I want to steal few useful lead nurturing tips from the regular blog read published by Vince Koehler at http://www.salesbenchmarkindex.com/

Following is the excerpts of the article, and you can find it on http://goo.gl/9ibj9w

An impactful lead nurturing system is competitive advantage for the organization.



source: http://www.salesbenchmarkindex.com/

High-touch nurturing is required before closing the prospects file or before ticking into automated nurturing process.

Sales reps are often gave up with 3-5 unsuccessful attempts (honestly, I am part of this group errr). However in a complex sales environment it is required sustained, high-touch nurture paths. On average prospects respond or decide to respond for an email after 9-12 impression attempts.

The idea 9X times of touch bases may be too high, it feels like spamming. It is in deed. Very thoughtful and useful content would provide a value addition. The right frequency and number of touch points will be decided upon review of what products and services are intend to sell.

Two interaction modes:

  1. Value based interactions: Lead development reps, provide value through each interaction aligned with prospects buying cycle. By providing useful resources LDR’s touch points will become very useful for prospects evaluate options.
  2. Missed and partial impressions: most of the voice mail/emails are deleted. Unfortunately most of the touch bases fall into this mode.

Automated nurturing vs 1:1 personalized nurturing

Automated nurturing executed by email, its broadcasting common content to leads, ideal at early stage or unknown.

1:1 is more personalized content and it is means of converting sales ready leads. Time intensive but this would be a personalized treatment for the prospects. Providing more useful resources for them evaluate.

Key points-

  • Voicemails should not exceed 30-seconds.  This does not include the time to leave the call back number.
  • Emails should be quick hitting and offer a resource.
  • Physical mail is recommended on day four.  Mail is an unclogged channel and should be tested for effectiveness.
  • Live connects on the phone should quickly get to the point.  In the phone conversation offer to provide resources.  This may include white papers, evaluation tools, or explaining key concepts.
  • An executive summary of the product/service in layman’s terms is valuable.  This can save a prospect time when evaluating multiple competitive solutions.

The tool provided on the website is quite useful- Lead nurturing contact plan, please follow the above link to download a copy.

Thanks Vince