As inbound marketers it is easy to get involved in writing blog after blog and get excited about generating leads and sending emails. But what are we really trying to accomplish? We are trying to collect these leads to sell them our products, which means we need to help these leads complete their buyer’s journey. Yet many times this can seem more like a battle of sales vs. marketing; let us use Lord of the Rings as an example of how this works and how we can change our perspectives.
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Most visitors to your website are not ready to buy on their first visit. To capture these visitors and turn them into leads, we recommend you create offers and calls to action that offer your visitors information they need or want in exchange for permission to contact them via email. But once you have these leads, what do you do next?
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According to a study by Gleanster, when a qualified lead enters your marketing funnel, by downloading an ebook or other content on your web site, there is a 50% chance that they are not ready to purchase your products or services immediately. Your sales reps will follow up with all of your qualified leads, but what happens to those who are not quite ready to buy now?