So you subscribed to Barbour ABI or Glenigan? Or maybe you’ve been a subscriber for a while.
Either way your success with Barbour ABI or Glenigan really depends on the plan you’ve put in place for managing the project leads that are added or updated.
This is where most companies fall down. It’s not that the data’s not good – it’s that the plan in place for managing these leads has some holes in it. Leaky funnel syndrome.
For instance, whose in charge of managing these leads? Sales or marketing? Does marketing warm the leads first? At what point will they hand them over to the sales team?
Not defining a clear process will hurt success with Barbour ABI or Glenigan.
1. DEFINE THE PROCESS FOR BARBOUR ABI OR GLENIGAN LEADS
Make it very clear who is responsible at each stage. An example of this is: marketing sends a prospect a series of 3 emails from awareness, consideration to specification, then the engaged contacts are handed over to a relevant sales rep for follow-up.
Then what does follow-up look like? How many points of contact should a sales rep have before the lead is unengaged? What should their conversations at each stage of the buyer journey be about?
Having a clearly defined process will help leads not fall through the cracks. Sales and marketing can work together accomplishing very clear and measurable benchmarks of lead nurturing. This can turn your Barbour ABI or Glenigan subscription into a constant source of leads that have a high rate of conversion.
2. CREATE SAVED SEARCHES AND GET NOTIFICATIONS
Instead of re-selecting your criteria each time you do a search on Barbour ABI or Glenigan, save your search so you can easily revisit it and find what has been recently added. Here’s a great article about creating saved searches: Searching for a Project.
Additionally, set up notifications. This way you don’t have to remember to check – you get notified. This is a helpful way to make sure these leads aren’t getting lost in the chaos of the workday.
3. AUTOMATE YOUR FOLLOW-UP
Relevant for both sales and marketing, set up workflow to follow up with your leads. This is one more process to put in place that will help establish consistency in your organization.
As soon as you are notified of a new lead, put them in a workflow.
This topic is deserving of an article in itself, but one crucial part of workflows, automated email marketing, is some of the most effective in the building product space.
However, the best emails are not the most fancy ones. For counter-intuitive tips about email marketing check out this article from Hubspot: Plain Text verse Html
And for some more tips on email automation check out Freya Oxton-Grants blog on the subject: How to automate your email marketing for your construction business
How long should your workflow be? Will you utilize lead scoring and website tracking?
These are questions we haven’t covered, but will get to in future blogs.
There is no easy way to make sure you are consistently managing your Barbour ABI or Glenigan leads well. It takes a bit of work.
However, Project Prospecta has established a system for doing this, and offers it to all Barbour ABI subscribers. They utilize AI for most of this, and a creative team for the email writing. Their workflow starts when relevant Barbour leads are identified and brought into Project Prospecta. They then use website tracking and lead scoring to identify the most interested prospects and let you know. This way you identify every good fit prospect that comes through Barbour and are able to nurture that relationship before your sales team makes contact.
If you’re interest, schedule a demo below!