3D2B - 3D2B - Lead Nurturing http://3d2b.com Mon, 22 May 2017 15:33:23 +0000 Joomla! - Open Source Content Management en-gb Lead nurturing: How to combine email and phone calls to close more sales http://3d2b.com/blog/tele-services/lead-nurturing/email-phone-lead-nurturing.html http://3d2b.com/blog/tele-services/lead-nurturing/email-phone-lead-nurturing.html Lead nurturing: How to combine email and phone calls to close more sales

When your marketing efforts start to pay off, delivering a boatload of quality leads, it’s exciting. You want to celebrate. But the game’s not over. Your sale is not won yet. You’re just at the starting gate of your demand generation process.

The bare bone fact is: Leads do nothing for your organization’s bottom line unless you can convert them to sales. And the quality of the lead alone does not predict how likely it is to convert. The magic is in the lead nurturing: how you treat a lead after you receive it.

This brings us to the study conducted by Velocify. They looked at data from 3.5 million leads from 400 companies and discovered the formula to maximize conversions. While they note there are differences between businesses and what works for each of them, the overall findings are

  1. Email and Phone Are Better Together

    A horse and carriage, bacon and eggs, and kings and queens. Some things just go better together. While email and phone may not roll off the tip of your tongue, it’s time to add this pair to the list.
    Reaching out to leads with email and phone enables you to realize the full potential of lead nurturing and increase sales conversion rates.

  2. Rapid Response Yields Rewards

    Although the finding that fast response time is essential to boost lead conversion rates is not new, Velocify’s study certainly adds corroborating evidence. Their data showed that if you try to call a contact within 60 seconds of them becoming a lead, you can boost conversion rates by almost 400 percent. After all, you’re more likely to reach them and if you do, engage them. That’s because if they’ve just downloaded a white paper or signed up for a demo, your product or the problem it solves is top of mind. By calling to chat about it, you’re addressing their most pressing interest at that moment. You’re not interrupting them from another train of thought or project.

  3. Frequency’s Your Friend

    You don’t want to squander your reps’ time by having them make unnecessary calls, pestering those who were good enough to give you their contact information. You do, however, want to take a Goldilocks approach, making “just the right” number of calls.

    What’s that magic number? Six.

    If you’re calling two or three times, you may think that’s plenty. However, consider this. The study showed that 81 percent of converted leads are contacted by the third call attempt. Ninety-three percent are reached by the six call attempt. Three more call attempts raise conversion rates by almost 15%. If you sell a complex, high-value product or service, you’ll likely find that making the additional effort delivers a positive ROI. After that, however, there is a diminishing return on further call attempts.

  4. The Right Timing Breeds Results

    Ideally, you’re making the first call immediately, but if at first you don’t reach the individual, you should try, try, try again. So when should you make those six follow-up attempts? You should make the first three attempts to connect on the phone on day one, making call two within the hour and call three within two hours. Wait until day five for the fourth call, day 14 for the fifth call and day 15 for the sixth call.

    But you have to do more than call. Remember the first revelation — email and phone are better together than apart. So why is email so important and where does it fit into the nurturing plan?

    Interestingly, you’re 16 percent more likely to reach someone by phone if you’ve previously emailed them. Perhaps the individual is screening their calls with caller ID. Because you’ve emailed them, they are more liable to recognize your name, understand the value of talking with you and pick up the phone. The study also showed that sending five emails during the first month after you captured a lead can substantially increase your conversion rates. If, however, you send more emails that month, your results will decline, bringing us right back to the importance of the Goldilocks approach and getting it “just right.”

The bottom line is that you have the greatest chance of warming up leads and converting them within the first month of receiving them. All it takes is a well-planned email and telemarketing strategy, and the right timing, tools and people to implement it.

