Research shows at least 50% of your leads are not a good fit for the product or service you’re selling. In fact, only 25% of your leads are good enough to actually advance to a sale. However, that doesn’t necessarily mean your lead generation process is broken.
Ideally, you should cast a wide net to build your list of prospects and then qualify them through lead nurturing. The goal is to hand over only the hottest leads to your sales people, so they can do their jobs as efficiently and successfully as possible. Email marketing is one of the best (and most cost-effective) ways to do it in the cannabis industry.
How to Find Your Hottest Leads with Email Marketing
Your hottest sales prospects have a budget to make a purchase, the authority to make the purchase decision, a need for your product or service, and a timeline to complete their purchase (BANT).
Your hottest leads already progressed through most of the buyer’s journey and are aware of your company and what you offer. They’ve also already conducted research and compared vendors. They’re at the bottom of the sales and marketing funnel and are ready to buy.
Using data, you can easily find your hottest leads based on their interactions with your email marketing messages and convert them into buying customers.
For example, the new and improved email marketing tool in the Cannabiz Media License Database puts information about your hottest leads front and center on your dashboard, so you always know who are your most interested and motivated prospects. You can instantly:
- See your most engaged recipients based on how often they opened the email marketing messages you’ve sent to them.
- See your most engaged recipients based on how often they clicked on links in your messages.
- Click on your most engaged recipients and immediately follow up with them by phone, email, or social media without leaving your dashboard.
You can set your own timeframe for this data analysis within the Cannabiz Media License Database and see which recipients have been the most engaged in the past week, month, and more.
Which prospects are very engaged right now? Which have been consistently engaged over the past few months? Depending on the data, you can jumpstart sales calls or create email campaigns to nurture people in the middle of the sales funnel (warm leads) in order to turn them into hot leads.
How to Sell to Your Hottest Leads with Email Marketing
Your hottest leads are ready to buy right now, so you need to make sure your brand is top of mind. Some effective email marketing campaigns that you can use to sell to your hottest leads in the cannabis industry include:
- Product (or service), company, and brand comparisons
- Product (or service) updates
- Case studies and customer success stories
- Video training
- Free trials
- Q&A sessions
Be sure to personalize the email campaigns you send to your hottest leads and segment your email list to boost results.
Not only is it critical that you send the right messages to your hottest leads, but it’s also extremely important to connect with them at the right time.
This is easy to do with the email marketing tool in the Cannabiz Media License Database. Subscribers can use the built-in recipient-based performance and send time optimization tool and visual heat map to send messages at the best time of day based on prior sending results.
Subscribers can also optimize the delivery day of email campaigns sent through the Cannabiz Media License Database. The built-in artificial intelligence automatically identifies the best day over a time period of up to three days to send each message in order to maximize response rates.
By creating the best messages for your hottest leads and sending them at the best times, you’ll generate a higher return on your email marketing investments, successfully nurture leads through the marketing funnel, and turn them into hot leads whom you can then convert into buying customers!
Key Takeaways for Cannabis Businesses and Brands
Email marketing is one of the most effective tools to find and sell to your hottest leads. Use the data available in the Cannabiz Media License Database to determine who is ready to buy and focus your direct sales efforts on them while continuing to nurture warm leads and turn them into hot leads. With the right tool, strategy, and processes in place, you’ll end up closing more sales and spending less time and money to do it.
To see the new and improved Cannabiz Media License Database in action, schedule a demo and learn how it can help you connect with cannabis and hemp license holders and increase your sales and revenue.
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. She has been working with clients in the cannabis industry since 2015. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.