In about 1 year working with digital usa phone number list I found a difficulty related to the middle part of the sales funnel , more specifically in transforming leads into opportunities and later into sales.Research shows that 79% of leads that come from marketing never turn into sales and that the main reason for this is the lack of nutrition of the leads (Marketing Sherpa). This means that, after being generated, Leads are either stuck at the base of the company or are hastily approached.
We can see that if we do nothing with the leads we generate, we are leaving many opportunities forgotten. On the other hand, if we are in a great hurry we can burn many of these opportunities.
The secret, then, is to organize the actions in the best way to make the Leads go down the funnel in a calm, but conscious way. The objective is that they reach the purchase decision moment ready to be impacted by the product or service of their client and, in this way, increase the conversion rates and consequently the sales and profitability of the company.Here at RD Station we also live this challenge and with the growing generation of Leads over the last few years (we reached the mark of 500 thousand Leads generated), this made us invest in professionals focused on acting in the middle part of the funnel, guaranteeing that no stage was forgotten, from the generation of leads to the approach by our sales team.
This team is primarily responsible for the nutrition, qualification and delivery of the Leads for the commercial team. From now on, I’m going to focus this post on the nutrition stage of the Leads.
Before starting, I would like to bring two interesting facts:Companies that excel in lead nutrition generate 50% more sales at a cost of 33% less (Forrester Research)
Leads that were nurtured generate 47% more sales than those that were not nurtured (The annuitas group)
This data shows well the importance of nurturing the leads we generate, which can help us sell more, with a lower cost and a higher average ticket. Who wouldn’t like that?
You may be wondering right now: Nutrition is important, but what exactly is that? And how do I put it into practice? I will explain in detail later to answer these questions.What does Leads nutrition mean?
One of the dictionary definitions for the verb nurture is the following: “Provide food, gulf email list nutritious substances; feed”
And in practice this is exactly what we do with the leads during this process. What changes, in this case, is the food we provide.
To make a Lead walk through the funnel, becoming more and more qualified until it becomes an opportunity, the best food we can offer is excellent quality content. Our posts, ebooks, videos, courses, podcasts, worksheets, among others, are what make this nutrition process happen. It is this that will allow the development and training of the Lead. Thus, he will have the necessary information to buy your product or service with greater knowledge.And now how do I put all this into practice?
When we think of lead nutrition, we think of process automation .Think that to be effective the nutrition of the Leads, you need to know the profile of your Leads, the type of content that interests them and offer them at a certain frequency.
Is it possible to do it manually? Yes, it is possible, but when the volume of leads begins to increase, it is not feasible to maintain the quality and control of everything that is being done.Regardless of how the nutrition is to be performed, the structure of the execution plan is the same:
Separate materials according to the purchasing process
In this post we explain well what it is and the importance of being clear about the purchase process of your Lead and creating materials thinking about each of the stages of the process. In this way, you will be able to understand when your Lead is, thus avoiding approaching it at the least opportune moment, as I mentioned beforeThese materials are the ones that you will send to the Lead over time and it is these that will serve as food to qualify him, making him understand better about the problem he has and go on to consider the possible solution that will be offered at another time.Triggers are actions that will tell you that the Lead is ready to move forward in the buying process and start receiving materials from the next stage.Example: when you download an eBook classified as “Problem Acknowledgment”, it will indicate that you can start sending materials from this stage of the purchasing process leading to the next stage.Create emails
Email is your biggest ally when we talk about Leads nutrition. It is a resource that allows you to deliver the material directly to the desired Lead.
You can use other channels for lead nutrition, such as remarketing campaigns , but it will hardly achieve the same result (regardless of its higher cost).
A sequence of emails allows you to plan communication with your Lead for as long as you want, guaranteeing, for example, that every 3 days you will contact him, sending something that is of interest to him. In addition to this, 72% of consumers prefer email as the best channel to receive communications from companies and brands, according to a study by MarketingSherpa. On the other hand, according to CampaignMonitor , email is 40 times more effective for acquiring new customers, compared to social networks like Facebook and Twitter.Segment your lead base – focus on different people
It is useless to send the correct email, if the recipient is not the correct one.
Segmenting the contact base is essential to be sent the emails and is considered one of the main factors of success or not in the shipment, as we explain better in this post .Structure the flow: frequency
Another important factor when it comes to mailing is how often this is done. We have to be very careful not to fill the inbox of our leads with many emails, which makes our communication saturated and unwanted, instead of effective which is what we are looking for.
We recommend sending a maximum of 2 emails per week and one lead generation material per month.Always optimize
Finally, we must see what we have done and understand the results, thus achieving opportunities for continuous improvement.They are small but constant optimizations that generate great impacts in the short and long term, learn more about the subject in this post.e is very common and almost 100% of companies that are starting in Digital Marketing at some point in their growth will have to face it. But more important than this, do not be discouraged, little by little the results will improve, until the moment when your lead generation machine will start working fully and the fruits will be reaped.