Lead nurturing is integral to growing and improving the success of any marketing and sales strategy. An effective lead nurturing strategy combines the best of both marketing and communication efforts to build and maintain a solid relationship with prospects.
80% of new leads typically never make a purchase of any kind and on average only 50% of the qualified leads that companies have on record are ready to buy (Marketo). In a study by DreamMaker, only 22% of salespeople follow up after the first meeting. This statistic is even lower for B2B sales, where only 10% of salespeople follow up.
However, this can be changed by developing and applying a lead nurturing campaign to sales efforts.
Lead nurturing is essential at all stages of the sales funnel but is particularly influential at the top of funnel stage. This is when inbound leads are most unsure about buying and are more likely to fail in becoming direct sales. An effective campaign starts here, by working to establish relationships and trust that will translate into more clients moving through the funnel.
Successful lead nurturing provides relevant content and answers to prospects that encourage them to move on from the awareness stage by resolving concerns that are preventing buyers from committing to a sale.
Even though the benefits of a lead nurturing program are substantial, they often remain untapped. 65% of marketers neglect to nurture their leads (MarketingSherpa) and as such, miss countless opportunities, and fail to get the most out of their marketing efforts. Investing time and effort into nurturing potential clients and making them feel valued, helps to build loyalty and increase purchases by 47% on average (Databox).
Well-implemented campaigns allow companies to interact directly with buyers whilst taking advantage of any data acquired from interactions with clients and the content provided to them. This data can later be used to implement streamlined strategies that increase return on investment (ROI).
This data is invaluable for developing the best approach, as companies and their respective strategies need to be flexible. Keeping up-to-date with new trends and changing algorithms is a constant and essential task in order to ensure successful marketing campaigns.
Whilst this can make developing a strategy seem daunting, perfecting top of funnel tactics can go a long way in guaranteeing results from lead nurturing campaigns.