Lead nurturing is a process that focuses on building relationships with leads and guiding them through the buyer's journey to convert them into loyal customers eventually. The primary purpose of lead nurturing is to establish trust, provide value and stay on top of leads over time.
Lead nurturing is building relationships with potential leads and guiding them through the buyer's journey to convert them into loyal paying customers. It involves engaging leaders with proper and personalized content and interaction at various levels of the decision-making process.
Some critical practices of lead nurturing are as follows:
A lead nurturing system, also referred to as a nurturing platform, is a software tool or technology that facilitates and automates the process of lead nurturing as it provides organizations with the ability to effectively manage, track and nurture leads. A lead nurturing system primarily offers a range of features that enable organizations to apply targeted and personalized lead nurturing strategies such as lead database management, segmentation and targeting, or any other strategies.
Lead nurturing is important for several reasons:
Lead nurturing websites (marketing automation platforms or customer relationship management platforms) are online tools that facilitate the implementation and management of lead nurturing of lead nurturing strategies.
Some popular lead nurturing websites are as follows:
Yes, lead nurturing can be effective by implementing it properly. Numerous studies and industry reports have resulted in a positive impact of lead nurturing on conversion rates and sales outcomes.
These are short surveys that can be sent frequently to check what your employees think about an issue quickly. The survey comprises fewer questions (not more than 10) to get the information quickly. These can be administered at regular intervals (monthly/weekly/quarterly).
Having periodic, hour-long meetings for an informal chat with every team member is an excellent way to get a true sense of what’s happening with them. Since it is a safe and private conversation, it helps you get better details about an issue.
eNPS (employee Net Promoter score) is one of the simplest yet effective ways to assess your employee's opinion of your company. It includes one intriguing question that gauges loyalty. An example of eNPS questions include: How likely are you to recommend our company to others? Employees respond to the eNPS survey on a scale of 1-10, where 10 denotes they are ‘highly likely’ to recommend the company and 1 signifies they are ‘highly unlikely’ to recommend it.
A few examples of lead nurturing are as follows:
Lead nurturing is a process of creating relationships with potential customers who have been interested in an organization’s product or service, it includes engaging and nurturing leads with relevant content, communication to guide the customer throughout the process. It primarily helps to cultivate relationships, educate leads, address their concerns and move close to make purchase decisions.
Whereas, lead generation is a process of identifying and capturing potential customers who have shown interest in product or services that involves generating awareness, attracting prospects and collecting information to follow-up. The primary purpose of lead generation is to expand the organization’s customer base and fill the sales funnel with potential leads.