Call us at +1 718-709-0900 (US) or +39 06 978446 60 (EMEA), or contact us online to learn how you can respond to leads faster and pass more qualified leads to your sales team.

jeff.kalter@3d2b.com (Jeff Kalter) Lead Nurturing Mon, 07 Nov 2016 00:00:00 +0000
B2B Sales Acceleration: How to Help Buyers Buy http://3d2b.com/blog/tele-services/lead-nurturing/b2b-sales-acceleration.html http://3d2b.com/blog/tele-services/lead-nurturing/b2b-sales-acceleration.html B2B Sales Acceleration:  How to Help Buyers Buy

B2B sales acceleration is all about closing more deals faster. When people think about speed, technology often comes to mind. There are, of course, many technologies that accelerate sales, but there’s one that you may not have considered.

According to an article in Forbes by Ken Krogue, one of the keys to sales acceleration is to pick up the phone. While new, shiny tools are exciting to marketing leaders, in the end, what’s most important is increased sales.

It turns out that to help buyers buy, which is what you have to do to sell faster, you actually have to talk to them. What’s interesting, however, is that you don’t need to have a face-to-face conversation. This isn’t just speculation. Research proves it.

The Data Tells the Story

InsideSales.com showed that on average inside sales teams close deals in 69 days while outside sales take 144 days.

A little math is in order. Inside sales programs slash the sales cycle by more than 50 percent!

Why is inside sales so much more efficient?

Part of it may be that most buyers don’t want to meet in person. According to Sales Benchmark Index, 70% of purchasers prefer not to have a face-to-face meeting. They’re quite happy with virtual meetings. After all, today, everyone needs to get more done in less time, and face-to-face meetings tend to eat up more hours than necessary. In virtual meetings via the web or teleconference, you can educate buyers, helping them find the solution that fits their needs. In most situations, there’s no need to sit across the desk from them.

Given that inside sales can shorten the sales cycle and is also more cost-effective, it’s no wonder that there is an ongoing shift in the composition of sales forces. The ranks of road warriors with their hefty travel budgets are shrinking, while the number of salespeople inside the walls of the building — yours or a vendor’s — is expanding.

How to Use the Phone as a Sales Accelerator

So the phone works, but how exactly should you use it most successfully? Here are some tips.

  • Get Ahead of Your Competition

  • When you’re in a race against your competition, it only makes sense to get out of the gate first. Many salespeople, however, don’t look at it this way. And that’s where you could gain a strategic advantage. The big bald fact is that field salespeople, in general, prefer to work with prospects who know what they want. After all, they tend to be short-term oriented and, more than anything else, love to close the deal. Inside salespeople, on the other hand, are predisposed to bridging the gap between marketing and field sales, and usually have a long-term orientation. In other words, they are ready, willing and able to help buyers buy. To do so, they need to get in at the fuzzy front-end of the purchase decision-making process, when business leaders have identified a problem but don’t yet know how to go about solving it. At this point, salespeople can act as consultants and help shape the scope of the project. They are not responding to a request for proposal; they are helping to craft it around the capabilities of their organization.

  • Nurture the Relationship

    While you can cultivate relationships with email marketing, sending out content that helps your prospects, forming a deeper and more personal connection takes one-on-one phone calls. Through telephone calls, the business development specialist becomes the voice of the company. Instead of B2B relationships, they become person-to-person (P2P) relationships. Of course, you should not drop your email marketing program. It serves an important purpose. You may be wise, however, to add tele-nurturing into the mix at opportune moments. Rather than calling your prospects at random intervals, let them dictate when you reach out based on their actions. For example, if a potential customer attends a webinar or has been using a free trial, you might want to call them to see if they have any questions. At that time, you can assess their readiness to make a purchase.

No one ever said that B2B sales acceleration was easy. So, whatever you do, be persistent. Given the long sales cycle for complex B2B purchases, don’t abandon your prospects after a couple of tries. It can take between seven and 12 touches (emails, phone calls or other communications) to build a strong connection and trust. Even an accelerated B2B sales cycle can still take months.

