So, you know your ideal client and your marketing initiatives are working. You generate leads but don’t win the ones you want. What’s missing?
Lead Management
Lead management focuses on building buyer confidence in you and reducing your buyer’s perceived risk. The prospect knows and likes you and will consider you provided you show them they are important, and you deliver outcomes.
Consistency across brand, marketing, and sales functions gets you known and liked. Lead management strategies combine “high touch and high tech” to identify real buyers and close more sales.
Lead management is about the middle and bottom of your sales funnel. Actions taken focus on assuring the prospect that they are making the right decision.
BluePeak Agency
BluePeak, a boutique advertising agency, has a stellar reputation and attracts qualified prospects. Their team routinely landed meetings with key decision-makers.
Despite promising leads, BluePeak often did not win. Competitors with less impressive portfolios beat them. BluePeak’s partners knew that communication sometimes faltered, follow-ups were inconsistent, and decision-makers went cold.
Partners Get Help
BluePeak hired a sales specialist, Maya, who explained the importance of “high touch and high tech” and recommended a series of changes to BluePeak’s approach.
MOFU Tactics – Consideration
Maya introduced actions to move prospects from initial interest to serious consideration. In MOFU, prospects evaluate options and want education, reassurance, and engagement.
BluePeak used several actions to help buyers make informed decisions:
- Segmented Interaction – By industry, engagement level, and specific needs.
- Educational Content – Product reviews, case studies, testimonials, and crafted answers to objections.
- Scheduled Check Ins – Automated partner reminders to reach prospects based on educational content.
- Community Building – Social media to engage and remain top-of-mind.
- Targeted Calls-to-Action (CTAs) – invite leads to schedule demos, download white papers, or read customer success stories.
The team was excited to combine “High Touch and High Tech.”
BOFU Tactics – Decision
In BOFU, personal interaction and urgency set the tone. The team realized what their best prospects wanted:
- Customized Proposals – To address decision-makers’ priorities and pain points.
- Social Proof – Documented outcomes showing measurable results.
- Personalized, Systematic Follow Up – Phone calls to highlight content sent and expected outcomes from BluePeak’s services.
- Clear Next Steps and Urgency – Organized meetings with clear next actions.
The team bought in.
Pulling It All Together
Maya implemented a well-known CRM to support partner actions. She taught partners to track prospects in the sales funnel and trigger automations with a click of a button.
Results
Once partners saw the CRM’s powers, they were off and running. Today, BluePeak closes 3 of 10 prospects. When Maya was hired, they closed 1 in 10.
Outcomes + Value + Personal = Trust
Join Me To Talk MOFU BOFU
