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Lead nurturing. In other words, relationship building. It is easy to forget that our ‘leads’ are actually human beings that either need what our business has to offer, or they do not. A 2015 IDC study commissioned by Salesforce found 83% of B2B buyers only want to hear from you if you are able to be relevant and contextual. Otherwise, you’re just another advertisement that gets looked past.
If you are a marketer, you understand this. No marketer or sales person wants to feel like a spammer. They would much rather reach out to someone who wants or needs what they are offering. How can you make sure you are reaching the right person at the right time? The answer is very strategic, purposeful marketing automation. It is the process of sending out relevant content to your target audience across all phases of buyer’s lifecycle.
Did you know that “79% of marketing leads never convert into sales? Lack of lead nurturing is the common cause of this poor performance?” (Source: MarketingSherpa)
The key to conversion is in your ability to nurture leads into sales. It is not enough to simply gather leads and hand them over to sales – each lead is different and needs personalized attention.
With a lead nurturing platform, your prospects are receiving targeted messages that are based on their needs, wants, and interests. The trick is to slowly send out a drip campaign of educational content and then watch for interactions. You can prevent your leads from going dormant by tracking the ones you cannot get in touch with. One click can keep the conversation going while you focus on the leads that are closer to the sale.
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research) Are you ready to turn high-quality leads into high-quality conversions?
Lead nurturing is utilized to enhance awareness and bring in new consumers, though there are also many other benefits. Nurturing campaigns can welcome new clients, give out free gifts to dedicated consumers, upsell current clients and more. For example, a re-engagement campaign can target inactive leads and get them to re-enter the sales process. To do so, send out helpful content that can benefit the prospect right away.
How can you create drip campaigns that are highly targeted? Try segmenting with different locations, new prospects, and cold leads. There are strategic rules you can set to ensure that new prospects in your database are being added to the right campaign. Once you have separate lists of prospects depending on what stage of the buying process they are in, then create relevant content. Your content will vary depending how far your prospects are in the sales cycle.
Designing your lead nurturing campaign is a learning process, but with the right unified marketing platform, you will be sure to deliver maximum value and impact. Create, deploy and manage all of your online marketing campaigns from one unified platform, Mission Suite.