Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
Why Is Lead Nurturing Important?
Lead Nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers on multiple channels, even if they are not currently looking to purchase a product or service. With lead nurturing, you spend time establishing a relationship with your buyer and building trust. As a result, when you communicate with your buyer, you are welcomed instead of intrusive. Without effective lead nurturing, communicating with your buyers can feel like an awkward first date, full of mistrust and hesitation.
Because of the proliferation of channels and devices, marketers must think beyond email when they create their lead nurturing strategy. Now, marketer’s must think about how to engage potential buyers where they are, which is often in many places, and over time.
The history of lead nurturing has evolved from drip marketing, a communication sent at a specific cadence regardless of user action, into a more sophisticated email strategy using marketing automation tools like Marketo. This lead nurturing has been the norm and the marketing standard since around 2008.
Today, lead nurturing has continued to advance. Now we think about using multiple channels to nurture buyers before they become leads and through their entire sales journey. Marketers look beyond email and incorporate the many channels their buyers use into their lead nurturing strategy—from in-store to mobile to social.
The Definitive Guide to Lead Nurturing Covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
- Create a lead nurture strategy
- Nurture leads across channels
- Segment a lead database
- Choose appropriate content for each lead nurture track and audience
- Get the most value from lead nurturing with testing and optimization
- Measure and explain lead nurturing’s return on investment
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