Why is lead nurturing so important?
Posted: Sun Dec 22, 2024 8:16 am
Imagine that your IT company released an eBook and received several downloads. Each of these downloads required the submission of a form, converting each visitor into a lead. And having a lot of leads is great, right? The challenge is, how do you keep them interested in your company, move through the marketing funnel and one day become customers? The answer lies in lead nurturing.
What is “Lead Nurturing”?
How does marketing automation help with lead nurturing?
Why is lead nurturing so important?
Conclusion
What is “Lead Nurturing”?
Lead nurturing is the process of nurturing and building a relationship with leads until they are ready to make a purchase, so that they don’t forget about your company when that time comes and opportunities aren’t lost. How? By creating and providing the content they need, at the right time.
A visitor who converts on a top- or middle-of-the-funnel form (e.g., newsletter signup or event registration) is rarely a ready-to-buy lead. They need to be nurtured over time with useful, relevant content (blog articles, eBooks, infographics, webinars, etc.) that reinforces your company’s authority in the field so that they are considered in the future decision-making process.
It is important to note that in order to be successful in lead nurturing, it is necessary to have in-depth knowledge about each lead. To do this, it is important to define lead scoring . Lead scoring is the assignment of a score according to the lead's profile and interest so that it is possible to qualify them and know when is the right time to approach them.
How does marketing automation help with lead nurturing?
When you have to manage a database of dozens, hundreds or thousands of leads, you need the support of technology that helps you do so effectively. That's where marketing automation comes in .
Marketing automation allows companies to automatically obtain lead scoring and optimize their marketing efforts across multiple channels, saving time on operationalizing and analyzing different initiatives. For example, if you create flows and schedule the sending of emails based on the action and characteristics of a given lead, you will automatically ensure that relevant messages arrive at the most opportune moments.
Why is lead nurturing so important?
Mainly using automation, lead nurturing brings saudi arabia companies email list numerous advantages, the highlights of which are:
Optimize and streamline tasks: lead nurturing through a platform works “by itself”, you just need to create the emails and flows once and monitor them.
Greater segmentation and relevance: in addition to automation, it allows you to direct and personalize messages to those who are really interested.
Increased number of opportunities: by defining flows, your leads will be in contact with your company regularly. This will increase the likelihood that they will remember your company when they are contacted by the sales team. Here, the Sales team will be like a surgeon who, when he arrives at the operating table, knows exactly what the patient's pain is.
Analyze results, react faster: when you run a lead nurturing campaign, you can monitor your results. Your company will be able to understand what is going well and what is not and adjust accordingly.
Conclusion
Potential customers are increasingly informed – they search, research and compare alternatives independently. Being part of this process is crucial and a lead nurturing strategy is a powerful ally. In IT companies, where the purchasing process is long, complex and involves several stakeholders, it is even more important to nurture leads so that they do not abandon the marketing funnel. If your company is not able to nurture a lead, your competitors will probably do the same. As a result, you will lose potential sales and market share to another voice, which is more attentive and proactive to the needs of leads.
What is “Lead Nurturing”?
How does marketing automation help with lead nurturing?
Why is lead nurturing so important?
Conclusion
What is “Lead Nurturing”?
Lead nurturing is the process of nurturing and building a relationship with leads until they are ready to make a purchase, so that they don’t forget about your company when that time comes and opportunities aren’t lost. How? By creating and providing the content they need, at the right time.
A visitor who converts on a top- or middle-of-the-funnel form (e.g., newsletter signup or event registration) is rarely a ready-to-buy lead. They need to be nurtured over time with useful, relevant content (blog articles, eBooks, infographics, webinars, etc.) that reinforces your company’s authority in the field so that they are considered in the future decision-making process.
It is important to note that in order to be successful in lead nurturing, it is necessary to have in-depth knowledge about each lead. To do this, it is important to define lead scoring . Lead scoring is the assignment of a score according to the lead's profile and interest so that it is possible to qualify them and know when is the right time to approach them.
How does marketing automation help with lead nurturing?
When you have to manage a database of dozens, hundreds or thousands of leads, you need the support of technology that helps you do so effectively. That's where marketing automation comes in .
Marketing automation allows companies to automatically obtain lead scoring and optimize their marketing efforts across multiple channels, saving time on operationalizing and analyzing different initiatives. For example, if you create flows and schedule the sending of emails based on the action and characteristics of a given lead, you will automatically ensure that relevant messages arrive at the most opportune moments.
Why is lead nurturing so important?
Mainly using automation, lead nurturing brings saudi arabia companies email list numerous advantages, the highlights of which are:
Optimize and streamline tasks: lead nurturing through a platform works “by itself”, you just need to create the emails and flows once and monitor them.
Greater segmentation and relevance: in addition to automation, it allows you to direct and personalize messages to those who are really interested.
Increased number of opportunities: by defining flows, your leads will be in contact with your company regularly. This will increase the likelihood that they will remember your company when they are contacted by the sales team. Here, the Sales team will be like a surgeon who, when he arrives at the operating table, knows exactly what the patient's pain is.
Analyze results, react faster: when you run a lead nurturing campaign, you can monitor your results. Your company will be able to understand what is going well and what is not and adjust accordingly.
Conclusion
Potential customers are increasingly informed – they search, research and compare alternatives independently. Being part of this process is crucial and a lead nurturing strategy is a powerful ally. In IT companies, where the purchasing process is long, complex and involves several stakeholders, it is even more important to nurture leads so that they do not abandon the marketing funnel. If your company is not able to nurture a lead, your competitors will probably do the same. As a result, you will lose potential sales and market share to another voice, which is more attentive and proactive to the needs of leads.