Drip Marketing and Lead Nurturing for Higher Quality Sales Leads

By some estimates, more than 70% of prospects in your online sales funnel are not yet ready to buy right now – but they will be during the next 12 months. These future opportunities clearly don’t have the same sales priority as prospects who are ready to buy now. With traditional sales lead management, many of these lower priority sales opportunities fall through the cracks and out of the sales funnel.

Gossamar’s Lead Nurturing system keeps these prospects in the sales funnel with an active relationship, automatically nurturing them over time until they’re ready for contact by a live sales person. Drip Marketing techniques send prospects educational and promotional material– such as newsletters, white papers, case studies, invitations to events – to make sure that your company is kept top-of-mind until they are prepared to buy. Drip marketing campaigns are essentially Multi-touch campaigns, meaning that each touch increases the likelihood that prospects will prefer your solution. And so, with minimal manual effort, your marketing team keeps these prospects engaged until they reach “sales-ready” status.

Once again, you set the Business rules for how often the marketing automation system follows-up using drip marketing.  You determine the type of communication based on the sales prospect’s current “score” or their position in the sales funnel. The automation rules represent the best practices of your top sales and marketing people in a repeatable way. As a result, automated sales lead nurturing delivers consistently professional and effective sales lead management, 24/7, increasing the demand for your product.

And with each new permission-based drip marketing communication, you acquire more knowledge about your prospects. Each response from prospects adds to their profiles and digital footprint, prompting an automatic re-evaluation and re-scoring of the sales lead. Over time, lead nurturing accumulates a rich database of information on your markets and the effectiveness of various marketing campaigns. Priceless insight for effective marketing.

Gossamar’s demand generation empowers your marketing team to easily create new, best-practice drip  marketing campaigns using existing communication templates. New emails, newsletters, invitations, and other communication are created quickly using “cut and paste” functionality. Customized fields easily incorporate the prospect’s personal ID for more effective 1:1 marketing.

Our white paper, How Gossamar Automates Lead Management covers this topic in detail.