4 Essential Steps that guarantees lead nurturing

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4 Essential Steps that guarantees lead nurturing

Category: Marketing

4 Essential Steps that guarantees lead nurturing

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need, positioning your company as the best (and safest) choice to enable them to achieve their objectives.

Based on statistics:
50% of the leads in any system are not yet ready to buy (Marketo).
Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas Group).

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.  If your brand isn’t nurturing a buyer, your competitors probably are, and you will lose sales and market share to the more attentive voice.
It should be noted that nurturing is far more involved than sending blast emails or monthly (or weekly) newsletters.

Nurturing is more purposeful, following a clearly delineated process:
1-Educate: In the beginning, a lead nurturing process focuses on educating customers and delivering your commercial teaching point-of-view and that through delivering the right content, to the right people, at the right time.
2-Inform: Teach your prospects how to make better decisions and advance their initiatives.
3-Engage: By sharing relevant content, gain the engagement of your prospect and begin the conversation.
4-Convert: Be clear about how your prospects can engage with you and how to start, converting them through the sales funnel.

Get sales and marketing together this week to develop, or review and create, your lead scoring process. Then, start building content to deliver to each of your personas in a small range of points. When your spreadsheets get out of hand, or you decide there are other things you need to spend time on, consider a good Marketing Automation System to help nurture leads effectively while you continue to work on growing your brand.


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