For many, turning the calendar to January offers the perfect time to hit the reset button, make changes, chart new courses, and proclaim big audacious goals and resolutions.
Professional or personal, “A goal without a plan is just a wish.” You can thank Antoine de Saint-Exupery for the quote and tough love. However, his point is poignant. Plans are only as good as their execution. Without the follow-up and follow–through, incremental progress will not be achieved.
Companies and marketers take heed. Intentions to boost sales, generate leads, and grab market share will require focus, consistency, and relentless attention to detail.
Generating leads is a time-consuming and costly endeavor. Not following up represents lost opportunities. Although a few years old, a study by MarketingSherpa revealed that only 36 percent of marketers actively nurture their sales leads.
Relying on an autoreply or one phone call is sadly the norm. In most cases, a lead represents the start of a buyer’s journey, and they are likely in the very early stages.
According to a Databox survey, one-third of respondents indicated that more than 50 percent of their qualified leads are not ready to buy. The key is nurturing leads via drip campaigns and a carefully crafted content strategy to continue to educate and keep in touch with prospective buyers, and be top of mind when they are ready to convert and purchase.
As you get things going in January, remember that your goals will only be as good as your follow-up and follow-through.