Call us at +1 718-709-0900 (US) or +39 06 978446 60 (EMEA), or contact us online to learn more about how to use the telephone for B2B sales acceleration.

sabrina.ferraioli@3d2b.com (Sabrina Ferraioli) Lead Nurturing Wed, 25 May 2016 00:00:00 +0000
Add a Human Touch to Marketing Automation for Awesome B2B Sales Lead Generation http://3d2b.com/blog/tele-services/lead-nurturing/sales-lead-generation-via-marketing-automation-with-human-touch.html http://3d2b.com/blog/tele-services/lead-nurturing/sales-lead-generation-via-marketing-automation-with-human-touch.html Add a Human Touch to Marketing Automation for Awesome B2B Sales Lead Generation

According to International Data Corporation (IDC), the market for marketing automation technology will expand from $3.2 billion in 2010 to $4.8 billion in 2015. It’s not surprising given that this technology can automate all the routine aspects of sales lead generation, lead nurturing, lead scoring, customer retention, testing, measuring, and optimizing marketing campaigns.

As amazing as it is, there’s one critical element that’s missing—human beings. That’s right—technology just can’t do everything. Marketing automation is best used for repeat tasks that require no judgment; steps in a process that need to happen like clockwork.

People, of course, have qualities that technology cannot duplicate. They can develop one-on-one relationships with your prospects and customers, ferret out the information you need to qualify leads, and add the judgment required to go beyond lead scoring, which is based only on a sales lead’s actions, and determine whether a lead meets your qualification criteria.

So how do you decide which marketing processes to automate and where you should be using people? Simply follow these two rules. 

  1. Automate the Routine
  2. Not every prospect reacts the same way to your marketing offers. The beauty of marketing automation is that it enables you to set up different workflows depending on prospects’ actions.

    For a simple example, suppose you invite a group of people to a webinar. Some people see the invitation and sign up on the spot. You immediately want to send them each an email confirmation of their registration and a reminder as to why it’s valuable to attend. But others wait and wait to respond. So a few days after you sent the invitation, you want to send a reminder to those that did not register. And on the day before and the day of the event you want to remind those who’ve registered to attend the event and those that did not register, the chance to register last minute. Finally, once the event is over, you want to follow up with attendees and non-attendees with different messages.

    All these responses to different situations would be tough to keep track of and implement if we had to rely on people to do the job. There’s room for human error in the process and, on top of that, implementing a mechanical follow-up procedure is not the best use of living, breathing associates’ time.

  3. Add Humans for Judgment and Relationships
  4. Now that the webinar is over, you have a list of people who attended. They’ve invested time learning about how your product or solution can help them conquer a problem or exploit an opportunity. It’s likely that within that group of attendees are some hot prospects who’d like to learn more. But you don’t know who is ready to spend time with a field sales person, or who is not as far along in the buying cycle, but could benefit from talking with an inside sales person or telesales agent.

    To discover the answers and start to build relationships, you want to add a human touch to your marketing. After the thank you email goes out, have your inside sales people call the event attendees, learn more about them and answer their questions.  If during the conversation they determine someone is a sales-qualified lead, they can set up an appointment. If, on the other hand, someone is interested but not ready yet, your inside sales person can set them up on a personalized nurturing plan, providing helpful content and perhaps scheduling a future follow-up phone call either at a set time or after the prospect takes specific actions (i.e., opens a specific email and/or downloads a specific document).

The bottom line is that marketing automation is an extremely powerful tool, but you’ll add the greatest impact to your sales lead generation process if you combine it with a human touch.

