The Personalization for Lead Development Guide
December 19, 2020
Fighting the Decline in Lead Conversions
There’s nothing revolutionary in saying that too many sales or marketing activities to one lead can be detrimental to the overall lead conversion. At the same time, you won’t find a whole lot of push back in wanting higher quality lead conversions. That’s because, at the end of the day, we’re all fighting for the same thing: MQLs and SQLs. In that battle however, the process of nurturing and developing the leads has, for the most part, relied heavily on quantity over quality of lead follow up. This is creating a lack of conversions all together, and in turn, resulting in a pile of opted-out and fatigued leads. As a marketing or sales leader, you don’t have the budget or resources to allow this to continue to happen. Converting MQLs to SQLs still needs to be the priority and it only becomes more difficult the longer your leads sit unengaged.
Optimizing Sales and Marketing Activities
If the leads you’re working are dead because of too much activity, then how can you optimize the follow up to bring the most value? The key word here is, in fact, value. If each one of your interactions are bringing value and a concrete call-to-action, then your lead development should be a somewhat smooth process. The issue that pops up for most sales and marketing leaders is the problem of quantity over quality. An SDR can work over 100 leads in a week, using the best automation platform out there, but it doesn’t matter if the follow up lacks quality. Scaling quality in messaging alone is difficult, but getting a team on board with it and then managing that team can feeling impossible. This is why you should turn to personalization in your outreach. Enabling your team to personalize their follow up creates an immediate bridge between you and the buyer, and humanizes the conversation. Yes, marketing and sales automation has a place in lead development, but not if it inhibits you from creating opportunities. You have to make everything count, especially in terms of customer buy-in. The last thing you want is for the lead that you worked so hard to generate to fall into the ether due to poor follow up practices. In short, personalize as much as you can, and track everything.
High-Quality Lead Conversions
Now that we’ve covered how to overcome the issues with lead conversions, you’ll probably ask yourself, “When will I see results?”. That’s a fair question to ask. Just like everything in sales and marketing, high-quality lead conversions take time. Trying to force personalization is difficult. Scaling personalization and quality in lead development activities might even feel impossible. This is why it might be worth your time to invest in supplemental help with lead development, especially when it comes to nurturing older leads. By working with a partner in this, you effectively fix two issues: scalability in personalization, and lead conversions from MQL to SQL. Whether you’re a sales or marketing leader, that type of can bring some serious peace of mind. The types of partners that exist vary in types of work performed. DemandScience, for example, focuses heavily on the development of leads in creating quality interactions. While other vendors might offer a full-blown SDR service. Depending on your need (and budget), you can find a solution that’s right for you.
There are some easy things you can do to get you started with a solid lead development process. First and foremost, come up with a strategy that will help you scale your personalization. Think of how you can segment your old leads, and in an effort to warm them up, come up with relevant topics to speak to them about. At the same time, you segment your nurture leads, you should also be looking at which ones are worth developing and which ones aren’t. Not all leads are created equal, and some are even worth dumping altogether. The next thing to remember when putting together a lead development strategy is to follow the data. Don’t get so caught up in what your expectations are, or forcing something to work, when it’s just not worth your time. Leads come and go, and prioritizing the ones that are converting is key to a successful process. In the long run, your lead development should be easy to implement and just as easy to change. Lastly, and this is probably the most important thing to keep in mind: set your goals. Know just how many leads you want to convert to MQL, and how many you want to move to SQL. Then look at the data and see how close you get after a full campaign, adjust, and re-run it. Following these recommendations, and partnering with a strong lead development vendor will help your sales and marketing teams incrementally scale their revenue output, and in turn, create a lead converting machine!