Your users don’t evolve into customers? That’s probably because you haven’t implemented Lead Nurturing – the most successful method of understanding your visitors’ purchase rhythm, accompanying them by decision process and increasing revenue.
We prepared for you a handful of statistics proving that you can’t neglect Lead Nurturing and showing what you can gain
Look – the numbers speak for themselves.
1) 73% of B2B leads are not sales ready
(source: MarketingSherpa)
Forcing leads to purchase with intrusive calls and emails is counter-productive. Gradually and earnestly build users’ purchase readiness instead, educate them, provide useful information, so when they feel a need to buy the product, they will come to your store.
2) Consumer can go 90% of the way through buying process before s/he reaches out to salesperson
(source: Venture Beat)
Customers want do decide independently. Critical towards ads and salespeople, they search for solutions on their own. Lead Nurturing meets that needs by providing educational content .
3) It takes 5 to 12 interactions between customer and a brand to make a sale
(source: Stream Feed)
Closing a deal is a process: it takes time to build a relationship and deliver all the knowledge leads need to decide. Remember about combining efforts of marketing and sales teams to ensure smooth customer journey.
4) Companies that use Marketing Automation see 451% increase in number of qualified leads
(source: Annuitas)
Why? Because they can understand their users’ needs and satisfy them by matching communication to individual lead’s state of knowledge, engagement, and interests.
5) Nurtured customers spend more by 47% than non-nurtured ones
(source: Annuitas)
Clearly, educated customers feel better about their purchase. They know exactly what they’re buying, what improvement will it bring, how to measure it, what to do in case of problems. Therefore sense of security makes them more eager to buy more.
6) 79% of leads will never buy
(source: MarketingSherpa)
Why? According to MarketingSherpa experts lack of Lead Nurturing is to blame. 79% of leads don’t get assistance they need: instead, they are either left alone or bombarded with unwanted emails and calls when they’re not ready to make a decision.
Well-designed Lead Nurturing program helps avoid both disasters and offer your leads help they want, tailored to their specific situation.
7) Thanks to Lead Nurturing 15% to 20% of the “not yet ready to purchase” leads made a purchase
(source: Gleanster)
“Not yet”, “Nit right now”, “I think I’d like to, but we’re tight on budget in the moment”.
How many times have your salespeople heard these? Lead Nurturing handles such leads: maintains contact, develops knowledge. Hence, when situation changes (e.g. budget expands), customer can easily find you.
8) 84% of B2B marketers makes 1 Lead Nurturing contact per month
(source: MarketingSherpa)
The second group makes such contact once a week. Find your own Lead Nurturing rhythm between these two options. Don’t send messages too rarely or you will lose communication integrity as lead will simply forget who you are.
9) 61% of B2B marketers directs all leads to sales department
(source: Sensible Marketing)
Obviously such practice will cause lead loss – not every user doing some research is ready to contact salesperson (Lead scoring helps pretty much establish when given user should be approached that way).
Don’t waste contacts who could become a loyal customers in 2 – 3 months.
10) Salespeople contact only 27% of leads while they could approach 97% of them
(source: Forbes)
According to Forbes research, we lose amazing amounts of leads on the internet, mostly because salespeople fail to make direct contact with more than 70% of them. Why? One of the problems is deliberate lying in contact forms – customers often provide false data. (to avoid that, use progressive profiling).
11) 2% of transactions are closed by first contact
(source: Marketing Donut)
If you want to benefit from the other 98% of your leads, you need a formula for building a long-term relationship.
12) By 2020, customers will manage 85% of their relationships without contacting a human
(source: Kapost)
Software becomes more and more important, and growing marketing technology budgets reflect the trend. Face-to-face contact will be replaced by interpretation of Digital Body Language and automated personalization. No matter how you feel about such vision of future, be prepared for it – it’s coming.
13) Companies with solid sales and marketing alignment achieve 20% annual growth rate.
(source: Annuitas)
And where the reams work separately, decline can be observed. One of the most secure ways to provide common language for both departments.
Need more inspiration to design or improve your Lead Nurturing?
Read:
6 Steps to Successful Lead Nurturing: Use A. Weiss’ Persuasion Theory
7 Common Lead Nurturing Mistakes
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