Small Business Lead Nurturing Success Case Study
If you’re an entrepreneur, part of a small marketing department, or a one-man marketing department, then you know it can be tough to get everything you need to get done accomplished.
Your experience, current thought, and even marketing experts will tell you that small companies, with limited budgets and resources, can be challenged to keep up. Prevalent thinking is that they can’t, and in fact shouldn’t even try. But keep reading – because we’re dispelling that myth once and for all!
If you’re interested in driving revenue, and using the internet to help, then you’re doubly challenged to figure out WHAT among all of the different tactics, are the RIGHT ones for you. Because if you don’t get it right, then you’re just going to waste your time, and still not get the results you’re after. And that supports what the "experts" are saying, and leading you to believe.
Meet Margaret Johnson, a one-woman marketing department for a $10 million dollar-a-year consulting company, and learn how she has solved the problem of keeping her company top-of-mind with customers and prospects, funneling sales-ready leads to her sales force. Learn how they landed one of the largest companies in her geography, and are delighting them and staying top-of-mind.
Here’s the part you’ll really love: She spends only ONE DAY A WEEK managing it all!
And you could too…
Best of all, implementing her "system" in this way, ensured that ALL the leads, and their responses to her marketing, were all in one place – so she could score the leads as well as segment them even further based on how they responded, not only to the emails, but on what materials they have downloaded from her website, which pages they have viewed, and which events they’ve attended. She set up nurturing sequences (a set of timed emails) that trigger based on a lead’s response to any number of specific lead activities. She now has emails going out every 14 days to her leads, plus other nurturing sequences that can be triggered based upon a lead’s activity.
The value of keeping her leads in a single database, and tracking their activities — and then having the tools available that allowed her to automate her marketing efforts, has literally saved her from adding another full time marketing person to her staff to help implement and manage their marketing efforts.
How’s it going? She is getting positive feedback from customers and her sales folks – because her company is top-of-mind, and closing more business! She is able to quantify her contribution to her company’s growth.