How to Convert Inbound Leads

Personalization, industry-specific case studies and testimonials, tailored sales funnels, industry expertise in sales conversations, and behavioral triggers based on industry-specific interactions help you convert inbound leads.

1. Personalization at Scale

This means using smart techniques to make your messages and offers feel like they were made just for each person interested in your product or service. 

Personalization is like talking to each person in a way that makes sense for them and what they need.

According to Salesmate, personalization during lead nurturing enhances the potential of conversion by 63%; this builds trust, increases engagement, and improves the chances of converting them into customers.

For example, an email from Ben Heath, who runs his own Facebook advertising agency, feels personal because it directly addresses the recipient and he speaks in a very informal tone, as you would a close friend.

2. Use Industry-Specific Case Studies and Testimonials

Share stories from happy customers in the same kind of business as the people you're trying to reach. 

Doing this helps build trust because it shows that your product or service has already helped others who have faced similar problems.

Using industry-specific case studies and testimonials can significantly boost trust and credibility with potential customers, as 84% of consumers trust online reviews as much as personal recommendations, according to a BrightLocal study.

For instance, HubSpot provides case studies on its website that showcase how businesses in different industries have used their platform to grow and succeed. 

They provide detailed information on the challenges each business faces, the solutions HubSpot provided, and the results achieved.

3. Customized Sales Funnels for Industry Verticals

This means creating a unique path or journey that potential customers in a specific type of business follow when they decide to buy something from you.

Think of this path as a series of steps that customers take, like learning about your product, then considering it, and finally making a purchase. 

You customize these steps to fit how people in a certain industry typically buy things.

You ensure that your sales path matches how people in that industry usually decide to buy products or services. If they usually do a lot of research, you provide them with helpful information. 

At every step along this path, you provide information and assistance relevant to what the potential customer needs. This helps guide them towards making a purchase.

For example, Ahrefs uses a customized sales funnel for their industry vertical of SEO tools. They have a series of steps to guide visitors toward buying decisions. 

They use personalized recommendations and targeted messaging to increase the likelihood of conversion. They also use surveys to create personalized offers.

4. Industry Expertise in Sales Conversations

This is about ensuring that your sales team knows a lot about the specific type of business or industry your potential customers are in.

Your salespeople need to know the terms, problems, and trends common in that particular industry. This way, when they talk to potential customers, they can speak their language and understand their challenges.

According to a study by Second Nature that supports this claim, skilled salespeople can quickly ascertain what potential customers need and provide the appropriate solutions, which speeds up deal closing and increases lead conversion.

When your sales team shows they understand the industry, potential customers trust them more. It shows that your team can be a valuable partner in solving problems specific to that industry.

For instance, Arrive Logistics is a freight brokerage company with a team of sales professionals who are experts in the logistics industry and can provide personalized solutions to their clients. 

They have been recognized as a top workplace by Inc., Forbes, Built In, and the Chicago Tribune.

5. Behavioral Triggers Based on Industry-Specific Interactions

This involves using automation to keep track of specific actions or behaviors that people in a certain industry take when they visit your website or interact with your business.

The automation software monitors things like which pages someone looks at on your website, what they click on, or how often they visit.

When the software notices that someone in the industry is showing a lot of interest or doing certain things, it can automatically remind your team to reach out to that person with more information or an offer. 

This makes the follow-up more relevant and timely, which increases the chances of turning that interest into a sale.

A WebFX survey found that 77% of marketers using automation software convert leads more effectively than those without. 

Using automation solutions like Nutshell and MarketingCloudFX, you can follow leads as they progress through your sales funnel and provide the appropriate information at each stage.

For example, Nutshell is a CRM platform that uses automation to help sales teams manage leads. 

Nutshell can automatically update sales data and lead status as leads move through the sales pipeline. 

Wrapping Up: How to Convert Inbound Leads

You can convert inbound leads by doing the following: 

• Personalization

• Industry-specific case studies and testimonials

• Tailored sales funnels

• Industry expertise in sales conversations

• Behavioral triggers based on industry-specific interactions

While these five strategies are often effective, it's essential to continually assess and adapt your approach based on the performance data and the specific characteristics of your leads and industry.