Mistakes you are making that are preventing you from converting more leads into loyal customers
There is no consistent definition of a qualified lead
Dismiss lead nurturing campaigns
Not offering different content to different people at different stages of the purchasing journey
Lack of communication between Marketing and Sales about leads
An ineffective sales pitch
There is no consistent definition of a qualified lead
We all have an idea of what a “ qualified lead ” is. We’ve talked about this before, but we can say it again: it’s a person who has certain characteristics and interests in your company. But this generic definition is insufficient to distinguish the different types of leads, prioritize the most promising ones and send them to your sales team. What makes a lead qualified in your specific case? Belonging to a certain sector? Having a certain role? Working in a certain country? Downloading more than 3 materials? Interacting with more than 10 emails?
When there is no clear definition shared by the entire company, Marketing ends up passing premature or out-of-scope leads to Sales. The result is a pipeline full of leads that are not real sales opportunities. Sales reps waste time making contact with leads that are not the right fit or are not at the right time to buy, and that does not contribute to a good relationship, right?
Dismiss lead nurturing campaigns
Now that you recognize that you need to better define what a qualified lead is, you’re going to miss out on passing some (maybe most!) leads to sales. But what do you do? You’re not going to discard them all – that would also be a huge waste of resources.
What you should do is create lead nurturing campaigns . The purpose of these campaigns is to transform an unprepared lead into an informed lead who is ready to uk number list choose a solution to the problem they are facing. The key to this relationship is that the lead will not forget to consider your company, because you have been with them and demonstrated value throughout their entire purchasing journey. Instead of “pushing” the product or service, educate the right leads with valuable content and insights that will help them make a decision when the time comes.
Not offering different content to different people at different stages of the purchasing journey
If your website is one of those that only has content for people who are about to make a purchase, you are losing the attention of a large portion of your visitors. Most of them will not click on “Contact us” or “Request a demo”. On the contrary, they are looking for knowledge that will make their day-to-day life easier and optimize your company’s activity.
In that case, what can you offer them to start a relationship and not waste future opportunities? Provide top-of-funnel and middle-of-funnel content . This brings us back to lead nurturing and the need to create valuable content that helps them move towards a purchase without feeling pressured.
Lack of communication between Marketing and Sales about leads
By using an automation platform, you can capture a series of important data that helps you personalize communication with your lead. This could be content they downloaded, pages they explored on your website, links in emails they clicked on, etc.