According to a 2009 Forrester Research study, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead. And, a B2B Marketing Benchmark Survey from 2009 by MarketingSherpa found that 47% of respondents have a process for nurturing leads that are not sales-ready.
As discussed in the section on Landing Pages, Lead Nurturing is a key component of an overall lead generation strategy. Lead nurturing kicks in once your prospect responds to your initial offer, and continues through a series of carefully crafted follow-up emails and secondary conversion offers to provide further information and deepen the engagement.
It's been said 75% of the people coming to your website are not yet ready to buy. We can liken this to dating and courtship leading to marriage. Rarely will someone say yes to a first date marriage proposal. More often through an extended period of dating, relationship building and the sharing of a variety of experiences (not the least of which is to also meet the parents!) will a couple mutually agree to, "I do!"
HubSpot's built-in Lead Nurturing tool provides an automated way, through a series of customized emails to educate a prospect according to their interests and needs - and draw that person closer to a sale.
B2B Inbound's Lead Nurturing Campaign Service
Typical steps and deliverables include:
- 1 Hour Strategy Consultation
- Review business and inbound marketing goals
- Define what makes for a sales ready lead for you
- Structure campaign around offers and buyers' interests
- Identify which forms and landing pages to tie the campaign to
- Set up HubSpot Lead Nurturing
- Forms integration
- Compose 3 lead nurturing emails with compelling subject lines, headlines, copy and personalization tokens
- Provide additional calls-to-action for re-converting as determined in strategy consultation
- Set timing
- Quality check for HTML to text versions formatting and send test emails
- Turn on campaign emails upon final client approval
- Set up automated lead alerts emails to appropriate personnel
- Conduct mid- and post-campaign tracking and consultation sessions (2, 15 minute sessions)
- Training and coaching for aligning marketing with sales processes
- Review and analyze lead intelligence and scoring (if applicable)
- Identifying sales ready leads and next actions/areas of improvement
- Help sales make relevant engagement calls with appropriate questions/follow ups
Contact us today via the form to the left and request your free lead nurturing consultation.