Step 1: Lead qualification
We are big advocates of a hybrid approach to initial lead qualification. For each new lead, an SDR (Sales Development Representative) is automatically assigned a task by HubSpot to qualify this lead and enrich the data.
Qualifying means checking whether this lead
fits our ideal customer profile (ICP) . For over 90 percent of new leads, the SDR finds a LinkedIn profile or other online information to israel mobile database determine in a few minutes whether the ICP fits or not.
We recommend that you do these tasks manually if you have up to 500 leads per month. If you have significantly more leads, this filtering can also be done automatically using marketing automation . In our case, manual checking works much faster.
Leads that match our ICP end up in the “working” list. An automated workflow sets the lifecycle stage to “MQL”.
Step 2: Measure lead scoring and engagement
In order to identify which leads are active during the process, we install lead scoring using HubSpot.
Here is a detailed article what are marketing processes? about lead scoring: What is lead scoring and how to score leads correctly
The principle is simple: we essentially use the data that leads leave behind when they open our emails or visit our website. This data can be scored and thus measure the engagement of leads.
For example, lead scoring could be set so that all leads who have read more than two emails and visited our product pages for more than one minute in the past three days end up in the “engaged leads” list.
Our SDR will then receive another task (recall)
and will try to get in touch with these engaged leads.
It is important to note that lead scoring does not have to be fully automated! Sales colleagues can often also assess how “mature” a lead is based on the lead’s behavior. So allow leads to be evaluated manually to improve and speed up lead scoring.
Step 3: Lead Nurturing
For the leads in the “working” list, an antigua and barbuda business directory email sequence starts with a series of three to six emails as part of our lead nurturing . The content is follow-up content to the original download.
At the same time, our SDR contacts the qualified leads via connect calls. The connect call consists of up to six call attempts or emails or LinkedIn contact attempts.
Please note: The SDR does not try to sell
anything to the leads in the Connect Calls. Instead, he acts more like an investigative journalist and tries to find out how he can help.
After the first nurture emails and the connect call attempts, leads end up on the “ongoing lead nurturing” list. We use this list to provide leads with ongoing content and invite them to events.
The goal of lead nurturing is to build trust and provide leads with all the information necessary to make a purchasing decision .
4. Sales appointments
Sales appointments arise when the SDR notices in the connect call that the lead is looking for a solution to a specific problem and we are the ideal problem solver.
In such a situation, the SDR will try to organize an appointment with sales – provided the lead is a decision maker and is looking for a timely solution.