Lead Nurturing.... a term we haven't found a good Dutch translation for so far (just try it in Google Translate). Fortunately, we do have a good Dutch description:
Lead Nurturing is keeping leads warm from the first contact moment to the purchase of your product/service.
In other words, leads follow up and qualify leads to turn unqualified leads into promising leads.
Lead Nurturing has been the staple in the B2B world for years, but since the advent of Marketing Automation, Lead Nurturing has only really become popular and a common topic. And thanks to marketing automation, lead generation strategies can now be automated.
Lead nurturing starts at the first (digital) contact moment. For example, when leads fill out your contact form or download an e-book and leave their email address to do so. From the moment you have contact information, you can start looking at the behavior of the lead. Based on this you can determine/prepare the follow-up of the lead.
Most leads are not immediately "sales ready." They do not yet want to be contacted by you to buy your product/service.
At this stage of the customer journey, it is important that you "keep leads warm." You provide leads with new information about your product or service step by step. This keeps them involved in your organization. Until they are ready to buy → lead nurturing.
To keep leads warm, set up a Lead Nurturing campaign. We do this through Marketing Automation, but you could also do it through email marketing. You create a series of emails about the product or service in question. When writing these emails, remember well that they should contribute to the lead's buying process. So make sure you have some triggers, such as discount offers or exclusive information. You can then set up in marketing automation the frequency that the lead receives the emails automatically, for example, one email per week or 1 every day.
An important term that goes hand in hand with Lead Nurturing is the Lead score. Based on the Lead score, you can determine what stage the lead is in within the buying process.
You determine the Lead score based on the actions a lead performs in the sent email campaign.
You hang points on actions like:
- opening the e-mail;
- clicking on a link;
- make an application.
Then, of course, opening the e-mail counts less than when the lead requests a demo, for example. But all of these points contribute to the lead score.
You then know to whom to forward the lead: the marketing department or the sales department. If the lead has a high lead score, it can be forwarded to the sales department. The sales representative thus receives highly relevant and warm leads that are already genuinely interested in your product/service. In this way, he spends less time bringing in customers. Cold acquisition no longer works.
Überhaupt you have now spent less time in this whole Lead Nurturing process. The entire email sequence only needs to be written once and is done automatically. This saves an enormous amount of time in both the marketing and sales departments. While bringing in more work.
For good Lead Nurturing, you need an effective lead nurturing strategy. We can help you with this!