For more information on marketing automation and tele-services, call us now at +1 718-709-0900 (Americas) / +39 06-978446-60 (EMEA).

jeff.kalter@3d2b.com (Jeff Kalter) Lead Nurturing Tue, 20 May 2014 00:00:00 +0000
Quick Tips to Make Sure the Best B2B Leads Don’t Get Lost in the Marketing/Sales Void http://3d2b.com/blog/tele-services/lead-nurturing/dont-lose-best-b2b-leads-in-marketing-void.html http://3d2b.com/blog/tele-services/lead-nurturing/dont-lose-best-b2b-leads-in-marketing-void.html Quick Tips to Make Sure the Best B2B Leads Don’t Get Lost in the Marketing/Sales Void

To make sure you don’t lose your best B2B lead generation efforts when you hand them over to sales, you need to start by clearly defining what a good lead is. Both sales and marketing should agree on this definition. Then you’ll need to set up processes and standards for lead nurturing, communication between sales and marketing and lead scoring.

Define a Good Lead

Leads become lost because sales and marketing people have not defined what a good lead is or clearly identified who is responsible for lead nurturing. 

Sales people would, of course, like marketing to fuel their sales funnel with ready-to-buy leads. They want to make a presentation, negotiate the price, and close the deal! And they expect marketing to give them leads that enable them to do just that.

Marketing, on the other hand, focuses on generating leads and think their job is done once they’ve entered the lead into the company’s customer relationship management (CRM) system.

There are actually two definitions of a good lead:

  1. If someone may be willing and able to buy at some time in the future, it is a good marketing lead.
  2. When a decision maker is ready to buy in a set timeframe, they have the budget and the needs have been determined, it becomes a good sales lead.

Nurture Your Marketing Leads

Good marketing leads need to be nurtured so that when they are ready to buy, they are more likely to turn to your company than a competitor. Just because they are not sales-ready the day you receive them, it doesn’t mean they are less valuable than leads that are ready to buy now.

In fact, they may be more valuable.

That’s because you have a powerful opportunity to be with the prospects from very early in their evaluation process. You can work side-by-side with them all the way through the buying-cycle, building trust and a valuable connection for future collaboration. And research shows that customers gained through a nurturing relationship will not only buy more, but will remain loyal customers for longer.

Therefore, staying in touch with prospects with a personalized nurturing campaign can significantly increase the number of leads that eventually transform into sales. Nurturing requires going beyond mass emails to campaigns that add the human touch, for example, by making a phone call every so often to see if you can be of any assistance and also reaching out to prospects to invite them to in-person events.

The human touch is crucial to understanding your prospects’ needs and in helping them through the buying process. Depending on your average sales cycle duration, this means you may need to make a phone call every three months or so.

Because you’re talking with prospects, you’ll be able to tailor your email nurturing and send highly relevant information. Providing customized content is critical as there is a real risk of spamming your prospects with the wrong information, which will do more harm than good to your relationship. You should also regularly check email open rates and the click-through rates to establish which content is generating interest.

Communicate Between Sales and Marketing

Communication between Sales and Marketing is important during the lead nurturing phase. For example, if marketing leaders are not aware that a sales person is in contact with that client, they will continue to treat them as a new prospect and send general marketing campaigns. In this scenario, content may not address issues they’ve discussed with a salesperson, and this can be disturbing for the client.

You also may have a lead from a company that Sales has been trying really hard to get into. This information can help sales get through the door.

Score Your Leads

It’s essential to use your CRM and marketing automation system to score leads in order to understand a prospects’ readiness and when it’s the right moment to add the human touch to qualify the lead before passing it onto sales. But the key is to keep lead scoring simple because the more complex your lead scoring system is, the more difficult it becomes to manage and the ability to optimize the processes is reduced.

For more information download our FREE e-book: “Bridge the Divide Between Sales and Marketing.” 

francesco.adamo@3d2b.com (Francesco Adamo) Lead Nurturing Tue, 15 Apr 2014 00:00:00 +0000
The Proven Technique for Generating 50% More Qualified B2B Leads http://3d2b.com/blog/tele-services/lead-nurturing/proven-technique-for-generating-more-qualified-b2b-leads.html http://3d2b.com/blog/tele-services/lead-nurturing/proven-technique-for-generating-more-qualified-b2b-leads.html The Proven Technique for Generating 50% More Qualified B2B Leads

According to a Forrester Research study, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost-per-lead. Also, Marketing Sherpa’s research shows that marketing departments with lead nurturing in place generate a 45% higher return on investment than those that lack such a program. Despite this, they report that 65% of B2B marketers have not established a lead nurturing program.

