The Synaxis Keystone Marketing System provides a phased approach to the implementation, rollout, and operationalization of marketing measurement tools, web tools, and communications tools.
HomeService (Maintenance and Support)
Lead Nurturing
Few leads developed by marketing are sales-ready. If these unqualified leads are delivered to the sales team, they are ignored and forgotten.
Challenge
Research shows that most of these forgotten leads will eventually make a purchase. After incurring the expense of generating leads, why discard those who do not immediately buy?
Solution
It's obvious that if you can somehow maintain contact with these prospects, your sales will increase. Therefore, it pays to nurture these prospects until they are ready to buy. Most companies undertake only perfunctory lead nurturing, if they do it at all. This usually takes the form of annoying "check in" emails and phone calls, where the marketer or teleprospector regularly asks if the prospect is ready yet to buy. Instead of the prospect feeling nurtured, they feel pestered. The result is an unfavorable view of your company and less likelihood that they buy from you.
Synaxis Solution
A far better solution is to nurture prospects with valuable content, helping them make progress with their research. During the pre-sales process, a prospect is learning about the problem landscape. Before they are ready to examine possible solutions, they typically need to better understand the nuances of the problem as well as what evaluation criteria to use when they eventually become ready to buy. Moreover, b2b purchases are typically collective. The prospect needs information that can be shared with others. Therefore, clear, well-designed, well-written content is called for. At Synaxis, we produce a lead nurturing plan that leads prospects through their research, satisfying their need for education as well as positioning you as the expert in your field. We use an automated, multi-media approach to increase the effectiveness of the program.
Benefits
When leads are recycled and then nurtured, your sales team will get more, and better, sales-ready leads. This leads to higher close rates and shorter sales cycles, eventually resulting in revenue increases. In addition, well-executed nurturing creates better brand awareness.
Approach
In order to produce an effective lead nurturing system, we start by mapping all the entry-points to your marketing pipeline (if you don't have a marketing pipeline, we'll help you create one). Then, we chart all the possible paths from these entry points to the exit points, especially handoff to the sales team. At each point in the marketing funnel, different materials are required to nurture the lead and move them closer to completing their research. So, we help you develop a schedule. Then, we help you create the content you'll need. To be most effective, this content should be multi-modal. Since lead nurturing requires touchpoints over a long time, we help you select, install, and customize an automated system. With an automated tool, your nurturing campaign will be consistent and effective. In addition, this system will provide key metrics about the performance of the campaign. This data is crucial in making Improvements to the system as well as in periodically evaluating performance. Many lead nurturing systems are expensive or complicated, thus decreasing the likeliness of your being able to use and maintain the system. Rather than relying on product vendors, we help you select the right tools or combination of tools - the ones that fit your requirements and will work at your company.
Services
- Manage lead nurturing program
- Execution of touchpoints - content creation and sourcing, multi-media fulfillment
- Tracking lead behavior and escalation of opportunities to sales department
- Monitoring and reporting
