Most leads you generate won’t yet be ready to buy. They may be in the research stages or just not have the funds yet. This might be one of your most important business-to-business lead generation lists. Guard this list and keep it active.
First of all, ask when they think they may be ready! If someone isn’t in a position to buy, ask permission to check back with them when they think they may be in a better position. Better yet, find out what is holding them back.
Keep them on the newsletter. If you have content marketing that goes out regularly, ask permission to put them on this list. With your helpful blog content posts, you’ll build the relationship so they’ll turn to you when they’re ready to buy.
Check back in 3 to 6 months. Of course they need to go into their own category in your CRM. Make sure you have someone on your lead generation team reaching out every several months to see where they are, how they’re doing, and how you can help. It keeps you fresh in their minds and you may have an opportunity to earn their business before your competitors know they’re ready to buy.
Keep track of their pains/problems. Since you’re already putting them in your CRM anyway, make sure you have notes on what their specific problem is and why they didn’t buy on X date. This will help you go back in several months and refresh both your memories.