Up to 95% of prospects on our website are not ready to speak with our sales tem. Lead nurturing empowers our B2B marketing to build vital relationships with these qualified prospects before passing them to sales. Lead nurturing is a process by which leads are tracked and developed into Marketing Qualified Leads and then in to sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s time.
Lead nurturing involves sending triggered, targeted messages to prospects based on behavior, as well as educating and pre-selling prospects with personalized communications. Lead nurturing starts once a company has a potential client’s contact information and can personalize communication with him or her.
Lead nurturing may simply be an occasional email letting the client know about updates to a product or service, changes in price and so on. More complex lead nurturing campaigns involve educating the client in the advantages of a particular product or service and designing personalized pitches to encourage the client to buy sooner rather than later. Lead nurturing is a traditional marketing practice, but it has taken on new meaning now that companies can create communities around their products using social media.