Table of Contents
What is lead nurturing?
What do you get with Lead Nurturing?
What are the phases of Lead Nurturing?
How to do Lead Nurturing?
Conclusions
Sales departments will greatly appreciate the work of lead nurturing from the marketing area, because it allows them to focus on business opportunities that are more likely to buy”
What is lead nurturing?
Lead Nurturing is a technique applied to the Inbound Marketing methodology, but it can also be extrapolated to other marketing techniques and methodologies. It is the process that allows us to convert a cold lead (someone who has left their contact details when subscribing to a newsletter, downloading an canadian hospitals email list ebook or filling out a form on our website, event, etc.) into a qualified lead for marketing and, finally, into qualified leads for sales. In short, it is about transforming a lead into an opportunity for a customer who knows our product, company and benefits better, and who would be willing to listen to a commercial offer.
Lead nurturing is made up of different phases or stages that our lead must go through in order to generate enough trust and interest in our product so that the lead is interested in knowing more and how to buy it. The phases of lead nurturing are: Information, education, engagement and conversion.
Lead Nurturing is one of the techniques for capturing leads online that works very well to attract clients in B2B environments , since there are usually products or services that require explanation and also need a longer maturation time.
What do you get with Lead Nurturing?
On many occasions we make the mistake of sending an email with a promotion or discount to our entire database, without taking into consideration that some of these people do not yet know our product well, and in most cases, they are not willing to take the next step in the purchasing process without first having more information.
The goal of lead nurturing is to be aware of this, and depending on the phase our lead is in, we should provide them with more information about the product, its benefits, how it solves their problem, etc., as well as offering them the possibility of signing up with our brand, either by sharing content, interacting with publications or downloading more content from our website.
With Lead Nurturing, you will ensure that the message transmitted at any given time is perceived with interest by the lead, as they will have the perception of being understood and heard, making it easier for them to advance in the purchasing process and, consequently, providing more qualified sales opportunities to the sales teams.
What are the phases of Lead Nurturing?
Lead Nurturing is made up of 4 phases: Information, learning, engagement and conversion, let's talk a little more about each one.
Information: In this phase we must provide valuable information for our buyer persona, which fits their needs and what they are looking for; it requires investing time in creating content that helps keep attention on your brand and delight them.
Learning: You have caught the lead's attention and they are aware of your brand. Now you need to know more about them in order to qualify them and see if they fit the customer profile you need (this process is known as Lead Scoring ); leads that pass this qualification process continue with Lead Nurturing.
Conversion: At this point, your cold lead is already an opportunity and is willing to listen to a commercial offer to become a customer.
Engagement: The process does not end with the closing of the sale; we seek for this client to help us continue promoting our brand as an ambassador, sharing content on social networks, opinions and ratings, etc. In addition, if we offer other services or improvements to the current one, it is the ideal phase to include Upselling and Cross Selling strategies.
When designing your strategy, you must consider that a lead is in one of these three places in the marketing funnel: TOFU (Top of the Funnel), MOFU (Middle of the Funnel) or BOFU (Bottom of the Funnel), therefore communications and content must be adapted depending on whether the lead knows us, knows our product or is already prepared to receive a commercial offer.
However, Hubspot has redesigned the way we see the marketing funnel, and proposes a customer-based cycle, where the customer is at the center of a wheel and is accompanied by strategies to attract, interact and delight.
