How to finesse your energy business’s follow-up strategy and convert more leads
As an energy leader, you understand the importance of following up with leads. Unfortunately, as sales reps tackle the ever-growing number of communication platforms, it’s tough to prioritize leads and track conversations.
Avoid missing opportunities, protect your reputation, and keep your pipeline full using a strategy that targets procurement professionals.
Prioritize high-quality lead generation.
A sure way to lose credibility is for your sales rep to hear:
“How did you get my number?”
Low-quality renewable energy leads are a dime a dozen. And you’ll need to go through far more to get a bite. Follow up with the right people by starting with quality leads.
1. Fuel your inbound marketing with intent-based content.
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Top of funnel marketing is fantastic for generating attention. But, you’ll gain more qualified leads by targeting procurement professionals with content tailored to their needs.
Design intent-based content that influences business leaders, such as:
- Case studies and whitepapers that showcase how businesses similar to your prospect’s company solves problems.
- Tactical checklists or infographics that help professionals navigate the process of choosing an energy services provider.
- Webinars where you share valuable insights while engaging with decision-makers.
2. Build relationships with procurement professionals.
Get in touch with business leaders by pursuing relationships and following up on several channels. Connect on social platforms and in industry groups where procurement professionals congregate, such as LinkedIn.
Each time a lead connects with your business, follow-up by asking questions that give you answers about their status and position while building your relationship.
3. Ask questions about energy initiatives and the users’ roles in it.
Position yourself for better follow-up conversations by inquiring about a prospect’s status and role in the decision-making process. This extra qualifier weeds out those in the early stages. You’ll still keep those prospects in your pipeline. But you can prioritize leads who are ready to procure energy. For instance:
- Add a checkbox on your contact page. Is your prospect interested in securing renewable energy agreements within six months or 12 months?
- Put an extra field for lead gen deliverables. What’s the prospect’s role at the company, and how many people do they employ?
- Create social messages targeting intent-based actions. Ask followers about their biggest challenge in securing renewable energy or what holds them back.
Strategically follow-up with energy leads.
Make sure your sales team can answer these two questions for every qualified lead:
- How quickly did you follow up?
- How many times did you follow up?
Even with all the technology that teams have access to, reps continually report problems with prospecting, qualifying leads, and following up. Yet, HubSpot finds:
When businesses follow-up with online leads in under five minutes, those leads are nine times more likely to convert into customers.
Help your team answer these questions by developing a uniform follow-up process with clear terms of measurement. Then, dive into the data behind their follow-up calls.
Nurture your leads through every form of communication.
You’ve heard the same refrain over and over—go to your leads, don’t make them find you. Diversify your communication channels and repurpose content, so that it’s tailored to your ideal client.
- Send relevant emails and content that pertains to issues they’re facing now.
- Set up alerts so you can reach out and congratulate company leaders on their wins.
- Join and interact in social media groups where procurement professionals get support.
- Amplify your brand at energy trade shows.
Use your follow-up and nurturing process to help leads overcome their fears about the quality, cost, or application of your energy services.
Following up with renewable energy leads is all about forming relationships. By serving their interests well, you’ll be positioned to use that lead intelligence to make your next sale.