It's beyond discussion that lead nurturing is a must for customer acquisition. From 50% to 63% of leads won't be yet ready to buy at the first contact, say Marketo and Marketing Donut, so valuable and persistent communication is what should help you convert them.
At times, the volumes of leads to nurture can be astonishing. Contacting them manually eats away working hours and raises customer acquisition costs, let alone various communication issues that may result from human errors. To cut these costs and streamline the process, many companies choose to manage lead nurturing via specialized marketing automation tools. However, much can be done via CRM software alone.
Below, we come up with 3 areas of CRM automation that address the key pillars of lead nurturing – leads' identities plus correct timing and frequency of communication.
Humans and Machines
In essence, lead nurturing is highly personalized communication. Some of this routine can be done automatically with no loss to outcomes – for example, follow-ups or holiday greetings. Other cases surely require a more 'human' voice, when salespeople need to deliver value through unique content and professional advice.
To find the balance and reach the best possible results at lesser costs, you can combine human and machine efforts. Even nurturing your key leads, you can still diversify your efforts, providing that your responsible employees will be keeping track on the progress and jump in when necessary.
Another way to make a CRM software helpful is to enable lead nurturing templates in the system. They will help to minimize the time spent on preparing nurturing messages but still preserve a sender's personal touch. As a product of your department's expertise, such templates can also help the staff to use the best lead nurturing practices adopted at your company.
Timing is key
Also known as drip marketing, lead nurturing is far more effective when done regularly. As a lead's forgetting curve lengthens, it will take ever wider gaps between contact sessions (eg two weekly contacts followed by an email in 3 weeks followed by another one a month later). So instead of leaving the burden of manual time management to the personnel, it's worth enabling automated alerts, which can be created and edited, when necessary, by CRM users themselves depending on the circumstances. This can help to avoid frustrating gaps in communication and thus prevent losing valuable opportunities.
This approach is customizable depending on the industry and adopted corporate workflows. Our Microsoft Dynamics CRM consultant team is ready to tell more about how to tailor it to your specific needs.
Source by Denis Zhinko