How to Develop an Awesome Lead Nurturing Campaign

What are the building blocks of a lead-nurturing campaign that gets results? 


B2B lead nurturing is not a one-size-fits-all email marketing campaign. Your leads are business managers and executives running against the clock to meet their objectives, and they only care about what’s going to help them get there. If you bore them with the wrong information, and they’ll quickly disengage. 

Personalization, of course, requires that you get to know the living, breathing person behind the lead. And getting to know someone requires a two-way conversation where you ask questions and listen to responses. The information you gain can help you classify this person according to their interests, and where they are in the buying cycle. Are they just doing some initial snooping around, or are they in the process of narrowing down their options to a set of finalists?

If you’ve done persona research to determine how clients move through the buying cycle—the questions they ask, the content they consume, and the obstacles to moving forward—you’ll be able to classify each lead into a persona, and stage of the buying cycle, and have a plan for the content you need to offer to help them solve their problem.

Keep it Varied

Because one of the easiest, least costly lead-nurturing tactics is email marketing, it’s often used alone. But it’s just one piece of the puzzle, and it won’t single-handedly give prospects the full picture they need to make a decision. You need an integrated campaign that includes emails, phone calls, blog posts, white papers, webinars, demos and more. Each tactic has its own purpose. And the phone calls are critical for keeping your nurturing campaign on track and understanding what your prospect’s needs are today.  

Test, Analyze and Optimize

If you’ve done your research, you have an idea of prospect information needs and what they’ll respond to. However, the proof is in how they actually react to your campaign. And marketing automation is a marketer’s dream because it quantifies the answers.

So ask all the right questions. For example:

  • Which emails are prospects opening?
  • Are they clicking through from the emails to your website?
  • Which white papers and webinars are they responding to?
  • How much are your phone calls speeding up the buying cycle?
  • On which pages of your website are web visitors spending the most time?

Keep testing tactics and tweaking and optimizing your lead-nurturing campaign based on what the data tells you.

For more information about 3D2B, visit www.3D2B.com or call +1 718-709-0900 or +39 06 978 446 60 (EMEA).

jeff.kalter@3d2b.com (Jeff Kalter) Lead Nurturing Thu, 27 Feb 2014 10:39:20 +0000
B2B Lead Nurturing: Which Works Best? Direct Mail, Email or Phone? http://3d2b.com/blog/tele-services/lead-nurturing/which-b2b-lead-nurturing-works-best-direct-mail-email-or-phone.html http://3d2b.com/blog/tele-services/lead-nurturing/which-b2b-lead-nurturing-works-best-direct-mail-email-or-phone.html B2B Lead Nurturing: Which Works Best? Direct Mail, Email or Phone?

Whether you received a lead because someone signed up for a webinar, demo, or other offer, you need to institute a lead nurturing process to transform it into a qualified lead. What’s the best way to do this? If you want to maximize your sales conversion rates, start by picking up the phone.

Help Your Prospect Solve Their Problem

The key to lead nurturing and conversion is to focus on the prospect, their problem, and helping them to find a solution. You cannot do that without a true understanding of the issues and opportunities the person is facing. The closer you can come to interacting directly with someone, the deeper your mutual understanding will be.

Words Alone Cannot Substitute for Conversation

Of course, face-to-face communication is the most powerful way to build understanding because 55% of communication comes through body language alone. But that doesn’t mean you want to send a field sales rep out to ferret out a lead’s requirements. It’s just not cost effective because if you haven’t had a conversation, you don’t know if they’re qualified.

But after body language, the next most powerful communication tool is the tone of the voice. It accounts for 35% of communication. The actual words provide a miniscule 10% of communication.

