2. Lead nurturing converts more prospects to customers
As a marketer, you want to be as efficient with your time and generate the best results possible. While it would be nice to send an email to a prospect or lead and have them become a customer in one try, that doesn’t usually happen. This is why lead nurturing is so important. Lead nurturing is developing relationships with leads and nurturing them through the buying process.
More than half the people in a company’s CRM are not ready to buy. Contacts can enter a CRM in several different ways: downloading a lead magnet, providing a business card at an event, cold outreach campaign, etc. When someone provides you with an email address, this does not mean they are ready to purchase or even ready to engage in conversation. Lead nurturing is providing relevant targeted content that helps them understand that value of what your business offers. When scaling a business and collecting more and more leads every year, it’s essential to utilize automation resources for your lead nurturing to make sure you’re touching your audience at every step of the buying process. When a business focuses on lead nurturing, they make 50 percent more sales at a 33 percent lower cost.