Lead Nurturing

LEAD NURTURING

Lead nurturing is the processof cultivating leads that are

not yet ready to buy.

KEEPS PROSPECTS ENGAGED BY PROVIDING RELEVANT CONTENT THAT IS BEST FIT FOR THEIR SITUATION

BUILDS STRONG BRAND LOYALTY LONG BEFORE A PROSPECT IS READY TO BUY

HELPS TO INCREASE THE CONVERSION OF UNQUALIFIED LEADS TO OPPORTUNITIES & DRIVE MORE REVENUE.

HELPS ACCELERATE ACTIVE OPPORTUNITIES BY GIVING PROSPECTIVE BUYERS THE INFORMATION THEY NEED TO MAKE PURCHASING DECISIONS

COMPANIES THAT EXCEL AT LEAD NURTURING GENERATE 50% MORE SALES-READY LEADS AT 33% LOWER COST(SOURCE: FORRESTER RESEARCH)

1. Maintain permission to stayin contact with the prospect.

IF A PROSPECT LOSES INTEREST IN YOUR MESSAGING, OR DOES NOT SEESUFFICIENT VALUE, THEY WILL DISENGAGE THROUGH UNSUBSCRIBING,MARKING YOUR MESSAGES AS SPAM OR DELETING YOUR MESSAGES.

Lead nurturing goals

2. Establish key ideas, thoughts, or comparison

points through education.EDUCATE PROSPECTS AND GUIDE THEIR THINKING ABOUT THE MARKET,

THEREFORE YOUR COMPANY & SOLUTIONS WILL BE MUCH BETTER POSITIONED IN THE MINDS OF BUYERS.

Lead nurturing goals

3. Watch for signs of progress through the buying cycle. AS YOU NURTURE POTENTIAL BUYERS, YOU CAN GAUGE READINESS TO BUY

BY OBSERVING THEIR ‘DIGITAL BODY LANGUAGE’. AS THEY PROGRESS THROUGH THE BUYING CYCLE, THEY WILL REACH A POINT WHERE THEY ARE READY TO ENGAGE

WITH SALES, AS IDENTIFIED THROUGH A LEAD SCORING SYSTEM.

Lead nurturing goals

LEAD NURTURING

Lead nurturing is the processof cultivating leads that are

not yet ready to buy.

KEEPS PROSPECTS ENGAGED BY PROVIDING RELEVANT CONTENT THAT IS BEST FIT FOR THEIR SITUATION

BUILDS STRONG BRAND LOYALTY LONG BEFORE A PROSPECT IS READY TO BUY

HELPS TO INCREASE THE CONVERSION OF UNQUALIFIED LEADS TO OPPORTUNITIES & DRIVE MORE REVENUE.

HELPS ACCELERATE ACTIVE OPPORTUNITIES BY GIVING PROSPECTIVE BUYERS THE INFORMATION THEY NEED TO MAKE PURCHASING DECISIONS

COMPANIES THAT EXCEL AT LEAD NURTURING GENERATE 50% MORE SALES-READY LEADS AT 33% LOWER COST(SOURCE: FORRESTER RESEARCH)

1. Maintain permission to stayin contact with the prospect.

IF A PROSPECT LOSES INTEREST IN YOUR MESSAGING, OR DOES NOT SEESUFFICIENT VALUE, THEY WILL DISENGAGE THROUGH UNSUBSCRIBING,MARKING YOUR MESSAGES AS SPAM OR DELETING YOUR MESSAGES.

Lead nurturing goals

2. Establish key ideas, thoughts, or comparison

points through education.EDUCATE PROSPECTS AND GUIDE THEIR THINKING ABOUT THE MARKET,

THEREFORE YOUR COMPANY & SOLUTIONS WILL BE MUCH BETTER POSITIONED IN THE MINDS OF BUYERS.

Lead nurturing goals

3. Watch for signs of progress through the buying cycle.

AS YOU NURTURE POTENTIAL BUYERS, YOU CAN GAGE READINESS TO BUY BY OBSERVING THEIR ‘DIGITAL BODY LANGUAGE’. AS THEY PROGRESS THROUGH THE

BUYING CYCLE, THEY WILL REACH A POINT WHERE THEY ARE READY TO ENGAGE WITH SALES, AS IDENTIFIED THROUGH A LEAD SCORING SYSTEM.

Lead nurturing goals

NURTURED LEADS MAKE 47% LARGER PURCHASES THAN NON-NURTURED (SOURCE: ANNUITAS GROUP)

Successful lead nurturing anticipates the needs of thebuyer based on who they are and where they are at in the buying process.

