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Leads are the lifeline of any business. Conversions are what B2B businesses survive on. You can generate as many leads as possible, but if they do not convert to customers, then all your efforts are wasted. And that is why having efficient lead management in place is crucial.

Lead management is all about providing your customers with impressive content at every stage of their purchase lifecycle. And that is what we are going to discuss today.

Why lead management is crucial for conversion

Spending on lead management is very important for a business to sustain itself. It is unfair to expect your sales and marketing teams to convert all leads into customers with minimal effort. For best results, avoid an arbitrary approach. Instead, devise proper marketing strategies and an implementation plan.

Once you have captured leads, it is time to nurture them and maximize efforts for conversion.

Lead management measures to improve conversions

1.  Target ideal audience

The very first phase is to identify your target audience. Use your marketing strategies to reach people who have little to no chance of becoming leads is a waste of money. Also, if you have not understood who your target audience is and why they need what they need, then your lead management strategy will be imperfect. Rather, identify your ideal customer base and design an approach that specifically caters to them. This significantly increases the chances of warmer leads.

2. Segment leads

Once the target audience becomes the lead, the next step is to identify high-priority leads in terms of sales readiness. High-quality accounts can also mean better returns in terms of revenue and brand perception.

Now, it is usually seen that the definition of “same” varies for sales and marketing departments. Not finalizing criteria well ahead of time can lead to discrepancies later. Let your sales and marketing teams decide on segmentation criteria and how to proceed with each section.

Also, look at leads’ potential value. In the long run, quality trumps quantity. Having selected leads with high chances of conversion is way better than a large number of leads with varying chances of conversion.

3. Nurture leads to conversion

Getting a prospect on board depends on building strong and lasting relationships. Simply pitching them your product or services is not enough. Curate a strategy so that you build a long-standing bond with the lead. This does not mean that you have to unnecessarily lengthen the process of lead nurturing. Take it step by step and progress steadily.

You can align their purchase life cycle with their interests by offering them customized content. This way, you can offer the right content at the right stage; in a way that gently nudges them towards conversion.

4. Optimize leads

The transfer of leads from marketing to sales is a crucial step in lead management. If they are passed early or too late, your business is always at risk of losing a prospective client. The best approach is to bring together your sales and marketing teams to join forces and design a strategy to reap the most benefits from the leads.

The joint task force can craft a service-level agreement (SLA), which will define the lead routing process along with the follow-up procedure and timeframe. The SLA will give freedom to the sales team to send leads back to the marketing team when needed.

5. Review and enhance strategy

In the final stage, keep reviewing the ideal consumer base and their needs and pain points. The market is dynamic, and so is the audience. Hence, you will need to keep updating your marketing strategy to align with changing market trends and the needs of prospects. Look for different ways to make changes that will improve the conversion rate.

You can conduct frequent surveys or send out questionnaires to gauge the changing mood of your audience. Analyze the results thoroughly before making a change in your lead management strategy.

Without leads, most companies will have minimal sales and little growth. For maximum conversion, you must have an efficient lead management strategy in place. Such a strategy will help you determine a prospect’s position in its sales lifecycle. You can then curate relevant content for leads as per their position.

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5 common email marketing mistakes you must avoid

Did you know that over 77% of marketers have seen an increase in email engagements in the last twelve months? Just based on these statistics, we can say that email marketing will only expand further in the future. This means it is about time we stop making the same old email marketing mistakes, right?

When email marketing is executed with the right strategies, it has a huge potential for lead generation. We at Resolute B2B, employ such email marketing strategy along with a perfect team to generate email leads with a success rate of 90%. So, let’s take a look at what are such email marketing mistakes and how to avoid them in the future.

What are the five most common mistakes in email marketing?

1. Zero Personalization

In emails, personalization is key. But many people generally stick to the same level of personalization, which is addressing the recipient by their name. Though this is good, it can be better. You can try to understand the industry demographics and extract the users’ pain points. By doing so, you are able to directly address their issues and improve your chances for a callback.

