90% of companies stop following up before most people are ready to buy.
Spending money on Lead Generation and then failing to follow-up those leads, is one of the ways that companies waste money and lose enormous opportunities for growth.
A few years ago I was invited to attend a European product manager’s meeting at Hewlett Packard in Geneva. We were there to discuss lead tracking. About half way through the meeting, the main budget holder turned to me and said quietly “I spend millions of Euros each quarter on leads and I don’t know what I get in return. I think of it as a black hole which I can’t afford to stop pouring money into.”
Whilst I appreciate we don’t all have lead generation budgets the size of Hewlett Packard, I certainly know what he means.
The problem I find is that the busier I get, the more difficult it is to stay in contact with people who have enquired into the business. Some people enquire at a very early stage of their buying process. They may not be ready to buy yet. I want to nurture these to the point where they become customers.
If you’d like to understand how we think this through please register below to join us for a webinar on Tuesday 28th February at 4:30 to find out more.