This first use of automation is the least conventional. Few solar companies pay attention to these Leads, as they let Marketing Automation do the work of nurturing them.
In fact, it is the role of automation to take care of and nurture these Leads automatically, as approaching them too soon can end up “jumping the gun” and wasting an opportunity.
However, if the Lead has a good profile, it is worth closely monitoring their actions to approach them at the most appropriate time possible.
To be able to closely monitor these Leads with great potential, but who are not yet mature, a good way is the following:
Create a segmentation list with the criteria that your company considers a good fit (certain positions, segments, company size);
Create an automated flow with the following rule: if the Lead enters this list, assign a salesperson as the owner of that Lead;
Finally, configure the flow to notify the owner of that Lead by email whenever they make a new conversion (downloaded material, clicked on a link sent by email).
This way, the salesperson who owns the Lead can follow up very closely. When they realize that the Lead is more prepared, they can approach the Lead with much more confidence and a greater chance of closing the deal.
In this situation, the goal is to closely monitor Leads with the greatest potential and approach them only when they demonstrate that they are more mature and interested in purchasing.
It is possible to identify this maturity in several ways, but the most common are through downloading some specific materials and clicking on some link present in the emails (such as pricing page, features, etc.).
Leveraging Leads That Are Almost Ready
This second technique is to start taking advantage of Leads that are a little more mature and are already showing small signs of interest in your product or service.
During nurturing emails, it is very common to include a Call-to-Action in the last emails leading to the product, such as a free trial, quote request, among others.
What companies usually do is: they create nurturing flows, insert Leads into this flow and, in practice, only engage with those who actually requested a free trial or a quote. What most marketing managers don't realize is that this way, many good opportunities end up being left behind.
Illustrating with numbers:
flow, we placed a Call-to-Action for a free trial of the tool;
The link to the free trial page had 120 clicks;
Of the 120 visitors, only 50 converted and actually started testing the whatsapp australia number tool. In other words, a conversion rate of 42%.
These 50 conversions are the Leads that everyone usually pays the most attention to, and that's right. However, what happened to the other 70 Leads that clicked on the email link? The vast majority of companies ignore these Leads and miss out on good opportunities.
If Leads received several materials, opened a series of emails and even clicked on the Call-to-Action, they had a minimum of interest, even if they did not actually convert.
Some of them don't convert because they're not really interested in the product or service and were just curious. But a portion of them don't convert because they're too lazy to fill in the fields or because they put it off until later — and never do it.
The trick is exactly that. Being able to identify, monitor and approach the Leads that showed interest, but for some reason did not convert. To monitor these Leads, you can configure Marketing Automation as follows:
Create a segmentation with Leads who clicked on the link in a given email and did not convert on the respective Landing Pages, such as people who clicked on the free trial link but did not start the trial;
Create an automated flow with the following rule: if the Lead enters this list, assign a salesperson as the owner of that Lead;
Configure the flow to notify the Lead owner via email.
The Lead may not be completely ready to buy, but they are at least curious to know more, so it is worth approaching them. The most important thing in the process is to ensure notifications and actions in real time.