What are main benefits of lead nurturing?
Jan. 21, 2019, 1:55 p.m.
Lead nurturing is a marketing concept that means personalized communication for customers located on a specific stage of your sales funnel. This has been used in American marketing for a long time, and in this article, you will learn why you should apply this to your business.
In the practice of incoming marketing, lead nurturing is closely related to your understanding of the client, his needs and the length of the period during which he becomes ready to purchase. If, for example, the process of growing a client takes you, as a rule, a month, then you should ensure that this client is deeply immersed in a dialogue with the company during this month.
By doing this kind of work, you simultaneously save the resources of your sales force. They do not need to spend time and energy on communicating with ineffective leads, which ultimately will concentrate them only on those buyers who are determined to cooperate with you. This is one of several reasons why you should do drip marketing at all.
Another reason is quick to contact. The fact is that according to the results of numerous studies (and your experience certainly confirms this), clients prefer to work with those suppliers who did not delay the response for a long time and quickly responded to their request. Thus, 35-50% of all buyers come.
Automated lead nurturing is good because it provides instant interaction with people who have already expressed interest in your services and sent a request. If for some reason they interrupted the dialogue, then you can easily set it up by reminding them of what was interesting to them in the recent past.
Today, the best investment your company can make to generate demand is to invest in Lead Nurturing. Gains from investing in an effective program to “nurture” potential customers is immeasurable. Such a program significantly increases the effectiveness of all your demand generation efforts. In fact, there is no reason not to invest in a program to effectively “grow” potential customers.