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A lead follow-up strategy is a set of communications that are planned to develop a relationship with the lead. A follow-up strategy may be implemented for leads acquired through the Internet, referrals, tradeshows, or even personal contacts. It may be different for each lead generation situation. Follow-up strategies are important for many reasons. Read on for more information on the best follow-up strategies for each lead generation situation.

If you’re running a software company, your marketing team is the quarterback. Your sales team is the wide receivers. Leads opt-in to receive your communications and express interest in your product or service. Failure to follow-up could cost you the game and sales. Lead follow-up strategies are essential for your team to score sales. Here are three reasons why you should follow-up on leads.

Tracking and analyzing data. A good lead conversion strategy tracks engagement by touch and reveals the most effective lead follow-up techniques. Your sales team can then refine their strategy based on the findings. It is also imperative to track how many calls it takes to qualify a lead. If it takes you more than one phone call to close a lead, it’s time to improve your follow-up speed.

Create a customized campaign for each lead. Consider segment-specific email templates to optimize your follow-up emails. Be sure to target your audience to make them feel special. Email campaign benchmarks can also guide your changes. Incorporating case studies in your email marketing campaign can also boost your credibility. Your marketing team will thank you for thinking outside of the box. The more you understand your target market and their behavior, the more likely they are to purchase your products and services.