You've got to stay in front of your leads, regardless of where they fall in the continuum.
"I only attended your webinar so back off" to "yes we're in the market for a new talent acquisition system but take it easy champ."
Larger HR suppliers have well-defined lead-nurturing processes and sales strategies to qualify and move prospects along.
But most smaller suppliers don't; you generate a bunch of continuum interest as stated above and then you let them sit expecting them to jump up and rabidly buy your products and services.
They won't come to you. You've got to keep coming at them to induce the tipping point.
Now, there's the broader integrated marketing strategy to generate visibility, traffic, leads and improved SEO. But many of those same cost-effective activities (and other not so cost-effective) need to continue with your sales pipeline including:
It takes a lot of leads and lead nurturing to induce the tipping point for only a few.
Make the time to make the marketing work for you.
Here are some more lead-nurturing blog posts of late:
Before the deep sales dive you gotta screen through the luke-warm jive.
You'd think someone left the water running.
Lead nurturing makes the popcorn pop
4 in 100 leads Buy. The Importance of Aggressive Marketing and Lead Nurturing.
Post by Kevin W. Grossman (join me on Twitter, Facebook and LinkedIn - and now join HRmarketer on Twitter, Facebook and LinkedIn!)
Labels: lead nurturing, marketing, social media, tipping point