Segment and nurture audience interest with your digital strategy
Posted: Thu Jan 23, 2025 4:54 am
Once a well-planned digital marketing strategy or campaign is executed, the expected result is to capture the attention of new prospects interested in the brand and its content. At this point, it is key for the marketing and sales departments to have a unified vision of these prospects in order to know what to do with them and, above all, how to transform their initial interest into a purchase decision.
This requires that the marketing and sales departments come to an agreement and share the vision of the company's sales process . Once this step has been achieved, the process of segmenting and nurturing the public's interest presents several challenges for marketing directors. How do we define which leads are most willing to receive the brand's offers? How do we ensure that leads remain on our email lists? What can we do to help leads advance in the company's sales process?
The answer to these questions is based on two fundamental aspects in the process audit directors auditors email database of segmenting and nurturing the public through the Internet: The quality of the leads and the definition of what a qualified lead is.
How to find your potential customers
To find your potential customers, we must first understand what makes one lead better than another. In other words, we must have a system for determining lead quality and know what distinguishes a person who is simply interested from a Marketing Qualified Lead (MQL). A Marketing Qualified Lead is a person who is already far enough along in the sales process for sales to contact and close the sale with. Both sales and marketing must have the same criteria for determining that a lead from the Internet has already been qualified and can be contacted by sales.
To define a LCM, each company will have its own criteria, however, it should reflect some common characteristics that indicate that it is ready to be contacted by the sales team. One way to evaluate the quality of a lead is based on determining the value it has for the company and the level of interest it may have. By placing these two factors in a quadrant, we obtain at least these four options:
Lead Qualification - Digital Strategy
High Value and Interest: Leads in this quadrant require immediate follow-up by the sales team, usually within 24 hours.
High value but less interest: These leads have high value but less interest. These are the ones that the marketing team needs to work on to transform them into the first ones. The best way to work with them is through email marketing, high-value digital offers, direct offers such as a demo or something similar.
High interest but low value: Leads in this quadrant are highly interested but are not the brand's target audience. It is worthwhile for a sales representative to contact this type of lead because closing a sale with a non-traditional client is very likely. There are many people who have good reasons to become their clients despite not having the profile of an ideal client.
Low interest and low value: This is the quadrant where you don't want to waste your time. Don't be afraid to remove these types of leads from your digital marketing system. If you have a clean email list, your messages will be more effective and have better results.
This requires that the marketing and sales departments come to an agreement and share the vision of the company's sales process . Once this step has been achieved, the process of segmenting and nurturing the public's interest presents several challenges for marketing directors. How do we define which leads are most willing to receive the brand's offers? How do we ensure that leads remain on our email lists? What can we do to help leads advance in the company's sales process?
The answer to these questions is based on two fundamental aspects in the process audit directors auditors email database of segmenting and nurturing the public through the Internet: The quality of the leads and the definition of what a qualified lead is.
How to find your potential customers
To find your potential customers, we must first understand what makes one lead better than another. In other words, we must have a system for determining lead quality and know what distinguishes a person who is simply interested from a Marketing Qualified Lead (MQL). A Marketing Qualified Lead is a person who is already far enough along in the sales process for sales to contact and close the sale with. Both sales and marketing must have the same criteria for determining that a lead from the Internet has already been qualified and can be contacted by sales.
To define a LCM, each company will have its own criteria, however, it should reflect some common characteristics that indicate that it is ready to be contacted by the sales team. One way to evaluate the quality of a lead is based on determining the value it has for the company and the level of interest it may have. By placing these two factors in a quadrant, we obtain at least these four options:
Lead Qualification - Digital Strategy
High Value and Interest: Leads in this quadrant require immediate follow-up by the sales team, usually within 24 hours.
High value but less interest: These leads have high value but less interest. These are the ones that the marketing team needs to work on to transform them into the first ones. The best way to work with them is through email marketing, high-value digital offers, direct offers such as a demo or something similar.
High interest but low value: Leads in this quadrant are highly interested but are not the brand's target audience. It is worthwhile for a sales representative to contact this type of lead because closing a sale with a non-traditional client is very likely. There are many people who have good reasons to become their clients despite not having the profile of an ideal client.
Low interest and low value: This is the quadrant where you don't want to waste your time. Don't be afraid to remove these types of leads from your digital marketing system. If you have a clean email list, your messages will be more effective and have better results.