10 Mistakes to Stop Making in Your Lead Follow Up

Summary

Synopsis:

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    Top ten lead follow up mistakes and how to avoid them

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    Strategies on how to motivate buyers to convert

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    Key resources for supporting your lead follow up strategies

PICKING AND
CHOOSING LEADS

Prospect 1

Prospect 2

Job title

IT Manager at a Mid Market Business

Chief Marketing Officer at a Tech Enterprise

Lead score

Medium

Low

Lead intelligence

Whilst this lead is engaging with marketing efforts, their job title indicates that they are not a key decision maker at the target account.

However, they may have the potential to influence buying decisions made by the committee.

This lead is a decision maker in the buying group of an organisation that is a good fit for the brand’s solutions.

However, they are currently partnered with a competitor and have a contractual obligation.

Strategy

This lead, whilst not a member of the buying group, should continue to receive lead nurturing.

The brand should implement lead follow up strategies once the lead demonstrates greater buyer intent. This should include valuable resources and insights that encourage sharing with decision makers at the target account.

This lead represents a high-value account despite its low lead score.

Given the potential, the brand should deploy a competitive displacement campaign to generate demand, before actioning any lead follow up strategies.

NEGLECTING YOUR DATABASE AS IT CHANGES AND EVOLVES

Firmographic and demographic data that indicates a business that is most likely to benefit from purchasing your solutions, including:

· Company size
· Industry
· Budget
· Job title
· Tech stack

A buyer persona is a fictional representation of decision makers at your ideal target accounts. Here is data to consider updating:

· Professional information
· Values and goals
· Personal background
· Identifying information
· Objections and barriers to purchase

A combination of buyer persona, segmentation, buyer intent, lead scoring, and behavioural data points, collected from campaign performance reports. Here are some examples:

· Marketing channel preferences
· Top performing messaging and content
· Top engagement drivers

DRIVING TOO QUICKLY
FOR A CONVERSION

BAD TIMING

'COOKIE CUTTER' MESSAGING

ONE CHANNEL
COMMUNICATION

NOT SHARING CONTENT

FAILING TO ALIGN SALES
AND MARKETING TEAMS

FORGETTING TO BE HUMAN

CHASING LOST CAUSES

Key takeaways

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    Lead follow up is a process that requires constant optimisation, supported by sales and marketing alignment, to yield optimal performance.

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    Innovative lead follow up strategies are fuelled by data management and the latest insights, such as lead intelligence.

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    Successful lead follow up is based on providing B2B leads value as part of an accurate and seamless buyer experience.

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    Develop and implement lead follow up that enables the buying journey and drives engagement with highly-personalised strategies such as ABM and ABX.

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