Post by account_disabled on Jan 11, 2024 4:39:54 GMT -5
Generating a large number of leads is the goal of most companies, but if they don't convert, they offer low value. To convert leads into sales, you need to combine a comprehensive strategy, the right technology, the right training, and a host of other things. This is no small ask, which is why most businesses with healthy budgets and serious goals work with the best inbound marketing agencies to drive business growth across multiple digital channels. This article presents three main reasons why sales leads aren't converting and is aimed at internal teams, startup agencies, business owners, and marketing managers responsible for driving growth through digital marketing efforts. . Index 1. Your fundamental strategy 2. Disconnect between sales and marketing 3. Poorly designed landing pages and site architecture 1. Your fundamental strategy Lead qualification should be the foundation of your strategy. A simple matrix (and one recommended by HubSpot) is to have something that looks like this: simple-matrix-founding-strategy The top row reveals the leads that are considered suitable for an aggressive inbound strategy using marketing automation software. The bottom row reveals leads that are not a good fit.
This could be due to your sales cycle, industry, or other factors. The left column contains potential customers who already interact with the content, and to the right are audience members who made a single point of contact that offers little engagement. Although this is a good traditional starting point for qualifying leads, you can add a third column that includes those who have spoken or expressed a Middle-East Mobile Database desire to speak with someone in sales. foundation-sales-strategy Differentiating good-fit prospects from poor ones is a simple task. Your team needs to know what type of buyers are more likely to invest with you versus those who struggle more to see the value in what you offer. However, keep in mind that these metrics will likely change. Additionally, as you begin to qualify leads using this matrix, you will begin to notice the standard conversion rate for each segment.
If you see groups converting at a lower or higher rate than others within the same group, you may need to move them to a different group. Once your buckets have been defined along with your internal buyer groups, you can create a strategy based on real living, breathing data. 2. Disconnect between sales and marketing One of the main reasons leads don't convert into sales is due to the disconnect between sales and marketing. First of all, there is a long-standing "hate/hate" relationship between these two departments. According to a HubSpot study, 87% of the terms sales and marketing use to describe each other are negative. Marketing views sales as “naive,” “incompetent,” and “lazy,” while sales teams view marketing as “arts and crafts,” “academic,” and “irrelevant.” It is crucial for leadership to align these departments and remind them that they have the same goal: generating revenue. Managers must also align teams so that they have the same underlying goals, such as using marketing channels to meet sales quotas. With zero alignment comes poor communication.
This could be due to your sales cycle, industry, or other factors. The left column contains potential customers who already interact with the content, and to the right are audience members who made a single point of contact that offers little engagement. Although this is a good traditional starting point for qualifying leads, you can add a third column that includes those who have spoken or expressed a Middle-East Mobile Database desire to speak with someone in sales. foundation-sales-strategy Differentiating good-fit prospects from poor ones is a simple task. Your team needs to know what type of buyers are more likely to invest with you versus those who struggle more to see the value in what you offer. However, keep in mind that these metrics will likely change. Additionally, as you begin to qualify leads using this matrix, you will begin to notice the standard conversion rate for each segment.
If you see groups converting at a lower or higher rate than others within the same group, you may need to move them to a different group. Once your buckets have been defined along with your internal buyer groups, you can create a strategy based on real living, breathing data. 2. Disconnect between sales and marketing One of the main reasons leads don't convert into sales is due to the disconnect between sales and marketing. First of all, there is a long-standing "hate/hate" relationship between these two departments. According to a HubSpot study, 87% of the terms sales and marketing use to describe each other are negative. Marketing views sales as “naive,” “incompetent,” and “lazy,” while sales teams view marketing as “arts and crafts,” “academic,” and “irrelevant.” It is crucial for leadership to align these departments and remind them that they have the same goal: generating revenue. Managers must also align teams so that they have the same underlying goals, such as using marketing channels to meet sales quotas. With zero alignment comes poor communication.