Just like every buying process, not all leads are ready to go to Sales. Don't you like to visit multiple shops before you decide which television to buy? All leads on your website are in their own phase of their buying process:
- Cold (little interest, not ready for purchase).
- Warm (moderate interest, not ready for purchase).
- Hot (much interest, almost ready for purchase).
No matter how much fun it is to dote on leads with a various collection of useful information, in the end they need to become valuable customers.
Lead nurturing campaigns
One4Marketing can help you set up effective lead nurturing campaigns. A lead nurturing campaign keeps your potential customers engaged with your company by offering them remarkable content at the right place and time. By offering them new remarkable content on a regular basis through e-mails with call to actions, these leads are guided further into the buying process.
During a lead nurturing campaign it is important to monitor your leads closely, so an increased or lack of interest can be determined in time and the campaign can be adjusted. Each lead is unique and deserves a unique treatment.
Intelligent tracking software
The intelligent tracking tools of HubSpot can monitor lead behaviour before and after campaigns. Interesting to find out is which content is downloaded most and who tend to visit the contact page of your website. This is how you can measure your Return On Investment (ROI) and anticipate better on new leads. In the end they are all ready for purchase.