Importance Of Lead Nurturing Solutions

Any enterprise that has spent a dollar on demand generation is aware how expensive

, challenging and time-intensive it is to leverage the lead acquired. Many enterprises do a great job at generating leads, buying lists, attracting the prospects to a website or Tradeshow booth. However, the concern with most leads is that they are not yet geared up to engage the audience. Hence, in case a sales representative tries to contact a lead before he/she is ready, it puts up the general impression that marketing generated leads are of no importance. Therefore, the leads get lost and at times snatched by other market players.

In order to avert this, it is essential that marketers invest in lead nurturing solutions i.e. a process of establishing relationships with qualified prospects irrespective of their timing to purchase, with an aim of earning their business when they are ready. Purchasing an association with a prospect is similar to any long term association. That means you cannot force someone to purchase yet you cannot afford to lose people owing to the fact that their willingness to buy does not match your readiness to sell. The non-sales ready leads will someday become ready and therefore it is up to you to offer important data and to be present when they become ready to make a buying decision.

As per Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale, almost 95 percent of the qualified prospects on the website are present to research and yet not ready to get in touch with a sales representative. However, it is a fact that 70 percent of them will end up buying a product from you or any other market player. Furthermore, going by the DemandGen Report, on an average nurtured leads generally produce 20 percent increase in sales opportunities as compared to the non-nurtured leads.

Today companies engaged in integrated marketing services offers lead nurturing campaigns that can be incorporated into a companys CRM lead distribution system and are personalized to every companys requirement. The campaigns offered by the service provider is a mix keeping with the client needs that are:

End-to-end lead tracking and lead management

Timely callbacks to sales outsourcing targets

Customized lead scoring for every telemarketing lead

Supplemental email and or direct mail marketing of specified content

With lead nurturing solutions you can be rest assured that no single lead will go unattended. The solutions with their multi-touch and organized marketing strategies maintains a constant connection with the prospects that helps them to convert the long-term opportunities into sales ready leads.

by: Martinlobo

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