Every lead has different intentions, needs, and potential for conversion. Businesses that focus all of their energy on lead generation won’t generate the revenue they expect, because not all leads are created equally. Some leads may be ready to make a purchase while others will require additional information before they can make an informed decision. Businesses must also focus their energy on getting to know their leads and understand their needs to increase the chances of conversion.
Here are a few helpful tips on how you can get the most from your leads:
1. Monitor Leads
You can get the most from your leads by understanding their behavior. Marketing automation software utilizes website visitor tracking technology to follow leads as they surf online. This will show marketers what pages they have viewed and which papers they have download.
2. Profile Leads
The next step in making the most from your leads is creating comprehensive lead profile. Marketing automation software creates a detailed lead profile using the information leads share in online registries combined with behavioral details extracted from website visitor tracking.
3. Rank Leads
Once leads are profiled, they should be ranked based on their likelihood for conversion. Each lead is compared with the profile of an existing consumer to determine exactly what they are looking for from your business and how far along they are in their buying process. Leads that show a high potential will be immediately passed on to sales.
4. Segment Leads
If your lead generation strategies are effective, there will be too many leads to address individually. Segmenting leads into groups will make it easier to get the most from your leads, since you can customize lead nurturing content based on groups of leads with similar needs.
5. Nurture Leads
The most important way to get more from your leads is lead nurturing. This is a business’ opportunity to create a meaningful connection with a leading while demonstrating their expertise. All lead nurturing content should be original, informative, interesting, and relevant.
6. Qualify Leads
Marketing should be able to determine whether a lead is sincerely interested once that lead has been tracked, profiled, ranked, segmented, and nurtured. Marketing automation software will evaluate each lead’s potential and then notify sales the moment a lead shows signs of conversion.
To get the most from your leads, you must first understand exactly what they lead is searching for online and where they are in their buying process. By first monitoring, profiling, ranking, and segmenting your leads, you can develop customized lead nurturing content that will improve the chance of conversion. If you would like to learn more about getting the most from your leads, please read six essential elements in every successful lead nurturing email.