E-Commerce Times Talkback
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In the struggle to grow revenues in tighter markets, most companies are pushing their marketing departments to provide greater market coverage and deliver more sales opportunities. Yet statistics reveal that an astonishing 79 percent of leads generated by corporate marketing departments are never contacted by corporate sales groups. Unless that issue is addressed, stepping up marketing efforts simply amplifies a core inefficiency rather than leading to increased sales.
Lead follow up is most important. We also have a greater variety of methods to reach dated leads than ever before. Just 20 years ago, there really were only two methods of contact: direct mail and land-line telephone. Now, along with those two you have cell phones (voice and text), e-mail, unlimited social networks, and many other e-methods.
The key to lead nurturing is to keep your prospects informed and stay in front of the competition with out coming across as harassing.