Filling the funnel with new prospects for marketers means the need to insert a brand’s message in front of as many prospects as possible, as often as possible. The effectiveness of this “interruptive approach” (ads for print, TV, radio, direct mail, online display ads) is declining as today’s consumers are overwhelmed with messaging and look beyond ads to stay informed. Interruptive messaging is now being replaced by engagement – defined as content-rich, two-way communication between brands and their customers. Continue reading →
All posts tagged B2B Marketing
Lead nurturing is a process of developing a relationship with prospects by providing them with valuable information to help them make informed purchasing decisions. This process allows marketers to send a series of emails to early-stage leads in order to pre-qualify them before forwarding them to sales. The lead nurturing process is a conversational, “soft-sell,” inbound marketing approach.
One of the most essential Key Performance Indicators (KPIs) for marketers is the generation of high-quality leads. High-quality leads are leads that are sales-ready as a result of passing through various lead nurturing campaigns in order to get to the sales-ready point. Lead scoring is used by marketers to designate the stage of a lead in the sales cycle. There are 5 categories within the sales cycle:
2. Marketing Qualified Leads
3. Sales Accepted Leads
4. Sales Qualified Leads, and;
5. Won Business.
Moving down these categories into the closing stages of the sales cycle means a lead is gaining a higher score and becomes more sales-ready.