Feeding the Lead Nurturing Process
In Chris Koch’s (ITSMA) interview with Brian Carroll “Building a Marketing Funnel and Other Lead Management Tips” Brian shares 5 ways to make B2B lead management more effective. At the head of the list is #1 Create a Marketing Funnel (as opposed to a Sales Funnel).
This sounds simple on the surface but assumes that we have in fact captured the prospect’s key information (email, phone, etc.). This capture process is getting tougher every day simply because potential customers are more wary of providing any information in a web form; Seth Godin calls this Permission Marketing and it requires enticing the prospect with something of value that is worth the exchange for the prospect’s information.
Regardless of the incentive (Whitepaper, Free Trial, Budgetary Quote) make sure your marketing processes are set up to act on the request quickly. Even serious prospects will move on if they do not find the information they want quickly and easily. Anticipate their requests and be prepared! Acting quickly will not only impress the prospect but will give you and advantage of gaining trust; the first step in becoming a trusted advisor…and feeding your lead nurturing process.
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