According to a study by Marketing Sherpa, 73% of the leads we capture never become customers. Therefore, it is essential to provide users with content that provides value and helps them advance through their buyer's journey.
In other words, Lead Nurturing is the link between marketing and sales that your company needs to complete the conversion funnel and increase results at the end of the year.
Lead nurturing is made up of a series of sequenced communications arranged in workflows. Creating an effective workflow consists of three fundamental steps:
Decide which segment of contacts to target.
Establish the main objective of each process.
Design and implement the communications sequence.
The key to successful Lead Nurturing is the personalization and contextualization of the content that we send to our users.
Source: https://www.40defiebre.com/que-es/lead-nurturing
According to Hubspot :
Lead nurturing is much more complicated than sending email blasts or monthly (or weekly) newsletters. Nurturing is more useful, following a clearly outlined process:
Educate: At first, a lead nurturing process focuses on educating customers and offering your business teaching perspective.
Inform: Teach your prospects how to make better decisions and promote your initiatives.
Engage: By sharing relevant content, get your prospect engaged and start the conversation.
Convert: Be clear about how your prospects can interact with you and how to get started.
lead nurturing process
There are different types of Lead Nurturing programs, with different objectives. For example, to name the 3 most important ones…
Engagement programs work to keep your potential customers engaged with your business by offering them credible, direct, and uncomplicated content that is relevant to them and keeps their interest.
Education programs challenge your potential customers to consider the benefits of your products or services and provide unique insights into how they can do their jobs better and more effectively.
Active funnel programs focus on leads who have actively entered their buyer’s journey. These campaigns are where the rubber meets the road… where marketing and sales must work in complete alignment for their work to reach the end goal: a paying customer.
Source: https://blog.hubspot.com/marketing/exec ... -nurturing
According to Marketo:
Effective lead development in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, then filling that framework with a comprehensive content marketing plan.
It's about focusing marketing and communication resources on listening to the needs of prospects and providing the information and answers they need.
Conclusions:
LN exists out of a typical demand generation problem: most of the leads generated by marketing are NOT READY TO BUY. That's why we need a process that allows us to understand when that prospect is ripe.
LN is a process, not an isolated action. The stages that make up this process vietnam mobile number are educating, informing, engaging the prospect and leading them to convert only when they are ready.
LN applies to different marketing objectives, from educating leads about a market or business problem (TOFU), generating participation and increasing conversations between a brand and its prospects around a problem (MOFU), to actively activating sales closing processes (BOFU).
LN is complemented by a scoring system (Lead Scoring). This is essential to understand two things:
If the cultivation or nutrition actions we are taking are working.
Knowing which leads are qualified to move on to sales.
Lead Nurturing is a process that must be worked on in a complementary way with other processes: Lead Scoring and Content Marketing.