Tuesday, October 27, 2009


Nurturing prospects into customers

Guest post by Terry Miller, managing partner, CRM Group

It’s a familiar refrain among B2B marketers – “We’re generating all kinds of leads but our sales team doesn’t have the resources to follow up on them in a timely manner.”

Problem: Finding an efficient way to further qualify leads in order to help prioritize sales’ follow up activities.

Solution: Create a nurture campaign utilizing email to get prospects to further self-qualify themselves as they respond to a series of calls-to-action featuring differing bars to entry.

The benefits of an effective nurture customer contact strategy are many:

  • Develop more qualified leads
  • Drive increased revenues
  • Reduce the sales cycle
  • Improve the ROI of your marketing programs
  • Improve the efficiency of your sales team
  • Expand the awareness and usage of your products and services

Developing an email nurture program is easier than you think.

Step 1: Evaluation – take a look at your current communication stream that leads receive and evaluate based on objectives, form and frequency

Step 2: Analysis – engage in a data mining exercise aimed at understanding sales cycle duration, conversion rate and value

Step 3: Implementation – develop a new, multi-part lead contact strategy that delivers your unique value propositions while further qualifying leads based on the commitment required by the call-to-action (click through vs. white paper vs. webinar attendance, etc.). Be sure to take into consideration the length and complexity of the sales cycle when determining number and frequency of contacts (shorter sales cycle, fewer contacts and less time between them).

Terry Miller is the Managing Partner of CRM Group, which helps companies acquire new customers, retain existing customers and improve their customer service. He can be reached at terry@crmgroupusa.com .


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