As important as lead generation is, it’s just the beginning of a longer and more complicated sales process. A fresh lead is just being introduced to your company and its offering. In general, these leads need time to do their homework before they start talking numbers and deals.
Issues arise when companies attempt to ‘cut to the close’ or shuffle leads down a predetermined track. While the rhythm may be right for a small portion of your audience, the messaging won’t be relevant to the vast majority. Different leads will require a different amounts of time in each stage of the process.
A true nurture process gives leads control over pacing. Rather than using predetermined – and often arbitrary – timed messages, it relies on the behavior of the lead. Leads get served stage-relevant content at the appropriate times, which gives them the best chance of converting.
Constructing an advanced lead nurture process may seem like a big resource investment, but it pays dividends in the end. This week’s infographic, which comes from MarketingMakers, highlights some of the outcomes of such a nurture process.
Some key points from the infographic include:
- 60% of marketers report email the most successful channel for getting targeted leads
- Due to poor or absent nurture, 79% of leads never turn into sales
- Companies with developed nurture processes generate 50% more sales-ready leads at a 33% lower cost.
- Nurtured leads make 47% larger purchases than their non-nurtured counterparts
Let us know what you think:
- How do you nurture leads?
- What systems do you use for lead nurture?
- Are you satisfied with your nurture process?