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About This Episode
Whether you’re in business development, sales, or whatever it may be, you need to find a way to stay on top of your leads and your prospects.
And who knows how to do that better than marketers?
They’ve been doing it with marketing automation way before these sales engagement tools and technologies ever came online.
1. Focus on the relationship instead of the sale.
This is probably the most important of all the tips.
In fact, the following tips are merely ways of doing this.
And doing it well.
2. Relevancy is key.
Take the time to look at the individual you’re reaching out to and figure out what’s really going to cut through the noise for them.
And as you’re looking for relevant content to send, ask yourself what might educate that prospect.
Maybe send an articles that relates to a pain they have in the business. Or if you’re at a conference and you hear a quote that reminds you of them, take a minute to send an email with that quote.
If they’re relevant and bring value, even these small, quick touch points can really do wonders for nurturing.
3. Think outside of the (in)box.
A lot of times, we’re doing nurturing through email.
So, ask yourself what other channels you can be using to get in front of your prospect.
If they’re on Twitter or LinkedIn, get on there and have two way conversations there.
Just get outside the inbox.
4. Keep in mind that just because you’re working on a relationship doesn’t mean you have one yet.
Sales people often assume that because they sent a prospect multiple emails that person remembers who they are and what they’re selling.
But with the number of emails people get every day, chances are, they need you to provide that context for them. If you don’t, they have to go through their inbox trying to piece together that story.
5. *Don’t* talk about your product.
It’s very natural to want to talk again and again about your product, your features, etc.
But don’t do that.
Instead, speak directly to your prospect.
Tell them specifically how what you’re selling will make their life easier.
6. Work to become a thought leader.
Take time to understand the market.
Share articles on social media.
Maybe even take time to write a blog, send it to your marketing team, and share that with your prospects.
The relationship between you and the prospect completely changes when they see you as a thought leader or as someone they can learn from.
7. Figure out how you can go above and beyond.
Especially for your top accounts.
Here’s an example of how Kristy’s team is going above and beyond at Quikly.
When people register for a webinar the BDR team follows up. Immediately.
Of course they reach out to make sure the prospect got the correct links and log in info.
But then, they go above and beyond by saying something like, “By the way, I have a direct line to the content team. Is there anything specific you’re hoping to get out of this webinar? Any questions you have on this topic? If you do, I’ll make sure we get that into the webinar.”
Then, they make sure to actually get those concerns into the webinar.
And if the prospect still has questions after the webinar, they’ll write and post a blog post within 24 hours just for that lead.
That’s definitely going above and beyond.
So, there you have it.
A marketer’s tips for nurturing leads.
Hopefully these tips will help you build stronger relationships with your prospects.