Getting leads is just the first step. Completing sales with inbound leads is the ultimate goal of any strategy
Inbound Marketing is working. You’re capturing leads, whether through your SEO strategies, through your website, and through relevant content production, but that’s not the goal of the strategy, right? The goal is always one: new customers.
Your Inbound Marketing program will be incomplete if you don’t have strategic, well thought-out campaigns aimed at nurturing these inbound leads. These tactics allow you to continue the conversation with potential customers as they move through the sales funnel steps toward making a purchase.
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In this article, we’ve separated 5 techniques to transform inbound leads, or qualified leads, into sales opportunities and new customers.
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Inbound Leads: 5 Tactics to Turn Your Contacts into Customers
1) Use funnel bottom offers
Most of the companies’ funnel bottom offers are “contact us”, “activate our free demo”, “take a free trial”, “have a free consultation” or, worst of all, “talk to our sales representative” . Who wants to talk to a sales representative?
Instead of using these clichés, create offers that provide value. Remember that inbound leads have come to you through your strategies of providing valuable materials and producing relevant content.
An interesting example is the example of this Landing Page. This type of kit usually brings together various materials such as eBook, spreadsheet, etc.
The material is offered free of charge through a landing page, in exchange for a series of lead data.
Form field’s help you segment and qualify contacts to update your CRM or lead management software.
Contrary to what is found in many cases, the Complex Sales Closing Kit is not selling the Agendor solution, but offering part of the solution to the persona’s problems for free. It was a strategy that understood exactly how to use Inbound Marketing to generate leads, qualify them, and, in some cases, direct them to sales.
Use the information contained in the completed form when the user became a lead and conduct a survey about your company and business.
Study the path that this lead takes during the first few emails you send, then rate and rate your lead’s company or the work it does.
With this assessment in hand, offer ideas and suggestions for improvements that the lead can apply and use immediately, even without hiring your company or using your service.
Continuing with the landing page example above, you can nurture the lead with other rich materials:
- A sales tracking sheet
- Another kit, but now for sales diagnosis , for the company to understand where it is going wrong
- For funnel bottom leads, a whitepaper on how to use the tool to create a sales process, among other options.
This type of relationship “forces” inbound leads to connect with you, as you’ll share helpful tips. You will get to know them and thus be better equipped to provide insightful guidance.
2) Create relevant and personalized nutrition emails
A big advantage of hiring marketing automation software is the ability to automate the delivery of nurturing emails to inbound leads.
However, if you want your incentive campaigns to work even better, you’ll need to segment your leads into smaller groups and create more contextually relevant emails.
- People with content challenges receive a series of emails called series 1
- People with data analysis challenges receive email series 2
- People with problems on their site receive email series 3.
Yes, the emails are personalized for the individual and their company, but they are also personalized for their specific challenges and difficulties.
3) Prove you know the pains of your personas by doing a brief survey
You must know the problems of your personas even before capturing these leads, after all, it is by offering them solutions that you will be able to attract them to your material.
If you want to add an advanced lead nurturing flow to your priority list, further divide your list by challenge types and then insert those leads into those campaigns.
For example, if your inbound lead points out during a survey that assembling and analyzing reports is your biggest challenge, add the contact to the campaign list who talks about reports, provide report-oriented ideas, and introduce additional reporting content.
This will have a big impact on the quality and number of qualified leads you can send to your sales team.
4) Provide a steady stream of educational insights that make your leads smarter
One of your goals with this process is to help educate your potential customers and make them better understand the value of your tool, product, or service. The smarter you are, the more likely the lead is to hire you and your company.
By including insights along your customer’s journey, your email campaigns become much more valuable to your inbound leads.
Your emails will be shared within the organization itself and your company will be seen as an organization that is trying to help rather than being burdened by a company that is trying to sell something.
In this way, you will be building the emotional bonds necessary for your sales team to be able to close deals much more efficiently.
Through a marketing automation tool, the behavior of your customers towards your company will be scored. That is, for every click on the email, visit to the website, download of material, or any other interaction with your company, the lead will receive a score.
The data filled in the forms also scores contacts with different values. You can establish, for example, that someone who fills in the position field as “manager” should receive a higher score than someone who fills out as “analyst”.
Through this lead scoring, also called Lead Scoring, the tool will qualify your contacts until they are ready to move from MQL to SQL. When you become a qualified lead for sales.
With strategic and segmented actions, your leads will accumulate more points to be forwarded to the sales team at the point of being converted into customers. Want to learn more about how scoring these leads works? Read the article “What Lead Scoring is and how to apply it to optimize sales?”
5) Engage and align the sales team to complete the experience
Train your sales team to be more orientation-oriented than selling itself.
Among the most common reasons for conducting sales training are:
- Improve team performance ;
- Prepare for some specific action.
Training aimed at the new sales cycle aims to increase revenue in shorter periods of time.
At this point in the buyer’s journey it all comes down to experience. The more you educate your inbound leads, the more likely they are to engage with your sales force and become a viable sales opportunity.
The truth is, 90% of your leads won’t be ready to talk to your sales team. The experience you create for all these people will have a big impact on what percentage ends up at the bottom of your funnel wanting to talk to one of your salespeople.
The goal is for your marketing team to qualify this inbound lead so that it can be forwarded to the sales team already more likely to negotiate. At this stage it is important that you track the conversion rate from leads to sales.