As per MarketingSherpa, 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. Also, 50% of leads are qualified but not yet ready to buy. (Source- Gleanster Research). This definitely shows that companies are not too much into gaining knowledge about their leads and are therefore missing on sales.
Most hot leads go cold because of lack of proper follow-ups, but it’s one that can eat away at productivity, and therefore revenue, if it’s not tackled right away.
Here are some tips to keep your hot leads from turning into cold and improve sales exponentially.
01 / Engage your lead on time
90% buyers want to decide when to engage a company on their own terms, which makes cold calling or even following up on a warm lead difficult. The key is the tone where your sales team can initially ask if it’s the appropriate time to talk and, if it’s not, have them arrange a time that suits. If you have an engaging email campaign ready to shoot, include the option for the lead to arrange a meeting and you’ll surprised how many opt-in for the meeting.
02 / Figure out tools that actually help
Opt-in practices are extremely effective. Sharing thought leadership content in exchange for an email address is an awesome way of generating hot leads, but anyone at a senior level is generally quite conversant with the idea of opening their emails and being swamped with sales pitches from companies proclaiming they have a product that can turn their businesses around. You need to reach them and cut through the noise of the constant sales and marketing pitches.
03 / Events never disappoint
One of the best lead generation strategies is sponsoring events. In today’s digital world, the impact of a face-to-face meeting or a physical presence at an event is exponential. Leads captured during the events are seeing easier to close since they see the product first-hand, somebody met the member of the company, and potentially had a product demo done. This level of engagement cannot be done over a web meeting or on a call.
Sponsoring events is not an easy task though since you are inevitably drawn to the senior level execs at the very top of the sales funnel which makes it imperative to progress and highlight the list for it to be in-line with the target customer you need at that time. Grab the list of people who dropped by your booth, took your collaterals, had face-to-face conversations over dinner or lunch, and many more. Although it may seem counterintuitive to chase already interested leads, a face-to-face interaction can often be the difference in a sale being secured or falling through.
The accumulated leads grown cold for any reason should not be neglected. In many situations they get salvaged, but the majority don’t. Ensure your business is achieving the right potential of your leads by developing a lead nurturing practice. Knowing when to approach the leads with the right set of tools and grabbing face-to-face time can help ensuring these leads, however initially hot, stay that way.
What SMARTe can do for you
For over a decade, SMARTe has been providing top-level highly accurate sales and marketing data to 300+ global clients. Thorough our DaaS suite of Bespoke Contacts, Relevant Contacts and DataGenie, we’ve helped some of the world’s largest organizations connect with both new and existing clients catering to the correct target audience. We’ve also been a great resource for companies looking to be educated about the numerous data strategies which can be executed on their new programs and services along with providing the required contact data and persona for closing the hot and cold leads at a rapid pace.
If you would like to learn more about the successful case stories that we’ve executed for our clients, reach out to us now by filling the form and we’ll be happy to share examples.