There’s one more phase to think about before your CEO dances the jig: lead nurturing or cultivation. This is where things get really personal and one-on-one or one-to-few engagements take first place. You can prepare for this stage by getting to know your customers, as there is a distinct preference for companies who provide personalized attention. It is so important to make sure your sales staff is connecting directly with customers and all client-facing staff are able to help the customer quickly (see sales enablement) – whether it’s an immediate discount on a product, a change to the scope of work or simply to answer a question.
Forrester’s Top 10 Most Effective Marketing Tactics for Lead Cultivation
- Telesales and telemarketing
- Sales enablement
- Webinars and webcasts
- Content marketing
- Seminars and other events
- Analyst relations
- Channel enablement
- Tradeshows and conferences
- Website
- Search engine optimization
Source: Wizdo, L., Burris, P., & Vargas, S. I. (2011, 12 21). 2012 Tech Marketing Planning Guidance With Proliferating Tactics And Constrained Budgets, Targeting And Focus Are A Mandate.
What is sales enablement?
Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.
Source: Santucci, S. (2010) What Is “Sales Enablement” And How Did Forrester Go About Defining It?
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