Many companies do a good job at generating leads - attracting prospects to a Web site or tradeshow booth, buying lists, etc. The problem is that most new leads are not yet ready to engage with a sales person. If you aren't effectively managing every lead that you receive-especially those that aren't ready to engage-you aren't getting the most out of your marketing and may be losing prospects to competitors.
Lead nurturing is a great way to manage those prospects who aren't quite ready to buy. Lead nurturing is about building relationships and trust with your prospects in a way that is both consistent and relevant, with the goal of earning their business when they are ready. Due to the process being about one-to-one relationships with many people, it can sometimes be overwhelming to decide on the approach that is best for your business.
Despite this challenge, it is an extremely important part of your marketing strategy. According to Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale, up to 95 percent of qualified prospects on your Web site are there to research and are not yet ready to talk with a sales person, but as many as 70 percent of them will eventually buy a product from you - or a competitor. Also, DemandGen Report, reveals that on average, nurtured leads produce 20 percent more sales opportunities versus unnurtured leads.
A well-designed lead nurture should be implemented as a conversation between you and your prospect. For more information on how to design a Nurture Marketing Strategy, seek training from a Partner Development Centre or assistance from a Marketing Services Bureau.