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Lead Nurturing

A Relationship Building Approach

"Lead Nurturing" is often used as buzz word by marketing service providers, yet many companies do not really understand what it takes to effectively nurture the enterprise market.

Myths that marketing services providers will "sell" companies include:

  1. You can nurture a complex sales cycle using e-mail only.
    False: Relationships cannot be nurtured solely using email. Although email is a component of nurturing, relationships are established and developed via conversations.
  2. All prospects that have been coded as a "Warm" lead should be contacted within the same intervals.
    False: Successful nurturing relies on customized contact strategies based on individual prospect requirements, needs, etc.

Lead Nurturing can be supremely valuable in B2B marketing - especially when companies use nurturing to fill the "black-hole" between sales and marketing.

TeleNet has developed a nurturing process using proven methodology, which combines telemarketing, email and micro-websites while leveraging our client's media placement, direct mail activities, webinars, and regional events, as well as third-party content. By creating prospect profiles, TeleNet determines individual pain points and then communicates with the market based on what's really important and relevant to each prospect. The result of the approach is a one-to-one communication, which positions our client's as "advisors". TeleNet can also integrate our "human touch" methodology with your marketing automation solution.

TeleNet works with our clients to implement 3 steps to ensure a successful Nurturing strategy:

  1. Lay a Foundation for your prospect relationship
    Relationships must begin with a conversation. We will call your target prospects in order to initiate the relationship, determine their buying stage and begin creation of a prospect profile.
  2. Segment prospects based on their buying stage
    Active Engagement - prospect has potential need and/or level of interest
    Passive Engagement - prospect is qualified, but no current interest level
  3. Build an ongoing contact strategy customized to your prospect
    Show that you understand the prospect's need and concerns by providing relevant info based on their industry, environment, etc. With each contact to your prospect, we seek to capture additional information allowing you to build a prospect profile. This data enables you to most effectively communicate with your prospects on subjects most relevant to them.

Lead Nurturing is a relevant, consistent dialog until the prospect is "sales ready". However, that also does not mean that a prospect should be engaged in a lead nurturing strategy indefinitely. TeleNet has developed a unique scoring mechanism that allows us to understand what effort is required to nurture a prospect into the sales funnel - and also when a point of diminishing returns is met. Thus, our process helps you to spend dollars effectively, and yield the best possible return on investment.

For more information on our approach, read our published articles:

Three Ways to Improve Your Lead Nurturing Strategy
Show em the Love: How You Can Create a Content Rich Nurturing Strategy
Five Key Steps to Measuring Your Lead Nurturing Initiative
Cultivating Relationships and Growing Sales Through Continued Dialog

Find out how TeleNet's expertise can help you strengthen your pipeline and eliminate the "black hole" between marketing and sales. Contact us online or call 877.282.2345.