2. Bland Subject-Line

What’s the first thing that catches a user’s attention in their email? The subject! This is a make-or-break part of the email that cements their opinion about the email. Around 69% of emailers report emails as spam just based on their subject line. So, making this count is essential. Use strong, impactful, and understandable words without overwhelming the user to increase the chances of them opening your email.

3. Inconsistent Content

The content, or in general terms, the words you use in your email, matter the most. As emails require a neat and clean look, you have to use short content that is also impactful. This is generally tricky because if you use overly complicated vocabulary or overly mundane words, the user might lose interest in your email. Read this blog post about 5 tips to improve your content to know more.

4. Improper CTA

The main reason for sending an email as part of your campaign is to promote your product or service. Once a user reads the email and is interested in your services, they will wonder what to do next. This split-second time gap can result in the prospect losing interest in your product/service. By simply placing a “click here” link, also commonly known as “call to action” link (CTA), you are able to direct them to what to do next and not lose the lead in the process.

5. Appears unprofessional

When it comes to any industry, especially the B2B industry, professionalism is pertinent to impress a client. Besides the email content, the format and graphics in your emails must also have a formal format. This means you should avoid using overwhelming graphics with too much color or improper email formats. Using light colors such as blue, yellow or your brand colors are beneficial.

Email marketing is hard work, but if done right, it has an incredibly high payoff. One of the best ways to get leads through this is to let the experts do all the work. You can hire marketing experts such as Resolute B2B to get the best results for your campaign. To learn more, please contact us via email at info@b2bresolute.com or visit our website!

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Top 5 account-based marketing (ABM) metrics you should track!

Account-based marketing, also known as ABM for short, is a marketing strategy that allows marketers to get high-quality leads. It includes targeting a smaller number of accounts based on quintessential information such as their influence, contact information, designation, and many more. Once the list is narrowed down, the lead generation experts go ahead and contact them to generate quality appointments or leads. But how would you know if the ABM strategy is successful? Here are a few account-based marketing measures you should know about!

Top 5 ABM metrics you should track

1.  Data coverage

Once you have compiled the target audience list, there are two major outcomes you can expect from it. One is for it to provide a list of people who have influence or are the decision-makers. Whereas the other has valuable information regarding the prospect and how to contact them, this method helps you track and ensure these details are available so you can score a quality lead.

2. Sales influence

To run a successful campaign in the ABM industry, it is important to know if your leads are converting into winning deals. You need to be aware of statistics like deal velocity, customer satisfaction, retention, win rates, etc. Based on these, you change and adjust your ABM strategy accordingly.

3. Brand visibility

Imagine you are purchasing a laptop, and two brands have the same specifications for their models. However, one of the brands is well-known, whereas the other is not. So, the obvious choice will be to purchase from a well-known brand. As a result, when it comes to marketing, especially in the B2B industry, brand name and reputation are extremely valuable. Though it is a tough road to get through, it is an essential one.

4.  Account engagement

Track and tally what is attracting your users. Account engagement allows you to understand what mode of communication albeit a call, email, blog, LinkedIn post, or others are gaining the account’s attention. These metrics are essential as they provide insight into what the user is interested in and offers you a baseline for similar accounts and their interests.

5. ABM ROI

In B2B account-based marketing, just running successful ABM tactics isn’t enough. The key is to find out if the campaign is valuable and is able to provide profitable returns. This can be achieved by measuring KPIs (key performance indicators). Based on these statistics, you can not only run result-driven campaigns but also gain new clients with your measurable success rate.

ABM campaigns, especially in the B2B industry, are tough to crack. This is why many businesses let experts such as Resolute B2B help them with their work. We have over half a decade of experience in the marketing industry and an incredible success rate. If you are looking to get the best client with the ABM campaign then contact us today! Visit our contact us page or send us an email at info@b2bresolute.com to know more.