What Is Lead Nurturing?
Lead nurturing is a marketing approach that develops relationships with buyers and supports them through every stage of their buying journey. We listen to the needs of prospects and provide the information, answers and connections they need to ultimately make their decision — often leveraging technology that enables authentic personalization at scale.
Good nurture marketing entails engaging content, proper messaging and a targeted deployment strategy to drive funnel velocity. For this reason, we advocate developing a tailored lead nurturing campaign strategy hand-in-hand with your lead generation.
Leads who are effectively nurtured produce a 20% increase in sales opportunities.
Effective lead nurturing generates 50% more sales-ready leads at a 33% lower cost.
Nurtured leads make 47% larger purchases than non-nurtured leads.
(Source: The Annuitas Group)
82% of prospects say lead nurturing content targeted to their specific industry is more valuable.
How Lead Nurturing Works
When you provide relevant information and support at each stage of the buyer’s journey, you position your company as a trusted resource and the best (and safest) choice to help them achieve their objectives.
A properly formulated lead nurturing program can,
- Identify and elevate prospects who are ready to buy
- Connect sales-ready prospects with the right people on your team
- Recapture leads who drop out of your funnel
Marketing automation allows nurturing at scale. Automation not only delivers messages to the right person at the right time but enhances analytics data on the back end. This intelligence provides insights to improve sales engagement. Our marketing automation experts can help you select, configure, build out, run and optimize nurture campaigns.