1. LEAD NURTURING

2. Lead nurturing is the process
of cultivating leads that are
not yet ready to buy.

3. KEEPS PROSPECTS ENGAGED BY PROVIDING RELEVANT CONTENT THAT
IS BEST FIT FOR THEIR SITUATION
BUILDS STRONG BRAND LOYALTY LONG BEFORE A PROSPECT IS READY TO BUY
HELPS TO INCREASE THE CONVERSION OF UNQUALIFIED LEADS TO
OPPORTUNITIES & DRIVE MORE REVENUE.
HELPS ACCELERATE ACTIVE OPPORTUNITIES BY GIVING PROSPECTIVE BUYERS
THE INFORMATION THEY NEED TO MAKE PURCHASING DECISIONS

4. COMPANIES THAT EXCEL AT
LEAD NURTURING GENERATE
50% MORE SALES-READY
LEADS AT 33% LOWER COST
(SOURCE: FORRESTER RESEARCH)

5. Lead nurturing goals
1. Maintain permission to stay
in contact with the prospect.
IF A PROSPECT LOSES INTEREST IN YOUR MESSAGING, OR DOES NOT SEE
SUFFICIENT VALUE, THEY WILL DISENGAGE THROUGH UNSUBSCRIBING,
MARKING YOUR MESSAGES AS SPAM OR DELETING YOUR MESSAGES.

6. Lead nurturing goals
2. Establish key ideas,
thoughts, or comparison
points through education.
EDUCATE PROSPECTS AND GUIDE THEIR THINKING ABOUT THE MARKET,
THEREFORE YOUR COMPANY & SOLUTIONS WILL BE MUCH BETTER
POSITIONED IN THE MINDS OF BUYERS.

7. Lead nurturing goals
3. Watch for signs of progress
through the buying cycle.
AS YOU NURTURE POTENTIAL BUYERS, YOU CAN GAUGE READINESS TO BUY
BY OBSERVING THEIR ‘DIGITAL BODY LANGUAGE’. AS THEY PROGRESS THROUGH THE
BUYING CYCLE, THEY WILL REACH A POINT WHERE THEY ARE READY TO ENGAGE
WITH SALES, AS IDENTIFIED THROUGH A LEAD SCORING SYSTEM.

8. LEAD NURTURING

9. Lead nurturing is the process
of cultivating leads that are
not yet ready to buy.

10. KEEPS PROSPECTS ENGAGED BY PROVIDING RELEVANT CONTENT THAT
IS BEST FIT FOR THEIR SITUATION
BUILDS STRONG BRAND LOYALTY LONG BEFORE A PROSPECT IS READY TO BUY
HELPS TO INCREASE THE CONVERSION OF UNQUALIFIED LEADS TO
OPPORTUNITIES & DRIVE MORE REVENUE.
HELPS ACCELERATE ACTIVE OPPORTUNITIES BY GIVING PROSPECTIVE BUYERS
THE INFORMATION THEY NEED TO MAKE PURCHASING DECISIONS

11. COMPANIES THAT EXCEL AT
LEAD NURTURING GENERATE
50% MORE SALES-READY
LEADS AT 33% LOWER COST
(SOURCE: FORRESTER RESEARCH)

12. Lead nurturing goals
1. Maintain permission to stay
in contact with the prospect.
IF A PROSPECT LOSES INTEREST IN YOUR MESSAGING, OR DOES NOT SEE
SUFFICIENT VALUE, THEY WILL DISENGAGE THROUGH UNSUBSCRIBING,
MARKING YOUR MESSAGES AS SPAM OR DELETING YOUR MESSAGES.

13. Lead nurturing goals
2. Establish key ideas,
thoughts, or comparison
points through education.
EDUCATE PROSPECTS AND GUIDE THEIR THINKING ABOUT THE MARKET,
THEREFORE YOUR COMPANY & SOLUTIONS WILL BE MUCH BETTER
POSITIONED IN THE MINDS OF BUYERS.

14. Lead nurturing goals
3. Watch for signs of progress
through the buying cycle.
AS YOU NURTURE POTENTIAL BUYERS, YOU CAN GAGE READINESS TO BUY
BY OBSERVING THEIR ‘DIGITAL BODY LANGUAGE’. AS THEY PROGRESS THROUGH THE
BUYING CYCLE, THEY WILL REACH A POINT WHERE THEY ARE READY TO ENGAGE
WITH SALES, AS IDENTIFIED THROUGH A LEAD SCORING SYSTEM.

