Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer’s journey.
You want to actively move the prospects/leads you’ve created through your marketing and lead generation efforts, to the point where they become paying customers. Some tactics on how to nurture leads are through targeted content, multi-channel nurturing, multiple touches, timely follow-ups, and personalization.
As you continue to adopt inbound marketing as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes very clear. In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table.
Here are the seven most effective lead nurturing tactics:
1) Targeted content – Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%
2) Multi-channel lead nurturing – Four out of five marketers say their email open rates don’t exceed 20%. It’s time to think beyond the inbox.
3) Multiple Touches - Prospects receive an average of 10 touches from the time they enter the top of the funnel until they’re a closed-won customer.
4) Timely Follow Ups - The odds of a lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website.
5) Personalized emails - Personalized emails generate up to 6 times higher revenue per email than non-personalized emails do.
6) Lead Scoring - 68% of successful marketers cite lead scoring based on content and engagement as the most effective tactic for improving revenue contribution from lead nurturing.
7) Sales and Marketing Alignment - 89% of companies that align their sales and marketing lead nurturing efforts report measurable increases in the number of sales opportunities generated.
Lead Nurturing Workflows (Professional & Enterprise Customers only) -
- Lead nurturing keeps your leads engaged with your company and shows them that you understand their specific needs. Your contacts might not yet be in the decision stage of the buyer's journey, but they may be in the awareness or consideration stages and looking for educational content, such as eBooks or whitepapers. By understanding where your contacts are in their buyer's journey, you are better able to provide content that relates to their specific needs and thus move them down the funnel. The workflows tool in HubSpot can help you automate and scale this lead nurturing process.
Meetings, Templates, and Sequences
- Use the meetings tool in the CRM to easily schedule calls with prospects and eliminate the back and forth of finding a time that works for both parties.
- Templates allows you to build out and save a series of templated emails that are frequently used in the sales process. Templates can help your sales team spend less time on admin work and more time selling!
- Use Sequences to automate your follow up with prospects. Sequences allow you to set a series of personalized follow up emails that will automatically be sent, so that the sales team can set it and forget it!
Pro Tip:
- Continuously promote your campaigns on social media every step of the way! You can schedule your social posts for future weeks or months at a time. Not sure of how much to post? Think the “10-4-1” Rule - 10 posts of other’s relevant content, 4 post of your own content, and 1 landing page.
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