Do You Convert The Leads You Generate Into Revenue?
If you are dedicating the dollars, time and resources to develop leads, your goal is to capture new business in the process.
Do you have an effective follow up plan in place?
If not, you are missing out on the revenue you deserve. For example,
- Following up with prospects in a timely fashion results in more business - 35-50% of sales go to the vendor that responds first - delaying your follow up by just a week can have a significant impact on your success.
- Dividing leads into specific purchasing phases will generate more sales ready leads - Asking sales to follow up on all leads will decrease your show ROI. On average, 75% of your leads won’t be sales ready and 80% of prospects deemed “bad leads” by sales teams go on to buy within 24 months, perhaps from your competitors.
- Implementing a nurturing plan for non sales ready leads will increase your revenue - 50% of your qualified leads won’t be ready to buy now. An effective follow up plan will convert 15% - 20% of those leads into customers and nurtured leads typically make 47% larger purchases!
An effective plan will impact your business.
That plan includes developing relevant and valuable content that attracts, engages, and serves your audience. Your buyers are already scouring the web for answers to their questions and solutions for their problems that your company is uniquely positioned to provide.
And, email is the most direct way to get specific content to a specific lead. Develop a campaign that includes these elements.
Emails that educate - it’s the most important part of the buying process. Educating your buyers will help you show your value, endear your audience and shorten selling cycles.
Emails that connect - whether it’s your newsletter, social media or other places you both frequent, the more connected you are the greater opportunity your audience will see the value of your company and your solutions.
Emails that improve - Your audience looks for information that helps them improve on their job. Detailing implementation steps to ease the boss's concerns over a new process or quantifying an ROI will help you build trust that will turn them into a customer.
To ensure effectiveness, make sure your campaign includes these elements:
- Relevance - Buyers look for information unique to their stage in the purchasing process. Target your information to the needs of each stage.
- Coordinated - An inconsistent, haphazard program will produce a poor outcome. Develop a regularly scheduled campaign and connect it to your social and website content
- Strategic - Measure your progress against metrics that matter. Opens are good but ultimately you want sales. Develop a process that allows you to determine an ROI.
5Want to learn more? Here are five reasons a lead nurturing program will increase your revenue.