Breeding leads is an inexpensive and trouble-free concept today owing to social media promotions and landing pages. While aiming at the right market is critical in lead generation, targeting those quality prospects to rake in the profits is still a baby step, albeit in the right direction.
The latest marketing trend broadcasts the importance of practicing something we call: lead nurturing.
So, what exactly does this term mean? Is it just another Salesforce jargon to be brushed aside?
Lead Nurturing – “The role of Lead Nurturing in B2B business”
73% of all B2B leads are not ready for sale conversion. Converting leads to customers is a top priority; however, the study above shows that while you can generate leads, you can’t convince them to buy.
How to bridge the gap between quality lead generation and sales you ask?
It is merely by implementing a system that can yield flexible prospect behaviour. Every savvy marketer knows that developing an exciting purchase journey for the prospect is more important than staying wedged on the final goal.
Lead nurturing advocates active client engagement – remind them of your existence, how you can solve their problems, and that you are better than the best.
The aim of the business should be to provide value that helps them grow. Gaining their trust gently and guiding them along their purchase path is the lesser traveled route that results in maximum sales conversions.
