Lead Nurturing

Lead nurturing is the process of building relationships with qualfied prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Do NOT leave this up to salespeople! As a software CEO told me, marketing looks for "Mr. Right" and sales looks for "Mr. Right Now." If sales finds Mr. Right, he or she rejects them.

Why lead nurturing? Because 95% of the prospects visiting your website today are there for research, but as many as 70% of them will eventually buy from you or your competitors. Because today's buyers prefer not to engage with sales until the last third (1/3) of the purchasing process, marketing and sales must collaborate throughout every stage of the revenue cycle to provide prospective customers with high qualify information that is timely, relevant and responsive to their situation.

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost and boost sales acceptance of marketing-generated leads by at least 25%.

When you invest in lead nurturing, you make the most out of every dollar your organization spends on demand generation, and you rekindle once-stagnant opportunities from your existing database.  

By using lead nurturing campaigns to interact with your prospects and understand their interest and behavior, you gain deeper insight into their buying intent, increase the relevancy of future lead nurturing campaigns, and ultimately benefit from more and higher quality sales leads, increased conversion rates and explosive revenue growth.

The Definitive Guide to Lead Nurturing -- a Marketo Workbook