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If your company offers a trial to a service, how does marketing nurture that lead? The lead at that point may not be in a buying state.
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The Future of Selling
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3 Answers
Hi Kurt - What marketing can do provide a series of nurturing emails. The first few emails might be more about content that shows some thought leadership of your company and expertise. Then you can start adding content about the value proposition, case studies and more, building company crediblity with the solution you sell. Tracking should help you see who is engaging and when. Additionally you should seed some of the emails and landing pages with links that have options to find out more about the trial. This way you aren't selling to people who aren't ready to buy, but starting to engage them and build credibility so that when they are at that stage your company is top of mind. Hope that helps. Lisa
It really depends on what the service is. On one hand, once the service is being tried out, they are both customer and prospect. Marketing would provide the kind of information they normally give to customers while sales nurtures the customer and works on the conversion.
Lisa has a great answer. Ultimately, the ability to answer your question demands asking another: what is valuable to your prospective customer as an individual? Because providing what is valuable to him or her will most likely further your sales activity. Marketers and salespeople both need to keep that question in the center of the spotlight.
You used the term 'the lead,' which carries risks, because it removes names, faces, and individual needs from the mix. It's understandable--I often catch myself doing the same thing. But it's important to guard against doing that, because nothing will whitewash real wants, needs, and desires faster than encompassing labels.
Selling situations vary, so I'm reluctant to use the broad brush here. But I think it's key for marketers to make sure there's lively, accessible conversation about the product or service. Anytime I have considered buying something, I've been interested in who else is using it, and if it's a technology product or service, I want to know how quickly issues are resolved and that the vendor has competent staff who care and actively listen to the feedback customers provide.
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