Are your leads growing? They should be!

A few weeks ago, we wrote an article about gardening your leads, not cooking them. We believe that

1. This is a great topic, as leads are the life blood of any business. And 2. There is more to be said about the topic.
So, we have decided to post more about how to let your leads grow….

Effective lead generation is more often than not one of the biggest challenges for a business. But the biggest problem is that up to 80% of marketing expenditures on lead generation and collateral go to waste because the sales department doesn’t know what to do with leads once they get them.
Leads are all about follow-up, follow-up, follow-up. Effective lead follow-up and nurturing processes are keys to making your investments count. You must have a nurture program in place, and make sure that all sales people know how to properly implement it. By demonstrating speedy follow-up within a set timeframe, you demonstrate that you are on top of things and that you take your business seriously.
So what do you do with those leads that might not be ready to buy right now?

Research shows that 30 - 45% of leads that were not considered viable opportunities by sales became sales-ready opportunities within 12 months.
The Secret? A lead nurturing program to maintain communication with the ‘we’re not ready’ leads. In the end, the businesses that win out and are able to make leads into deals are the ones who are able to build a strong relationship with their buyers (and potential buyers). Surprising as it is, research shows that longer-term leads (future opportunities), often ignored by salespeople, represent 77% of potential sales.
One of the most important keys to your nurture program is the ability to become a trusted advisor. Instead of selling or making pitches, you provide insights and solutions, within your field of expertise. This allows the lead to feel confident when the time comes, to call on you for fulfilling their need. Typically, a lead nurturing program includes meaningful letters, E-mails, voicemails, case studies, success stories, articles, events, white papers, and webcasts.

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