It’s not difficult to do.
- According to Marketo, 50% of leads are qualified but not yet ready to buy.
- Only a quarter of leads are legitimate and should advance to sales, notes Gleanster Research.
- Almost 80% of marketing leads don’t convert into sales. Lack of lead nurturing is the common cause of this poor performance, MarketingSherpa concludes.
That is a lot of lost revenue!
The pressure is on. Your responsibility as the organization’s marketing leader is to ensure your sales pipeline is continually full of sales qualified leads in order to meet sales goals. No doubt, with your years of experience, you have the tried-and-true traditional marketing tactics down for lead generating and nurturing. But is it enough to keep your pipeline full?
Especially when, regardless of whether you are a B2B or B2C business, over 90% of your potential customers begin their search for products and services online.
How can automated lead nurturing reconnect with lost leads?
That’s where automated lead nurturing, an inbound digital marketing strategy, jumps in!
“Marketing automation is the use of technology to generate, nurture, score and qualify leads, and drive sales using customized, multi-touch marketing communications that are tailored for each contact’s profile, level of interest, behavior, or place in the buying process.” -Sales Lead Insights
The primary role of marketing is to generate and nurture leads until they become sales-ready and can be handed off to your sales team. As a marketer, your most valuable asset is your marketing database.
But your database is only as powerful as you make it. You’ve put a lot of work into attracting leads. Shouldn’t you put some time into nurturing them?
4 reasons to implement an automated lead-nurturing strategy:
- How much revenue would you gain if you could capture 1-3% of your lost leads?
- How much time could save by automating manual lead-nurturing tasks?
- How much could you reduce your marketing budget through personalized targeted campaigns?
- How much could you improve efficiency and productivity by integrating your sales and marketing systems?
Welcome to the new age of nurturing leads through marketing automation!
What are the benefits of automated lead nurturing?
The immediate benefits of automated lead nurturing are improvements to process efficiency, flexibility and creativity. Automation provides the digital infrastructure that allows marketing and sales to interact with buyers in a personalized way.
Other advantages include:
- Increase in overall sales
- Shortening of the sales cycle by 50% or more
- Decrease in cost per lead
- Lower overall sales and marketing costs across the organization
Companies that automate lead management see a 10% or greater increase in their revenue in as few as 6 months, according to Gartner Research.
Adds Forrester Research, companies that excel at lead nurturing generate 50% more Sales Qualified Leads at 33% lower cost.
And DemandGen reports that nurtured leads produce an average 20% increase in sales opportunities versus non-nurtured leads.
Automated lead nurturing is a way for you to keep your leads engaged with educational and informational content, which then helps them learn more about your services. As they become ready to consider your service, you can qualify them and turn them over to sales.
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Nurture leads and keep customers with email marketing automation!
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Is it about time your organization started benefitting from a strategic data-driven approach to automated lead nurturing?
Explore how implementing an automated lead-nurturing program in your inbound digital strategy can lead to increasing sales qualified leads for your sales team.
Marketing Essentials partners with you to leap over barriers to success to advance your business goals. For a personalized, 30-minute consultation on how best to position your business for marketing success, contact us.
