If you believe business is built on relationships, make building them your business
So, what is lead nurturing? Lead Nurturing provides highly relevant educational content to prospective buyers early in the buying process. Nurturing can build brand and product preferences long before prospects are ready to buy. Lead nurturing is a discipline focused on leads who are not yet ready to buy. As such, the art of successful lead nurturing is in delivering content of sufficient value that the audience remains engaged. If done well, successful nurturing can build a strong brand and solution preference long before a prospect is actively engaged in a buying process.
What Lead Nurturing Isn’t:
A lot of marketers say they are “nurturing” their prospects when in reality all they are doing is sending out nice brochures or marketing copy focused on product releases or company announcements. So, why is it important? Well, for starters, according to Forrester Research, it:
- Decreases your costs per lead by 25%
- It raises win rates on marketing-generated leads (7% points higher) and reduces “no decisions” 6% lower.
- Ensures sales representative make their quotas (9% higher) and a shorter ramp up time for new reps (10% decrease)
Sitting on leads is sitting on a gold mine. Successful business must have an organized process to move leads that are ready to buy on to sales while ensuring those with the potential to become qualified leads are nurtured along through your sales cycles is essential to both B2B and B2C marketing.
So why do only 15% of companies have formal lead nurturing strategies and processes? Make sure you are not part of the 85% who don’t.
For more information on lead nurturing, please check out our webinar: “ Start Nurturing and Stop Annoying: The Essentials to Capturing and Converting Prospects to Customers “ at www.RepublicOfEngagement.com – COMING SOON