As a Marketer or Director of Sales you are ready to hit the ground running in 2017. You’re about to set up an automated lead-nurturing system because you’ve heard the benefits are worth the effort. But before you hit the gas on your brand new automated lead-nurturing system, there are a few things you need to make sure to have in place.
Just like a mechanic needs tools, such as wrenches and training, to fix your car, an automated lead-nurturing system requires tools, too. Without the proper tools, your lead-nurturing efforts may never get out of the shop. Here’re the tools you need to fix up your new system to be successful.
4 Automated Lead-Nurturing Essentials
#1 SMART Goals
Before you even consider booting up your new automated lead-nurturing system to rake in all those extra leads, it’s important to have the proper goals in place. Without goals, how will you know you’re successful? It’s especially important that your goals are SMART.
Specific. The more targeted and concise your goals, the more focused you can be on the end goal. The more focused you are on that end goal, the less time and energy you’ll spend on extraneous efforts. You will be surprised at how much this focus will reduce your overall cost.
Measurable. If your goals cannot be measured against a benchmark, how can you tell when you are successful? The only way to track improvement is by measuring your results. Do you want to acquire 30 new leads a month? Raise your sales by 20% over the previous year? Make sure to think critically about which goals are most important to you and your company’s success.
Attainable. Nothing is more frustrating to salespeople and business owners than missing their goals. While we don’t suggest making low, easily attainable goals (where’s the drive in that?), we do suggest making your goals something that can be accomplished with your current sales methods.
Realistic. As mentioned earlier, your goals should be achievable. Be sure to think about the amount of time and resources at your disposable. Work within your company’s limits.
Timely. Set timelines for all your goals. Sure, you may be able to get 30 new leads, but did you do it in your 30-day limit or did it take 60? Set goals around your current timeline structure, and as your automated lead-nurturing system generates more leads and conversions, make future adjustments.
#2 Customer Relationship Management System (CRM)
As you’ve collected leads over the years, where have you stored them? Most likely, you’re using a Customer Relationship Management system (CRM). In order to get the most out of your new automated lead-nurturing system, ensure the information in your CRM is up-to-date and correct. This will be the lifeline of your automated lead-nurturing system, and you won’t be able to get the right message to the right person at the right time if your CRM isn’t running at its full potential._______________________________________________________
Once again, we’re returning to the message of fully understanding your ideal customer. In order to think like your ideal customer, it’s important to create Buyer Personas. What's the ideal age of your customer? What about gender? Education level? Find the trends that connect these questions and more to create the perfect buyer’s persona.
#4 Buyer’s Journey
Understand the buyer’s journey for your specific product or service. How many touches, on average, does it take to make a sale? How much research does the potential client do before wanting to talk? Discerning the buyer’s location in the sales funnel helps you to send the right piece of content at the right time. Every business is different, and in sales, timing is everything.
As you can see from the list above, there are a few things you must complete to prep your metaphorical vehicle before implementing your new automated lead-nurturing system. Without the proper plan in place, your ambitious new system may not produce the results you expect. If you’re looking to increase your ROI and number of leads in 2017, you’ve made the right choice going with an automated lead-nurturing system, but make sure to get the most out it.
Still unsure if you are going in the right direction? Have questions about personas or setting up your buyer's journey? Contact Marketing Essentials today for a free 30-minute consultation.