Tone in Emails is Misinterpreted 50% of the Time

Given that words only provide 10% of the communication, how effective is email? The Journal of Personality and Social Psychology conducted a study that showed the tone in an email is misinterpreted 50 percent of the time. So you only have a 50% chance of getting it right! That’s a high risk to take with valuable leads. And, of course, direct mail has the same issue plus is hampered by the slow pace at which it reaches the lead.

Phone Provides Deeper Understanding

Following up by phone is the best way to share information and gain insights on a lead that’s not yet qualified. The phone allows you to dig into the person’s issues, see where your products and solutions might help them, and discover where they are in the buying cycle—initial research, assessing vendors, or making a final decision. Your goal is to listen to the prospect and learn enough to establish next steps in the sales process.

Talking with a prospect enables you to establish a follow-up plan which helps them to solve their problem at their own pace. Once you’ve started a relationship with the prospect, it’s okay to follow up with email. You learn enough in the initial conversation to send information that can help them, on a schedule that fits their timeline.

The Human Touch Builds Relationships

Phone calls are also powerful because they add a human touch to the lead nurturing process, helping to build a person-to-person relationship. And in the end, even in business-to-business sales, people buy from people. Thus, you need to add real, live human beings into your lead nurturing process.

For more information about 3D2B, visit www.3D2B.com or call 1 718-709-0900 or +39 06 978 446 60 (EMEA).

jeff.kalter@3d2b.com (Jeff Kalter) Lead Nurturing Tue, 25 Feb 2014 09:18:16 +0000
Why the Human Touch is Critical to B2B Lead Nurturing http://3d2b.com/blog/tele-services/lead-nurturing/why-the-human-touch-is-critical-to-b2b-lead-nurturing.html http://3d2b.com/blog/tele-services/lead-nurturing/why-the-human-touch-is-critical-to-b2b-lead-nurturing.html Why the Human Touch is Critical to B2B Lead Nurturing

The Rational B2B Buyer

Business buyers are different from consumers in several ways. We tend to think of them as being more rational. While it’s true that no one buys a complex computer solution on impulse, that doesn’t mean that emotions don’t enter into the equation.

When a business buyer decides on a product or vendor, they’re putting their reputation and, potentially, their job on the line. On the other hand, if the solution results in significant cost savings, they could end up with a boost up the corporate ladder. That means that there’s a lot on the line, and since we’re dealing with human beings, not businesses, emotions factor in. 

Relationships—a Foundation for Trust

To help buyers feel secure in their decisions, vendors need to establish a trusting relationship with them. You can start to build trust with a buyer by publishing content on your website such as case studies, testimonials, white papers, and more. But the most important foundation for trust is a personal relationship.

Not only is relationship building essential, there are two characteristics of the B2B market that make it possible.

First, the market is generally limited to a much smaller universe than, for example, the beverage-drinking population targeted by The Coca Cola Company. Second, B2B relationships tend to be long-term rather than short. Therefore, businesses can justify the cost of building relationships based on the lifetime value of a client.

The Power of the Human Touch

When a B2B marketing organization reaches its customers and prospects on a human, emotional level, the effects are powerful. The best way to do this is through honest, memorable, relevant one-on-one conversations. This enables a B2B organization to break through the clutter and establish a true connection, building trust, gaining credibility, and maintaining valuable relationships.

In addition, it allows an organization to glean valuable business intelligence. That’s because these conversations are more about listening than talking. You learn about the prospect’s challenges, how their decision process works, objections they have to your solutions, and other obstacles thrown in the way of a sale. These include anemic budgets, lack of purchasing authority, a whirlwind of changes within an organization, and more.

The Smart Way to Build Relationships

Let’s face it, people are expensive. So hiring enough sales people to build all these relationships could take its toll on your bottom line. But you actually don’t need to add people on the street. You just need people on the phone. That’s because when you’re building a relationship, prospects might be happy to chat quickly on the phone, but they’re not ready for a face-to-face meeting.

