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Lead Engagement
Optimize Your Sales Funnel with Better Lead Engagement
Optimize Your Sales Funnel with Better Lead Engagement

by: Stephanie Lanik

Strategic Marketing Coordinator
If you’re dealing with motionless results from your marketing and sales and are looking for a way to squeeze every drop of conversion goodness out of your efforts, it’s time to optimize your sales funnel – with better lead engagement.

A good lead engagement process starts with defining your potential customers and taking them on an educational and nurturing journey before they eventually get passed on to sales.

This process prevents time from being wasted on gathering prospects and leads that are not qualified or not ready to commit. It also enhances the tracking and gathering of important data efficiently, such as customer acquisition costs, which enables marketing and sales alignment. Bridging the gap between both departments is essential when it comes to increasing conversion rates and ROI while shortening the duration of the process.
Not sure where to start?

Here are five lead engagement tactics that you can adopt now to improve your sales and marketing effectiveness and better-optimize your sales funnel this year:

5 Lead Engagement Strategies for a Better-Optimized Sales Funnel

1. Evaluate the Customer Journey

Have you ever stepped into your customer’s shoes to see your engagement process from the customer’s perspective? If not, you may want to start now.

Here’s why:

The average conversion rate of marketing qualified leads to customers is low. In fact, according to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. This means almost 98% of people who start the customer journey are lost… and that’s NOT good!
Evaluating the journey of each lead helps businesses gain insights into common customer pain points, how they can improve the customer experience (CX), and define what customers, and prospective customers, need in order to move to the next stage or to complete a purchase. Keep in mind that each stage of the customer journey should align with a specific decision-making step or activity that is geared to move your prospects closer towards making a purchase – whether that’s agreeing to meet, submitting a proposal, or signing off on the final deal.
Looking at it from a customer’s perspective, they want their experience with your brand to be coherent and seamless. Across multiple channels, they expect companies to know and remember who they are and what they’re looking for so that the necessary information is available when they need it. Ideally, you want to make it as easy as possible for your prospects to engage with you at every step and stage of the customer journey. Meaningful interactions = Successful business outcomes!

Understand & Monitor the Analytics Around the Customer Journey

This is a crucial piece that will ensure your funnel is healthy, your sales on track, and your time is spent wisely.

Tracking a lead through the customer journey helps you learn all about their process and behaviors, which becomes a valuable part of the content and tactics developed during the engagement process. But remember, any and all leads that have been passed on to sales, still need to be tracked!

Through monitoring, you can measure sales performance, calculate marketing and sales ROI, and optimize your campaigns. This information enables you to determine how expensive each lead is and the proper steps to take in order to get more quality leads while reducing cost. It also gives you the ability to analyze your marketing efforts as a whole and make any necessary adjustments to save time and money while increasing revenue. If you can figure out how to minimize the total sales and marketing cost required to sign a new customer over a specific time period (also known as Customer Acquisition Costs (CAC)), you’re one step closer to bumping up your profit margins.

2. Quick & Timely Follow-Up is Key

Today’s customers contemplate carefully before making a purchase. They consider every aspect and eventually, seek clarification when questions arise. According to a study by Marketing Sherpa, 73% of leads are NOT ready to purchase after they first offer you their contact details.
This means the opportunity for closing the sale depends upon how quickly and accurately businesses address these requests. It also defines a business’s commitment toward customer service — a necessary factor that prospects consider. Responding to your leads with focus and concise/personalized messaging provides value.

Our Research Shows...

That a call placed within the first five minutes of receiving a lead is four times more likely to be qualified than one at 10 minutes… And 21 times more likely to nudge the lead right into the actual sales process compared to a call placed within 30 minutes. If five minutes versus 30 minutes can give you that much advantage, imagine how much you could be losing if you allow more time before you attempted to contact that converted lead.

Need help capitalizing on this momentum? Click the button below!

Leads should be nurtured while conversations are taken into consideration. Staying involved throughout the process with follow-up activities boosts the sales funnel flow.

Bottom line: Think speed, accuracy, and consistency.

3. Identify Any Sales Bottlenecks

Bottlenecks in any part of a business can cause significant problems and lots of frustration. It can increase costs and prevent the organization from generating more sales revenue, not to mention it reduces your salespeople’s competitiveness and innovation.

A sales bottleneck is, in simplest terms, part of the selling process that limits production. It is in the bottleneck where the sale slips away, whether it’s at the beginning, middle, or end of your sales process.

So, in order to optimize your sales funnel for better efficiency, you must observe your entire funnel and ask yourself… Where is the bottleneck occurring? Where in the journey are leads getting stuck or disengaging? By asking this question, you can find a solution to remove the obstacles and get leads moving to the next stage of the buyer’s journey.

4. Nurture Leads Until They Are “Sales-Ready”

Nurturing leads means building an authentic, personalized relationship with your leads. It’s the process of having a relevant and consistent dialog that adds value and strengthens the connection between you and your leads, regardless of their timing to buy.

Use the RIGHT Content to Nurture & Heighten Engagement!

Customer engagement is one prominent factor in boosting sales funnel efficiency. It unambiguously depends on the content you push to your customers during the nurturing process.

Many people think of nurturing as just an email workflow in their marketing automation. Instead, you need to think about it in much broader terms by reaching people in whatever channels they want to be contacted with information that is valuable, relevant and helpful to them. In fact, according to DemandGen, leads who are nurtured with targeted and relevant content produce a 20% increase in sales opportunities.

Nowadays, it’s far too easy to let nurturing and relationship building fall through the cracks in favor of more leads and more traffic. That’s why it’s important to remember that today’s customers crave personalization, support, and rapport with brands. Don’t get stuck in a “set it and forget it” campaign mentality!

4 Strategies to Help Optimize Your Lead Conversion Rate

From best practice to recent data-findings, we’ve come up with a handful of lead nurturing strategies designed to help you manage your leads, improve your conversion rate, and take care of any leaks in your current sales funnel.
streamline your business with

5. Focus On Quality, Not Quantity

Effective sales efforts aren’t about talking to as many people as possible. They’re about focusing energy on the leads with the most potential to convert into sales.

There are many instances where those responsible for the top of the funnel pass of all leads to the sales teams rather than properly qualifying them — This is a key mistake as a majority of those leads will never turn into sales. Having a pool filled with unqualified leads can lead to a waste of time, effort and resources on unpromising prospects.

Instead, you should move low-quality contacts out of the flow as soon as possible to enable higher quality ones to move more freely through the sales funnel stages. Your revenue funnel will flow quickly when your marketers deliver the best quality leads to the sales team.

This is where lead scoring can come in handy!

Lead scoring is an essential part of lead management, allowing you to track your prospects’ behaviors and activities to determine if their level of interest in your solution is worth pursuing. It’s also a critical function in every lead engagement strategy, enabling you to segment your sales funnel and more effectively engage with sales leads.
Take Control of Your Sales Opportunities
From improving lead quality to optimizing your sales funnel to helping your reps meet their quotas, lead engagement can help you get more value and opportunities out of your marketing and sales efforts.

Want to see how? Techtonic Sales can help streamline your lead flow, productivity, and efficiency between marketing and sales to simplify processes so your team can focus on what they do best!

Visit www.techtonicsale.com or contact us at info@techtonicsales.com to learn more!
Written by: Stephanie Lanik
– Strategic Marketing Coordinator at Techtonic Sales –
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