MTI Selling

Lead Nurturing: The Art of Cultivating Customers in B2B

As Demand Gen Report shows, nourished leads produce, on average, a 20% increase in sales opportunities compared to unnourished leads. On the other hand, Forrester studies indicate that lead nurturing can produce 50% more qualified leads while lowering costs by 33%.

Seriously, are you still not capitalizing on this advantage?

Nurturing has become an essential tool to attract leads and turn them into loyal customers. Unlike strategies to reach out to your potential customers, nurturing offers you the opportunity to consolidate relationships through relationship building and delivery of valuable content at every stage of the purchasing process (that’s where magic happens).

Let’s bring this idea down to earth…

Imagine that leads are plants and nurturing is the process of gardening so that they grow and bloom. A good gardener knows that it is not enough to plant the seeds and wait for them to grow alone. You need to water them, fertilize them, care for them and protect them from pests. Similarly, effective nurturing requires a constant effort to nurture leads with the information and support they need to advance in their purchasing process.

Now…

How does lead nurturing help drive sales?

The scenario works as follows:

With no lead nurturing strategies:

● A commercial agent contacts the lead as soon as they enter the sales funnel, often without knowing their needs.

● Calls are failed because the lead is not ready to buy and does not remember us, which makes the sale difficult.

With lead nurturing strategies:

● Content strategies are implemented, as well as email marketing strategies, and simultaneously telephone communication is scheduled to maximize the possibilities of connection.

● By tracking searches, clicks, and interactions, we develop a more in-depth lead profile. These actions indicate repeated exposure to our brand, building trust and allowing us to identify the exact time our lead is ready to convert.

It’s important to consider that one of the biggest challenges in implementing this strategy is determining the right content to deliver. In this article, we share 6 top content topics and activities for a successful nurturing campaign.

What is the role of technology in a lead nurturing strategy?

It is important to keep in mind that technology plays an essential role in the lead nurturing strategy as it allows companies to stay competitive in a dynamic market, where the ability to nurture leads effectively translates into greater sales opportunities and long-term relationships, specifically in aspects such as:

1. Automation: It facilitates segmented and personalized emailing, which increases the efficiency and effectiveness of nurturing. According to Forrester Research, companies that use marketing automation see a 10% or more increase in their revenue in 6-9 months.

2. Multi-channels: Technology offers in-depth analysis of how leads engage across various channels, enabling the optimization of nurturing strategies based on these insights.

3. Machine Learning: Allows to predict lead behaviors and customize content more accurately. For example, recommendation engines may suggest products or content based on leads’ browsing and purchasing history.

Finally, remember that while technology is essential, human interaction remains paramount and that your strategy should focus on building strong relationships to drive conversions.

Need help getting started?

LET’S TALK