In our daily practice, we often notice that (too many) leads are lost by customers. That is why we advocate working in a structured campaign-based manner. Working in a structured and campaign-based manner may sound like a paradox. But if campaigns are a fixed part of your sales process , then they are not actions that take place ad hoc. They then take place at an agreed frequency and are known to your lead generation all parties involved in advance. And not entirely unimportant: they can be repeated multiple times. Three tips for working in a structured campaign-based manner:
1. Sales focuses on campaigns
The starting point is that, especially the Internal Service, Sales focuses on campaigns. Marketing and Sales then set up sales campaigns together, with Marketing helping to develop them, thinking along based on their experience and what they see in the market. Sales then goes to market with this to a specific target group. This can be done in all kinds of ways. Via social selling , cold calling , an e-mailing etc., or a combination of these.
No idea where to start? Then start simple, for example with a white space campaign. Here you research existing customers whether they are interested in the products/services that they do not yet purchase from you. Or create a campaign around event visitors from last year. What is the current level of interest from then?
Lead nurturing
If you manage to generate pipeline with a sales campaign, you can repeat, adjust and expand that campaign sooner or later. This gives you a continuous engine for leads. Those leads need to be nurtured. And that is where many companies miss out. On the one hand, because they do not have Internal and External Service roles. On the other hand, because lead nurturing is not embedded in the sales process.
Sales is often driven by monthly and quarterly targets. Lead nurturing is therefore often not in the interest of the sales employee. A shame because the nurtured contacts that structurally come from your campaigns are your network for the future. So it would be a shame to let nurtured leads go to waste.
2. Create a nurture stream
Don’t let leads go to waste and ensure a promising ‘nurture stream’. That is the permanent undercurrent for which you set up your campaigns. The goal of your campaigns is to:
A) generate leads that lead to business and
B) generate contacts who want to be part of your network
Best converting list
As a large undercurrent under all your campaigns lies the large nurture stream. In this stream you let all contacts land who find it useful to keep in touch with the Internal Sales in the future. In this way a growing list of contacts to nurture is gradually created . Our experience is that this is the best converting list you can have. The highest conversion to deals. You do have to keep feeding that list by running separate campaigns.
Be critical
Be critical of who you put on such a list. Lukewarm contacts who actually do not want contact but “are always fine with you calling” are not put on it. Only put contacts on your nurture list who are worth the time. Contacts who say “Yes, interesting, but not right now. Let’s definitely get in touch in x period.” The rest go on a digital nurture list. If their online behavior tells them that they are becoming lukewarm, they will come to the surface again.
If an opportunity still has a chance of success, it will remain with the Field Sales. This also applies if it is an exceptional opportunity that is worth the nurturing time of the Field Sales. The Field Sales determines which ones these are. If it turns out after a while that it is not opportune, the pakistan phone number library Field Sales returns the lead to the Internal Sales or to Marketing.
3. All noses pointing in the same direction your lead generation
If you want to organize your sales process in this way as Marketing, Internal Service and External Sales, make sure that everyone is ‘on board’ and gives it the learn what a cash flow is and how to do it right priority. Make good agreements:
- When is a contact ready for transfer to Sales?
- When does a contact end up in the Sales nurture stream and when in the (digital) Marketing stream?
- Who is responsible for which list/stream?
- When is it a contact for the Internal Service and when for the External Service?
If you arrange this well together, no more leads will fall between the cracks . Unless of course there is too little time to maintain the nurture stream. In that case you can (temporarily) hire external help to follow up and nurture your leads.
Scaling up
Is the nurture stream getting to belgium numbers big and is it converting well? Consider scaling up the sales team. Perhaps there is an Inside Sales who has built up a nice network of his own and is ready to maintain it as an Account Manager? This way, this employee can grow and make room for a new Inside Sales.
Structure your sales process and seize your opportunity your lead generation
With this structure of campaigns with a nurture stream underneath, you build a very solid sales process. We rarely come across sales organizations where this entire process is in place and is approached in a structured way. So there are plenty of opportunities here!