There are several factors that contribute to a B2B lead going cold. It may be from lack of interest, an ineffective value proposition, or they may simply be too busy to explore new products or services. In any case, there are several ways you can reopen the lines of communication.
HubSpot describes lead nurturing as “a way to stay connected to the leads you collect that aren't ready to buy from you yet and build up trust until they are ready.” There is a fine line between nurturing a lead and agitating them with an overwhelming amount of messaging. Once a prospect has found their way into your pipeline, you want to do your best to build a relationship with them until they are ready to buy. This can be done by using several different tactics. Paying attention to your prospect’s online activity and responses to your messaging will help you to understand how and when to contact them. Here we go over four of the most effective ways to nurture prospects and current clients.
The role of marketing today is as much about delighting existing customers as it is about attracting new ones. You want to make sure that your customers have a great experience using your product/service so not only do they buy again, but ideally spread the word through referrals or even social media. Top performing businesses understand that when the right marketing messages reach current customers at the right time it can have a measurable impact on revenue goals and a customers’ lifetime value. Every business is unique and has different things that they want their customers to do after they become customers so here we will discuss three main reasons behind marketing to existing customers.
While many marketers focus on bringing in additional business with new customers, current clients offer a great opportunity to make sales. Chances are you’ve already established trust with them and they have witnessed the effectiveness of your products and services. Developing a relationship is perhaps the most difficult part of sales, and ideally you’ve already done so with your current clients. Here we’ve outlined the best ways to reach out to them without ruffling any feathers.
Lead management is what links marketing and sales together for a company. It can identify potential buyers, educate them, engage with them and when leads are considered qualified, pass them from marketing to sales. You need to ask yourself if your business is following an organized and effective lead management process because doing so can improve the results of your lead generation efforts and will contribute to more sales.