One of the most effective IT marketing techniques is to develop relationships with customers at every stage of the sales funnel, which is also known as lead nurturing. Whether you are a new company or have been in business for decades, learning about the lead nurturing process can significantly affect your business. Lead nurturing can be broken into three main categories:
- Top of the Funnel
- Middle of the Funnel
- Bottom of the Funnel
Each of these sales stages plays a significant role in developing a relationship between clients and creating a positive working environment that is beneficial to you and the client.
Top of the Funnel Stage
The first stage of lead nurturing is known as the top of the funnel stage because you are trying to attract unknown customers that are in need of ideas and resources to help them with issues that they are facing. You can attract customers in multiple ways, such as through online advertising, emails, special events, or sales. Using a wide variety of methods will enable you to reach a broader audience and attract customers more easily. On the other hand, managed service providers that fail to use a variety of methods to attract customers are much more likely to be limited in attracting new clients. The primary goal during this stage is to help clients in any way possible and transition them from an unknown visitor to a regular customer.
Middle of the Funnel Stage
The second stage of lead nurturing is known as the middle of the funnel stage because it transitions a potential client from just being interested in your products and moves them in the direction of using your service. For example, they may subscribe to emails or download a brochure advertising your business through an IT marketing campaign. They may ask for your contact information and inquire about the specific IT services that you offer. The primary goal during this stage is to build your client’s trust and help them understand why you would be a good fit for their company. Answering any questions and concerns can be the difference between a new client and missing a sale. During this stage, you will need to learn their interest levels and help them transition from inquiring about your product to actually purchasing your services.
Bottom of the Funnel Stage
The final stage in the sales process is known as the bottom of the funnel. This stage transitions a potential client from being just a sales lead into a qualified sales opportunity. Ultimately, this is the stage where the customer will decide to use you as a managed service provider or choose to look somewhere else. If a client decides to use your service, it is always an excellent idea to follow up with a thank you email or phone call and let them know that you appreciate doing business with them. You can also send a link to a blog post or white paper to further increase interaction between you and a client.
As you can see, the use of lead nurturing is an effective IT marketing strategy that can have a significant impact on an IT provider’s consumer base. Whether your company is large or small, using these lead marketing strategies will help you reach customers from many places. Over time, you will notice an increase in business, which will ultimately help your company to be even more successful. Begin applying these strategies to your everyday interactions with potential clients and start experiencing the immense benefits of lead nurturing.