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Any good marketer wants to funnel their leads through the sales cycle as quickly as possible – the hard task is understanding the right amount of touches it takes. For a 60 day sales cycle, we’d start by nurturing a lead the following ways:
- Day 1: Introductory Phone Call
- Day 2: Follow Up Email
- Day 5: Send Case Study
- Day 9: Webinar Invitation
- Day 14: Send Competitive Advantages
- Day 20: Send Whitepaper
- Day 28: Touching Base Email
- Day 35: Webinar
- Day 38: Phone Call
- Day 44: Phone Call
- Day 50: Send Implementation Guide
- Day 55: Discuss Contract
- Day 60: Win Sale!
It’s not as daunting of a path as it seems with the adoption of marketing automation software. By enabling scoring, marketing automation software would be able to:
- accelerate the lead through the cycle if they were considered sales-ready
- stop marketing communication if a Sales rep was in direct constant with the lead
- recycle that lead for future campaigns if they weren’t ready to pull the trigger
