TEKsystems - Lead Nurturing and Scoring
In a dynamic partnership with TEKsystems, I led the strategic implementation of lead nurturing and scoring at TEKsystems. The tailored approach ensured a more informed and engaged prospect base, allowing TEKsystems to prioritize leads and initiate personalized outreach, resulting in notable increases in sales and strengthened customer relationships.
Project Overview
TEKsystems, a leading global provider of IT staffing and services, strategically gathered leads through events. However, many of these leads were in the early stages of searching for a service provider. To optimize lead engagement and conversions, they wanted to nurture and qualify these leads before the sales team reached out, ensuring a more tailored and efficient approach.
Challenge
The sales team's early outreach to potential leads consumed significant resources, as many of these leads were not yet ready for a phone conversation, resulting in inefficiencies.
Solution
To optimize lead engagement, a lead nurturing campaign was created based on the buyer cycle for each business verticle. Upon signing up via booth forms, leads were entered into the campaign, where they received information about TEKsystems' offerings, success stories, and the expertise of industry leaders.
Results
The lead nurturing campaign effectively segmented leads into three categories based on their interactions with various touchpoints and scored them accordingly. As a result, when the sales team eventually reached out, conversations were more organic and tailored to the lead's readiness, leading to increased sales month over month.