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Our Follow-Up Process

Our Follow-Up Process

Our lead nurture process has two goals:

  • Educate prospects in more detail about how we can help them and why they should trust us
  • Use lead scoring to gauge a lead's level of intent (you can grab our lead scoring template here)

Here's a quick visual of the process we use for nurturing leads for our own business (click to expand if it's a bit fuzzy):

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Each yellow box is an automated email from our sales team. They look, feel and read like standard emails a normal person would send, as opposed to looking like emails from a β€˜brand’. This bit is important. Emails from an actual person are less likely to be ignored.

It’s important to nurture leads on multiple channels at once. While these emails are being sent, our sales team also gets in touch on LinkedIn with a LinkedIn request and a few friendly, personalised messages. If they’re not getting a response, they’ll also try calling. This combination of email, LinkedIn and phone has proven effective for our lead gen.

We've found over the years that lead nurture has to be a joined-up sales & marketing effort. Both teams need to keep a careful eye on how leads are progressing through the lead nurture process and take proactive steps to seize the biggest opportunities.

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Lead scoring is a useful system, but it isn't perfect. If there's a lead in your pipeline that you think is a great fit but the lead score is low, don't let it pass you by. Get sales and marketing together and brainstorm ways to unlock the opportunity. We've found that personalised content and one-to-one video outreach can work really well.

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