SCi Launch Lead Nurture Tool to Cultivate 'Failed' Sales Leads

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SCi Sales Group, the leading European sales accelerator, has launched a B2B lead nurture programme called LeadNurturePlus. Developed to cultivate the 80% of leads that are never followed-up and deliver them ‘sales ready’ back to the Sales Department.

SCi Sales Group Ltd has used its experience in sales acceleration to research and develop a B2B marketing programme called LeadNurturePlus that nurtures sales leads ready for the Sales Department.

According to research by SiriusDecisions, Sales Departments follow-up only 20% of leads, and then later disqualify 70% of them based on lack of budget, timing, etc. Yet 80% of so-called ‘bad’ leads go on to buy within 24 months.

This research is supported by SCi Sales Group’s own experience. They believe that part of the problem is lack of control and inability to manage change.

Lack of control in many companies is the result of confusion over who is responsible for developing sales leads – is it the Marketing Department or Sales Department? According to B2B Marketing magazine 65% of companies have no formal process for controlling leads, so the leads fall into a sales gap.

Because there is a lack of control there is also an inability to manage change - a change in budget, timing, decision maker or even a change of staff in the Sales Department. The changes are not managed and again the lead or opportunity falls into the sales gap.

LeadNurturePlus provides a safety net and prevents valuable leads from falling into the sales gap. It cultivates them using a mix of telemarketing and other offline/online marketing touches to keep the lead alive. When the lead confirms Budget, Authority, Need and Timing it is considered BANT qualified and passed to the Sales Department.

SCi’s vast database of campaign knowledge means they are able to advise on the optimum number of touches to convert sales leads into BANT qualified opportunities.

The LeadNurturePlus programme is co-ordinated with the client’s planned marketing activity. The release of newsletters, attendance at trade shows or a relevant white paper, are all used as opportunities to keep the prospective customer engaged in dialogue.

But LeadNutrurePlus can also accommodate unplanned marketing activity, such as a press release on a new business win that may be relevant to the target audience. This unplanned activity is simply slipped into the lead nurturing schedule.

Recent research by B2B Marketing magazine suggests that over 70% of companies plan to invest in lead nurturing over the next 12 months. Brendan O’Flaherty, CEO, believes SCi are onto a winner “We researched the market thoroughly, and in difficult economic conditions firms cannot afford to let valuable leads slip through their fingers. Companies that fail to nurture sales leads are effectively throwing the investment in obtaining them down the drain.”

The purpose of LeadNurturePlus is to maintain the momentum of the sales process ready for the lead to become an opportunity, and prevent leads from falling into the sales gap. When they are BANT qualified they are passed onto the Sales Department for them to close the sale.

Further details on LeadNurturePlus can be found at http://www.scisalesgroup.com/leadnurtureplus

SCi Sales Group are a leading, business-to-business, sales acceleration company who have generated over £3 billion in sales pipeline and £400 million in closed business for their clients. The core of their business is telemarketing supported by other offline/online marketing touches.

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Graham Smith

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