Measure Your Leads and Nurture Them More Effectively

Measure Your Leads and Nurture Them More Effectively A good business owner already knows the importance of lead nurturing. Since you have better chances of selling a new product to your existing customers or leads, you want to make sure that you can establish long-term relationships with them. However, nurturing your leads is not enough. Like every business process, it needs to be measured—evaluated. After all, how would you know if your strategies for nurturing your leads are working or not? The Steps to Undertake Coming up with guidelines on how to measure lead nurturing is a long and painstaking process. For one, it may take a while before you can finally see results. Second, not all of the steps that you’re going to undertake will work. Nevertheless, it still helps if you have some great ideas on how to do it: 1. Know when your leads are ready to be transformed to customers. One of the main agendas of lead nurturing is to ensure that your potential clients can be converted into sales-ready leads. This means that they are more than willing to deal with sales agents and are open to buying products from you pretty soon. There are a number of factors that can help you come up with the criteria. First, you can think about how long the sales cycle will last. You also have to consider as to which part of such cycle your prospect is. It may also help if you already have a time frame in mind. You have to make sure that by that time, you can already convert a good portion of your leads to customers. Most companies would settle for 20 to 30 percent of conversion rate. 2. Keep track of the movement rate. You can classify your leads into three: you have the passive, active, and sales-ready leads. The goal is to move your passive leads to active ones and your active to being sales ready. Now, it is very important that each of these types of leads can be properly defined. Passive prospects are basically those who can meet the requirements you set for ideal buyers of your product or service. However, it’s still very hard for them to determine which of the offers can meet their needs. There are also active leads. These are the ones who already have the needs to your products and services, and all you have to do is to make them sales ready. You can do so by tracking and setting appointments with them. 3. Score your leads. Lead scoring is actually considered as one of the most important aspects of lead management. This is very essential since you want to make sure that you deal with the high-valued leads first than the others. For you to come up with a dependable scoring system, though, you may want to determine the most ideal mode of communication with your leads. For example, sales-ready leads that can be contacted through phone will be given higher score



than those who only provide their e-mail addresses. This is because calling them through phone can be pretty expensive and provides higher conversion rate. Usually companies do come up with numeric values for each touch point. For instance, you may give 5 for cold calling and only 3 for text messages. It then becomes very convenient for you to sort your leads through their scores. 4. Identify which of the sales-ready leads can already be removed from your nurturing program. Not all leads will have to remain in your lead nurturing program. Some of them can be written off; especially those who don’t need further communication for convincing as well as those who have lost complete interest over your business. You can simply use of your scoring system for this one. By scoring, you may have determined that the highest possible score a sales-ready lead may get is 20. If your prospects reach that, then you can just remove them from your lead nurturing program. Content provided by: www.leadnurturing-info.com Visit our lead management software sponsor: www.leads360.com