As a marketer, you likely devote a significant amount of your money (and your company's time) to the generation of qualified leads; but how many of those leads actually result in closed deals? There's a big difference between prospects who've been "qualified" and prospects who are "ready to buy." In fact, according to a recent report by SiriusDecisions, 70% of the leads that make it through the initial qualification process are eventually discarded.
The catch? Up to 80% of those "dead-end" prospects will likely still buy from you (or from one of your competitors) within 24 months of their disqualification. So what is it, then, that generates and keeps qualified leads?
A study by Gleanster Reserach found that 50% of all leads identified are qualified but aren't necessarily ready to buy. Lead nurturing speaks to this particular pool of prospects, and allows B2B marketers to build relationships with customers at different places along the sales pipeline. As a marketer, your job is to provide these prospects the information they need to make a sound buying decision; your chief priority is to keep your brand front and center, and to be ready to support the customers you've nurtured when they're finally able to commit.
These are six steps your company can take to set up a successful qualified lead generation program that incorporates nurturing. These include:
- Understanding the fundamentals of lead nurturing;
- Designing a basic qualified lead generation program that incorporates nurturing;
- Learning how to refine and expand your program;
- Measure the progress of your lead nurturing program; and
- Learning how to use lead nurturing to build a better, more productive relationship between your marketing and sales teams.