Give Sales What They Want — How Lead Nurturing Can Help
Give Sales What They Want —
How Lead Nurturing Can Help
Email nurturing is still a relatively new concept for many companies. You’ve heard the term. You know you should be doing it. But what does that mean? What is lead nurturing?
To answer that question, let’s take a step back and look at where we’ve been and where we are. Over ten years ago, marketing was all about branding and awareness. Around 2005 the focus shifted to quantity – marketing was all about generating large numbers of leads. Today, the focus is on quality leads.
As a marketer, there’s nothing worse than to generate leads for the sales team only to find out they didn’t follow up or they only followed up on a few leads they deemed ‘hot’. What a waste to have those leads dropped from the funnel. This is where nurturing comes in. It helps plug that leaky funnel. Instead of sending leads over to sales immediately, the idea is to nurture them, to engage them along a journey. A journey? What kind of journey you ask? A buyer’s journey consisting of three main stages:
- Educate – The first couple of communications educates contacts, aka the buyers, on why they should care, the challenges they face…in short, establishing a need.
- Engage – Next, engage the buyer with the different ways to solve their need. Note: this is where you introduce the buyers to your solutions and how your solutions satisfy their needs.
- Convert – Inform the buyers on why they should buy from your company.
This nurturing process takes the buyer through a “Why buy? Why buy now? Why buy from you?” process. This is why lead nurturing is important. It keeps leads engaged until they are ready to buy. With nurturing you can now send quality leads to the sales team that have a high potential for conversion. Both you and the sales team will be happy… and that’s the goal right?