What can business-to-business companies do in these times of unprecedented uncertainty? With meetings canceled and travel off the table, there are still effective ways to engage prospects, help them understand how they stand to benefit — and propel them to action.
Nurturing: The most underutilized activity at a B2B company’s disposal
Cutting budgets and relying on dubitable inbound marketing tactics — or the status quo for that matter — isn’t the answer. To make your prospect experience more productive takes nurturing.
By mining information from your customer relationship management (and it doesn’t take a data analyst to do) you can determine who’s most likely to respond to additional touches by your sales team. Prospects who are qualified (but not ready yet) are worth the extra effort to reach out to by phone, voicemail and email over multiple touch cycles.
Learn how to triple your lead generation ROI
A typical lead gen program generates a 5% response. That means that of 1,000 people on your list, 50 are identified as highly qualified in the first cycle.
A lead gen program with NURTURING generates a 15% response. For not much more time and effort, you get 150+ qualified leads from the same list of 1,000.
Staying in front of prospects as they experience ebbs and flow in their buying cycles is what nurturing is all about. It’s an approach that pays.
Imagine what these extra sales leads could do for your bottom line.
Dan McDade knows a thing or two about generating, qualifying and nurturing leads. He’s spent 25+ years in business-to-business sales and marketing, leading hundreds of prospecting engagements for organizations ranging from large North American companies (Microsoft, Optum) to private equity-backed firms demanding top-line growth.
Dan maintains that while the customer experience helps companies keep customers, the prospect experience helps them acquire them in the first place. His company, Prospect-Experience, is 100% focused on improving how prospects are treated from the time they’re targeted until they close.
My advice? It’s bad to do nothing. Good to do something. Better to do the right thing.
Want to do it right? Let’s talk.
Dan McDade, dan.mcdade@prospect-experience.com, 770-262-9021
