How to Turn Your Marketing Leads into Customers: 5 Things You Might Not Be Doing


Lead generation is essential for growing your business and increasing sales — but only if you convert them into customers. We’ve assembled a list of 5 ways to convert marketing leads that may not be part of your current lead conversion process.

Don’t keep them waiting.

Leads become stale very quickly. Software company says following up on web leads within 5 minutes makes them 9 times more likely to convert. A prospect’s level of interest begins to drop off after just one hour. A study by MIT indicated that leads go cold within 90 minutes. The longer you wait to reach out, the greater the chances they will take their business to your competitor. Following up via email can be ineffective for a number of reasons. With the average person receiving over 120 emails a day, your message can be easily lost, overlooked, or forgotten. By the time a prospect reads your email, they may have already gone to your competitor.  

Empower your sales team.

Provide your sales team with as much information as possible about the lead to ensure they are fully prepared before they reach out to a prospect. Your sales team needs to know where the lead came from, whether they are responding to an offer, and what kinds of questions to ask.

Review your sales process and documents.

Ensure that case studies and testimonials are updated to align with your current sales pipeline. Consider the types of documents leads may need during the sales process. What information will they need just before signing a contract or making a purchase? Start at the end and work backward through the buyer’s journey to identify the necessary documents throughout the sales process.

Provide great content.

Ensure that your content includes the type of information your lead wants to see. Content should establish you as a thought leader and an authority in your field. A critical element of your content strategy should be to stay top of mind throughout the sales process.

Know your leads.

Use analytics to understand what pages of your website your leads are visiting. Understand your leads’ preferences about communication. Identify their needs and pain points, and focus on how your product or service can solve a particular problem they have.

Converting your marketing leads into customers relies on a well-prepared sales team that has the tools they need and follows up on leads quickly. Developing an understanding of your leads and providing them with relevant content will help you convert marketing leads into customers.

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