As marketers, we work hard to create leads. We write and design hoards of engaging content, we optimize our delivery channels down to the smallest of details, and we target everything for just a small segment of perspective buyers.
It’s surprising, then, that so many marketing qualified leads (MQLs) never end up impacting the bottom line. According to a recent study by Ascend2, only 2% of marketing qualified leads resulted in closed business.
Stop and consider that. Just two out of every hundred… A drop in the ocean.
Naturally, no one would expect every marketing qualified lead to convert. But, that said, in one hundred leads – the size of a small high school graduating class – surely, more than a couple should have a legitimate interest in your products or service.
So, what can marketers do?
Lead nurturing, to put it simply. As it turns out, an average of about 50% of leads are qualified but not yet ready to buy. By holding onto leads a little longer, driving more engagement, and passing them along at the right moment, marketers can drastically improve their chances that the leads become sales opportunities.
Lead nurturing can be uncharted waters for many companies, but luckily, this week’s infographic answers all the key questions you need to get started nurturing leads. We’re proud to announce that this is first infographic created right here at HiP. Data for the project was provided by Ascend2.
Some key points of the infographic include:
Leads who are effectively nurtured produce 20% more sales opportunities
Nurtured leads make 47% larger purchases than non-nurtured leads
Companies with a lead generation/lead nurture strategy have a 9.3% high sales quota attainment rate
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Matt Leap is marketer who enjoys wearing many hats at HiP. Among other things, he handles HiP's content marketing efforts and acts as the editor-in-chief of the HiP Blog. Matt is also a regular contributor to the blog.
Matt brings five years of digital marketing and blogging experience to HiP, having worked in both the B2B and B2C sectors. Matt's expertise includes content marketing, content strategy, marketing automation, lead generation, SEO, and SEM.
In his personal time, Matt enjoys sports, movies, technology, reading, and writing.