B2B telemarketing, however, has proven extremely effective in developing a rapport with prospects. And, of course, these prospects are much more likely to turn into buyers once you’ve developed the relationship. So telemarketers build the relationships, pass quality leads to the sales force, and ultimately the human touch drives growth. Telemarketing offers lead nurturing that works.

To learn more, read our free white paper: Human Touch in a Digital World.

jeff.kalter@3d2b.com (Jeff Kalter) Lead Nurturing Tue, 17 Dec 2013 09:30:19 +0000
How to Warm Up Frosty Leads http://3d2b.com/blog/tele-services/lead-nurturing/how-to-warm-up-frosty-leads.html http://3d2b.com/blog/tele-services/lead-nurturing/how-to-warm-up-frosty-leads.html How to Warm Up Frosty Leads

Do you struggle to generate qualified leads? Most companies do. While we all would love to have 100% of our leads red hot and ready to turn into sales immediately, most need a little thawing out. Thus, we often find that spending more time lead nurturing is the key to lead qualification.

In fact, if your company is like most, 50% of your leads will need additional nurture. That doesn’t mean that they are bad leads—just a little cold. Research has shown that on average, 70% of these not-ready-yet leads will eventually buy from you…or your competitor.

That brings me to the “Leads Left on the Table Equation”:

50% of leads need nurturing x 70% will eventually buy from you or a competitor = 35% of leads left on the table for the competitor if you don’t nurture them.


Who would you prefer them to buy from…your company or your competition? The truth is that most companies cannot afford to risk losing this much sales potential.

Generating 50% More Sales Ready Leads

According to research by Forrester, companies that excel at lead nurturing, or thawing out the cold leads, generate 50% more sales-ready leads. And not only are nurtured prospects more likely to buy from you, they will spend up to 40% more, and remain customers for longer.

A Real Life Story of Leads Rescued

One of our clients contacted us to revive a big batch of disqualified leads. Their sales team had pressured them to close out leads in their CRM system that had not warmed up within 3-6 months. The leads we received came with reason codes to let us know why they had been closed – ‘Cold Lead,’ ‘No Current Project’ and ‘No Budget Available.’

  • Leads Were On Their Last Breath Their sales people had no interest in working on leads that showed little life like these. Because of this, the leads had been left out in the cold for several months. They had leaked out of the sales pipeline. But the marketing department didn’t agree with sales and wasn’t ready to give up on them.

  • Bringing Them Back to Life We started working on the leads that had narrowly avoided death, prioritizing our calling activities based on the prospect’s timeframe to buy, the product they were interested in, and more. We worked with the client to define the content needed to move their prospects slowly and surely through the buying cycle. Then we created an integrated campaign of tele-nurturing with email nurturing.

  • We designed content targeted to our prospects’ needs, providing value not volume. You want to be helpful so you can be assured your prospects don’t feel as if they’re being spammed; you don’t want to tempt them to click the ‘opt out’ button. Our goal was to engage the prospect, not to make them feel as if they are being pushed into buying something.

    We designed nurturing emails and that were short and sweet, and readable on a mobile device. And, of course, they had the option to dive deeper—links to videos, case studies, webinars, and white papers.

Warmed Up into Leads Even a Sales Person Can Love

As the leads became sales-ready, we sent them back to the client. We defined ‘sales-ready’ as the leads that had the budget, authority, need, had a defined timeframe for purchase and had requested follow up from a sales person within a week.
Eventually almost we returned almost all these leads to the client as they were ready to talk with their sales people. That’s practically a 100% return. And that’s how lead nurturing can result in lead qualification.

