Content marketing fills a need—a big one—for modern marketers. Not only does it allow them to get their business in front of potential buyers in a new way, but it is valuable at a crucial time: the research phase.
Educating a potential buyer is the first step in gaining their trust, and your stellar content is the reason for this relationship. And if potential buyers see enough value in what your brand has to say, they give you something equally valuable: their contact information.
But not so fast! Before your sales team picks up the phone, there's still plenty of work to be done. Your lead wants information, not a sales pitch, so you need to take a few more steps in the process. You need to nurture your leads.
Related video: Lead Nurturing Essentials From the Business.com Sales Team
But don't just take our word for it—here are some impressive stats on lead nurturing via Act-On:
- Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.
- 74% of top-performing companies use automated lead nurturing. Among average- or less-performing companies that use marketing automation, 2/3 fail to leverage the platform’s lead nurturing capabilities.
- B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads
- 67% of B2B marketers say lead nurturing increases sales opportunities throughout the funnel by at least 10%, with 15% seeing opportunities increase by 30% or more.
Give the People What They Want With a Nurture Campaign
Now that you've been convinced that nurturing your new lead is a necessary part of building a relationship, how do you do it? Say hello to the nurture campaign.
Our latest infographic takes you through the journey of a nurture campaign with a sample plan of attack. Download it below to start the journey to turning your leads into lucrative and long-lasting customers.