Growing your sales pipeline using lead management

Posted by Graeme Wilson on 20 June 2013 | Comments


The internet has become a really powerful platform for consumers to communicate and purchase. The amount of data we can collect is so vast and allows us to build pretty accurate profiles of our prospects and customers. Data driven marketing and sales strategies in essence allow us to build stronger relationships with our prospects and customers.

Pretty much all activity on the internet can be monitored and this data collected gives us the opportunity to personalise content and the experience for the prospect or customer on digital channels.

Serving relevant content based on where a prospect is in your sales pipeline

The total freedom a modern day prospect has due to the ability to find any information they require using the internet means that the sales pipeline has changed drastically. Buyers don’t follow a linear path entering the sales pipeline at the top, engaging with a company and then dropping out the bottom either as a customer or a lost sale. Buyers now enter and leave the sales funnel at different stages and at their own time.

The importance now is to ensure that marketers use the data available to offer prospects a truly personalised experience that will increase their likelihood of becoming a customer as they move through the sales pipeline.

Now you can send your sales team qualified leads

Traditionally marketers have been accused of generating and sending unqualified leads to the sales team. With all this data available, marketers can now qualify leads through a lead management strategy and only send the sales team leads that are qualified plus a full history of how they reached this point in the sales pipeline.

Lead Nurturing Defined

Lead nurturing, also known as lead management is part of a marketing automation strategy and focuses specifically on the stage between initial contact with a prospect and the closure of the deal. According to Techopedia,“Lead nurturing is a marketing term for building relationships with potential clients even if they are not currently looking to buy a product or service. Lead nurturing is intended to raise a company’s profile in the potential client’s eyes, thus making it more likely that the client will go with the company’s product or service when it is time to buy. Lead nurturing is one part of the larger marketing process.”

Lead nurturing run correctly guides prospect through the sales pipeline, offering them the information they require at their particular stage of buying a solution.

Intelligent algorithms guide prospects through sales pipeline to become customers

As an example a prospect that is just starting to learn about a particular solution and your company isn’t ready for a detailed product specification guide and invitation to a “live” demo. They are however more interested in reading your thought leadership blogs and learning more about that particular subject. Lead nurturing understands this and serves this prospect relevant information and based on their behaviour starts to serve more relevant content leading them further along the sales pipeline nearer to closure.

There are various levels in a sales cycle with various pieces of content that should be made available depending on a prospects stage. Its important for marketers to understand their industry and the sales cycle to ensure relevant content is created for that stage. Lead nurturing delivers relevant content then uses intelligent algorithms to send more content depending on engagement and stage.

Customer Centric Approach to Sales Pipeline

The absolute key to success in todays environments where prospects are knowledgeable is to ensure a customer centric focus. Lead nurturing offers marketers the opportunity to use this data that has been collected about a prospect or even a customer and ensure that their experience dealing with your brand is a personalised and a relevant one. 

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 Author: Graeme Wilson

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