Great news! Marketing has a shiny new lead for you.
But not so fast—blink those dollar signs out of your eyes. It’s not time to seal the deal yet; you need to get to know each other first.
Lead nurturing is the vital middleman between sales and marketing; it helps you build a relationship and gain the trust of your lead. By providing the information they need to make an educated purchase decision, you establish a relationship based on service and helping them achieve their goals as opposed to just selling them something.
Oracle says it best:
Lead nurturing focuses on educating qualified sales leads who are not yet ready to buy. The key to successful lead nurturing is to deliver content that’s valuable enough to keep your audience engaged. If you do it right, lead nurturing can help you build a strong brand and solution preference in your prospects long before they’re actively engaged in a buying process.
When done successfully, lead nurturing can lend some pretty impactful results. By the numbers:
- Successful lead nurturing breeds educated, gratified customers who channel their satisfaction into their purchase sizes, making 47% larger purchases than non-nurtured leads. (via Wishpond)
- Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.” (via Forrester Research)
- B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads. (via Act-On)
So what’s in a successful lead nurturing campaign and process? As Business.com Sales Account Executive Terri Goddard asserts, “nurturing campaigns are much more about being a consultant than a salesperson.”
In order to be a consultant, you have to get to the root of your lead’s needs. You need to understand what it is that brought them to you, and encourage their continuing learning in the buying cycle.
Related Article: You've Got Leads, But Why Aren't They Buying?
Your lead nurturing campaign will largely depend on your products and industry, but an example of a basic lead nurturing campaign looks like:
- Send them a welcome email upon registration/inquiry.
- Share an additional piece of content, like a whitepaper or infographic, around the topic they initially showed interest in.
- Send a complimentary invitation to a webinar or event that you’re hosting.
- A salesperson initiates contact with the lead.
Whether or not your lead ends up converting to a customer, you’ll want to make sure you add them to your database and regular email list so that you can continue to provide them with informative content.