While you’ve probably already got some lead nurturing campaigns going on, are they automated? If not, you’re leaving money on the table.
Businesses are spending more money on marketing automation solutions today than ever before. In fact, spending on marketing automation tools is expected to increase from $11.4 billion in 2017 to $25.1 billion annually by 2023, according to Forrester. There’s an apparent reason for this increase in spending — business leaders see results.
Plain and simple: Marketing automation solutions deliver ROI for businesses. Research shows that 80 percent of users see an increase in leads, and 77 percent witness a jump in conversions. Lead nurturing is contributing to some of that success, too. On average, nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads, according to a DemandGen report.
An effective lead nurturing strategy can make all the difference. Lead nurturing is a relatively simple concept. “Lead nurturing is the automated process of sending personalized and relevant content to prospects and customers at every stage of their buying journeys.” With the right automated lead nurturing program in place, you can significantly increase your sales.
Why lead nurturing is necessary
The reality is that not every prospect is going to buy your product or service immediately. While some prospects may be somewhat interested in what you’re selling initially, there may be a variety of reasons why they’re not purchasing your solution right off the bat. That’s why it’s vital to frequently remind prospects of why they’re interested in what you’re selling and educate them on your products (personalize these efforts for audiences). Effective lead nurturing campaigns do just that.
Developing your campaign content
Lead nurturing campaigns require content (e.g., whitepapers, ebooks, blog posts, webinars), but developing content assets for your lead nurturing campaigns takes time, money, and resources. Unable to regularly produce content for lead nurturing campaigns, some businesses outsource content creation efforts to marketing consultants or firms. These content creators can also frequently assist with developing targeted content. Your content must provide value to your buyers.
What makes automated lead nurturing different
When lead nurturing is automated, your campaigns adjust in real-time. Automated lead nurturing collects data from the decisions your prospects and customers make and segments them into audiences accordingly, allowing you to make decisions on the type of content to send. These metrics provide you with a better picture of where your prospects are in the sales cycle.
If you still haven’t added automated lead nurturing to your marketing efforts, consider doing so in 2021. Better yet — begin today.