January 18, 2022

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Nurturing Non Marketing Qualified Leads

2 min read


9. Nurturing non marketing qualified, a lead that has been deemed “unqualified

Nurturing non marketing qualified this is a mistake. Remember the statistic that 45 percent of all sales leads will buy from someone — and it has been our experience that this number is much higher if measured over an extended period of time (years, as opposed to your standard sales cycle).

The qualification and capture process

The qualification and capture process must include building an information-rich database of people who have contacted your company, know your product line, have expressed interest in buying and can be engaged in an extended dialogue and nurturing process to ultimately become sales-ready. This engagement can come in many forms, including:

  • Email
  • Direct mail
  • Telemarketing
  • Social media
  • Direct personal contact of the sales reps

Apakah komunikasi yang konsisten dan berkelanjutan ini memastikan bahwa perusahaan Anda berprospek

When put together in the aggregate, this consistent and ongoing communication ensures that your company is positioned appropriately when a prospect moves into a serious buy mode. It should be noted that all of these types of prospect engagement initiatives are relatively inexpensive when compared with the cost of generating new prospects and leads

Engagement is the key
A variety of drivers enable consistent and ongoing communications with your database contacts:
Time-specific continuums
Typically consisting of a series of momentum-building messages to make the case for your company and products
Event-driven follow-ups
Geared around data such as a specific budgeting cycle, fiscal years, defined replacement cycles, trade show attendance, etc
General brand awareness
Typically highlighting customer case studies, new products and services, thought leadership and financial credibility
Promotional outreach
Frequently promoting specific products or services that are relevant to past interest and packaged and / or priced attractively
Behavioral trigger
Based on interactions with your digital assets (i.e., website activity, landing page click-throughs, content downloads, etc.)

Read more: New Business Opportunity : Mapping the Sales Cycle

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