{
  "$type": "site.standard.document",
  "description": "Regular inspection and maintenance of your lead pipeline keeps it from going dry. Survey your lead sources, triage the top performers, and take intentional action.",
  "path": "/articles/oiling-your-pipeline/",
  "publishedAt": "2019-01-01T00:00:00.000Z",
  "site": "at://did:plc:jznynyzgerlqmdbbj33o7wfs/site.standard.publication/3mnll3icujb2z",
  "tags": [
    "Outreach and Email"
  ],
  "textContent": "You care about your leads, don’t you?\n\nAfter all, you’re a thinker, a tastemaker, and a very important business person.\n\nLet’s talk about Oiling Your Pipeline.\n\nRegular inspection, maintenance, and oiling of your pipeline will help prevent it from going dry.\n\nSurvey the scene\n\nDo you have a list of where your leads come from? Have you inventoried your most recent leads?\n\nStep 1? Take 30 minutes, sit down, and make a list. Write that stuff down so you can remember it later. Ask yourself:\n\n“Self, who are my ten most recent leads? How did they find out about me? What marketing seems to have brought them to me?”\n\nAnswer that question as best as you can.\n\nFor me and Double Your Ecommerce, my Shopify consultancy, today’s list looks like:\n\nReferral sources (clients)\nReferral sources (partners)\nPodcast Tours\nEmail marketing\nLead Necromancy\n\nIf you survey the scene and find yourself thinking\n\nThat’s odd. I’m not seeing <BLANK>…\n\nThat’s an opportunity to make a note of The Missing Lead Source and investigate it later.\n\nThe outcome of surveying the scene? You have a better idea of what lead sources are working (or, not working).\n\nTriage your lead sources\n\nYou can’t focus on everything, so focus on the top one or two.\n\nTake your list of lead sources and 80/20 it.\n\nHow do you know which are at the top? Use whatever measure you want:\n\nVolume of leads\nValue of leads\nMost profitable leads\nTotal revenue through that lead source\n\nMake a list, chop it down to the top 1 or 2.\n\nTake intentional action\n\nIf your top lead source is a source of referrals, check-in with them. Take an interest in how they’re doing.\n\nAsk questions\nBe helpful\nRemind them of who your best fit referrals are\nThank them\n\nIf your top lead source is an ongoing process (like SEO or Email marketing), review the process and ask yourself a few questions.\n\nWhat’s working well?\nWhat could be going better?\nWhat’s one thing you can do today to help this go better?\n\nFor each of your top lead sources, schedule a time to take deliberate, intentional action.\n\nAfter that, schedule a time in 1, 2, or 3 months to come back and review how the lead source has been doing.\n\nExcelsior!",
  "title": "Oiling Your Pipeline"
}