6HJPHQWLQJ�bNURTURING PATHS SHOULD BE BASED ON UNIQUE CUSTOMER PROFILES. SEGMENTING ALLOWS YOU TO USE TITLE, ROLE, INDUSTRY OR SALES STAGE TO ACCOUNT FOR THE NUANCES IN MESSAGING, ENSURING YOUR CONTENT RESONATES WITH THE RECIPIENT. THIS WILL ALSO REDUCE UNSUBSCRIBES.

&XVWRPHU�1XUWXULQJ�bNURTURING ISN’T JUST FOR PROSPECTS. EVEN WHEN YOU’RE BRINGING ON A NEW CUSTOMER, THERE ARE PLENTY OF WAYS TO NURTURE THE RELATIONSHIP AND DRIVE ADOPTION. HERE TOO IS AN OPPORTUNITY TO SEGMENT BASED ON USER ROLE.

Be customer-focused.bUSE PERSONALIZATION WHENEVER POSSIBLE, CALLING THE CUSTOMER BY NAME OR MENTIONING THE COMPANY NAME. PROVIDE ASSETS RELEVANT TO THE CUSTOMER’S INDUSTRY AND ENSURE THAT EVERY COMMUNICATION IS MATCHED TO THAT BUYER’S NEED AT THAT POINT IN TIME.

WHAT’S IN IT FOR ME?

3URJUHVVLYH�SURȴOLQJ�bINCREMENTALLY ASKING CONTACTS FOR ADDITIONAL INFORMATION, CAN HELP YOU BUILD A RICH, ACTIONABLE DATASET ON EACH PROSPECT. WITH PROGRESSIVE PROFILING, EACH TIME A PROSPECT CLICKS THROUGH ON AN OFFER, THE SYSTEM ASKS FOR JUST ONE OR TWO PIECES OF INFORMATION.

66% OF BUYERS INDICATED ‘CONSISTENT AND RELEVANT COMMUNICATION’ AS A KEY INFLUENCE IN CHOOSING A PROVIDER.

80% OF B2B SALES WERE CLOSED AFTER AT LEAST FIVE FOLLOW UPS.

NURTURED LEADS MAKE 47% LARGER PURCHASES THAN NON-NURTURED (SOURCE: ANNUITAS GROUP)

Successful lead nurturing anticipates the needs of thebuyer based on who they are and where they are at in the buying process.

6HJPHQWLQJ�bNURTURING PATHS SHOULD BE BASED ON UNIQUE CUSTOMER PROFILES. SEGMENTING ALLOWS YOU TO USE TITLE, ROLE, INDUSTRY OR SALES STAGE TO ACCOUNT FOR THE NUANCES IN MESSAGING, ENSURING YOUR CONTENT RESONATES WITH THE RECIPIENT. THIS WILL ALSO REDUCE UNSUBSCRIBES.

&XVWRPHU�1XUWXULQJ�bNURTURING ISN’T JUST FOR PROSPECTS. EVEN WHEN YOU’RE BRINGING ON A NEW CUSTOMER, THERE ARE PLENTY OF WAYS TO NURTURE THE RELATIONSHIP AND DRIVE ADOPTION. HERE TOO IS AN OPPORTUNITY TO SEGMENT BASED ON USER ROLE.

Be customer-focused.bUSE PERSONALIZATION WHENEVER POSSIBLE, CALLING THE CUSTOMER BY NAME OR MENTIONING THE COMPANY NAME. PROVIDE ASSETS RELEVANT TO THE CUSTOMER’S INDUSTRY AND ENSURE THAT EVERY COMMUNICATION IS MATCHED TO THAT BUYER’S NEED AT THAT POINT IN TIME.

WHAT’S IN IT FOR ME?

3URJUHVVLYH�SURȴOLQJ�bINCREMENTALLY ASKING CONTACTS FOR ADDITIONAL INFORMATION, CAN HELP YOU BUILD A RICH, ACTIONABLE DATASET ON EACH PROSPECT. WITH PROGRESSIVE PROFILING, EACH TIME A PROSPECT CLICKS THROUGH ON AN OFFER, THE SYSTEM ASKS FOR JUST ONE OR TWO PIECES OF INFORMATION.

66% OF BUYERS INDICATED ‘CONSISTENT AND RELEVANT COMMUNICATION’ AS A KEY INFLUENCE IN CHOOSING A PROVIDER.

80% OF B2B SALES WERE CLOSED AFTER AT LEAST FIVE FOLLOW UPS.