Automated Lead Nurturing
It is often said that 80% of leads passed on to sales never have a meaningful conversation with a rep. Sales reps often attempt to make contact several times but ultimately put the lead aside if they are unable get in touch or the prospect is not immediately ready to buy. Although the lead may eventually show interest by visiting the website again or clicking on links in an email newsletter, there is no way for the sales rep to be notified and the prospect that is "raising her hand" goes unnoticed.
Marketing automation solutions allow you to place your non-sales ready leads into nurturing tracks. You can then ensure that your marketing efforts periodically "touch" them via automated, timed, one-to-one advertising such as email or direct mail. All links and calls to action in your marketing collateral are tracked individually to prospects and your sales reps will be notified as soon as a lead responds. By automating the lead nurturing process you are not only further qualifying your leads, but also freeing up sales or marketing personnel who formerly did this task manually.
You can also set up conditional fields to gradually acquire more and more data points about your prospects over the course of the nurturing cycle. Instead of inundating prospects with lengthy forms and cutting down your conversion rate, conditional fields allow you to progressively ask for just one or two data points during each interaction with a prospect, depending on what fields he or she has already completed. You may for example ask for name, email address, and company on your initial form and then ask for job title, department, and buying stage, on the second, third, and fourth interaction respectively. The marketing automation solution automatically displays the correct field based on the data point hierarchy you designate.
What Our Customers Are Saying...
"Prospect Insight helped us identify prospects that would have otherwise been abandoned due to the lack of a meaningful conversation early on in the lead nurturing process."
