At the end of the day, all our inbound marketing efforts exist to turn prospects into customers. As leads enter at the top of your sales funnel, it is important to manage these leads effectively. We want to show you a few techniques that will help you not only employ better lead management strategies, but also drive more revenue by helping to ensure the success of your inbound marketing campaign.
The 5 techniques in today's post will help you increase your conversion rates and drive leads down the funnel.
Lead scoring: We’ve already talked about lead scoring, but we cannot emphasize enough the power this tool brings to your inbound marketing efforts. By putting in place a system that clearly outlines prospect behaviors that are important to both your marketing and sales teams, as well as defining the point when a lead is marketing qualified, you can end conflict between these two groups. Marketers and salespeople can also clearly prioritize which leads should garner the most attention and follow up, and clearly define the various lifecycle stages of the buyer's journey.
Segmented lists: Collecting data about your prospects is great. However, the sheer amount of data readily available to marketers today is only useful if you can analyze and segment that data into lists that will empower your marketing efforts and move your company forward. Tools like HubSpot allow marketers to slice and dice lead data nearly any way imaginable. Do you want to know which prospects engaged with multiple offers but have not returned to your website in the last month? That list is only a few clicks away. Not only that, but that list might be a great prospect for our next technique…
Continued engagement: Continued customer engagement is an important aspect of your business, but so is continued engagement with leads. Just because a lead downloaded your top of funnel offer but did not move into the middle of the funnel does not mean that you should forget about them entirely. Instead, continue to present this lead with relevant content over time. Just because a lead was not sales ready at the time of their initial conversion, does not mean they won’t be soon. Don't give up on them.
Smart CTAs: Once a prospect has engaged with one of your offers, what purpose does it serve to show the same top of funnel offer to that prospect again? The answer is none. Instead, help nurture that lead by presenting a different, middle of the funnel offer that will build off their previous engagement and continue to educate them about the topic and relevant solutions that your organization has to offer. With tools like HubSpot and their Smart CTAs, you can do just that. You can serve up different calls-to-action based on how a prospect has already engaged with your content. Essentially, you are tailoring their website expereince to their individual needs. Can you see how powerful that is?
Effective form strategy & smart forms: Use form fields to continue to gather pertinent information about your leads. If you already know a certain piece of important information, instead of asking for it again (which can get on their nerves), ask for the next important piece of information that will help you score, segment or sell to that lead. Our recommended best practice is to ask for the minimum amount of information that you will use to sell to that lead in their current lifecycle stage.
By integrating these 5 techniques into your lead management strategy, you'll see a dramatic increase in conversion rates.