“Lead nurturing is one of the most important, yet poorly understood aspects of B2B lead generation today.”
Jeff Ogden, President of the B2B lead generation consultancy Find New Customers
According to a recent study by Forrester Research “only 5% of companies follow a streamlined lead-nurturing process in which every customer contact is orchestrated.”
With up to 9 out of 10 visitors to your website not ready to buy, lead nurturing is one of the most important factors in B2B marketing today. Few companies do it at all, and very, very few do it well.
Lead nurturing is the process of sharing valuable content (to them) over time, earning their trust, till they are ready to buy.
From Marketo, here are the benefits of quality lead nurturing:
- Fewer marketing-generated leads ignored by sales (from 80% to as low as 25%)
- 150% increase in contact-to-lead conversion rate
- 2-3x lift in conversion rates on raw leads to qualified opportunities
- 20% more sales opportunities
- 225% increase in volume of prospects that convert to sales opportunities
- 7% points higher win rates on marketing-generated leads
- 6% points lower rate of “no decisions”
- 2x increase in bid-win ration
- 47% higher average order values
Problem is – most companies simply send out email after email without any plan – so they rarely get the results promised by Marketo and others.
What you really need is a Story that walks the prospective buyer from Problem to Solution – leveraging deep buyer personas. Only with deep insights, will you be able to craft the compelling messages you need to move the prospective buyer through the process.
This is why we created this video clip – to share insights on this important B2B marketing concept.
Hope you find it helpful. For more information on Lead Nurturing and the services we offer to help you dramatically improve your lead nurturing programs, please visit our Lead Nurturing page. You will also find a great “cheat sheet” – 7 Keys to Successful Lead Nurturing” there. In fact, we are meeting with a client this week to help them with lead nurturing.
Check out what Forrester wrote about lead nurturing. We could not agree more.
“Determine the personas and buyer journeys that can be supported with nurturing. Most marketers struggle to use lead nurturing because they don’t know enough about how their buyers seek information early in their problem-solving cycles.
Marketers must identify the personas within the segments they want to target and map the buyer journeys that each persona takes. They need to crisply define the questions buyers may ask when they go online and do research on their problem, learn about approaches others have taken, define their requirements,and build the business case to get budget for a purchase so that they can satisfy these information needs with lead nurturing.”
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To learn about Jeff, please click Who is the Fearless Competitor?