What Is Lead Nurturing? & Why Is It Important?
Now let’s look at some exciting stats:
- Leads who are effectively nurtured produce a 20% increase in sales opportunities. (Source: DemandGen)
- Effective lead nurturing generates 50% more sales-ready leads at a 33% lower cost. (Source: DemandGen)
- Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)
- Relevant emails drive 18 times more revenue than broadcast emails. (Source: Juniper Research)
- 82% of prospects say lead nurturing content targeted to their specific industry is more valuable. (Source: MarketingSherpa)
Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer’s journey, positioning your company as the best (and safest) choice to enable them to achieve their objectives.
An effective nurturing process actively moves the prospects you’ve created through your marketing and lead generation efforts, through a sales development process to the point where they become paying customers. Lead nurturing utilizes both marketing and sales tactics to increase the predictability and velocity of revenue growth.
Types of Lead Nurturing
Lead nurturing is not a one-size-fits-all strategy. There are many types of nurturing programs geared to fit your prospects’ situations and your objectives. We’ve identified three types of programs that apply to the vast majority of situations.
- Engagement programs work to keep your leads engaged with your business by offering credible, straight-forward and uncomplicated content that is relevant to them and keeps their interest.
- Education programs challenge your leads to consider the benefits of your products or services and provide unique insights to how they can do their job better and more effectively.
- Active funnel programs are focused on leads that have actively entered their buyer’s journey. These campaigns are where the rubber meets the road…where marketing and sales must work in complete alignment to bring your work to the final goal – a paying customer.