For a free consultation on how to use business-to-business telemarketing to boost your sales, call us now at +1 718-709-0800 (Americas) / +39 06-978446-60 (EMEA).

jessica.grahn@3d2b.com (Jessica Grahn) Lead Nurturing Fri, 06 Dec 2013 13:11:04 +0000
Lead Nurturing for Maximum Sales Growth in 2013 & Beyond http://3d2b.com/blog/tele-services/lead-nurturing/lead-nurturing-for-maximum-sales-growth.html http://3d2b.com/blog/tele-services/lead-nurturing/lead-nurturing-for-maximum-sales-growth.html Lead Nurturing for Maximum Sales Growth in 2013 & Beyond

Business-to-business lead generation is like growing crops. You can't expect a plentiful harvest if you plant seeds and then neglect them. On the contrary, newly planted seeds need nurturing—water, nutrients, and weeding—to provide fruit.

Today's companies are adept planters. Many focus on lead generation, but most are not doing enough when it comes to nurturing planted seeds (a.k.a. leads) so they grow into abundant resources. Too often, warm leads fizzle away, resulting in lost sales opportunities.

Why is this happening?

Some companies rely too heavily on marketing automation. Some send out irrelevant content. Others blast information at inappropriate frequencies. With missteps like these your pool of prospects dries up.

With a few adjustments, however, businesses can easily add lead nurturing into the sales process to help get them back on track to achieve growth. Here are some of 3D2B's top tips for business-to-business lead nurturing activities that yield great results.

Add a personal touch.

Automated marketing is easy, but there are drawbacks. We have found, for example, that customers want companies to find out about their needs. Getting on the phone enables you to do this. It takes more work, but it helps you provide content that is most relevant to your leads and prospects, and it gives you direct answers.

If someone downloads a white paper, for instance, you should get on the phone and find out why they are looking at the white paper. Are they interested in buying now? Do they have the budget? If you don't do this, you are probably leaving more than 30% of your potential business on the table.

Don't sell products your prospects don't need.

Adding a personal touch to your process will allow you to focus on the needs of the prospect. What you don't want to do is to say, "I have A, B, and C—which do you want?"

If a product or service doesn't benefit a prospect, then don't bombard them for hours with your offering. If he or she doesn't drink coffee, then he or she doesn't need a telephone that makes coffee. Period.

Use a balanced approach to follow ups.

You want to use both email and the phone when nurturing leads. What you send often depends on the clients' sales cycle. If the sales cycle is longer, for example, you will probably want to add in more emails. That's because you don't want to be on the phone constantly asking prospects, "Do you want to buy now? How about now? Are you ready now?"

It's annoying, sounds desperate and with the right marketing automation solution and lead scoring, you can determine when to call, when to send an email and how to help your prospect.

Create separate lead generation and tele-nurturing roles.

Having different teams involved in tele-nurturing and lead generation increases your chances for success. That's because it takes unique skills and personality traits to succeed in each of these roles.

  • Lead generation agents are hunters. They need to get past the gatekeepers, work their way through to the right person, and grasp the opportunity directly when it's offered.
  • Lead nurturing agents are farmers who their prospects are and take care of them. They have in-depth conversations to discover prospect needs and wants, and help them resolve their problems and exploit opportunities.

So, when crafting your plan for business to business lead generation, it's important to look at a potential client's overall sales cycle. Next, you want to come up with a strategy that includes marketing automation (white papers, emails, etc.), and both a short and long-term tele-nurturing program.

If a prospect seems ready to make a decision in a shorter term, you should reach out to him or her more frequently – perhaps once a week. If, however, they have a longer-term horizon for a buying decision, you might want to schedule fewer touches--perhaps send an email or call them once a month. Because you've had a conversation with the prospect, you know enough to customize your approach and can avoid running out of content or unnecessarily bombarding the prospect with calls and emails.

With this approach, you can grow a healthy crop of business.

For more information about 3D2B, visit www.3D2B.com or call +1 718 709 0900 or +39 06 978 446 60 (EMEA).

shannon.cadden@3d2b.com (Shannon Cadden) Lead Nurturing Wed, 18 Sep 2013 00:00:00 +0000