The Definitive Guide to Lead Nurturing

How lead nurturing will benefit you

Marketo has done a great deal of research in regard to finding and retaining leads. To start, our benchmark study found that approximately 50% of leads, while potentially interested, are not ready to buy right away. We decided to do some comparisons between the outcomes of nurtured leads and non-nurtured leads to determine how many market qualified leads (MQLs) would be funneled to sales. Our findings concluded that nurturing accelerated leads 20% faster—especially with “slow leads” that take more than a month to qualify. We also found more MQLs and experienced a 33% reduction in cost per lead. In the end, in addition to finding and maintaining relationships with customers, we determined that lead nurturing can help generate over 50% more sales-ready leads on average.

Lead nurturing is becoming increasingly important as consumers’ relationship with marketing changes. Buyers tend to take time to make a purchase, and that process includes self-education and building trust with the company they plan to buy from. Additionally, they engage with brands from multiple channels, including social media, web, email, and more usually before marketing efforts reach them directly. To maintain a relationship with these leads, you must develop consistent, targeted, and timely communication with buyers at their own pace throughout the sales cycle.

By implementing a marketing automation platform, you can develop flexible, adaptive communications at scale by developing a lead nurturing strategy and program. In developing a lead nurturing program, you can develop and maintain long-term relationships with buyers, increase click-through rate (CTR) and propensity to buy, and build brand advocacy. These campaigns allow you to interact with buyers while gauging their interest and behavior so you can create even more relevant lead nurturing campaigns in the future, ultimately increasing return on investment (ROI).

What’s in the guide? 

  • What is lead nurturing?
    Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. This allows marketers to keep in touch with buyers on the buyers’ timeline rather than traditional batch and blast emails that get buried, ignored, or picked up by filters. By implementing a successful lead nurturing program, you’ll establish a network of communication across your website, social media, direct mail, and mobile channels that ensures buyers will have you in mind when they’re ready to purchase.
  • Why does my business need lead nurturing?
    Without lead nurturing, your business could fly under the radar and you may miss leads that would have eventually become customers. Lead nurturing builds trust with buyers, increasing their propensity to buy, while shortening the overall sales lifecycle.
  • Lead nurturing strategy
    Modern lead nurturing allows you to listen and respond to customers across social media, email, and mobile so you’re always there when they want to engage. Learn how to use lead nurturing as a tool to achieve your goals and set qualitative and quantitative objectives for your company.
  • Setting up your team and technology
    Review the roles and responsibilities of a successful lead nurturing team, including content manager and operations manager. Learn whom to include and what skill set they need to increase operational efficiency and grow revenue faster. 
  • Whom to nurture
    Read about the four dimensions of lead scoring—fit, interest, behavior, and buying stage/timing—to achieve sales and marketing alignment so you know whom to fast track to sales. Use demographics, firmographics, BANT (budget, authority, need, time), list building, opt-ins, subscription centers, and database help to score leads and build out your list. 
  • Multichannel lead nurturing
    Discover how to approach lead nurturing with a modern, cross-channel lens. We’ll walk you through the process of establishing a framework to engage across your website, social media, direct mail, and mobile. Review the basics of connecting with anonymous leads, persona- and account-based marketing, retargeting, and sales involvement.
  • Content
    Strategize with your team to plan and produce content that tells your business story. You’ll also review each type of nurture content (original, curated, and user generated), and analyze the anatomy of a nurture email, including subject lines, sender info, copy, design, calls-to-action (CTAs), and mobile optimization.
  • Basic segmentation
    Explore the foundation of audience segmentation when you divide leads into definable and actionable parts. We’ll walk you through buying stages and buying profiles, help you to segment by top of funnel (TOFU), middle of funnel (MOFU), and bottom of funnel (BOFU), as well as segmentation by geography, language, demographics, and competitors.
  • Advanced segmentation
    See just how deep targeting can go when you add behavioral and topic of interest segmentation to your campaigns to increase relevance and engagement cross-channel. Use our comprehensive worksheet to develop and track specialized campaigns, stage-specific campaigns, and lead lifecycle campaigns
  • Testing and optimization
    Review our top tactics and seven helpful tips to maintain the health of your lead nurturing program. 
  • Calculating the ROI of lead nurturing
    We’ll walk you through basic measurements (sent, delivered, bounced, opens, clicks, unsubscribed, marked as spam), as well as advanced metrics, like engagement, lead acceleration, and revenue impact, so you can calculate your ROI and optimize your program.

The Definitive Guide to Lead Nurturing will help you interact with your buyers and understand their interest and behavior, gain deeper insight into their buying intent, increase the relevancy of future lead nurturing campaigns, and ultimately benefit from more and higher quality sales leads—increasing conversion rates and driving explosive revenue growth.

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