eMarket2 Blogs

Lead Nurturing – communicating with the influencers

“Information technology and business are becoming inextricably interwoven. I don’t think anybody can talk meaningfully about one without the talking about the other.”

Bill Gates.

Regular readers will be aware that I refer frequently to the importance of lead nurturing as a complement to conventional pre-qualified lead generation. The reason being that, if managed properly, today’s ‘nurtured’ prospects will become tomorrow’s ‘hot’ leads.

Another area I’ve touched on in recent months is the importance of focussing on senior-level decision makers, while not wasting time and effort on pursuing those people within an organisation who are unlikely or unable to make final buying decisions. This is particularly important when selling big-ticket technology products.

But this isn’t to say that you ignore this vast body of apparent non-decision makers. All I’m suggesting is that when it comes to scheduling face-to-face meetings for your sales people, or before committing to prepare a bid, you should be at pains to ensure that the prospect is a decision maker, or at the very least a key influencer. 

The cost involved in committing to a sales cycle and the investment that is required in preparing a bid demands a clear rationale and thorough prequalification. However, if we’re only talking about a targeted conversation (which ultimately is what lead nurturing amounts to), there is no need to apply the same level of prequalification as one would to a full-blown sales opportunity. Pre-qualification must be tailored to each stage of the sales process – with a different level of screening being applied to nurtured contacts than to those prospects about to enter the sales cycle.

For this reason, marketers and sales people are able to allow some latitude in terms of the scope of contacts to be nurtured. They must also be prepared to have conversations that may never go anywhere – to talk to the many in order to get through to the vital few who will eventually become buyers.

It’s important also to keep in touch at all levels of an organisation, because although the final decision may be made up the line, the buying process is usually influenced at multiple levels.  At a time when buyers are switching off to unsolicited sales pitches, the wider workforce represents a vast untapped resource. Therefore, a critical element of lead nurturing is to spread the ‘message net’ as wide as possible.

However, this is where many sales people struggle, because although they may agree with nurturing in principle, in practice it’s very often a different story.  But such contacts are a potent sales tool. They can open doors, accelerate sales cycles and increase conversion rates beyond what is possible with conventional lead generation.

Contacts include not only potential customers, but also the wider community, which inevitably plays a role in the sales relationship, including those who may provide trusted information, references or introductions. For example:

• Sources of information, advice and expertise used by potential buyers
• Contacts who can provide access to those who make or influence buying decisions
• Those who could in the future make or influence buying decisions (e.g. a junior person who gets promoted, or moves to another company)
• Consultants and advisors
• Industry bodies and professional associations
• Industry experts and analysts
• Partners and competitors
• Past colleagues and employees
• People who make or influence buying decisions

And finally…

Having acquired a supposed painting by Picasso, a needy artist had a friend show it to the master for authentication so that he could sell it. “A fake,” Picasso declared.

A few weeks later, the friend acquired two more alleged Picassos. When Picasso announced that these were forgeries as well, the man was utterly incredulous. “But I saw you paint this last one with my own eyes!” he cried.  Picasso’s reply? “I can paint fake Picassos as well as anyone!”

That’s it for now. Thanks for reading and, as ever, your comments and ideas are very welcome. 

And always to a higher response!

Norman

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