Shorten The Online Sales Cycle
To shorten the online sales cycle, we must bring clarity to our customers. Customers don't create long sales cycles - salespeople do. The biggest contributor to dragging out the selling cycle is salespeople / websites prematurely presenting solutions to customers who...
Tips For Better Sales Letters
"One of the most important factors in the success of your direct mail package is your sales letter. In many cases, particularly with small businesses, the sales letter may be the entire package. But given the right list and...
Tips For Improving Sales Follow-ups & Closing More...
If you are like most B2B marketers, lead generation is at top of your priority list. But as you may already know, generating tons of "leads" doesn't guarantee sales will follow. Does the sales team either ignore your hard-won leads or complain about their quality? Do you...
Early Stage Leads Too Important For Sales People...
The management of sales leads is critical to generating Return on Marketing Investment. Sadly, sales leads often land on the scrap heap because marketers throw leads over the wall and then expect sales people...
The Physics Of Trigger Events For Lead Generation
Most buyers aren't ready to buy when we're ready to sell. This trite but true observation has significant implications when it comes to lead generation. It means that we must continue to nurture viable prospects until they are ready to buy. But what about the prospects who are...
Tracking Sales Offline
Often when I speak to groups, I ask for a show of hands. "How many of you have a shopping cart on your Web site?" Rarely do even ten percent of the hands shoot up. That's because most Web sites are...
10 Lead Generation (Prospecting) Tips
Sales people often lack the support of a dedicated marketing team that is able to execute lead generation programs on their behalf. This is particularity true in small companies. Still, those sales people succeed in spite of it all. They must, in one way or another...
Content Ideas For Lead Nurturing And Tactics To Use
When it comes to lead nurturing, I find that many marketers get stuck because they lack enough good content to do it consistently. My advice (if you plan to do it) is to start accumulating content and building your lead nurturing library ASAP.
How do you build your library of relevant lead nurturing content?
A lead nurturing program can leverage existing investments that you have made in other marketing tactics such as events, white papers, contributed articles, or any other thought leading content. Third-party resources and content can also be effectively utilized to bring you an aspect of credibility through the halo effect.
Begin by developing a catalog (think library) of all of your lead nurturing content. Unfortunately, if you have a lot of content this can be tedious process. But trust me it's worth it. To help you get started, I've put together a simple spreadsheet (with example data). Download Lead-Nurturing-Content-Catalog-Sample.xls
Next, start digging around for good content in places such as your website, shared network folders and other content management systems that you have access too and collect that data in your spreadsheet. I advise starting with the most recent content first and then working your way back in time. And once you're done, be sure to keep your lead nurturing library catalog updated.
Here are some tactics you can use to leverage your lead nurturing content:
What can you send via direct mail?
The workhorse of business-to-business direct mail is still the one-page, personalized letter sent in a #10 envelope. Here are some direct mail content ideas: personal letters, dimensional mailers, books, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories, article reprints and third-party articles.
What can you send via email?
Send personalized one-to-one emails with links to: by-lined articles, blog posts, relevant third party articles, case studies, press releases, white papers, e-newsletters, event invitations, archived events, research reports, blogs, success stories, case studies, videos, podcasts, and website content.
How can you leverage events?
Invite people to attend events such as: trade shows, live seminars, webinars, webcasts, executive briefings, workshops, conferences, road shows, speaking engagements and on demand events. Leverage past archived and recorded (archived) events with email links.
What can you do online?
Be sure to give your audience a way to subscribe to get updates either via RSS or via email. Here are some online examples such as: blog posts, podcasts, vidcasts, webinars, e-books, personalized microsites, wikis, and other multimedia.
What can you do via the phone?
Share new ideas, develop relationships, confirm correct contacts, get internal referrals, be sure to always get opt-in email addresses, personal invitations to events, reengage aged opportunities and identify sales ready leads.
This is by no means a comprehensive list of ideas but it should get you started. You might also find value in my recent webinar on lead nurturing relevant.
Do you have any other lead nurturing content ideas that you'd like to share?
Brian Carroll is the CEO of InTouch Inc. InTouch is a 50-person company focused on delivering effective lead generation solutions for "the complex sale." Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.