Lead Nurturing

You have a lead but it’s not ready to be classified as an opportunity. Who should nurture that lead over a period of weeks or months – Marketing or Business Development? Or does the lead fall through the gap?

Plus, when it does finally become an opportunity, something changes. A change of contact, sales person, budget or timescale. Now it’s back to being a lead again – or is lost.

If this is your problem, then LeadNuture+ is your answer.

LeadNurture+ is a new ‘event driven’ sales and marketing tool; combining your existing marketing activity with the personal ‘one-to-one’ touch of telemarketing.

We identified the lead stage as crucial in the path from Suspect to Sale, yet all too often it’s here that a potential sale can fall apart. The key problems were:

a) Lack of control 

The prospect has indicated Authority and Need, but Budget and Timescale are currently missing. The lead is not yet ready to become an opportunity. It requires nurturing over a period of time.

Lack of management and confusion about responsibility for the lead often means the lead drops out of the system – and could be picked up by your competitor.

b) Inability to manage change 

When a project’s budget is cut, the timescale moves or a sales person leaves, many companies don’t have a successful process for capturing the opportunity as it reverts to becoming a lead.

Similarly, there are occasions when a change in decision-maker can mean a lead is degraded to becoming a prospect, and without a safe pair of hands the potential sale can slip through your fingers.

The combination of a lack of control by the Sales and Marketing Departments plus an inability to manage change forms a Sales Gap into which leads can easily fall.

How does it work? 

The first step is to identify which of your leads would benefit from LeadNurture+. We begin by applying the following criteria:

a) Has the opportunity reverted to a lead because of a change in budget or timescale?

b) Is the lead awaiting budget or timescale?

c) Has the lead reverted to a prospect because of a change of decision-maker?

After the contacts have been tagged, SCi deploys LeadNuture+ to bridge the Sales Gap. We use a combination of telemarketing and online/offline contact to ensure your proposition is kept front-of-mind with your target audience.