In two recent posts, I talked about how to increase traffic to your website and to convert those visitors to leads. But, if your business is like most B2B operations, your sales team won’t be particularly excited about those leads. That’s not just the old tension between sales and marketing: B2B sales reps have good reason to doubt marketing leads.
79% of marketing leads never convert to sales, and that’s no surprise. 62% of B2B marketers send all of the leads they generate on to sales, but only 27% of those leads will be qualified. In short, a lot of marketers are sending a lot of worthless leads on to sales. But, you can change all that and start handing off leads that your medical sales team will be delighted to receive.
Lead scoring is an important part of your medical device marketing strategy; effective lead scoring saves your sales team from hours of wasted time and resources chasing the wrong people. Yet, most B2B marketers have not established lead scoring.
You determine the factors that impact a lead’s score based on how well visitors fit your target personas and exhibit readiness to move along the sales funnel. I’ve already covered lead scoring in detail, but want to reiterate the critical role that it plays in your medical device marketing strategy.
Good lead scoring software that integrates with your website analytics and contact management system will automatically update a lead’s score as he or she engages in certain behaviors that indicate movement along the funnel, such as revisiting particular web pages or downloading specific premium content. That means that you can pass leads along to the sales team at just the right moment, allowing your sales representatives to make contact when the prospect is receptive.
Of course, those leads aren’t (for the most part) going to warm themselves up and get ready for sales on their own. Your medical device marketing strategy must include a means of moving those prospects forward to the point at which they’re sales qualified. That process is typically referred to as “nurturing,” and it’s as important as generating the leads.
Not long ago, lead nurturing was a very time-consuming process, and largely conducted by sales representatives on a one-to-one basis. Fortunately, marketing automation and the tendency of prospects to conduct their own research before engaging with sales has made the process of lead nurturing far less labor intensive.
Marketing automation allows you to share relevant information and updates with prospects simply by assigning them to the appropriate email list or enrolling them in a workflow. With appropriate integration, those prospects can be shifted from one list to another based on the same type of triggering events that change the lead’s score. Thus, your prospect receives tailored, responsive content marketing materials without either your sales or marketing team having to select and send out those materials on an individual basis.
The combination of lead scoring and lead nurturing means that your marketing team can weed out the clearly unqualified leads and then ease the “not yet” leads along the funnel until the time is right to shift those leads to sales. The sales team will see fewer marketing leads, and the leads it receives will be much more likely to convert.