Lead Nurturing | Bolin Marketing
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July 19, 2016

Lead Nurturing

by Mara Keller, Sr. Emerging Media Specialist

Both lead generation and lead nurturing are critically important in developing a sustained and integrated digital marketing strategy. Many businesses focus their efforts primarily on the lead generation aspect of the marketing funnel but fail to successfully nurture leads into conversion. To drive more leads through the marketing funnel faster, lead nurturing should be just as important as lead generation. In short, lead generation alone doesn’t equal sales.

Lead generation

Lead Generation is collecting registration information, often in exchange for content, access to tools, webinars, etc., in order to build a marketing database for email or telemarketing follow-up. The direct outcome of lead generation is new contacts available for sales or marketing efforts funneled through resellers or a marketing automation campaign.

Through automation software, the leads you’ve generated can be scored and qualified. This helps you prioritize your leads by the information you’ve collected and the level of engagement they’ve had with your content. Many marketers report that the quality of their leads is a top concern for them, however, 79% of B2B marketers have not established lead scoring according to MarketingSherpa. But we urge you adopt this. Understanding which consumers are ready to buy can help direct your sales efforts for maximum impact.

Lead nurturing

So you’ve generated leads and determined which ones are hot. Now the key is building the relationship with them through consistent communication throughout the purchasing process. A staggering 79% of marketing leads never convert into sales because of a failure to build this relationship.

Be sure to follow up with your lead in the time frame you promised and offer them immediate value that aligns with their motivation for interacting with your brand.

As we discussed in Putting Personas to Work, creating task-based personas for your customer groups outlines their primary needs and ensures that you’re delivering timely and relevant content. Through this, you drive them through the sales process, converting more leads. Download Bolin’s task-based persona worksheet to get started.

Your lead nurturing communication should be integrated into your greater marketing strategy. Be mindful of what other communication they may be receiving from you, such as newsletters and announcements. Your program should fit seamlessly into the overall customer experience.

To determine the timing of your lead nurturing strategy, think about the length of the purchasing process as well as the channel of communication. Test the timing and continue to refine the strategy based on your results.

The business of it all

Establishing a successful lead nurturing strategy is key to making your lead generation efforts effective, driving sales and ultimately growth. For more on how to convert leads and shorten the sales cycle, connect with us!

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