What is Lead Nurturing?
Lead Nurturing is the process of automating a series of email messages to move a lead down the sales funnel and convert the lead into a customer.
Lead Nurturing is a key to increasing the lead to customer conversion rate.
How Does Lead Nurturing Work?
Consider a "lead" that downloaded a whitepaper on your site or registered for a webinar. Before that lead becomes your customer, they will likely go through some of these steps:
- Doing a free trial
- Connecting with you on social media
- Reading your blog
- Visiting more pages on your website
- Downloading other whitepapers or responding to other offers on your site
- Talking to a sales person
Typically, each of these steps is a very good sign because it means the lead is getting closer and closer to becoming a customer.
Why is Lead Nurturing Critical?
- Only 25% of leads are legitimate and should advance to sales. Only 50% of leads are qualified but not ready to buy. [Gleanster Research]
- Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts. [SilverPop/DemandGen Report]
- Research shows that 35-50% of sales go to the vendor that response first. [InsideSales.com]
- More than 65% of buyers indicate "consistent and relevant communication provided by both sales and marketing organizations" is a key influence in choosing a solution provider. [Genius.com/DemandGen Report]
- Segmented emails get 50% more clicks. [MarketingSherpa]
- nurtured leads have 9% higher average deal size and 23% shorter sales cycle. [Market2Lead]
Our Lead Nurturing Services
- Research Buying Cycle with Sales Team
- Develop Lead Nurturing Campaigns
- Write Each Email
- Test Campaign
- Measure Results
- Optimize Emails