Marketing resembles seduction: when you want to generate a lead, you act like a Prince Charming: delightful and fun companion, always ready to help. But what happens after you get a lead? Many marketers think that with lead generated their job is done. It’s as if they got girl’s phone number and sighed with relief: “Thank God, it’s over!”, heading for a beer, loosening their tie and ignoring the woman. Yes, that’s how it looks like when you generate leads and then abandon them, without any introductory educational program, as Lead Nurturing.
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Investing only in Lead Generation
The common marketers’ problem is overestimating Lead Generation: they invest a lot of money and time in acquiring leads of which 79% is not ready to buy at the moment (Marketing Sherpa). 21% of leads buy, but what about the rest? It’s not enough to expose user to your content or emails or salespeople to close a deal. In 79% of cases you must also provide reasons to buy and establish a relationship, so customer can trust you and feel comfortable enough to buy.
Marketer’s job is never done
In conclusion: your job isn’t done after you convince users to give you their contact data. On the contrary, after you acquire a lead, you start collecting data on him, learning more about his preferences and interests, and deliver all information he needs to make a purchase decision. In other words, your task is not to get contacts and move them to sales (or start selling campaign immediately), but rather to build loyalty and relationship.
Lead Nurturing is a solution
To us, Lead Nurturing is a crucial Marketing Automation feature, because it both makes marketers’ work more meaningful and produces measurable effects. That’s why we prepared for you an ebook on developing and implementing educational campaigns. It contains instructions for beginners as well as inspirations on complex Lead Nurturing for advanced users of Marketing Automation. We hope you will find it useful.
Read also other blog posts on Lead Nurturing
3 reasons why you should implement Lead Nurturing in B2C
6 steps of successful Lead Nurturing. Use Alan Weiss’ Persuasion Theory
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