The Real Value in Lead Nurturing
Interested in knowing the real value in lead nurturing? Your business needs quality leads in order for it to generate revenue and stay competitive. There needs to be a constant flow of new potential customers in order to survive. By using modern marketing automation software, it will give you a greater advantage when it comes to generating leads and making the most out of each new prospect. The secret to successful lead generation and effective marketing starts with an accurate scoring process. The scoring process assesses the potential in each online inquiry to determine which leads are qualified and worth it for your sales team to pursue. The next and most valuable step in the process is turning the qualified leads into actual sales. This happens by using a process called lead nurturing.
Lead nurturing will score leads based on inherent buying signals and it will assess how well they match your ideal customer profile. By scoring the lead based on their personal compatibility to your company, you can then determine which leads are worthy of more effort and which are not worth your time at all. If you are using marketing automation for your lead generation then you can also program the software that you are using to send automatic alerts to your sales reps based on the ones that have the highest potential for conversion.
Lead nurturing through marketing automation will also set up auto-response emails and
marketing campaigns directly to potential customers. Typically, a lead nurturing program includes a variation of informative letters, emails, articles, voicemails, case studies, success stories, events, white papers and webcasts strategically planned to target specific qualified leads. The greater variety in the approach, the more likely there will be a positive response.
A key aspect of effective lead nurturing is the ability to provide valuable education and information to prospects at no charge to them, so that you are first establishing yourself as a trusted advisor. You will then become the perceived expert in your respective field and they will turn to you with their future questions or concerns. You don’t need to have a strong sales pitch or an outrageous gimmick to grab their attention. Instead, simply provide insights and solutions on your area of expertise to build your reputation in the potential customer’s eyes. Then the odds are that you will be the first company they will call on when there is a need for your services.
Your business cannot grow without a stream of quality leads coming in on a regular basis. Your business needs to continue to secure new customers and now the process of obtaining and converting those leads into sales is more efficient. Through a solid lead nurturing strategy and a productive sales team, the possibilities are endless!
