Lead Generation Best Practices: Educating Prospects Over Time

Today's marketing lead generation process begins much earlier than it used to, i.e. much before the prospect is yet to enter the buying cycle. Marketers these days want to be omnipresent, i.e. social media, educational webinars, and search, literally everywhere a prospective buyer may be looking for relevant information on the business challenges that the marketer’s solutions can solve. As soon as the prospect engages with your business, the education process begins and moves into lead nurturing. By providing a prospect with valuable and relevant content at every touch point over a period of time, you will remain at the top of his mind and will slowly educate him on the key considerations for the purchase decision.

At some point in future, his digital behavior will indicate that he's ready to engage with sales in a later stage. The marketing can easily identify his readiness through lead scoring process. Lead scoring matches prospect's behavior to the activities that indicate buying intent. The resulting conversation with sales will involve contracts, pricing, and service levels, and will rest on a foundation of buyer education that has been built in the earlier stages of the lead generation process.

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