15. NURTURED LEADS MAKE
47% LARGER PURCHASES
THAN NON-NURTURED
(SOURCE: ANNUITAS GROUP)

16. Successful lead nurturing
anticipates the needs of the
buyer based on who they
are and where they are
at in the buying process.

17. NURTURING PATHS SHOULD BE BASED ON UNIQUE CUSTOMER PROFILES. SEGMENTING
ALLOWS YOU TO USE TITLE, ROLE, INDUSTRY OR SALES STAGE TO ACCOUNT FOR THE
NUANCES IN MESSAGING, ENSURING YOUR CONTENT RESONATES WITH THE RECIPIENT.
THIS WILL ALSO REDUCE UNSUBSCRIBES.

18. NURTURING ISN’T JUST FOR PROSPECTS. EVEN WHEN YOU’RE BRINGING ON A NEW
CUSTOMER, THERE ARE PLENTY OF WAYS TO NURTURE THE RELATIONSHIP AND DRIVE
ADOPTION. HERE TOO IS AN OPPORTUNITY TO SEGMENT BASED ON USER ROLE.

19. Be customer-focused.
USE PERSONALIZATION WHENEVER POSSIBLE, CALLING THE CUSTOMER BY NAME OR
MENTIONING THE COMPANY NAME. PROVIDE ASSETS RELEVANT TO THE CUSTOMER’S
INDUSTRY AND ENSURE THAT EVERY COMMUNICATION IS MATCHED TO THAT BUYER’S
NEED AT THAT POINT IN TIME.
WHAT’S IN
IT FOR ME?

20. INCREMENTALLY ASKING CONTACTS FOR ADDITIONAL INFORMATION, CAN HELP YOU BUILD
A RICH, ACTIONABLE DATASET ON EACH PROSPECT. WITH PROGRESSIVE PROFILING, EACH
TIME A PROSPECT CLICKS THROUGH ON AN OFFER, THE SYSTEM ASKS FOR JUST ONE OR
TWO PIECES OF INFORMATION.

21. 66% OF BUYERS INDICATED
‘CONSISTENT AND RELEVANT
COMMUNICATION’ AS A KEY
INFLUENCE IN CHOOSING A
PROVIDER.
80% OF B2B SALES WERE
CLOSED AFTER AT LEAST
FIVE FOLLOW UPS.

22. NURTURED LEADS MAKE
47% LARGER PURCHASES
THAN NON-NURTURED
(SOURCE: ANNUITAS GROUP)

23. Successful lead nurturing
anticipates the needs of the
buyer based on who they
are and where they are
at in the buying process.

24. NURTURING PATHS SHOULD BE BASED ON UNIQUE CUSTOMER PROFILES. SEGMENTING
ALLOWS YOU TO USE TITLE, ROLE, INDUSTRY OR SALES STAGE TO ACCOUNT FOR THE
NUANCES IN MESSAGING, ENSURING YOUR CONTENT RESONATES WITH THE RECIPIENT.
THIS WILL ALSO REDUCE UNSUBSCRIBES.

25. NURTURING ISN’T JUST FOR PROSPECTS. EVEN WHEN YOU’RE BRINGING ON A NEW
CUSTOMER, THERE ARE PLENTY OF WAYS TO NURTURE THE RELATIONSHIP AND DRIVE
ADOPTION. HERE TOO IS AN OPPORTUNITY TO SEGMENT BASED ON USER ROLE.

26. Be customer-focused.
USE PERSONALIZATION WHENEVER POSSIBLE, CALLING THE CUSTOMER BY NAME OR
MENTIONING THE COMPANY NAME. PROVIDE ASSETS RELEVANT TO THE CUSTOMER’S
INDUSTRY AND ENSURE THAT EVERY COMMUNICATION IS MATCHED TO THAT BUYER’S
NEED AT THAT POINT IN TIME.
WHAT’S IN
IT FOR ME?

27. INCREMENTALLY ASKING CONTACTS FOR ADDITIONAL INFORMATION, CAN HELP YOU BUILD
A RICH, ACTIONABLE DATASET ON EACH PROSPECT. WITH PROGRESSIVE PROFILING, EACH
TIME A PROSPECT CLICKS THROUGH ON AN OFFER, THE SYSTEM ASKS FOR JUST ONE OR
TWO PIECES OF INFORMATION.

28. 66% OF BUYERS INDICATED
‘CONSISTENT AND RELEVANT
COMMUNICATION’ AS A KEY
INFLUENCE IN CHOOSING A
PROVIDER.
80% OF B2B SALES WERE
CLOSED AFTER AT LEAST
FIVE FOLLOW UPS.