All marketers know that lead nurturing is a good idea. However, it’s always a tough job to convince other coworkers (and sometimes management) that this type of marketing is a necessity. This is typically due to the fact that they may not be aware of the impact that lead nurturing can have on a customer buying cycle and ROI. Typically the pushback for lead nurture marketing originates in the sales team. The sales department needs lead nurturing for their sanity. Without any sort of organized educational path, leads can be shoved too quickly through the sales funnel resulting in an unoptimized sales cycle.
If your company’s sales reps are overworked from calling on and attempting to connect with qualified and unqualified leads our advice is for you. Sales lead nurturing builds trust and relationships, so reps will be respected as educational guides instead of pushy, money hungry closers. (I’ll resist the overwhelming urge to make a Glengarry Glen Ross reference here…)
When a new visitor comes to your website for the first time all we know about them is their current activity, their general geographic location, and how they were referred to the site. Even while sales monitors online activity with a software like WebForensics, they don’t automatically know what the visitor needs.
Are they seasoned researchers on your industry and ready to close today? Did they land on your site during a panicked Google search when a term they’d never heard before was dropped during a meeting? Or maybe they found you when a colleague retweeted a link to your latest blog post.
Lead nurturing allows you to pay close attention to that online activity while simultaneously providing check in points for potential customers to sign up for your newsletter, download an eBook, or view a demo video. With each action, your automated lead nurturing software tallies up their lead scores, segments them into nurture campaigns, and even sends alerts to sales when a scoring threshold is reached or that magic web page is engaged with.
Still not convinced that lead nurture marketing benefits every sales team? Check out these stats to see some hard numbers surrounding lead nurturing benefits for sales:
- 15-20 percent of opportunities that aren’t quite ready to close, will eventually convert after lead nurturing (Gleanster).
- Companies that consistently nurture their leads see a 45 percent increase in lead generation ROI compared to companies without any form of lead generation (MarketingSherpas).
- Nurtured leads make 47 percent larger purchases than their non-nurtured counterparts (ANNUITAS).
- Companies that excel at lead nurturing generate 50 percent more sales leads at 33 percent lower cost (DemandGen Report).
It’s a cliche for a reason – numbers don’t lie.
Lead nurturing matters for sales because it builds trust between reps and leads while also organizing content and contact at every stage in the sales funnel. It allows you to slowly build and develop relationships with customers from their first visit to your website to the day they sign on as a customer, (and beyond! We show customers just as much love!). Each lead is given the individual attention and nurturing that they need to be a successful customer.
Check back in with the Salesfusion blog next week when we dive into lead nurturing benefits for marketing, including the types of content to distribute at each stage in the sales cycle.