Using intelligent marketing automation software, a revolutionary new concept, we are able to target our prospects using automated ‘nurturing streams’. Nurturing streams, if you are not familiar with this term, are automated programs that send scheduled e-communications to your prospects over a period of time, focusing on the products/services that they have previously shown interest in. This software also records a behaviour score on each prospect based on their behaviour and engagement; the higher the behaviour score, the hotter the lead.
So here is the clever part...
By integrating marketing automation software with your own CRM system, it is possible to generate daily reports that provide you with lists of qualified sales ready leads, indicating who your hot leads are and what they are interested in. For each hot lead you can view what web pages they have visited, which of your emails they have read and clicked on, and which whitepapers and other collateral they have downloaded. Once armed with these reports and an overview of your prospect’s engagement with your website and your emails, you can decide whether you should be putting in a telemarketing call to arouse further interest or arranging for a sales person to call to start to convert your lead to a customer.
For more information on Lead Nurturing, please download our whitepaper Converting Casual Enquiries into Sales Ready Leads or visit our website.