Close is the third stage of the inbound marketing methodology which consists of Attract, Convert, Close, and Delight.
If you’ve read our previous posts about the inbound marketing methodology, you should know how to generate and identify leads. Now it’s time to follow up on your best leads so you can close them and turn them into customers. If you have separate marketing and sales teams, this is where marketing hands off leads to sales.
But even if some of your leads may not be ready to buy right now, they could still buy in the future. Nurture these leads through email workflows and maintain contact with them. The third step of the inbound marketing methodology is a way of optimizing your lead flow so you can get the most customers possible.
Again, the inbound marketing methodology is about creating value for your leads and customers. Offering educational and relevant content and keeping your leads informed about your product or industry will keep them interested in your information, your website, and your products or services.
That being said, the Close stage is usually when you find out who among your leads are ready to commit and how are not. Inevitably, only a percentage of your leads will close, and it can take many interactions with a lead before they convert to a customer. 35% of salespeople say closing deals is getting harder and 79% of marketing leads will never convert to sales.