Hello Fellow Revenue Makers,
The year is officially one-third of the way over. Crazy, I know, but true. It’s also a great time to look deeper into your marketing automation and lead management practices and processes and see what may need tweaking. Here is what we at Net-Results recommend to our customers and agency partners.
Lead Scoring: How is your qualification criteria looking? Are your SQL’s truly sales-qualified or do you need to throttle the scoring a bit until they are truly ready? Or conversely are you over-nurturing your leads past the point of being sales-ready? Each is a real possibility if you aren’t continually monitoring your lead stages and outcomes. Work with your sales team (if you’re not already) to make sure the alignment is there.
Lead Nurturing: Is your cadence good on your touches? This is an important piece for marketers to continually monitor. Are engaged prospects disengaging because your cadence is too often? Or too prolonged? This is where the art and the science of marketing meet. Tweaking your timing of touches AND measuring the outcomes are critical to ensure your lead management efforts are proper and in tune with what your prospects desire. And if you’re not sure, ask some of them! Generally, people are happy to talk about their experiences with a prospective vendor. Start with some recently converted customers. What you provided was obviously useful but they may have some further thoughts and insight that may add tremendous value.
These two areas can have the biggest impact on your marketing automation success. Take advantage at this time of the year to fine tune your practices. You’ll be happy you did!
