There's a process for a business's sales and marketing leads. The marketing team works to create campaigns and messaging that generate awareness and interest in your company. People land on your landing pages or website, fill out a contact form or email sign-up form, and get entered into your company's sales pipeline.
They're then entered into an email nurturing campaign that sends them information about the company, including potential sales and discounts to entice them to buy. The sales team reaches out directly to try to close the sale. The lead is either qualified or it's not. The qualified leads turn into customers.
And the process repeats over and over and over again.
At least, that's the short of it. You've spent a lot of time putting together your marketing campaigns and perfecting your lead capture forms. You want your sales and marketing teams to be strategic about where the lead data you've collected goes, and how it's nurtured to convert the most customers possible.
So let's talk about what happens after the form submission. What do you do with all of the lead data your contact forms and email opt-ins have generated?
Step 1: Look at where the lead data originated.
If a business is doing data marketing correctly, they'll have multiple avenues for people to submit a form with their information. A few examples include a Facebook ad, a contact page, a webinar landing page, and a lead magnet opt-in.
The reason you want to know where the lead data came from is that each one of those avenues will generate leads at a different stage of the buying process. A lead from a Facebook ad or lead magnet opt-in is much less qualified than a lead that filled out a contact form and has requested your company reach out to them about making a purchase or signing up for service.
So it's important to create pipelines based on where each lead comes from and how close to buying the lead is. A contact form submission should be sent directly to a sales rep who will reach out to and start nurturing the potential client while a lead magnet opt-in should be added to an email list and email marketing automation.
Step 2: Create your email marketing automation pipelines.
Your marketing team should get together and create a marketing automation pipeline for each of your different opt-in avenues. This helps you to send content to your new leads that is directly in line with where they are in the customer journey. For example, if someone opts in to receive lead magnet content, the email marketing automation should consist of a series of emails with similar content, and address how to work with your business in a way that solves the pain point they likely have based on their opt-in point.
If you have a webinar and a lead magnet that focus on the same topic, you can send all of those leads through the same pipeline. Many businesses have different facets or different products/services that their audience is interested in, so each different service will likely have its own pipeline. If your company is extremely niche and only focuses on one product/service, you won't need as many pipelines.
Create an email series for each unqualified lead to be led through that includes informational email content, discounts/sales, calls to action, and links to landing pages or sales pages to qualify leads. Using your sales leads database, you should be able to create notes or opportunities each time a lead clicks a link, leading them to a different part of the sales process.
Step 3: Work to qualify each of your leads.
As mentioned in step 2, you should be able to utilize your sales leads database or CRM to create trigger links based on any clicks or actions taken in an email. If leads are clicking to sales pages or landing pages, this means they're obviously interested in learning more about your business, so they're becoming nurtured and qualified.
So you want to know when they're taking action so that you can move them to a different pipeline. The next stage is to create an offer that your leads can't resist. You want to offer something at a smaller price point than your main products/services that will get them to impulse buy from your company without a major commitment.
Even if it's an impulse buy, the fact that your lead has made any purchase makes them that much more likely to come back for a second purchase or a bigger purchase, or even sign up as a client or subscriber.
Creating a small offer doesn't have to be a big project for your marketing team. You can create an informational product (like an ebook, white paper, or case study), offer a video training series (pre-record once and reuse over and over again), take a small piece of a larger product to sell as a standalone product, or create a quick one-off service your company can do.
Once you've moved your leads to the second pipeline with your small-dollar offer, you can create an email marketing automation that focuses on selling the customer on that offer, including calls-to-action, links to your offer page, and more informational content.
Step 4: Send to sales.
After a lead has bought your smaller offer, you can consider them a qualified lead. The next step is for your marketing team to send them over to sales to be cultivated. This can also be done by setting a trigger in your sales leads database or CRM that creates a new task for your sales team to reach out to that lead.
Data marketing is such an instrumental tool in this process because your sales team is then able to look at the lead's information in the database and see literally every step they've taken through the sales process, such as which opt-in avenue they entered through, which links they've clicked, which purchase(s) they've made, and more.
This information is incredibly helpful to a sales rep when reaching out to a contact. Because the contact has demonstrated an obvious interest in the business, the sales rep already has an "in." Sales can reach out to the contact, see how they're liking their trial product, and use the information they have on file to warm the lead up and eventually close a sale.
A lead can also be qualified even if they haven't actually made the small purchase. If they clicked to the landing page but didn't convert, or if they put the product in their shopping cart but didn't take the final purchase action, this is still valuable information that can be sent to the sales team. The sales rep can then ask what kept the person from finalizing the purchase, and how they can help quell the lead's fears or hesitations about buying.
Data marketing tools can help your sales and marketing teams to create processes and automations that exponentially increase leads and sales over time. Your sales and marketing teams should be working together to create sales funnels and processes so that the sales leads database includes all of the correct information to make closing a sale as easy as possible.
Learn more about how our data management system can help your business with its data marketing. Request a free demo today.