Nurture Ready, Active Research, Past Purchases Leads — Code: NR, SC, IBD

What to say: "You recently spoke to our partner about receiving a white paper entitled [white paper title] and it appears your company is doing research on [technology] for a possible project. I wanted to follow up because I thought there could be an opportunity for us to work together. Do you mind sharing how your current solution is performing?"

Why it works: By asking an open-ended question you are more likely to become engaged in a conversation with the lead instead of a back and forth around whether or not they received the whitepaper. The prospect likely did not read the white paper, so transition the conversation into gathering information about their current situation and go from there.

Current Solution Leads — Code: IB

What to say: You recently spoke to our partners about receiving our white paper entitled [white paper title] and when you did you mentioned you were currently leveraging [current provider here]. Is that still the case? Great, tell me a little bit about your relationship with [current provider here]."

Why it works: The goal is to let the prospect create their own pain. Because we have been able to identify a competitor or a flawed process, a sales ready conversation can happen once pain is identified. You know your company is superior, so learn about their current provider and either differentiate your solution, or poke holes in their logic if they claim to be satisfied. Whether the call converts to pipeline or the lead needs more time to nurture, you can leverage the new information to nurture them intelligently with relevant content and methods.

Pain Point Leads — Code: PP

What to say: "You recently spoke with our partners about receiving our white paper entitled [white paper title]. In that conversation you mentioned that [pain point here] was something you wished you could improve. Tell me more about that..."

Why it works: You want to get the lead talking about what they wish they could improve, and you can start adding value immediately by addressing those concerns. Most of the leads will include call notes so be sure to leverage that information as the "in" with the lead.

Action Timeframe Leads — Code: TF

What to say: "You recently spoke with our partners about receiving our white paper entitled [white paper title] and when you spoke to our partners you mentioned that [pain point here] and that you were potentially researching a new solution. Can you tell me a little bit about your project?"

Why it works: Don’t ask specifically if the prospect has a research project because yes/no questions can create objections that are difficult to overcome. Prospects could say "no" just as a way out of the conversation, making your job harder. Even with a lead with an identified purchase timeframe, an open-ended question to get the prospect talking is the easiest way into a fruitful conversation and conversion to opportunity.