There’s one thing salespeople do that frustrates marketing more than anything else. Actually, to be more clear, it’s something they don’t do. When salespeople don’t follow up with marketing leads, a division between the two teams is bound to occur. But, what if there was a way to address this issue before we got to the board room standoff? Prior to marketing shaking their heads in frustration that sales isn’t following up with leads, it might be helpful to take a step back and ask why. Identifying the reason salespeople don’t follow up with marketing leads and taking steps to address their issues will be a lot more effective in the long run than throwing your sales team under the bus. It’s also worth mentioning that sales shouldn’t provide the common response that “these leads stink” when trying to determine the disconnect between sales and marketing.
Inbound marketing has become the most effective way for businesses to generate leads in today’s digital age. However, there’s one essential element required to maximize the ROI of your inbound marketing efforts — lead nurturing. Creating an effective campaign means thinking beyond generating a lead and considering what happens after someone submits their information to download your inbound marketing resource. This is where lead nurturing comes in. Lead nurturing will help you qualify and develop the leads your campaign generates, moving them from early-stage leads to interested prospects who are a good fit for your product or service. 4 Inbound Lead Nurturing Tips Every Biz Dev Pro Should Know But what’s the key to effective lead nurturing? Here are four tips you should know:
- (Pre)segmenting the leads you’ll generate.
- Defining your goals and creating email content.
- Nurturing through your website.
- Determine when leads are ready for your sales team.
Measuring your results is important in every area of marketing. However, it can be difficult to know how to calculate the ROI of tactics such as inbound marketing when you’re used to managing traditional marketing campaigns. The good news is that you can measure your effectiveness at any given point throughout the campaign or at its conclusion by tracking various metrics along the way. You also have the ability to monitor, measure, and manage almost every aspect of your campaign, including landing pages, emails, blog posts, social messages, keywords, pay-per-click advertising, and other sources that are contributing traffic to your campaign. Ultimately, the success of an inbound marketing campaign is based on the number of leads that were generated, but it’s good to know what metrics influence that final number. 4 Ways to Measure Inbound Marketing Beyond Leads When evaluating your inbound marketing campaign, here are just a few questions that should be asked to see how your promotion channels did overall in the campaign:
- Which emails did the best at bringing people into the campaign?
- What blog topics led to the greatest number of conversions?
- How did PPC compare to Social?
- Overall, what channels are most effective in this campaign?