Lead nurturing is the process of repeatedly reaching out to a prospect as they make their way into and through the sales funnel. The goal is to provide helpful content that answers the questions the prospect has at each point along their buyer's journey. Lead nurturing creates confidence in your prospect that your solution is what they need. That’s a little different than the old-school approach to marketing, which was to send a list of product features and functions to a prospect, and if they were interested, great—and if not, so be it. While that sort of “one and done” approach didn’t require a lot of time and effort, it was not, as you can imagine, very effective.
Smart marketers today are more than happy to dedicate significant resources to devising a lead nurturing strategy and sticking with it. Why? Does their gut tell them this is the right thing to do? No, it’s not about instincts, it’s about cold, hard facts.
Lead Nurturing by the Numbers
You can find interesting stats on the effectiveness of lead nurturing all over the internet. And while everyone’s numbers are a little different, they all agree on one thing: nurturing works.
I’ll share a couple stats reported by our friends at HubSpot. The first is that 67% of B2B marketers indicate they enjoy a 10% increase in sales opportunities through lead nurturing. And, 15% see opportunities increase by 30% or more. Imagine that… a 30% increase in opportunities simply by taking the time to stay in front of a prospect!
Lead Nurturing the Easy Way
Now, of course, many companies will say, “We just don’t have it in the budget to hire someone to handle our lead nurturing." Fair enough. But what if I told you that you could create automated lead nurturing routines that deliver all the benefits of staying in touch with prospects at a fraction of the time, effort, and cost of increasing headcount?
Well, you can. Automated lead nurturing is one of the many reasons we speak so highly of the HubSpot marketing automation platform and why we are HubSpot Agency Partner Certified. It’s shocking, really, that a strategy that is so powerful and so proven to deliver results can be managed so effortlessly. And perhaps it’s even more shocking that there are companies who aren’t taking advantage of lead nurturing and the tools that make it so easy.
Time to Start Paying More Attention to Your Prospects?
Most companies that hear about the power of lead nurturing want to get started right away… like, today! The only thing holding them back in many cases is that they aren’t sure where or how to begin. That’s where we come in. Our teams in Colorado Springs, CO, Olympia, WA, and Springfield, MO, have helped clients all over the country implement HubSpot and create successful lead nurturing strategies that are humming along as I type. We can do the same for you. Let’s talk!
