Lead nurturing

Lead nurturing in B2B sales is the process of building a relationship with prospective buyers who are not ready to buy yet,[1] developing relationships with them at every stage of the sales funnel, and through every step of the buyer’s journey.[2] Lead nurturing is targeted to build a reputation of a helpful and customer-oriented brand.

Successful lead nurturing is focused on customers’ pains and providing them support they need. It always matches potential customers’ natural behavior and preferred digital experiences.[3] There are many different types of lead nurturing content e.g. whitepapers, case studies, blog articles, presentations, e-books, videos, free trials.

Recent study on b2b Marketing shows that only 27% of leads sent to Sales will be qualified.[4] What should always precede lead nurturing is lead segmentation – a process of picking up prospects that are most likely to be turned into customers.[5]

References

  1. ↑ "Lead Nurturing Campaign Secrets". autopilothq.com. 29 April 2015.
  2. ↑ "What is Lead Nurturing?". marketo.com. 11 January 2016.
  3. ↑ Brian Halligan, Dharmesh Shah (2014). Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. Wiley. ISBN 9781118896655.
  4. ↑ "Funnel Optimization". sherpablog.marketingsherpa.com. 29 September 2011.
  5. ↑ "Best practices for lead nurturing". righthello.com. 1 October 2015.
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