After your marketing team has exhausted all efforts to generate as many leads as possible, it’s now time to make those leads “sales ready”.
Everyone knows that most – and in some cases, all – of the leads may end up not meeting the requirements of your sales team, so there would be a need for a little ‘cooking’ before these leads go into the funnel.
Still, there are marketers who choose to skip the nurturing process because they claim that it really doesn’t help process move forward. While this is clearly an incorrect assumption, it still pays to identify the ways in which lead nurturing can benefit your lead generation campaigns:
Nurturing boosts engagement – The initial phase of the lead generation process doesn’t really involve a close personal interaction between the marketer and the prospect. It’s only in the nurturing phase where the relationship becomes more in-depth which often leads to business understanding.
Nurturing establishes thought leadership – There’s no stronger foundation in the business industry than being regarded as a thought leader. But remember: no business started out as having that reputation by default. You have to work your way up the esteem ladder, and you start by nurturing your leads and giving them valuable insights they could use in their own businesses.
Nurturing manifests quick response – Prospects appreciate it when businesses value their time. A quick response is the best way to make a good impression, and statistically, it also produces more sales closes.
Nurturing uncovers pain points – While some nurtured leads may still end up unfruitful, the silver lining is being able to identify the things that typically causes a lead to be disqualified, and also being able to get awareness of what prospects are going through in their own respective business operations. This piece of research is vital in drafting future campaign parameters.
Nurturing sustains communication – When a lead is being subjected to your nurturing process, there would be constant communication between you and the decision maker. This strengthens your chances of beating out the competition while you have that lead on your plate.
Nurturing increases referrals – A disqualified prospect who was pleased with the way you have given him care and attention would likely recommend you to other businessmen in his network. There’s nothing more rewarding than being known by word of mouth as a customer-oriented business.