So you have launched a successful B2B campaign and generated a good number of leads. That’s good, but still not the best.
Lead nurturing is not simply sending emails to your prospects and monitoring their replies then decide the next step to take from that point, but doing every possible way – email, call, social, web, and mobile, to reach and engage them, and get to move further in the process. Consider the actions below in order to get the best result when nurturing a lead.
1. Initiate The Right Move
Ideally, the lead nurturing process starts with sending automated sequence of emails to your prospects. In order to get a better result, execute your lead nurture process right by defining the follow-up path based on the action your prospects took: opened email, clicked a link, downloaded a form or visited the website. By tracking their responses through the lead nurturing scheme, you will be able to send your message to the right prospect at the right time.
Set an alarm on your lead nurture scheme to prompt you when to take the next move. That may be to send the prospect another email copy, SMS, or call, but determine the perfect timing when setting the alarm for your next move by studying your prospects behavioral pattern.
2. Treat Every Prospect As Potential Customer
Not everyone on your database that you are trying to communicate with will react on your message right away, but get a grip on every prospect including those who expressed the least interest and even those who did not take any action at all. Try to reach them through other channels like SMS, social media or voice. Look at the possibility that they may not have received your first message because it was redirected to other folders instead of his inbox or he might just didn’t have much time to reply when he opened it.
Check email benchmark reports: open rates, click-throughs, click-to-open, unsubscribe, spam rates, bounce rates, etc.to give you a better indication of performance like which email copy gained higher open rates, and also to guide you to better understand your prospects’ email engagement rates by category (small, medium, large businesses), device they use (mobile, desktop) and industry.
3. Reply In Real Time
Hit the iron while it’s hot they say, so once you see a prospect clicked a link, opened an email, maybe visited the website, or just any action that indicated any amount of curiosity from them, call them right away. That could be the perfect timing to touch base with them as they probably just got off a meeting and currently on a coffee break. Take every chance that would open a discussion between you and the prospect.
Propose one of these to the prospect before he drops the line:
- An office or phone appointment
- Send him brochures
- A follow-up call on a specific schedule if he’s not ready to discuss yet at the moment
Remember, the sales cycle does not end at just reaching your target number of leads alone, but stretching your best effort on keeping those leads keen to proceed down the sales funnel.