Leads are the currency of successful marketing campaigns. However, simply collecting leads is not enough; you must also have a plan in place to convert those leads into customers. And not surprising, HubSpot recently reported that 69% of marketers say converting leads is their top priority.
You too can maximize your marketing efforts by preparing your business to manage and nurture the leads generated from your marketing campaigns. Here are a few ways to get started with your lead conversion strategy.
Invest in Customer Relationship Management Software
You can best support your customers through their buyer’s journey by utilizing customer relationship management (CRM) software. This software allows you to efficiently manage your leads and nurture them through the sales funnel. You can use the system interface to follow the leads through each phase of the sales pipeline, and respond to their needs with the appropriate content and support services.
Beyond making your lead conversion strategy easier by managing and qualifying leads, CRM systems can also help boost your success. In fact, without the use of CRM systems, up to 79% of leads never convert to sales, according to a MarketingSherpa case study. Integrating CRM systems into your marketing operations can help you optimize your conversion rates across the board.
Focus on Lead Nurturing
When you focus on nurturing your leads, you have an opportunity to keep them “warm,” or engaged, until they’re ready to make a conversion. This is especially useful since on average 50% of the leads in any system are not yet ready to buy.
With lead nurturing, you can address your prospect’s needs and pain points at every phase of the buyer’s journey. Also, you may consider using marketing automation to support your lead nurturing efforts, as 77% of marketers who use this software see an increase in lead conversions, according to Salesforce.
Create a Strong Sales Pipeline
You can maximize the performance of your team by creating and utilizing a strong sales pipeline. You will need to customize your sales pipeline based on the steps your team uses to nurture leads and close the sale. Identify the steps, and ensure that your entire sales team follows each action in order to keep everyone on the same page. With this approach, you can optimize your lead conversion process by ensuring your prospects receive the support they need when they need it.
Build a Measurement Plan
It’s important to measure every aspect of the lead conversion process. And a solid measurement plan can help you gauge effectiveness, optimize each step in the process and make strategic decisions to improve your results. Within this plan, identify the key performance indicators (KPIs) you want to monitor for signs of improvement, like lead conversion rate and sales ROI. You can easily access this data through built-in CRM or marketing automation analytics tools.
Start Preparing Now for the Acquisition of New Leads
When you take the time to create an effective lead conversion strategy, you help maximize your sales team’s ability to nurture leads and close deals. Invest in CRM software, nurture your leads, build a strong sales pipeline and measure your performance. And in turn, your business will experience tremendous growth from your marketing campaigns.