The buying cycle for high-value logistics services, software and equipment can be long.
Most prospects researching how to address specific logistics challenges aren’t ready to buy. Yet. The mistake many logistics businesses make is failing to stay engaged with early-stage prospects through lead nurturing.
Here’s where content can play a key role:
If you can provide prospects with regular information that helps them understand a problem or do their job better, you position your brand as a thought leader and increase your chance of earning their business when they are ready to buy.
We’ll work with you to manage an automated communications program that continues to engage prospects as they move through a buying cycle.
These email “workflows” are customized to the information your prospect downloads. So if they download a document on reverse logistics strategies, subsequent emails will share additional information on reverse logistics.
This lead nurturing strategy is designed to move prospects more quickly through the buying cycle. We’ll show you how to identify when prospects are ready for direct sales contact, so you can keep your sales team focused only on your most viable leads.
Wondering if lead generation and nurturing is a job for the sales team or marketing?
Read our article, “Lead Generation for Logistics Services: Who’s Job Is It, Anyway.” It explains how your direct sales force may not be your most efficient weapon for lead nurturing during a lengthy buying cycle.
Think about it. What are your best salespeople great at? Very likely, building relationships and solving problems – things done AFTER the prospect is ready to engage. By using marketing tactics for lead nurturing, you free your sales team to spend more time with live prospects and customers doing what they do best.