During this stage, your marketing teams strive to attract worthwhile leads using smart targeted marketing campaigns: email marketing, ads, events and more. They also focus on getting the customer to share their information.
Lead scoring and qualification
Here, the focus is on assessing the compatibility of leads and prioritising the most promising ones. For example, a lead might indicate their interest and suitability for further interaction by downloading a brochure and opting in for further communication.
Lead has initial consultation with sales
This gives you a chance to scope out the customer, show that you understand their pain points and explain how your product or service can solve them.
Lead is nurtured to prompt a request for a quote
The aim of this stage of the process is to keep the conversation going. Have your sales reps available to answer questions and deliver targeted multi-channel marketing that shows why your products or services are indispensable.
A quote is sent
If you have managed to retain your lead in the funnel this far, the next step is for sales to prepare a quote. Remember that nowadays, it is more than likely that multiple people will be required to sign off on this. You need to transform your point of contact into an advocate and provide them with any necessary assistance to get you to the next stage.
Here, it’s about addressing the concerns of other decision makers and stakeholders. Prep your sales reps to handle objections and follow up regularly.
The sale is agreed
If all goes well, the process will end with a sale. However, it’s vital to follow this up with good customer service and ongoing support. Here, too, B2B CRM can help you manage the customer long-term and anticipate their needs at a given moment. Going above and beyond your promises will help cultivate future business, as customers become advocates for your brand.
Of course, the sales cycle will vary from business to business depending on the product and market. For example, a company selling management consulting services will have a more complex funnel than one selling PPE equipment. Other businesses might add an additional element at the lead generation stage, such as analysing a lead’s interaction with competitors. But the template above provides a broad representation.