For marketers, especially growth marketers, there is a lot of trial and error on the journey to moving the revenue needle.
As we try to achieve sustainable increase, we move through dozens and hundreds of measured trials.
Some work, some don’t and we try to learn as much as we can from both.
So you’ve heard the term “growth hacking”.
Especially if you frequent the typical haunts like Forbes or Business Insider who’ve jumped at the chance to tell you exactly how to grow your company in just couple hundred words or less…
Hypothetical: You’re a startup in a small warehouse just outside Palo Alto (or anywhere really).
You have zero users for your new “revolutionary” application. What do you do, hot shot?
Once you’ve set up a nurturing campaign, you should begin to see all sorts of data (if you look for it) along with a potentially decent bump in sales.
The best piece of advice we can give at this point?
Obtaining quality leads is only the beginning when it comes to your marketing efforts.
Once you acquire leads, you have to nurture them. That means developing relationships with them and familiarizing potential customers on how your products or services can meet their needs.
As obvious the importance of lead nurturing is, a surprising number of companies don’t think about it enough.
Why?
If you have a system to deliver content to a lead that moves them along until they are ready to buy, then congratulations.
Really.
You’re one of the few businesses using a sales funnel to convert the leads who weren’t ready for your pitch (If you haven’t started a funnel yet, it’s not too late to start).
Don’t celebrate just yet, because there’s bad news. You’re still losing sales.
You’ve gathered prospects, turned them into leads and have been pumping them full of awesome content.
Now it’s time to start cashing in by optimizing the late funnel segment of your marketing efforts.
Let’s go over a couple of things.
Gathering fresh and targeted leads is the fuel that drives your business.
Without new business contacts, your sales team won’t have anyone to pitch and revenue will dry up.
Anyone who markets products and services to other businesses understands this, but what about the leads that aren’t ready to buy?