If there’s one frustration that every marketer shares, it’s working tirelessly to generate new sales leads only to have them fall by the wayside, never to be seen again. And while it can be easy to point the finger at the sales team for not following up, in many ways it’s not entirely their fault. As a marketer, it’s difficult for me to say this, but some of the responsibility falls on the marketing team as well.
3 Marketing Mistakes that Leave Leads by the Wayside
If you’ve been frustrated by inbound leads that don’t into quality sales opportunities, here are few possible oversights:
1. Failing to identify who is responsible for following up on inbound leads.
In order to build an effective inbound marketing engine, you must implement a process for following up on leads. This is where sales and marketing alignment becomes incredibly important.
It’s important for everyone in marketing and sales to know who should own the inbound leads. Should marketing be responsible for following up since they are largely responsible for their conversion? Or should sales be responsible because they’re ultimately tasked with closing them?
Taking the time to assign responsibility will ensure the appropriate department can follow up correctly and no inbound leads will be missed.
2. Failing to define what is a marketing qualified lead.
After you know who is responsible for your inbound leads, the second step is to qualify those leads. Failing to collaboratively define a qualified lead is one of the biggest reasons why salespeople don’t follow up with marketing leads.
It’s important to filter every inbound lead through qualification questions such as:
- Is this lead a part of an account already in your system or is it a brand new organization to our database?
- Does the organization match the profile for our ideal account?
- Does the lead match one of our buyer personas?
If the answer is “maybe” because you don’t have all of the information to know 100%, then marketing might have more work to do before handing off the inbound lead.
3. Not personalizing follow up communication with inbound leads.
Nurturing leads is an important part of the inbound lead generation process. However, in today’s world customers aren’t receptive to generic, sales-y emails. It’s important to deliver personal and relevant experiences for inbound leads based on the action they took.
For example, if an inbound lead downloaded an eBook on tips for managing their board of directors, it might be helpful to follow up with a “cheat sheet” on 10 things every board member wants to know.
No inbound lead enjoys getting impersonal automated emails.
As a marketer, you know that inbound leads are an essential part of any company’s business development effort and overall growth. But before you go pointing the finger at sales, take time to optimize the three areas mentioned above.
Contact Green Apple Strategy to discover how we can convert your leads to sales through a targeted messaging strategy.