In this week’s edition of #MSHUnderReview, Craig Kilgore chats with Dave Perry, a member of the Inbound Marketing department at Mainstreethost, about turning leads into customers.
Watch and find out what Dave’s role in the Inbound Marketing department is, how he hands out leads, and how he and our other inbound marketers work hand in hand with our salespeople.
#MSHUnderReview: using inbound marketing to turn leads into customers from Mainstreethost on Vimeo.
What role does inbound marketing play in qualifying leads and turning them into customers?
As we’ve discussed in previous weeks, qualifying leads is important because it allows businesses to ensure they’re talking to people who want or need the products or services they’re offering.
Let’s say you’re a marketing coordinator for an architectural firm that specializes in residential development. Using your website for lead generation, you’ll collect contact forms and inquiries regarding your services, as your main source of leads. In this case, the marketing coordinator would be the lead qualifier and the architect or project manager would be the “salesperson.”
Using the inbound marketing method, the marketing coordinator would reach out to prospects and ask them various questions to qualify them as a potential client. These questions could include name, address of where they would like to build, the kind of home they’re looking for, and their budget. Once the marketing coordinator obtains all the necessary information, he or she will pass the prospect and all the information gathered to the architect or project manager.
While the sales position will differ from business to business, it’s important for the marketing and the sales teams to stay in contact and on the same page. The more closely your marketing and sales teams work together, the more successful you’ll be in closing deals and turning prospects into clients.
Depending on the nature of your business, the time it takes to close a lead will differ. In the architecture firm example, it will likely take a significant amount of time to close the lead. Building a new home is a substantial investment and not a decision to be decided on the fly. Regardless of the time it takes to close the prospect, continue to nurture them. Send them useful information that will help them make an informed decision, and be available to discuss any idea, questions or concerns they may have.
When it comes to using inbound marketing for qualifying leads and turning them into customers, your qualifiers are the first line of communication. They are the ones who are building the initial trust, setting the sales people up for success.