How to Get Warm Leads
Warm up your incoming leads through automatic mail depending on what they clicked on or downloaded. Send your hot leads to sellers when it’s time to follow up manually. Warming up your leads is a crucial aspect of your sales funnel to get your leads to ultimately convert.
Why warm-up leads before a seller calls?
Calling leads at the right time is important. If you call too often and too early (for example, as soon as they download something from your website), you risk annoying them. But if you call late, you can lose the customer to a competitor.
By following up with automatic warm-up emails and measuring what leads do, you can notify your sellers as soon as a contact shows that it is in a position where it is open for a call – ie a hot lead.
For example, if they look at the price side. Or if they read a case study that shows how another of your customers solved the same problem they have.
Examples of feeds that can process and warm up leads
Method one: Short emails with links to relevant resources
The most common method for warming up new leads is to follow up with a series of short emails that link to relevant resources. You don’t need anything fancy in the email – just relevant links to other things they may be interested in depending on what they have done on your website before.
Some good ones are usually links to blog posts about what they have shown interest in, studies on the subject, guides you have on relevant areas, case studies on how other clients have solved similar problems, or whether the lead has shown fairly great interest, to and with links to your product videos or brochures.
Follow-up emails should not be intrusive, but short and tailored to what your lead has downloaded. Two or three paragraphs are sufficient, with links to other relevant resources.
Case studies are usually a particularly good resource as it is both interesting, selling and shows you if your lead is hot. Most often, you read case studies if you are interested in a company’s product or service.
You can advantageously extend your follow-up cycle to several months if you increase the waiting time between each email. This is especially good if you sell complex products with long sales cycles. If your material is of interest to a potential buyer, you will not only be perceived as helpful, but your contact will often also pass on your material to other decision-makers. Many of our customers have shortened their sales cycles by many months only using this method.
Method two: Long informative emails with deeper content
The other follow-up method for warming up leads is to write long, informative emails. This method is well suited for those who sell information products, such as training courses or workshops.
Then you can advantageously divide the information you sell into smaller pieces and educate your contacts via email. If you do this well, your email sequence itself can become so valuable that you can use it as a lead magnet. You then opt-in to receive your email training. Each email teaches a concept. If you you really want to go all-in and create value, you can even, in each email, give the reader homework and offer to give feedback on their homework, or in other ways create interactive elements in your education so that you offer more than just text.
Interactivity can be about the contacts getting feedback from you, or automatically through submissions and information on your website.
Offer lead magnets on your website that capture leads.
Then follow up on these with automatic emails that send more information and relevant case studies. When the lead shows engagement, it’s time to follow up.
You can even automate the follow-up email from the responsible salesperson, thus saving even more time (and making sure things are not neglected when the salespeople have a lot to do).
When the seller receives a reply to the email (which was sent automatically), the conversation naturally runs from there, and the probability of conversion, or at least the start of a conversion is high!
If you create a number of these “Funnels” and links to them via blog posts and posts on social media, you will soon create a stream of traffic to your website, of which about 20% will convert to leads and about 10% of these will be meetings. In the long run, this will give you more requests than you can handle.