A career in sales often ranks amongst one of the most frustrating jobs in the world. There are times when you spend hours following what you believe is a hot lead.
But in the end, you realize that the chances of conversion are slim or next to impossible. One solution is to have the right leads generation and nurturing practices.
This is where lead nurturing is used to streamline your sales funnel. Let us show you how below.
What is Lead Nurturing?
For a definition, let's take the example of a typical software development life cycle. The QA team must conduct testing for every stage of the process. Using manual testing can be time-consuming, difficult, and prone to errors.
But, the use of automation provides efficiency and higher reliability with the results. Further automation testing tutorials remove the need for technical know-how. All the learning resources are readily available for the participating members.
The same applies to lead nurturing.
You remove the need for human intervention when managing leads in the sales funnel. It's applicable in every stage of the customer journey. The result is better alignment in the processes.
The sales team can achieve higher efficiency and streamlining of operations. You want every lead that comes in to leave the funnel as a conversion.
Further, you increase your chances by filtering out any unqualified leads. The teams can then concentrate on promising ones. It saves time because they don't spend valuable hours on prospecting.
But, how can you ensure success in the process?
1. Map Out the Entire Sales Funnel
Mapping out the entire sales funnel takes you back to the basics. You get clarity on the what, when, where, and how. Also, ensure you have the goals and timelines in place. The idea is to see the whole framework in its totality.
It shows areas that may need improving or removing. It also gives tools, materials, or processes to include. Remember, a customer goes through several stages before converting.
How can you deliver the right messaging if you don't have a complete picture of every step? Take note of the following:
The awareness stage is the first point of the funnel. People here are looking for solutions to a specific problem. Now is the time to position yourself as a solution provider. It's also a place to generate thought leadership content to show that you know the industry, product, and/or service and convince them that you're better than the competitors. At this stage, you should start to build an emotional connection.
The consideration stage is where the customer starts to use logic in making a decision. They'll look at things like budget, service, or features to decide.
The decision stage is where the customer takes action. Please take advantage of things like discounts and promotions to help them make a decision to buy.
Retention focuses on what to do to make a customer come back. Use loyalty programs, retargeting, and constant communication to remain top of mind.
Automation helps with message delivery at every stage, depending on their questions.
Time-based automation delivers messages at set intervals.
Behavior-based automation takes into account specific behavior to respond.
The latter is the best choice. It takes into account the user's interest to provide feedback.
2. Use Data for Insights
Automation helps with the gathering and storage of data. The insights are critical for understanding every step along the sales funnel. You need to know the source of data, who has access to it, and where you are storing it.
The teams must keep up with the data analysis as it moves through the sales pipeline. They see trends like sales cycles, best prospecting, and nurturing methods. It's the best way to find out what works, and then improve upon it for better success.
3. Think About the Channel and the Right Automation
There are many channels from which you can get leads. Such include websites, emails, social media, and advertising campaigns.
Finding the right automation for each channel is critical. Such include:
The use of chatbots on websites helps with better customer engagement and interaction. The teams get an instant notification every time there is a new lead. Chatbots can also help ease the entire process without needing a human agent.
Integrating the CRM to landing pages for specific customer targeting. The teams get help with data classification and better leads awareness. It also takes care of data entry and leads distribution. The CRM collects data from all sources, including email, social media, or even websites. They also don;t have to input information using manual processes. Automatic importing of data also means you do not miss out on any potential leads.
Automating content creation and curation with the right automation. Companies like the Washington Post are already using AI to generate content. It reduces the tediousness of the processes. The team can then concentrate on core activities.
Automating calls so that teams get all the information on one dashboard. Integrating the software with the CRM gives quick access to customer information.
Email market automation to trigger or time promotional emails to specific audiences. It also helps with personalization, resulting in higher open rates.
Automation can help with task assigning, resulting in higher efficiency. You can, for example, program the CRM to give jobs depending on the availability of team members.
4. Automate Lead Scoring
Automating lead scoring is the process of placing numerical values on potential customers. You look at every interaction and place a value on it. In the end, the team needs to weigh the scores to see which is the most promising.
An automation tool like HubSpot can help with the process. It gives scores based on demographics or interactions with your channel. You get to know where they work and how they behave on your website.
The tools then add up the scores. The results determine whether a lead is worth pursuing. Qualifying leads increases efficiency by removing cold leads.
5. Keep Up With Monitoring and Testing
The only way to know if things are working is to keep up with the monitoring and testing. Think about the metrics you will use, such as open rates, bounce rates, and conversions.
Such information will help you make necessary changes to optimize performance.
Technology makes it possible for us to increase efficiency resulting in higher productivity. Sales teams rely on high-quality leads for conversions. But, getting such can be difficult and time-consuming.
Automation helps with leads generation, collection, and qualification. The teams that spend time following up on those have higher chances of converting.