A study by the CMO Council showed 80% of leads are lost, ignored or discarded while 73% of companies have no process for revisiting leads. If they’re not the “Glenngary leads” they’re gone, wasted, trashed – bye, bye. Experts estimate businesses have an opportunity to close 38% more deals by using lead nurturing. Getting started with lead nurturing is not challenging as long as you have a recipe for success.
Andre Pino of Forrester Research, Inc. published this article on how to start building a lead nurturing program that delivers results. It’s an excellent article worth reading. Before getting started with lead nurturing define what lead nurturing is, set your objective, and identify your approach. Andre does a great job discussing these three elements so we’ll quote him:
Framework for getting started with lead nurturing:
Definition: Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s time. Of course, it is critical that you jointly establish the definition of a sales-ready lead with the sales team.
Objective: Our objective is to lead our prospects on an educational journey that moves them down the qualification path and results in a prospect that is highly qualified and ready to enter the sales process.
Approach: Developing a lead nurturing strategy does not need to be a daunting task. A simple approach is best, one that is focused and meaningful to your buyers.
Items to consider when getting started with lead nurturing:
While getting started with lead nurturing take the following six elements into consideration as you work on your plan:
1. Ensure you have a database or list of contacts to start with
2. Focus on the prospect and how B2B buyers buy
3. Consider simple database segmentation (see marketing segmentation) like industry or role to send pertinent content
4. Outline a process that’s relevant to your customers B2B buying process
5. Create great content
6. Be consistent with your messaging
Getting started with lead nurturing is not as hard as you think it is. Lead nurturing is a process of iterations. Begin with a basic program and expand from there. Good luck getting started with lead nurturing and contact Lead Liaison if we can help.
To learn more about how Lead Liaison’s lead nurturing can help you contact us today.
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