Here are a few myths about lead nurturing.
Lead nurturing requires lead scoring. Scoring each lead is an effective method of prioritization; it provides a systematic approach that helps manage a lead’s progress towards a sales engagement. However, lead scoring typically follows complex algorithms based upon data collected through marketing touchpoints, which may require time to determine a precise measurement. During that period a lead could be lost due to poor timing of a prospect’s decision to buy. When it is feasible (such as within an automated marketing system) any reasonable lead should be included in your lead nurturing system, regardless of scoring.
Leads with a low lead score aren’t worth pursuing. Businesses often focus on leads that score above a certain threshold. Although that makes sense as part of a prioritization policy, it often eliminates leads that may otherwise be worth nurturing. Some companies remove low scoring leads from their pipeline altogether, often never to be seen again. Ignoring leads that don’t score well initially eliminates the potential for future sales. Lead management is typically dynamic; situations change that can elevate a score. For companies with automated marketing systems, it may be worthwhile to include low scoring leads, even if only occasionally. Maintaining contact allows you to achieve front-of-mind-awareness when a change comes that raises a lead’s original score.
When a lead enters your CRM, there is no longer need for marketing. Because buying behavior can often change, sales relationships require continuous engagement. Transition to the sales department should not eliminate a lead from your nurturing process. Once a marketing lead is handed over to sales, it is important to continue the nurturing process so the transition appears seamless to your lead. Prospects don’t want to sense a sudden change in how they are approached just because they have indicated the ability and willingness to buy. Through consistent lead nurturing, even after a sale, top-of-mind-awareness is maintained.
Lead nurturing requires no human interaction. Although marketing automation provides an efficient method of managing leads, there are times during the lead nurturing process when a personal email or phone call can be a very effective engagement. Particularly when the sales cycle is extensive, a periodic contact by a sales member creates a personal connection with your prospects. Human communication also allows your sales people to more easily determine where a prospect lies on the buying decision continuum.
The sales department does not contribute to lead nurturing. Although lead nurturing is primarily conducted using marketing tools, the sales team is vital in ensuring that your nurturing program is effective. Who better than your sales people to guide the marketing team through relationship building? After all, a sale always has been – and continues to be – about developing and maintaining relationships. The communications and messaging are different but the goal is the same. Make sure to involve the sales team when lead nurturing strategies are being developed.
What do you think of these lead nurturing myths? Need help with your own lead nurturing program? Let us know!