Qualify
Identify your warmest leads, understand their buying intent, and track every interaction to advance them effectively. The great advantage of qualifying prospects is that it focuses lead development activity on quality, rather than quantity. Making better use of budgets and providing leads with a higher chance of winning work.
Aligning Marketing with Business Goals
Marketing has traditionally based its performance on the level of activity undertaken when, in reality, what businesses want to know is what has it delivered in terms of opportunities to make more and better sales.
This disjoin between what seller and buyer is at the heart of a lot of frustration and feeling of mistrust with marketing by many businesses. How many people have seen something is not a relevant metric on its own in terms of helping businesses measure return on marketing investment.
The key information required is not how many people saw the marketing but how many responded to it, progressing engagement to the next stage of the buying cycle. This self-qualification by prospects, through their choice to extend interaction with your business, is the cornerstone of achieve greater efficiency in the marketing programme and generating more enquiries, with a higher win rate and higher prices.
The level of interaction and responsiveness with the target audience enables a business to qualify the prospects showing the greatest level of intent to buy. Ensuring the business focuses its sales teams on the best prospects and avoid time wasted on prospects who are unlikely to buy at this moment in time.
Responsive Marketing for Better Leads
Prospects showing the greatest level of interaction often reflects a higher degree of importance or urgency, or both, which can result in much shorter buying cycles as well as higher success rate. This supported by research by Demand Gen, who found that 9 out of 10 buyers will find a solution when ready to buy.
Built a responsive marketing programme to create a more effective process for delivering more and better leads, by tracking and progressing prospects at each stage of the buying cycle from stranger to qualified lead. Give your sales teams better opportunities to follow up, where the value has already been established, where it can be further personalised to particular needs to increaser the chances of success and achieve higher prices.
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