Lead Generation & Lead Nurturing 

Generating and maintaining or ‘nurturing’ quality leads is a major task for any Sales Executive. The sales pipeline that is created by building and maintaining relationships with qualified prospects, delivers solid sales opportunities in the long term and lowers the cost of direct sales dramatically. Typical challenges facing Sales executives in building and maintaining a balanced pipeline with quality leads include:
 

• The market segmentation being used generates insufficient quality leads
• Marketing runs campaigns for groups that are (too) large
• There is too little awareness of the real pains and buying criteria of customers
  within the company
• Sales people are lacking prospecting skills
• Sales support material produced by marketing is not being used by Sales
• Marketing and Sales use different definitions and criteria for (quality) leads
• The market tends to choose for lowest price suppliers

Our customers implemented the following capabilities

Clients of Perpetos have run successful lead generation and lead nurturing programmes and have thereby managed to boost their marketing ROI. The relationship and cooperation between Sales & Marketing also improved significantly once good-quality, sales-ready leads were delivered by Marketing. Our customers implemented the following capabilities:

• In today’s competitive landscape, it is a ‘mission impossible’ to differentiate through product superiority only. It takes more to generate quality leads. Our clients focus on the challenges and pains of prospects by:
  
  
  • Unique value proposition, based on pains and challenges that customers experience in day-to-day business; This supports Sales to have consultative dialogues with customers
  • Pain-based market segmentation; defining which of your customers’ needs or pains your proposition can solve immediately, finding out which groups of customers are experiencing these needs and pains in common, and focussing on these segments
  • Buyer-aligned messaging; your customers will feel from the first contact how your unique offering solves their challenges and pains
• Introducing a common language to make sure all departments use the same definitions and criteria for (quality) leads
• Introducing common targets for Sales and Marketing
• Developing skills through training, coaching and change management
  This will support the sales team to get the message across consistently
• Outsourcing prospection so that Sales has more time to spend with customers 
• Implementing a lead nurturing programme to establish a relationship with prospects, providing valuable information without expecting anything in return. The moment your prospect’s buying cycle begins, you are in the front seat

The result

B2B technology companies call on Perpetos to build a balanced pipeline through Lead Nurturing. Research from Aberdeen supports the effectiveness of Lead Nurturing:
 

• The number of qualified leads doubles
• Cost of sales falls
• Average turnover per order rises by 57%
• Sales people close more deals
• Higher ROI on marketing investments
• Companies stand out from competition not only for their solutions,
  but also for the way they sell and communicate