Lead nurturing

A recent research statistic reveals that companies that excel at nurturing their leads raise their “win rates” on marketing-generated leads and reduce “no decisions” significantly. Building relationships by continually engaging leads and qualified prospects in informative dialog enables a clean hand-off to Sales at the right time. However, there are issues:

• Prospective customers do not like being contacted when they do not need your products or services. It therefore becomes difficult to identify interested leads and when to connect with them.
• In traditional marketing, Sales targets only ‘Grade A’ leads (hot) and allow other leads to grow cold. To nurture leads, it is necessary to build complex multi-stage campaigns that interact with customers across multiple touch points. Such campaigns if not managed well, can lead to customer fatigue.
• Another challenge involves tracking lead activity, levels of interest, consumption of marketing content, and readiness to buy and then assigning a score based on these parameters.

How Qontext Helps

Qontext’s collaboration features enables teams to effortless ideate, co-create, review and sign-off on marketing campaign material.

• The marketing team creates a Campaign group, ideates, collaborates, and co-creates marketing campaign content on wiki pages or Office documents. The team extends collaboration by editing documents inside the Qontext portal (without downloading documents to a local machine) using the edit-in-place feature and signs-off on documents using the annotate feature.
• Integrating Qontext with an automated lead nurturing application (such as LeadFormix) can help improve conversion rates. As you nurture potential buyers, watch their digital body language to gauge if they are ready to buy. If the “lead score” indicates readiness to buy, share the lead information with the Sales group. You can do this manually from the Qontext inset in the lead nurturing application or by creating an ActionStream that triggers an alert when a specific “lead score” value is reached or exceeded.