Mastering ways to keep a hot lead hot hinges on capitalizing on the data you’ve collected and having the right processes in place. Organizations heavily invested in lead scoring, nurturing, and segmentation realize higher conversion rates from retaining more qualified leads. Campaigns using personal marketing and behavioral tracking are the most effective at connecting with potential buyers. Creating targeted content by adhering to a specific workflow can remove the mystery from the process and help ensure your results are more consistent and predictable.
Implementing and refining these strategies is essential for any organization interested in retaining and closing more leads. Right now we’re going to shed some light on these strategies…
Lead Scoring, Segmentation and Nurturing
Lead scoring can help better qualify potential buyers by ranking certain implicit and explicit traits beyond basic demographics. Explicit data includes profile criteria like company size, revenue totals and corporate title. Implicit data may pertain to engagement criteria, including information about their social profile following, interest level, online activity or buying behavior. Defining the terms and rankings in lead scoring is inherent on each individual entity, but it helps improve communication among the staff, enrich the data collected and results in higher sales conversions.
Segmenting and prioritizing leads properly helps ensure you’re capitalizing from targeting the right factors, like online activity or certain demographics. Segmentation sorts your leads according to their interests or other pertinent data so you can market to them specifically in the most effective medium, whether by email, video or white paper. Nurturing involves interacting with leads through the marketing material they prefer so you can remain in a position to close your sales when appropriate. Segmenting aggregated data based on the individual actions of each visitor and the triggered response can help sales teams avoid lazily clumping leads together in a one-size fits all approach.
Personalized Marketing and Behavioral Tracking
Personalized marketing with behavioral tracking helps develop more substantive interactions with new and existing leads. Beyond basic demographics, focusing on emotionally driven ads, and those based on ambiance or consumer behavior are far more effective at reaching potential customers. Using data-based tools to merge variables and conduct mood analysis can result in more personalized and relevant messages that resonate better with your target audience at the appropriate time.
Investing in marketing automation applications allows you to collect valuable data on customers’ buying behaviors. Automated email tracking marketing solutions based on users’ behaviors and shopping habits can make a staggering difference. More than 75 percent of those adopting marketing automation applications realize an increase in their conversion rates. Behavioral analysis can help you capitalize on qualified buyers’ tendencies and avoid wasting time by readily identifying prospects who are no longer interested. Developing lead behavior tracks for monitoring the number of file opens, time spent on collateral and paying attention to what grabs each lead’s attention can help optimize your lead generation process.
Targeted Content using Workflows
Establishing reliable workflows helps produce more consistent content in a shorter amount of time. An established workflow puts you in position to tailor and refine the focus on targeted audiences’ online behavior. Identifying your target audience and mapping content around specific buyer personas should be the first steps in establishing a workflow that produces effective content. Identify what type of content is most effective with your target audience, and when the best time for making contact is based on the buyer’s persona and stage in their customer journey. A well-integrated workflow helps ensure the content is consistently crafted based on when the leads will be looking for it.
Understanding your leads and what adds value to your sale can help with qualifying them better. Engaging your target audience is an effective approach to help you sell on a more personalized level using tools that merge variables and employ segmentation for targeting content. Investing in lead scoring, segmenting, personalized marketing, behavioral analysis, and workflows supporting targeted content can put your business in position to improve conversion and retention rates while expanding the existing customer base.
Author Bio: Alaysia Brown is a recent graduate of Louisiana State University where she received her Bachelor of Arts in Communication Science. She is currently a Digital Marketing Specialist at SalesLoft.