Having a solid structure to narrow down leads for conversion is the ideal marketer’s goal, they say.
What’s the problem with how B2B marketers are getting leads?
As a B2B marketer, very little can beat the feeling of having a multitude of leads flowing into your marketing system and utilising the hours of effort and energy spent into the success of the campaign. In fact, many other B2B marketers participate in and are completely engrossed in the marathon of accomplishing online lead generation goals. From here, it’s safe to agree that this is a very good thing, essentially being every marketer’s dream coming true. Despite that, too many B2B marketers today fail to address several crucial questions regarding these leads – what is the next course of action for these leads? Depending on the magnitude of these leads, what is the average lead response time?
Now, let’s take a look at how time and leads work together:
- Responding to leads within 1 hour contributes to a 7 times greater chance of earning a response.
- Opportunities to contact with leads drop dramatically by the first 30 minutes.
In marketing, being too slow can cause perfectly good deals to slip through the cracks if they aren’t attended to quickly. To make matters even worse, a study from InsideSales.com reports that 35-50% of sales are rewarded to vendors that respond to leads first. It’s not a nice thought to jump out of the frying pan into the fire.
Okay, so what are we doing wrong?
In B2B marketing, sending responses to leads and closing them swiftly is absolutely key to a successful business. Without a solid structure in cutting down the large collection of leads, it could bring up trouble within the team and company. Marketers should also keep in mind that the potential of these leads can also deteriorate fast over a short period of time.
However, even today, a staggering 40-50% of sales leads are never followed up on and only 26% of companies take means to respond to inquiries in the first five minutes.
How does Drip Marketing come into the picture?
With mass leads flooding the system, the wisest decision to uptake is not only to respond to them as quickly as possible but also to consider how they are addressed, by following an organised system. Now here is where Drip Marketing can cut you some slack.
First and foremost – what exactly is Drip Marketing? It’s a campaign that revolves closely around automated sets of emails that are distributed to groups of people depending on specific timelines and their actions or behaviours. What it does is helping marketers to stay in close contact with their leads and keeping them consistently engaged. It gives people the precise information relevant to their needs with a queue of already-prepared emails or newsletters without requiring marketers to personally write and distribute each one.
However, does Drip Marketing actually work? Well, the best part about it is that it entirely operates on triggers and user segments (leads) that you have and push them towards conversation without marketers’ manual intervention. And yes, it does work with a bonus of 18-times more revenue gained through relevant targeted emails.
The 5 Basic Steps of Drip Marketing
- If you don’t have one, register for an automation platform that gives you space to create and schedule your campaigns, as well as track their performance.
- Create goals for your Drip Marketing campaign. Drip marketing comes in different forms with each facilitating to different situations such as nurturing leads, welcoming users, providing recommendations, and many others.
- Generate the content. Provide a sufficient number of drafts that are enough for clients to browse and at the same time, to educate and engage them on the products or services offered.
- Decide who your targets are. Sending messages that are set for the appropriate audience based on your list of segmentation can ensure that your effort is effective and efficient.
- Track, Measure and Tweak your Campaign. As marketers, this is highly important to keep track of your email’s performance and make the right changes. You can look out for open rates, click-through rates, engagement levels, and many other activities.
As complicated as it may look, Drip Marketing can be an extremely useful tool in the long run — nurturing your leads and ensuring that a higher percentage of them go through sales funnel. When your audience understands your product and feel that they are important through consistent engagement, they’ll grow to love your brand. What could be better than that?