Here’s why you never want to overlook the follow-up on good leads:
According to the Online Marketing Institute, nurtured leads make 47% larger purchases.
Forrester Research reports that well-nurtured leads generate 50% more sales and for 33% less cost.
Bulldog Solutions estimates that lead nurturing can lower the percentage of marketing leads that salespeople ignore by as much as 80%.
Once you have an opportunity in hand that’s qualified, scored and profiled, you can build follow-up and nurturing campaigns around your targeted message to move a prospective customer closer to making a buying decision.
Are You Learning From Your Results?
With all the standalone tracking tools and sophisticated analytics built into marketing automation platforms, you can easily track, measure, analyze and adjust your lead management practices. Here are some of the metrics and key performance indicators (KPIs) you should consider:
Lead Acquisition Cost: If you want a good ROI, it’s essential to keep a close eye on what you’re spending to acquire a lead. While you should always look for ways to reduce the cost of acquisition (without lowering the quality of leads coming in), you can also use this metric to budget for marketing campaigns.
Lead Conversion Rate: If your conversion rates are low, you have a problem. Perhaps your lead generation is flawed and you’re attracting leads not interested in how to build phone number list your product or services. Or your lead scoring needs adjusting. Or maybe there’s a problem in your sales funnel that hampers your close rate.
Bounce Rate: This is the number of visitors who are drawn to your website but leave after viewing the page where they landed. If you have a high bounce rate, perhaps there is a disconnect between what drew someone to your page and the message they receive on that page. Or maybe you have failed to include links to additional information or provide a call to action.
Session/Viewing Averages: This is the amount of time visitors spend viewing your content. You want to know what they are viewing, how they came to your website (from where) and how much time they spend digesting a particular page or piece of content. This data will help you to score a lead as well as determine if your content is effective.
With the right metrics in hand, you can improve your lead management.
And with the best lead-management practices, you can get the greatest return from your investment in sales and marketing automation. Plus, you can deliver the quantity and quality of leads needed to drive sales and boost revenue.
