Once a lead comes in, you have a short time frame in which to connect with them before they move on. Because of the limited window of opportunity to engage prospects at this stage, many leads are lost just short of the final stage of the buying process. Therefore, MSPs must engage in lead nurturing activities from a preliminary stage.
In this post we discuss some key benefits that MSPs derive from lead nurturing:
1. To tap into leads
Lead nurturing programs provide you with the opportunity to tap into leads that may otherwise be pushed back on the priority list. They help you connect with prospects earlier instead of waiting until the last stage. This will help to eliminate the loss of leads that don’t get the attention they need to covert.
2. Educate your prospects along the way
You know what your leads need at a given point of time. You can use this knowledge to engage prospects with useful bits of information. Build trust by educating your prospects. This will help convince prospects that your organization is most concerned about meeting their specific needs and interests. Example: Day Zero Alerts.
3. Lead nurturing eliminates the costs associated with generating leads that fail to close
Every year you spend a sizeable amount on lead generation efforts. You spend on email campaigns, lists promotions, attend tradeshows etc. Yet, not all of these leads are converted to sales. Chart out an effective, personalized nurturing program and engage the failed leads with it. A good nurturing program carefully guides your leads through the buying cycle, thus reducing the number of lost leads and thereby, the cost associated with them.
4. Lead nurturing for existing customers
Lead nurturing need not be limited to new leads alone. One way to make your existing customers happy is by providing them with educational content. Lead drips can also be used by MSPs to educate their customers about the IT security best practices, risks etc., that help them take better care of their IT infrastructure.
5. To increase prospect engagement
You can use lead nurturing to interact more frequently with your future customers. Create drip campaigns where your leads are encouraged to interact with you. A lead nurturing system alerts you when a prospect shows interest so you can lead them further down the sales funnel.
7. To get maximum ROI
Lead nurturing campaigns can help MSPs generate revenue from existing customers through cross-selling and upselling. As a MSP you have interacted with your customers in the past, you know very well what customers will find useful in the future. You can combine customer experience with analytics to track customer activity so you can upsell and cross sell better.