Thomas John Watson Snr. – the American businessman and former Chairman and CEO of IBM (1914–1956) said, “Nothing happens until a sale is made”.

As a strategic B2B marketing consultancy business, we are often asked about the relationship between marketing and sales. 

It’s one of the most important areas of work we do. 

Evaluating leads that come from marketing is a separate topic, but what happens to a lead when it comes in and how do we evaluate the value of that lead? 

So the other question that’d asked alongside the first is also, “What is the best way to nurture leads and lead scoring using different CRM systems like HubSpot and Salesforce to help convert them into Sales?

Over the years, the science and data around lead generation have become hot topics. It is also one that is fraught with internal office politics and organisational challenges.

Though there are many ways to nurture leads and perform lead scoring using different CRM systems like HubSpot and Salesforce, here is a start point you can follow below. 

1. Define your lead qualification criteria: Before starting to nurture leads, it is important to define your lead qualification criteria. This includes identifying your target audience, their needs and interests, and what actions they need to take to be considered a qualified lead.
2. Collect data on leads: Use forms, landing pages, and other tools to collect information on leads such as their name, email, company, and other relevant information.
3. Set up lead nurturing workflows: Create automated workflows that engage leads with personalized messages and content at different stages of the sales funnel. This can be done through email campaigns, social media, and other channels.
4. Score your leads: Use lead scoring models to assign a score to each lead based on their level of engagement and how closely they match your lead qualification criteria.
5. Monitor lead activity: Keep track of each lead’s activity, such as website visits, email opens, and social media interactions, to identify their level of engagement and interest.
6. Use CRM tools to manage leads: Use CRM tools like HubSpot or Salesforce to manage your leads and track their progress through the sales funnel.
7. Analyse and refine your process: Analyse your lead nurturing and scoring process regularly to identify areas for improvement and refine your approach to maximize conversions.

In summary, by defining your lead qualification criteria, collecting data on leads, setting up lead nurturing workflows, scoring your leads, monitoring lead activity, using CRM tools to manage leads, and analysing and refining your process regularly, you can effectively nurture leads and increase conversions into sales.

What about you and your organisation? When was the last time you reviewed or even thought about the process?

If you would like to have a call and see how a few short steps can create uplift in revenue, please get in touch. 

It could break the cycle and literally be game changing.