The Importance of Incorporating Lead Nurturing into Your MSP Marketing

MSP marketingFor many businesses, a weak lead nurturing campaign dilutes their MSP marketing efforts. In an ideal scenario, leads developed by marketing flow down the sales funnel and exit as deals closed by the sales team. For many organizations, the only thing lacking in the above example of a sales funnel is a capable lead nurturing campaign.

Exploring Sales Funnel Leads

Marketing teams get charged with the responsibility of recognizing and developing leads, which are then passed on to the sales team. The leads received by the sales team come from an array of sources such as campaigns, ads, tradeshows, etc. Ideally, sales ought to immediately commence work on the sales funnel leads to bring in revenue for the company.

However, sometimes the sales team receives a continuous flow of poor leads, which result in them mistrusting their marketing counterparts. It is a waste of time and money to focus on leads that aren’t qualified as sales leads.

As a result, the lead nurturing funnel between marketing and sales is critical. If left unattended to, the company faces a loss of trust and teamwork, reduced morale, and an acute level of reduced momentum between marketing and sales departments.

It’s Not the Marketers Fault

Contrary to popular belief, the issue is not the result of a slacking off marketing team. Remember, marketing utilizes a lot of time and resources to formulate marketing strategies that generate leads. Hence, if the leads require a lot of extra effort by the sales team to push them further down the sales funnel, then your sales funnel leaks.

Leaks in The Sales Funnel

Despite your MSP marketing achieving its goal by generating leads for the sales team, a lack of trust has led to sales ignoring the leads from marketing and instead of working on their own.

Ideally, some of these leads have the potential to become sales; however, for that to happen, a large number of leads has to go through the funnel simultaneously. Thus, the work done by marketing to drive a large number of leads through the funnel for sales gets negated due to the presence of leaks in the funnel.  Simply put, the leaks represent the pieces missing from the funnel that is allowing some leads to escape.

How Does Lead Nurturing Repair the Funnel?

Once you have identified your sales funnel has leaking parts, lead nurturing is the patch you need to fix the leaks.

Lead generation efforts by your marketing team at the mouth of the funnel are the building blocks of an effective lead qualification program. Thus, if you incorporate lead nurturing into the sales funnel, the process leading up to a sale becomes smooth and manageable, especially if marketing automation platforms are also involved.

A good lead nurturing campaign starts by monitoring the leads coming in at the top of the funnel and paying attention to their responses as they gradually interact with your business down the funnel. The answers need to get examined and rated continuously to drive continuous interactions and reactions from them.

As the lead nurturing continues, criteria naturally develop for identifying and determining leads that are ready to get handed off to the sales team. At this juncture, coordinating with the sales teams to evaluate the right timing is crucial to the process.

Strengthening Your B2B Sales Leads Via Reaching Out

Eventually, someone has to contact the prospective leads showing a certain level of interest. Many companies leave this stage to the sales team, but it is ideally the work of telemarketing because the sales funnel leads are not quite ripe yet. Telemarketing creates a profound more secure qualification of the leads further down the funnel. This vital step in the lead nurturing process ensures that the leads are adequately qualified for the sales team and are close to closing a deal.

Conclusion

A lead nurturing component in your sales funnel ensures that the leads from MSP marketing are better qualified for the sales team to commence working on them. This provides a better allocation of the sales team’s efforts on good leads that are more likely to close a sale.

Jennifer Holmes

Jennifer Holmes

Jennifer Holmes is President of MIS Solutions and a Georgia native who, after graduating from Georgia Tech, became an accomplished research virologist at the Centers for Disease Control and Prevention in Atlanta. In 2000, Jennifer hung up her lab coat to join husband Lliam at MIS Solutions as President. In the past 16 years, she has led the MIS Solutions team to become the leaders in Metro Atlanta IT Support. MIS Solutions, Inc. is on a mission to provide managed IT services to Atlanta businesses to help them grow and support their businesses. MIS Solutions provides a wide range of IT services to Atlanta-based businesses and, combined with Jennifer’s passion for sharing effective business strategies with her clients, they are able to deliver the best business IT Support for each client’s unique environment in Atlanta. In 2013, Jennifer’s leadership and marketing skills won her the title of Spokesperson for the nationally acclaimed Technology Marketing Toolkit, an industry group of over 550 top U.S. She is a graduate of the Leadership Gwinnett program and has acted on the boards of the National Association of Women Business Owners’ Atlanta chapter, Gwinnett Great Days of Service, the Buford/North Gwinnett Rotary Club and the Gwinnett Chamber’s Technology Board.