As the result of your demand generation marketing campaign, you should have many different leads. However, that is not the end of the process. It is not enough to have a pile of names on a list. You must do something with these names to get them into your sales funnel. It is not feasible to expect these individuals to purchase from your or your business without taking the proper amount of care to move them from bystander to customer. Our Chicago Digital Agency can help you gather potential customers through demand generation.
Qualified Versus Unqualified Leads
Through demand generation, you will hopefully end up with more qualified rather than unqualified leads. Before we go on to what to do with those qualified leads, we need to clarify the difference, so you can be sure to focus your nurturing on the right people. First, we’ll discuss the unqualified lead. An unqualified lead is someone who does not understand your brand. As a result, they may not be interested in what you’re selling. Even if they become interested in your product, they may not have the funds available to purchase what you are selling. On the other hand, a qualified lead is someone who identified that they needed your product based on your demand generation campaign.
Nurturing Demand Generation Leads
Once you’ve identified those qualified leads, you must nurture them to move them along the sales funnel. What is nurturing? Nurturing your leads is to pay attention to your prospects based on where they are in the sales funnel. It is important to identify how your prospects came to you, demographic information about them, what service they are interested in purchasing, and any other details you can gather about them. Through this information, you should meet them where they are in the sales funnel.
Follow Up Contact
To nurture your prospects, you should initiate follow up contact. Whether you are contacting your prospects through email or via phone, you need to interact with them accordingly. If the person contacted you through an inbound call, they are more likely to be close to purchasing. On the other hand, if you are making outbound calls and reach a random person, they are much less likely to be ready to make a purchase. Depending on the type of prospect that you are working with, will require different methods of interaction. However, with any prospect, it is best to contact them in a friendly and non-pressured manner. Unfortunately, your desire to make a sale has no barring on when your prospect will be ready to make a purchase.
Provide Complete Information
Specifically, regarding those inbound callers, you need to provide them with complete information. When someone is ready to purchase, you want to ensure they have all the information they need to make a purchase. You will want to make frequent and quick contact with these prospects as they are likely researching other companies and you do not want to lose out to a competitor.
If you need an internet marketing agency in Chicago, then contact us. We are experts in the field of internet marketing. We would love to help you discover the importance of demand generation and lead follow up. Call us today at 312-796-9900.