Lead nurturing is all about sharing relevant, personalized and targeted information to ensure that you stay on top of the buyer’s mind. In order to do this, you need to get a good overview of what types of buyers you have and what kind of information they need in each phase of the buying process.
You can do this by:
Interviewing prospects and/or customers
Interviewing sales team
Mining in-house database to identify characteristics of best and/or worst customers
Interviewing customer service
Using keyword research to identify topics of interest
Monitoring activity on social media sites
Once you’ve gathered this information, you can create personas which mirror your prospective customers.
Personas are fictional representations of your ideal customers based on data about demographics & online behavior, along with educated speculation about their histories, motivations & concerns.
They help us to understand our prospective customers better, and make it easier for us to tailor content to the specific needs, behaviors, and concerns of different groups.
Understanding lead funnel & Sales Funnel
You’ve heard this before – Marketing is from Venus and Sales is from Mars because the two can never agree. Sales are always pointing the finger at Marketing and saying, “You don’t give me enough leads.” Marketing always shoots back, “Yes, we do. You just don’t follow up on the leads.” And the dilemma goes on and on.
The first step that must be taken is that marketing and sales first have to agree on the definition of a lead. How do you begin defining a lead?
We say that there are two types of leads. There are the marketing leads and there are the sales leads. Marketing leads are at the top of the funnel and Sales leads are lower in the funnel. Both are leads. It’s just a question of what you do with which lead and who owns what lead.
We defined a lead as someone who has responded to our marketing communications, whether it is from a marketing campaign, paid search campaign or direct mailing. We allocate one person per country who is responsible for logging the leads and qualifying them.
If the lead is ready to enter into a sales process, then that lead is sent to a sales person to handle in the CRM. If the lead isn’t ready to enter into a sales process, then that lead is owned by Marketing and entered into a lead nurturing process where the lead is kept warm until she became more sales-ready.
Keep in mind that every business can or will define a lead differently. The above is just an example of how you can do it.