Reap a Harvest by “Nurturing” Your Leads
Drip email campaigns are a powerful communication strategy that deliver targeted, relevant
content to qualified leads in order to move them from awareness through conversion.
These automated campaigns are timed to “drip” messages when triggered by the subscriber’s
behavior—such as opting in to receive emails, responding to a call to action, downloading a file,
or making a purchase. By tailoring communications according to their needs and preferences,
you can more quickly and effectively move leads, or prospects, through the conversion funnel to
become customers.
The 6 Stages
Interact with leads in meaningful ways by meeting them where they are:
By the Numbers
1. AWARENESS. Prospects are aware of
issues and pain points. Messaging should
be entertaining and informative.
4. PURCHASE. Prospects have made their choice.
Affirm that decision by making purchase easy
and helping them utilize your product or service.
2. INTEREST. Prospects have a base understanding of products, brands, and trends.
Educate them with an eye toward solutions.
5. POST-PURCHASE. Customers desire a worthy
product or service and an excellent relationship. Offer loyalty programs and channels that
promote feedback.
3. CONSIDERATION. Prospects are evaluating products and interacting with
sellers. Provide info and comparisons to
aid decision-making.
6. REPURCHASE. Customers may show interest in
other brands or related products and services. Touch
base regularly, providing info on your other offerings.
>> Generates nearly 80%
higher opens than
one-hit emails
>> Without nurturing,
over 75% of qualified
leads fail to convert
to sales
>> The best drippers
produce 80% more
sales at costs that are
33% lower
The New Reality for Sales Managers
Today’s sales managers are more than revenue generators. They’re also responsible for
accurate forecasting, which impacts every level of the business. By going beyond raw
sales figures to utilize available data and analysis, they can guide their teams—and your
company—to greater success.
This increased accountability encourages managers to use their business’s data to understand what’s really driving ROI—as well as the company’s strengths and weaknesses.
By determining underlying causes rather than just relying upon results, they’ll be better
armed to both create efficiencies and boost effectiveness.
Using Data Wisely
Taking Responsibility
The days of estimated forecasts are gone.
Now, there’s enough data at sales managers’
disposal to determine which specific sales
activities are delivering results, and how.
An astute manager can:
If sales managers are going to do this, it
requires greater accountability across the
board. This will mean:
ÎÎ
Pour resources into activities that are
working well
ÎÎ
Proactively address those activities that
need to be adjusted
ÎÎ
Pinpoint managerial methods to promote
the most successful activities
ÎÎ
Stimulate sales reps to focus on success-
building insights and activities
ÎÎ
Setting clear expectations for each role on
the team—including managers
ÎÎ
Holding teams responsible for perfor-
mance, which encourages shared accountability to one another
ÎÎ
Embracing and working through conflict
by initiating tough conversations and
sharing observations on performance
ÎÎ
Regularly giving praise to team members
in addition to issuing challenges
CONNECT TECHNOLOGY FALL 2016 // SNB.COM | 15