many times a prospect can be reached out too before the sales team move on to a fresh hot lead. These leads will take precedence over someone difficult to connect with and that lead then becomes a ‘nurture’. Nurture can sometimes lead to neglect and before you know it, your competitor has come along and snatched up the opportunity.
Getting the balance right between productivity and reducing missed opportunities is key to a business and it can be a struggle achieving this equilibrium. Success of Lead Nurturing.
The answer lies in being able to distinguish what leads are worth pursuing. This is achieved by gathering the data around the company and building rich profiles (including investment details, employee changes, website visits). These profiles give you a much more detailed view into the prospect and reduces the size of the crack. 3 ways that CANDDi can nurture rather than neglect:
- 1) Lead Scoring After spending time researching and gathering data on whether the product is a good fit for the prospect, it is very important for a company to ensure it has established an effective lead scoring process to support this.
CANDDi is now offering customers the tool to score leads depending on different sales indicators. You will now be able to set parameters for prospects, organising them from hot to cold and distributing these lists out to your sales team accordingly. This ensures all leads are examined and routed down the right path no matter what size your organisation.
2) Change Your Spots. Don’t get caught up in past behaviours. For example, you know that historically, leads that have a one-to-one demonstration are 3x more likely to convert that through webinar tutorials so these are considered the “hot” leads. What if you end up neglecting a keen customer that has just not had the time to schedule a one-to-one but loves the product and is interested in a follow up? By using the Lead Scoring tool, CANDDi users can ensure that leads are followed up regardless of their source.
3) Resurrection. We are all aware of the term “strike while the iron is hot” and there is truth that conversion is gained through leads that have had recent interaction with your site. But going through archived leads is still productive. Situations might have changed- budgets have come in, new offices have been built, change in company structure or even a new trend in technology within that industry.