According to SiriusDecisions, 4-10% of the leads in your database are sales-ready, whether you know they are or not. This represents a huge opportunity for marketers to track down existing leads and capitalize on them, instead of funneling the entirety of their budget into programs that can help bring in new leads.
So how can you find these sales-ready leads? And more importantly, what steps can you take to qualify them and pass them on to sales?
In a recent Pardot webinar, Scott Armstrong, Co-Founder and Partner at Brainrider, walked us through a few ways that you can identify the sales-ready leads already in your database. Let’s take a look at a few of his suggestions below:
Target Sales-Readiness with the Right Content
Even if your leads are the right industry and size (i.e. they meet your ideal profile), that data gives you little to no indication of sales-readiness. You need actions like filling out a “contact us” form or submitting a trial or demo request to tell you that. But Scott makes the point that sales-ready content can be just as useful. By providing plenty of sales-readiness content — like pricing information, implementation plans, vendor comparisons, and data sheets — you can use your leads’ responses (like downloading information from your website or clicking on a link in an email) to gauge their sales-readiness.
Use Tiered Calls-to-Action
You can also identify sales-readiness with tiered calls to action, which allow leads to self-qualify by taking “hand-raising actions,” or actions that signal interest to a company. This not only means placing calls to action on your website, but placing multiple calls to action in the same place that drive to different assets. For example, if you have a landing page or an email with calls to action on it, like “contact us” or “talk with a sales rep,” you can place additional links to other content like pricing information, product information, or a resources pages. If a lead clicks on one or more of these calls to action, they’re telling you exactly where they are in their research process.
Use Marketing Automation with Your CRM
Form completions show an even higher level of commitment from leads than a click on a link. Take advantage of this by using page actions in your automation system (note: page actions allow you to track pages and assign actions to them, like changing a lead score or assigning a lead to a sales rep for follow-up). If you place a higher value on certain form completions or page views, use page actions to keep track of these sales-ready actions and automate your responses accordingly.
Are there other ways that you’ve been able to identify the sales-ready leads in your database? Let us know in the comments.
Image source can be found here.