Proven Marketing Practices to Nurture Leads
Fit score is based on attributes that tell you how well the prospect compares against your ideal buyer profile – things like job title or role, industry, and company size. In other words, how attractive is this potential lead to me.
Interest score is based on the prospect's engagement with your campaigns and content. This can include things like reading the blog, attending webinars, downloading papers, and even social behaviors such as sharing your content on their networks. Interest score tells you how attractive you are to the potential customer.
To successfully nurture leads, your marketing programs need to deliver content that is of sufficient value and interest to prospects so you earn permission to stay in contact. However, any organizations use "long-term nurturing" as a label for leads that do not respond to their product/service offers. So the contacts are sent random emails every once in a while. But this approach does not have any pre-set goals, messaging strategy or action parameters to recognize when any of these dormant leads become "sales-ready" and require action. IBM recognizes one of the toughest business challenges is to generate highly-qualified, sales-ready leads. Most marketers try to do so using a mix of disconnected technologies and manual processes. The result is ineffective marketing, inadequate sales coordination, uninterested prospects and missed revenue. The IBM lead management solution offers capabilities for generating leads and converting them into loyal customers. Some of the steps that the IBM approach uses to improve the lead management process are:
1. Generate new leads by executing targeted, personalized and integrated campaigns to improve close rates and increase revenue
2. Deliver personalized, relevant marketing messages across all touch points
3. Engage customers and prospects with timely email and mobile messages
4. Give marketing users the power of predictive analytics in reports with clearly defined metrics like lead generation ROI and responses