Marketers very often face the problem of lead immaturity: they invest time and money in acquiring leads which turn out not to be sales ready. The reason? They simply do not have enough knowledge about the product and company to make a purchase decision. Combine this with too pushy salespeople and you have the recipe for disaster: lost relationship and wasted resources invested in attempts to establish it.
Lead nurturing solves your problems. A lead is a contact to a person, who gives you his/her contact data, so you can include that user in our communication and marketing action. At this stage you do not know if the person is interested in your product, how much he/she knows about the product or if he/she will become your customer. Most common a lead is not ready to buy after the first contact. Probably he/she is facing a problem your product can solve, but you need to make the lead aware of that.
Not sales ready leads cannot be moved to sales. If you present them an offer too soon and push them into purchase decisions it might backfire and you will lose your lead. To avoid that from happen you should use a lead nurturing program. It is an automated series of emails to early-stage-leads that educate your leads and prepare for contact with sales reps. In this stage you should try to deliver all knowledge necessary for them to make a decision.
You can compare lead nurturing with gardening, hence marketers acts as a thoughtful and patient gardener, who cares for the plant and wait for it to be mature. He/she knows it takes time until the fruit can be harvested in the same way the marketer knows it takes time to make your lead sales-ready.
You should start implementing a lead nurturing strategy because it gives you real long-term relationship with a customer. Marketers need to understand the customer and earn trust which becomes a solid base for a relationship. Show that the company is an expert in the field, generous and happy to share their knowledge and tools. It also gives substantial value to the customer and it makes the costumer more grateful than pushed to purchase. According to SALESmanago, nurtured leads become sales opportunities 20% more often and buys 47% more than non-nurtured leads. Why? Because well educated customers feel secure about the purchase, trust the brand and know exactly what they pay for.
You should introduce lead nurturing if you offer an innovative product (new on the market), conduct a B2B company or when your product has a long sales cycle and is preceded with long research and consideration. You should also use lead nurturing when you are selling a product that is special, e.g. high quality cloth or ecological food, so you can explain for the lead what they are paying for.
Do you want to use a lead nurturing-program, but still need a little more convincing that this is right for you? Listen to our webinar about lead nurturing on the 13th of February. It’s only 45 minutes and free. Sign up and read more