Following your leads throughout their trip of examination, research and buying while offering accommodating tips and assets along the way is important to ensure those leads reach the purchase stage. This process helps prospects create associations with your product throughout their purchasing and research, as opposed to just massaging those leads once they demonstrate clear intent to purchase. Marketo found that companies that do this create fifty percent more leads at a thirty three percent lower cost.
Three important steps to take to ensure your company can execute this practice successfully:
- Get Sales & Marketing Aligned
Leads are not generally prepared to purchase the first time they visit your website, so you will need to have sales and marketing create a lead scoring model that accurately weighs the actions of your leads. Building material manufactures often waste time by focusing on different messaging and objectives between sales in marketing when they ought to be centered around cooperating. A lead scoring model helps the sales team measure intent from marketing materials.
Marketing automation helps this process. A CRM system can be customized and adjusted to a lead’s place in their purchasing excursion, and can react to a prospect’s practices and cooperation with your site continuously.
Make sure that marketing is creating content that will be useful for sales. If the two silos of sales and marketing are not aligned, your process will be disjointed and less valuable.
- Understand the Landscape of Your Sales Process
If your company is not constantly evaluating your sales process, you are likely losing leads.
With access to their own particular exploration (think Google searches from any gadget – at whatever time, anyplace) leads oblige an alternate methodology since they are so taught on accessible items, item audits, point by point valuing data, and so on.
Are your colleagues running into comparative issues with moving a prospect into a deal? Are they all listening to the same inquiries and concerns from their leads?
This is data you have to know. It all goes back to getting your sales and marketing aligned to create more relevant and useful content that can be leveraged effectively.
- Learn Your Customer’s Buying Journey
This goes hand in hand with understanding your sales process. Your company has to also view the process from the buyers’ point of view in order to fully understand your prospects’ needs. Put a considerable amount of resources and effort into getting this full picture and map it out for your team. Conduct some research and poll some of your prospects. Understanding the unique challenges of your prospect only further helps you determine what they need in order to become purchase ready.
Building product manufacturers cannot go into this process with no thought or strategy, they have to get these three steps down first in order to successfully nurture their leads down the funnel and into the final purchase stage.
