While lead generation is vital, it is only part of the process when trying to increase revenue.
Your potential specifiers and prospects don’t become customers overnight— they require marketing over time as they research and build trust with your business.
On average, 50% of leads are not ready to specify or buy when they first engage with you. Lead nurturing creates automated, ongoing, consistent communication with your prospect throughout the sales cycle and beyond — improving results and sales for your business.
Depending upon who you believe, it can take between 7 - 13 touches to deliver a qualified sales lead, this is why a structured and well-considered nurturing programme is critical to converting this initial interest about your building products into a lead which is qualified and ready to pass to sales to close.
Here are some compelling stats:
We adopt a data driven approach to nurturing, regularly feeding back results to hone the process and improve results.
Leads are assessed from the data held, such as industry/business type, job title, website activity and previous engagement with the company. they are then profiled and assigned to a Buyer Persona group.
Each group has a unique nurturing plan, proving the prospect with relevant information and communications to assist them through the consideration and decision making phases of the buyers journey.
At the heart of the process is the HubSpot email tool. Personalised emails are used to share valuable content that is relevant to the recipient and their buying stage.
The aim is to aid them in their decision-making process and building trust and your reputation as an expert with them.
Frequency is carefully managed to match the typical phasing of their project, whether it is days or months.
Sophisticated and highly configurable workflows are used to automate the nurturing process, and pass leads from one workflow to another, responding to behaviour, or onto sales for direct contact.
As the volume of leads increases, lead scoring can be used to prioritise the best ones for closer management, ensuring that your best opportunities are unlikely to get ignored or overlooked.