Streamlining Lead-nurturing Campaigns with Customer Data

December 6th, 2016 by | No Comments

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Building an active relationship with buyers equips marketing teams with the skills and tools necessary in guiding people through the sales journey. Engaged sales teams in turn are able to nurture leads and anticipate consumer needs to improve the buying experience.

Today’s world is one where consumers don’t dish out personal details easily; it’s impossible to gain every piece of consumer information in one interaction. Therefore, the data collection is considered one of most important tasks in nurturing leads. Aside from earning consumer trust through social proof, security badges, and guarantee statements in order to collect data, another way to gain consumer confidence is through progressive profiling.

Progressive profiling is a lead acquisition technique that involves requesting basic, minimal information at a time and then leading into deeper, more targeted inquiries later in the relationship. Compared to other “hard-sell” methods, this less intrusive strategy makes prospective customers comfortable with sharing information and eventually building a relationship with your brand.

As your marketing team begins to contact leads, you must be attuned to particular phrases and expressions that resonate with your audience. Tailoring your communication strategy to each consumer allows you to present a genuine front and speak directly with the individual. Discover words and phrases that connect to buyers by monitoring sales conversations, and observing non-verbal cues exhibited during face-to-face meetings. Every interaction can help empower your marketing team to look at the situation from the consumers’ perspective.

Customer and behavioral data helps brands to shape the lead nurturing process and adjust to consumers’ behaviors and needs. Knowing when, where, and how to engage consumers can provide your marketing team plenty of actionable insights and opportunities. Lead nurturing is an ongoing process, so it helps to truly pay attention and not rush the lead from one stage to another. And encourage marketing and sales teams to work together to help prospects; even with the competitive nature of hitting conversion and sales goals, your employees must be centered, first and foremost, on satisfying the customer.

About the author:
Jehan S. Ismael is a full-time writer and editor for a leading Internet Marketing firm. She has a love-hate relationship with food, likes to listen to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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