Common lead nurturing mistakes to avoid

One of the goals of systematically planned marketing efforts is to provide enough quality leads to sales teams. But, as it often happens, leads are passed on without giving them enough time to mature. This is a part where lead nurturing is taking its main role. That is, to understand the problems of different prospects and provide them with relevant solutions. It’s a crucial part for the sake of establishing good relationships. Only then, you will have a good lead that qualifies for the ultimate requirement – purchasing. This is why it’s essential to understand which common lead nurturing mistakes to avoid, so you don’t lose your prospects. If you do it properly, you will synchronize your marketing and sales teams’ efforts and ensure paramount ROI.

Avoid these common lead nurturing mistakes

Important to remember is that lead nurturing has to demonstrate effectiveness at every stage of the sales funnel. From the first contact to the later follow-ups, each action will determine the chance for success. It’s an ongoing process of listening to the needs, providing the right information, and answering questions while building trust and improving brand awareness along the way. Oftentimes, it’s fundamental to utilize different technological solutions, like click-to-call software and CRM systems. Because that is today the only way to maintain the proper connections while waiting until your prospects are ready.

To avoid pushing your leads down the funnel prematurely, here is the list of some of the most common lead nurturing mistakes you should avoid:

  • Failing to rely on automation
  • Allowing your leads to remain passive
  • Rushing to pass the leads to sales
  • Not correcting the long sales cycles
  • Promoting your offer too aggressively
  • Not segmenting your campaigns
  • Not listening to the insights from feedbacks

Failing to rely on automation

While manually maintaining all the communication and information is technically possible, on a large scale it simply won’t work. You will have to use different automation platforms if you are to remain efficient and flexible. At this point, without automation, there is no means to keep track of all the tasks and data. You won’t be able to shorten your sales cycles, manage personalization, and analyze the results. The advanced software solutions in use today are, an excellent and, probably the only efficient way to support your lead nurturing strategies.

Allowing your leads to remain passive

Another common mistake is having a lot of leads but leaving them be without taking proper action. Remember, the goal is constantly to work on relationships and motivating your prospects to take a step more. Knowing how to convert more leads into sales won’t provide any results if you leave your leads dormant. This means when coming across different obstacles, being open-minded and bold for creative solutions is far better than stagnation. For example, if you have a habit of contacting during specific hours, try to change it. Sometimes, trying to connect only during traditional office hours simply won’t work. Change the approach and analyze the results until you hit the soft spot.

Rushing to pass the leads to sales

Sending the leads further down the funnel without proper treatment won’t help you. Yes, you will hit the quotes but you will leave your sales teams in a lot of trouble. Not to mention that you will eventually lose those leads. This is often a huge waste of time, energy, and resources. To make sure the moment is right, you have to follow and analyze leads’ behavior.

  • Follow their habits, preferences, and interests;
  • Analyze what they are viewing on a website;
  • Which emails they open and answer to;

Basically, anything that will provide you with at least some insight. This is the only efficient way to estimate at which stage they are. And, if they are ready for the next step.

Not correcting the long sales cycles

A marketing team member drawing the workflow strategy diagram for reducing the abandonment rates.
Carefully analyze every step in the cycle until you find the working solution.

It’s no secret that people today are taking much more time to research and explore their options before making a purchase. However, proper use of lead nurturing can help you shorten this cycle. For example, try to use exit popup software to remind your prospects about your offer. It can be a good way to surprise them with a special offer, advertise discounts, or something similar. Anything that will motivate them to eventually make a decision sooner.

Promoting your offer too aggressively

However, even if promotion is essential, promoting your offer too aggressively can be counter-productive. Let them at least show interest before giving them something to think about. Also, don’t forget that majority of buyers are not ready to make a purchase right away.

Talking with a customer service representative.
Carefully wait for the right moment to place your offer.

Most of them are initially only exploring their options. That’s why it’s important not to annoy them with calls or emails, for example, too often. Instead, try to give something of value first. Engage them by providing help, answering their questions, or by sharing other useful information they demand. Sculpture that relationship and plant a seed of interest until it the idea grows into a desire. Anything more than being patient and subtle is only going to turn them off.

Not segmenting your campaigns

Another mistake closely connected with the previous is using nondiverse means of communication. Of course, your email marketing campaign has the potential, but it shouldn’t be one-dimensional. It’s never convenient to send the same generic message to each of your leads, no matter the platform.

Two businessmen talking in person.
People prefer a personalized approach, they don’t like the “generic” treatment.

Basically, what you need to do is to first separate your leads into meaningful groups, like targeted audiences. And tailor the message to be appealable and personalized for each group. Even better, analyze each individual, if you have enough data. And try to establish completely personalized communication, if so. Today’s customers consider unappealing, and sometimes even offensive, everything with the slightest taint of “generic”.

Not listening to the insights from feedbacks

Feedbacks are an excellent way to learn your weak point and recognize your strengths. The same philosophy can be applied to your prospects. If you pay attention to what they have to say, you will better learn what they want. Often hidden between those lines are their interests, needs, desires, and assumptions. With that in mind, feedbacks can be a great source of information otherwise unattainable. In essence, it will help you align your offer with their demands, and give you a strategic advantage. Also, feedbacks can help you with developing future methods and campaigns.

Some of the mistakes might seem trivial, others unavoidable, but each of them can affect your success. It’s always better to know which common lead nurturing mistakes to avoid than blindly misstep over and over again. With all of them at your disposal, you can learn, make adjustments, and better coordinate your marketing and sales teams. At the same time, you will establish a much better connection and relationships with potential and existing customers.

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