Top 10 Tips to Nurture B2B Qualified Leads - PowerPoint PPT Presentation

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Top 10 Tips to Nurture B2B Qualified Leads

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Generating a complete lot of leads would not cause any optimistic change unless and until those leads are fostered properly to interpret into actual business. Lead generation is a vital part of the processes of a call center. – PowerPoint PPT presentation

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Title: Top 10 Tips to Nurture B2B Qualified Leads


1
10 Fabulous Ways to Nurture B2B Qualified Leads
2
Introduction
  • Lead generation is an important part of the
    operations of a call center. However, the entire
    point of staying in the business is converting
    these leads into actual customers who will
    contribute to sales and keep your revenue model
    working.
  • Generating a whole lot of leads would not cause
    any positive change unless and until those leads
    are nurtured properly to translate into actual
    business.
  • While generating leads is the objective of any
    good sales team, it has been seen that less than
    half of the B2B marketers operating today have
    set up a viable process to nurture those leads
    and translate them into sales.
  • Companies today are using telemarketing
    software to direct them into ways that would
    convert their leads to fruitful business.

3
  • This process is time consuming and requires
    consistency, but the rewards at the end of it are
    significant.
  • Most importantly, for businesses to survive and
    grow there has to be a mechanism by which an
    interested potential customer is approached so
    that he or she buys in to the belief of the
    companys services and contributes to their
    sales.
  • If your sales team is following up on nurtured
    leads, give them relevant/related talking points
    to use. The first impression matters. So does the
    second.
  • So does every single touch after that, says
    Brian Caroll on B2B Lead Generation, Empathetic
    Marketing, and Sales.

4
  • Lead nurturing is a continued process.
  • Customers who would go on to perhaps make a
    sizeable investment in your company would
    definitely conduct their own research, conduct
    meetings with their managers and shareholders,
    etc before coming to a decision.
  • This is the most critical time to nurture your
    leads by getting involved in their
    decision-making process.
  • A Demand Gen report indicates that nurtured leads
    in the market today produce a 20 increase in
    sales opportunity than non-nurtured sales leads.

5
  • The strategies that are involved in this process
    tend to vary from company to company.
  • Every marketer has a specific idea of how to
    approach potential clients during their decision
    making time so as to augur favorable for his own
    company.
  • Established tactics like content marketing,
    referrals and in-person connections are
  • used as the bedrock for all organizations.
  • However, there are finer details in the process
    that could contribute significantly to
  • sales if implemented correctly.

6
Here are a few of the top tips on nurturing B2B
leads to grow your business
Automation of the nurturing process 
  • With the availability of software, there is no
    reason to waste time and resources on manning
    every single procedure.
  • A Gartner Research report points to the fact that
    companies which have automated their lead
    nurturing procedures have an edge of 10 or
    greater with respect to sales than their
    counterparts in the business.

7
  • One important factor to bear in mind is that all
    of the connections and communications you bring
    to the table must be relevant to the cause.
  • The more relevant the potential customer finds
    your lead nurturing to be the more likely it is
    for you to gain their business.
  • Technology allows us to improve performance by
    segregating our sales leads to provide optimum
    nurturing in a different manner for different
    leads.
  • Thus a pitch to any potential client is based on
    a comprehensive study of their profile and
    history, marking up the efficiency and the
    likelihood of conversion.

8
Evaluation of the lead source is important, and
an extension of how exactly different leads are
to be segregated and treated in different manners
to get the best out of it. One of the better
tactics to understand the approach to take is to
consider the lead source and when it entered the
sales funnel. Leads coming in from Facebook
mentions have to be handled differently compared
to the leads generated at a conference.
Understanding the customer is the first step to
establishing a relationship.
9
Marketing, for the most part, is an acquired
science. Rigorous testing of established
practices in a changing environment allows us to
fine-tune our systems to adapt to the
circumstances of the present and keep delivering
the best it can. Lead nurturing is no different
in this regard. Tests need to be carried out and
documented meticulously to understand the hits
and misses of the entire process. With the help
of software, the data collected from the test
suites is an excellent indicator of what to do
and what not to do in such scenarios.
10
  • Leads can have their reservations about joining a
    new company for the first time.
  • Understandably, they will have a lot of queries
    and clarifications, which makes it important for
    the company to stay in constant touch and
    communicate effectively to satisfy the customer
    and convince him to invest in your brand.
  • Keep providing them with information keep
    supplying snippets from your company that solve
    the problems they are concerned about.
  • This will eventually lead them realizing their
    one-stop solution is, investing in your business.

11
  • As discussed above, automation technology has
    made it possible to keep the lead nurturing
    process flowing seamlessly without human
    intervention at all the levels.
  • However, it remains important to note that a
    customer who comes on board, you should be able
    to create a personal relationship with him or
    her.
  • Thus it becomes important to design your
    automated techniques to ensure that the results
    are tailor-made for every individual customer,
    instead of one generic approach for all the
    proceedings.

12
  • Free offers are one of the best ways to gain
    insight into the customers likes, dislike and
    behavioral patterns.
  • Many companies offer a free trial for a limited
    amount of time, and the data that they gain from
    the use of these free trials is then put to use
    to customize the service exactly as the customer
    would want it to operate.
  • Such demonstrations also allow the customer to
    get a taste of what he could gain, and more often
    than not incites him to buy in to the services
    you offer.

13
  • Targeted Customer Feedback is an important way to
    understand exactly what you have to do to make
    the package more attractive for him and convince
    him to opt for it.
  • Therefore, it could be a good idea to set up a
    feedback mechanism after providing a
    demonstration or trial of the key aspects of the
    services you offer.
  • The best marketing campaigns start off with a
    simple idea and then build around it to form a
    more complex structure.
  • The same can be applied for the lead nurturing
    tactics. To begin with, address the customers
    most pertinent problems, and build a platform
    around it with the core function of solving those
    same problems, but ancillary jobs which take care
    of the other concerns and provide premium
    service.

14
Because lead nurturing is such a dedicated and
categorical procedure, sometimes it can fall
beyond the scope of a call center occupied with
carrying out the telemarketing services. In such
cases, it is best to invest in outside help for
these matters, because translating leads into
sales is the lifeblood of the business. Investing
in the right call center software, explaining
the right tools, approaching the right way are
all aspects that require training and
expertise. Call center agents must be equipped
to handle these elements so that the companys
business continues to thrive.
15
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16
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