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“Well ofcourse you should strike while a lead is hot…isn’t that way too obvious a statement to make?”, you might be thinking. However in practice, it isn’t always followed by companies even those equipped with state-of-the-art lead nurturing technology. Leads which display a sudden spike in activity levels and can be scored higher are ones that are calling out to be contacted and followed up with personally by sales. If leads that have been nurtured to the point they have reached a level where they are “ready” and then allowed to sit idle for a longer period without being engaged by sales, the effect of the nurturing process will wear off after some time and that lead will “cool” down and eventually go to the bottom of the nurturing cycle where it probably started.

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If you look at the main objectives of lead nurtring

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• The first is to help keep your business fresh in a prospects mind so they think of you when they have a requirement you can fulfil
• The second is to identify when a prospect or lead is ready to be engaged based on how actively they are looking at your products or solutions

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If you go by the first objective, a lead has your business on the top of their minds when they are actively looking at your emails, when they are frequently visiting your website, when they are downloading more content on your offerings. Lead nurturing technology helps you see when these activities pick up and since thats teh time when your business is on their minds, that is the time to strike From Hell divx . Calling a lead who is going through what you have to offer or has very recently been through your content makes connecting far easier and more effective and the timing is right. “Ahhh I was just going through your website and looking at….” is the kind of response you can expect to hear at the time as opposed to “And who are you and what do you do?”.

Going by the second objective which is identification of leads that are sales ready, a “sales ready” state would be reached when a lead has responded actively to your content consistently enough to know that some level of interest has been achieved. A level enough for sales to take over from. The constant messages, content and reachouts are all focussed on driving a lead to this state and when a lead has reached this level, it’s time to act

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. Every hour after a lead has been identified as ready is an hour when the effect of all the messages till this point is wearing off and delaying beyond a point would result in the lead being cold again.

So if you have a nurturing program in place and have the technology to track lead activity and identify ready leads, make the most of it and strike while the lead is hot.